Before & After: Entenmann's Coffee

 "Despite being a famous brand in cakes and cookies, the existing coffee varieties and packaging were relatively unknown.

The new package design intends to be clean, modern and reprise the elements and colors that make the classic Entenmann's cake packages so recognizable. The use of White as a background color and the Entenmann's blue throughout the design were primary client requests and integral to the final solution which you can expect to be appearing on shelves this fall."

Check out the Before & After below, and share your thoughts in the comments.

Redesigned by Big Idea Advertising in New York.

Comments

[Tom]

It looks nice on its own but on the shelf I bet it'll end up looking like a budget brand. Honestly it just reminds me of Walmart's Great Value brand.

[Jim]

i actually didn't know they made coffee products till i saw this. that chocolate donut brand sounds delicious... but also the packaging is definitely an improvement. the blue was kind of tough on the eyes whereas the white certainly helps you focus on the coffee cup

[Shelley Noble]

I really love the make over. Modern and fresh yet distinctly in keeping with the company's ID through history. The flavors are effortless to distinguish with both visual and color queues reinforced with right-sized typography. Makes me want to purchase the line and display. Bravo!

[Selektor]

Nicely done!

[dS]

good job~~

[Jeremy]

Everything looks nice on the pack except the coffee in the cup. As we know with certain…ahem…juice brands, photography can make a big difference. Definitely a move for the better, though.

[Anna Pan]

The reflection on the coffee makes the drink look really weak. Shame, as the previous packaging showed it looking really rich and dark, which really drew attention to what the product is.

[msc125]

Just curious but does anyone know who the supplier is that is packaging this line?

[nat]

seeing the packagingin the shelf id rather leave for cookies / crumb cakes, i think the sweets are too flamboyant...
still, the new one looks way more serious than the old one ;)

[Rob]

I agree with dS and Jeremy, the design is well executed but the actual cup of coffee leaves me flat. Everything about the design is appealing except the product being sold!

[nycgreendesigner]

does NOT look rich and flavorful and could easily be a private label. sooooo, it's a bit disappointing. sorry.

[Yael Miller]

The new packaging is far nicer than the old. The coffee cup appears to be a rendering. This is probably why it feels 'flat'.