Before & After: Philadelphia Cream Cheese
Design company Holmes & Marchant has redesigned the packaging for iconic Kraft soft cheese brand Philadelphia for the European market:
The new packs, which are on shelf from mid-April, feature a refreshed Philadelphia logo inside a burst of light, emphasizing the fresh and wholesome qualities of the product. Flavoured varieties, such as basil and garlic & herb will also feature images of the ingredients around the bottom edge of the tub.
The new design also says goodbye to the traditional foil and transparent plastic covering in favour of an opaque plastic lid which will help to keep the product fresh and avoid contamination from other foods in the fridge.
The new designs will be extended across the Philadelphia range (including mini-tubs, Splendips and bricks) and will be rolled out across Europe. The revamped range is already in the process of launching across Belgium, the Netherlands and the Nordic region, and after April, will launch in Spain, Italy and Germany.
Paola Donelli and Sam Mitchell, the Kraft marketing leaders on the project said: “Coming up with this new look was a really exciting process for everyone at Philadelphia. The brand is well-loved across Europe and its packaging had an iconic look and appeal. “We had to ensure that any new design paid homage to this, while communicating the fact that Philadelphia is a modern, innovative and wholesome brand. We’re delighted with the results that Holmes & Marchant has produced.”
Jon Davies, managing director of Holmes & Marchant added: “Philadelphia is a famous brand with a great heritage. We needed to create a pack that sympathetically moved the brand forward and reinforced its strong identity."
Our aim was to create fresh, immediately understandable and intuitive pack architecture and graphics that worked across the whole range of products. The new shape makes the brand really stand out on shelf, while the design and logo communicate the freshness of Philadelphia."
*Updated image of the before packaging, the round tub is US only, the square 200g tub is what the new design replaces.
Before & After: New Function Packaging
"Function Drinks has unveiled their packaging redesign which reflects the brand's position as a leading innovator in the beverage industry. The overhaul, which includes a proprietary PET bottle based on cutting-edge technology, new label redesign, and logo cap, will launch in stores this month.
"Function Drinks leads the industry in terms of ingredients and functional platforms," said Dayton Miller, Function Drinks Co-Founder & CEO. "When it comes to our innovative formulas inside the bottle, there's nothing else like us on the market. We wanted to make sure our external appearance reflected that same innovation."
The proprietary bottle was designed by Function, in conjunction with Amcor/Zuckerman Honickman and maintains the same revolutionary patented panel-less design as its predecessor. While the bottle is only slightly taller the revised shoulder gives increased shelf presence and an aesthetically cutting-edge feel. The bottle also features a significantly larger label panel that allows for more information to be communicated to consumers. In addition to the bottle and label redesign, the cap prominently features Function's "Created by Physicians" hallmark seal.
"An important goal of the bottle and label redesign was to give us more space to explain what 'Created by Physicians' means," said Function Drinks Co-Founder & Head of Marketing, Josh Simon, who led the redesign efforts with his internal branding team. "We wanted to make sure consumers adequately understood the efficacy and innovation of our functional platforms."
Amcor's PowerFlex(TM) bottle features a revolutionary patented panel-less design which takes hot-fill (185 degrees Fahrenheit) bottle options to a new level. Amcor's structural design not only eliminates the panels, but unlike recently launched competitive containers, PowerFlex(TM) has a large, completely smooth label panel -- free of any kind of ribbing. PowerFlex(TM) features a vacuum absorbing base. Previously, sidewall panels were necessary to absorb the distortion that occurs as a hot-filled beverage cools to room temperature. (After the bottle is capped, the filled liquid cools, which, in turn, pulls an internal vacuum that must be dissipated structurally.)
Before & After: Huggies
"Kimberly-Clark is to reveal a brand new look for Huggies® with a total redesign of all packaging across the baby care range. The redesign, the first for eight years, was carried out by strategic design agency Anthem Worldwide and sees a substantial investment and commitment from Kimberly-Clark in one of its key brands. The new packaging is due to be rolled out across the UK and its European markets from April 2010 onwards.
Huggies® appointed Anthem Worldwide in February 2009 with a brief to radically overhaul the design and focus on embodying the emotional values of the Huggies® brand. These values are based on a robust and exciting promise of offering real-world solutions to mums who want to make the best of everyday moments with their baby. With this in mind, the key new feature of the packs will be striking baby photography which captures a snapshot of mum’s real world with warmth and gentle humour, showing an image of a baby looking at the viewer as if mum is directly behind the camera.
The new packaging also incorporates an evolution of the Huggies® logo itself, including a child’s hand splat icon intended to enhance the emotional qualities. The Huggies® brand name will take a greater role on the new packaging which promises to stand out in a category which is often visually busy and confusing for consumers. To connect with mum and draw her to the right product for her baby, nappy sizes have been made more prominent on pack, while the engaging photography uses models whose age and stage reflects that of the baby for whom each product has been designed."
Read more about the new Huggies packaging, and see the old design after the jump.
Before & After: Aquarius Fresh
You all may remember Dimaquina for the vibrant work they did on the Popfish packaging awhile back. Well, Daniel Neves, the creative director of the firm, just sent a recently completed packaging and logo redesign project for Coca Cola Brazil for a brand of sodas sold there:
"CHALLENGE: Aquarius Fresh must disrupt traditional graphic codification of sodas in Brazil and repositioning the brand as the main product reference in brazilian market category.
PROBLEM ANALYSIS: Aquarius Fresh has a colorized liquid, in opposition of other brands. So, colour was the starting point to our strategy going through a sensorial experience and it defines as main element of our visual identity system.
RESULT: We wanted to amplify and change perception of the product in associating Aquarius Fresh to a new experience on consuming. It implies not only in an act of drinking, but an act of seeing, imagining colours and estimulates creativetly associations of different sensorial experiences. Thus, we came over with Synesthesia main idea and create the claim: Aquarius Fresh is drinking a colour! Through Aquarius Fresh liquid colours, we've looked for an packaging experience of our claim as most intense as possible on label and bottle. We made several studies in printing to bring enough luminosity and transparency onto label and to make the aesthetics effect we desired. It was fundamental that graphic design have a graphic system extremelly simple, clean and iconographic to aim the best result. From this point, colours itself did the rest."
See more photos after the jump.
Before & After: Morton Salt Branding
Addison and Pause for Thought refresh one of America's most well loved brands: Morton Salt. Addison developed the masterbrand positioning and 100 anniversary branding. Pause for Thought designed the new logo and soon to launch packaging.
The company is launching a year-long campaign in honor of the Morton Salt Girl, who marks her 100th year as the face of the brand in 2014. Morton Salt is also refreshing its brand this year by updating its logo and introducing a new packaging design system.
The Morton Salt Girl has been a staple in hearts and homes all across America for 100 years, and she’s still the one that people trust to be part of their life experiences. That’s because she is more than just a symbol of our brand. She’s an American way of life.
- Christian Herrmann, Chief Executive Officer of Morton Salt