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Companies are always trying to out do each other when it comes to winning customers, who are spoilt for choice thesedays.
This time round, top brands like PepsiCo, Nestle, Citibank have roped in leading designers like Manish Malhotra, Wendell Rodricks, Tarun Tahiliani to design the packaging for their products so as to draw a better connect with fashion-conscious consumer. In the bargain, they are also hoping for higher recall value.
So, go on be fashionable and indulge in some designer packaged mints or cola or dinnerware the next time you go shopping.
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Manish Malhotra: Pepsi and La Opala
Manish Malhotra is known to have worked with top celebrities like Kareena Kapoor, Shah Rukh Khan and the late Michael Jackson. But, he is not just playing up his creativity to design a lehenga, saree or embroidered denim.
PepsiCo roped in Manish Malhotra to launch a special series of Pepsi cans for Diwali in 2011.
He is also working with crockery maker La Opala to create a line with minimalistic design and a splash of colour.
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Wendell Rodricks: Polo and Himalayan Natural Mineral Water
During the Lakme Fashion Week in July, Wendell Rodricks had designed an exclusive limited edition bottle of Himalayan Natural Mineral Water for NourishCo, a joint venture between PepsiCo and Tata Global Beverages.
His latest contribution to the world of consumer goods is colourful packaging for Polo. As bizarre and whacky as it may sound, it's true. Nestle has tied up with Goa-based designer Wendell Rodricks for its confectionary brand Polo's new look. To justify the change, Polo has replaced its traditional 'The mint with a hole' tagline to 'Hole new fashion'.
He has designed the packaging for the four new Polo flavours - Lime Mojito, Watermelon Sorbet, Peach Schnapps and Cocoa Mocha. The new fashion flavours aim to take the brand from a high street approach to the high-ground of a fashion label and capture the responsiveness of gen-next.
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Tarun Tahiliani - Citibank
Delhi-based fashion designer Tarun Tahiliani used his signature rich traditional texture to create a designer ATM for Citibank India.
The tie-up aims to bring life and colour in the more serious world of financial services.
This ATM will be housed in a super luxurious setting, with internet banking, TV screens and an ambience not found anywhere else in India -- the perfect place to spend a moment in the midst of life's finest things.
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Satya Paul – American Express
It's not just Citibank that's adding colour to its services. US financial services, American Express roped in Satya Paul to design a cruise wear line as a part of the Platinum Cruise Privileges Programme for its cardholders.
Called 'Jewels of the Sea', the cruise wear line includes tops, sundresses, ball gowns, cocktail dresses, tunics, scarf tops, stoles, kaftans, swimwear, scarves and pareos.
Jewels of the Sea is a rendition of the exciting underwater world in a unique and aesthetic format.
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Karl Lagerfeld – Coco-Cola
Globally, there have been several instances of designers working with brands for special editions. Coco-Cola, for instance, roped in German fashion designer Karl Lagerfeld, who famously lost 90 pounds in 2001 on a regimen of Diet Coke and steamed vegetables. Thus, taking a leaf from his life, the German designer was signed on lend his silhouette to limited-edition, collectable bottles of Diet Coke.
This is Karl Lagerfeld's second collaboration with the soft-drink giant, after a 2010 venture. The 2011 collection uses the same palette but the silhouette has shrunk, and spots, stripes and stars have been added.
Coca-Cola has been getting jazzed-up by the fashion world since 2003.
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Andre Courreges - evian (R)
evian(R) Natural Spring Water partnered with French fashion designer Andre Courreges to create a limited edition bottle design that combines evian(R)'s free-minded spirit with Courreges' nonconventional creativity.
The idea here was to bring Courreges' timeless taste for fresh concepts to conceive a water bottle design that radiates a joy and a freedom from convention.
The design features Courreges' elegant white and pink emblematic flower (introduced in 1967) on the backdrop of evian's iconic glass bottle silhouette, radiating youth and positivity.
With its organic ink and 100 per cent recyclable packaging, the bottle's very substance conveys the idea that youth is ever evolving regardless of age.
Since 2008, the brand has developed these bottles in partnership with major innovative fashion designers, including Issey Miyake, Paul Smith, Jean Paul Gaultier and Christian Lacroix.
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Designer bicycles from Missoni, Kate Spade and Ralph Lauren
These designers are better known for fashionable clothing. But, consumers are not complaining as they put their marquee on bicycles.
The three-speed bicycles with the trademark zig-zag and striped patterns of Italian fashion house Missoni nearly sold out the day of their introduction.
Even Ralph Lauren's Rugby division which launched a $2,200 limited-edition men's two-speed leather-saddled "roadster" bicycle and accompanying line of tweed cycling clothes is a favourite of enthusiasts of vintage bicycles and clothing.
Earlier in 2011, Kate Spade New York partnered with boutique Manhattan bicycle retailer Adeline Adeline to offer a European-style women's single-speed two-wheeler in a distinctive green and bicycle bags.
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Alexander McQueen - PUMA
Alexander McQueen's PUMA work is as theatrical and exploratory as ever. Over the years, the designer label and PUMA has managed to fuse the sporty energy through its designs.
PUMA signed on Alexander McQueen in 2005. Since then, the duo has launched some unique, uber cool designs.
So throw out your style rules and add an edge to your look by letting these shoes dress down your dress-up clothes.