Saxo: A Packaging Design Inspired by Jazz Music

Celebrating the Vibrant Spirit of New Orleans

The concept behind Saxo is to visually depict the waves of jazz music and the emotions it evokes. The design celebrates the city of New Orleans, taking inspiration from its vibrant culture and the unique role it played in the history of jazz. The packaging design is a translation of the sounds of jazz into images, shapes, and contrasts.

The strength of Saxo lies in its mix of dark contrasts, curved lines, and faded images, which create an atmosphere reminiscent of the jazz era. The bottle itself is uniquely shaped, twisted and curved along the central axis, conveying a sense of musical intensity. The labeling features a vintage newspaper background, with key words describing jazz music. The use of black color selectively erases parts of the label while accentuating others, adding to the overall aesthetic.

The realization of Saxo involves the use of black opaque glass as the main material for the packaging. The glass bottle is twisted around the central axis, with a base shape that combines elements of both rectangles and circles.

Measuring at 70mm in width, 70mm in depth, and 300mm in height, Saxo is a visually striking and unique packaging design that captures the essence of jazz music and the spirit of New Orleans.

Listening to famous jazz artists and immersing herself in the mood they experience when creating, Gabriela Chelsoi developed Saxo with a deep understanding of the music. The classical illustration of the saxophone, the fading newspaper-style text, and the construction of the logo all serve to let the music be the guide in this design.

The Saxo project was initiated in Bucharest, Romania, and took four months to complete. The design research delved into the history of jazz, particularly its origins in New Orleans. The energy, vibes, and musical tones of the city were integral to the development of this concept.

Overcoming the challenge of translating the mood and rhythm of jazz into packaging, labeling, and product identity, Saxo successfully combines a dark palette with twisted shapes that visually convey the movement and intensity of the music.

Saxo, with its unique design and homage to jazz music, has garnered recognition in the design community. It was awarded the Bronze A' Design Award in Packaging Design in 2018. This prestigious award recognizes designs that exhibit creativity, resourcefulness, and technical skill, contributing to the improvement of quality of life.