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Lead Image

With folds, wraps, and tipped-on samples this collateral piece delivers samples in a protected and durable format. Meant to be used over and over it was important to consider wear and tear along with usability and aesthetics. 



Axalta Coating Systems GmbH & Co. KG

Quantity Produced


Production Cost

8.00 each

Production Time

2 Weeks

Dimensions (Width × Height × Depth)

Page Count

22.5 × 14.7 in.

Paper Stock

Algro Design  / DUO / white / 360 g/m

Number of Colors

5 (CMYK + Pantone Gold)




Neo Sans


ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection
ICONICA Collection

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Project Description

For architecture and design, guided by a clear vision on the changes happening in our world. ICONICA describes a selection of Alesta® SuperDurable powder coatings.  

The corporate design of the ICONICA Collection developed by us is the basis for product communication. The color circle with its broken elements symbolizes the expressive power of the individual color worlds and stands for an "iconic" overall assumption. Within this project, an 8-page brochure, sample compartments and a DeLuxeBox were created.   

The packaging convinces by its design, its handiness and its functionality. The foil liner protects it against moisture and premature wear. The sample compartments can be easily removed and re-sorted by means of four paper clips. A booklet in the ICONICA look and feel informs about the collection. The highlight – an LED-Cardlight in the lid to emphasize the "glittery-effect “of the coating. 

Our project is nominated for the German Design Award 2018.

Production Lesson(s)

To develop the Packaging Design for the ICONICA Collection by Axalta Coating Systems was the most challenging job I have ever done. But at the end of the day it went perfectly.”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

August 1, 2017


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

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