Carl Seltzer’s 1984 “Carton for dietetic ice-cream with tear strip indicating inches” (from Graphis Packaging 4)
Carl Seltzer’s name is misspelled as “Selzer” in the credit line appearing in Graphis Packaging 4, the book where I found this image. A California-based designer who appears to have worked at various design firms, including his own, “Carl Seltzer Design Office.” In this case, Seltzer was working for Advertising Designers, Inc. The “client” was Print Magazine which probably means that this packaging never appeared in a retail frozen foods section.
What I like most about Seltzer’s design is the way the upper portion of the product inside is realistically “exposed.” Frozen food seems particularly suitable for this type of depiction on the outside of a box. It’s so easy to imagine a frozen block of this “mocha flavored frozen dairy dessert” as a stand-alone product with no real need of a supporting container. (See also: Hans Uster frozen food packaging and Packaging vs Contents)
Black seems an unusual choice for a 1980s ice-cream carton. Is it because black is so slimming?
The tape measure is also interesting. Used here as a tear strip, the tape measure functions both as an invitation to reveal the actual “Diet Ice” beneath the simulation, and as metaphor for losing weight.
We’ll being showing more of Carl Seltzer’s work in a week or so.