Taquina Beer

We see a lot of packaging every day (especially if you're a regular at The Dieline) so it's easy to overlook some exceptional design work. On the surface, there are designs that look classic, expected and not really extraordinary. Yet, they are carefully crafted to create a major impact on the marketplace they're intended for. This is what makes the craft of packaging design different from other forms of identity and design-at-large. A lot of strategic thinking and planning goes into packaging design - especially updates and rebrands for established consumer brands.

Pierini Partners in Argentina took the existing Taquina brand and polished it up - with great results. Take an inside look into the redesign process with some great images highlighting the details.

Below: before and after of key details in the design.

Comments

[Ben]

It's really interesting to see the attention to detail, and how small tweaks affect the overall design. I'm not a massive fan of the label but I can see how it works very well with the product, and the little improvements give it a great facelift.

[GV]

This is a very important post. Many of the designs (alcohol is my focus) I see on this blog are so much about design that they lose focus on the product itself. Not that these designs aren't inspiring, but the primary focus of package isn't to be radical - it's to grab a consumer's attention and to get that consumer to buy the product. These labels are a great example of working within an established feel but bringing a product up to date instead of doing a radical redesign for the sake of design itself.

[mark]

I like the design, but I have one problem with the post: "Yet, they are carefully crafted to create a major impact on the marketplace they're intended for. This is what makes the craft of packaging design different from other forms of identity and design-at-large." Different from from other forms of identity and design? Doh! Sorry, but if you design without that general strategy, you are not a designer, you are a fine artist.

[Andrew]

Nice but way too busy. Over-designed. Too many elements in such a small space begin to distract and subtract from eachother. The 'shield seals' alone are enough to carry the label. Excellent vector work.

[coso]

Ñ

=)

[Rachelle]

Nice improvement, and good points made about the subtle differences, although I still think it's boring and I would never buy it for the look.

[Ed Wright]

Really great to see the tweaking!

(The montage of photographs image is CMYK and showing up with inverted colours in Safari)