DOCKET #3096

TALL TALES, LONG LENSES — JOHN MARRIOTT

It seems contradictory, but packaging design isn’t really about the packaging. “You design a ritual of unpacking to make the product feel special,” explained Walter Isaacson, Apple’s senior vice president of industrial design in his book, Steve Jobs. “Packaging can be theatre, it can create a story.” 

Industrial designers like Isaacson create narrative and emotion via visual cues as well as sensory ones. Those sensory triggers relate to something called haptics — the science of touch. Neuroscientists who study haptics say more than half of our brain is dedicated to processing sensory experience, which is why people understand and remember printed information better. It’s also why brands leverage tactile printing and packaging to enrich the perceived value of their products.

At IVY, our creative director came to design through the print industry, so print is an important element of our work. We believe that when something is printed, it should be special. We believe that printing and packaging is part of the message.

That approach is evident in these special editions of Tall Tales, Long Lenses by John Marriott, a renowned Canmore wildlife photographer. The book is a celebration of Marriott’s twenty years as a professional wildlife photographer, featuring photos and anecdotes of his favourite moments over his career.

In addition to printing a regular hardcover version of the book, Marriott also wanted a special Limited Edition version and a luxe Collector’s Edition to commemorate the book. That’s where we came in to create some theatre. The special editions feature bespoke, foil stamped clamshell boxes, tone-on-tone vellum sheets, laser-cut, fitted interiors, leather covers with burnished wordmark, beautifully packaged special edition stamps and coins and signed, limited edition prints held in a diecut folder. 

Because fans of Marriott’s work can purchase the regular, hardcover edition of his book for a fraction of the cost, we needed to imbue beauty and narrative in our packaging design. Each of these special editions was crafted to provide the customer with a “ritual of unpacking” that was truly special; one that provided a sensory and visual experience worth paying for. 

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