Winner of a 2016 WorldStar packaging award: TricorBraun’s “Knockout” fist shaped bottle:
For a new weight-loss supplement targeted toward men, Robert Parker, owner of Roar Ambition in the U.K., sought a dramatic package format that would help his product stand out in the crowded supplements field.
… says Parker. “We had spent many months creating, researching, and testing a very effective formula, and I wanted branding and packaging that delivered the same impact as the formula.”
To create that impact, Parker conceived of a clear plastic bottle molded in the shape of a clenched fist that would show off the bright red supplement capsules inside while projecting the product’s “knockout fat” theme. …Parker’s partner in the project was TricorBraun, which worked to design a package that would keep its shape when molded in plastic.
… The resulting fist-shaped bottle is made from clear PETG, with a black polypropylene cap. The Instant Knockout logo—the letter K— is printed on the cap and is embossed on the bottle. A tag that hangs on the neck of the bottle also carries the K brand logo, as the bottle itself does not carry a label.
Supplement product & package deliver one-two punch, Ann Marie Mohan
Packaging World, January, 2015
We’ve seen a number of hand-shaped bottles over the years. The recent Diesel bottle for “Only the Brave” mens cologne was similarly fist shaped, although its shape was significantly easier to quickly comprehend as a fist. We’re not used to seeing disembodied hands. Yet somehow the Diesel bottle overcame that hurdle with more agility than the Knockout bottle. In my opinion. (Seeing it in virtual 3D only seems to confirm this.)
I suspect that Knockout’s packaging might be more instantly recognizable as fists if the bottles were empty or opaque. For this particular bottle, seeing through to the pills contained inside paradoxically makes the bottle’s shape less clear. Perhaps this issue is related to Milner Gray’s concept of “dazzle painting” — the idea that visual patterning will tend to conceal a package’s shape. This seems to me like a drawback, since the bottle’s shape is the whole point of the exercise…
Footnoted (musical) Digression:
*There was a 2003 album entitled A fistful of Pills (by a band from Boston named The Pills) and there was a stand-up comedy routine and a 2005 film by comedian, Tom Hester about a fictional band named “A Fist Full of Pills.”