The Coca-Cola
Company has just redesigned the packaging and brand identity system for
its entire portfolio of more than 100 juice and juice drink brands available in
145 countries worldwide. This includes Minute Maid here in the United States:
"The packaging redesign, available on store shelves in the
U.S. beginning this month, is one of the largest branding efforts undertaken in
the history of the Coca-Cola Company. The new system establishes a common look
and feel that brings continuity to Coca-Cola’s extensive juice offerings, is
scalable to multiple brands and product lines, and improves the consumers’
experience at retail. The new packaging takes on the best known qualities of
the Minute Maid brand including the black rectangle and white logotype
lettering."
Evoid Drinks has just launched their new line of low calories Juice Drinks and Sodas in the UK. The lineup is schools compliant and offers parents and local authorities an alternative to traditional colas:
"Not impressed by drinking additives
and loads of sugar?
We looked at the drinks available for young people in schools and on the high street, and were totally dismayed at the chemical cocktails contained in the household names and brands, many of which contained 10% or less fruit juice.
We know that you aren't impressed either by drinking something that's really bad for you - so Evoid was created with love, care and passion."
We feature Moxie Sozo's work from time to time, so you've probably seen some of these projects before. Nevertheless, we thought we'd pull together an official studio spotlight and show them off altogether, plus some that we haven't featured before.
"This project was to re-design a range of packages for Gelati Sky, a
boutique, premium gelati range. The story of Gelati Sky had such strong
personality. It was based around Gelati Sky founder Paul Scalisi
memories of growing up in Rome, eating gelati - 'a world where every
moment seemed frozen in an amazing sensory assault and every cloud in
the sky made you feel it was about to rain gelato'. We were looking for
something that was strikingly unique, represented his story and would
create conversation. The communication platform of 'it's what dreams
taste like' was derived out of the brand strategy definition for Gelati
Sky conducted by Brand DNA. The goal was to express these feelings
through the package and the tastes through the flavors. The concept
that we came up with was born out of these ideas. We combined the
imagery of Italy with objects that looked like the flavor to create a
unique, organic and scrumptious shape for each flavor. The packaging
looks like it is part of memories and dreams from Italy.
Gelati
Sky started as a boutique Gelati range servicing restaurants and
specialist food shops. The packaging was the strongest step to building
a brand consumer could connect with. As small ultra premium brand, the
package needed to take on a more delicate personality than the bigger,
more established companies. The package needed to not only reflect the
personality and story but also to look different while still
maintaining premium feel. The taste of the Gelati is simply amazing and
we knew that if we developed a rich, beautiful label, one that would
get buyers and customers excited it would be very successful."
"Having been asked by Bill’s Dairy Farm in South Africa to create carton graphics for their new range of milkshakes, ilovedust created a distinct design solution.
Featuring strawberry, chocolate and vanilla flavours, each individual graphic features its own character and specific colour palate. The fun, candy shop style packaging is designed to appeal to a young target market remit of 12 – 25 year olds."
French design firm Toscara has recently madeover La Mauny, a French brand of Rum. See the "before" design after the jump. What a difference!
"Here is the makeover of the old range Rum La Mauny, creating tubes canisters (Spinnler) and customization of the bottle "Little Pasha" (Saverglass), etching glass and recessed to accommodate the label. The aim was to modernize and make the range more consistent and premium."
Gaėl Baldy, a recent graphic design graduate in France send in a new conceptual food brand he has developed:
"A brand who responds to your physiological needs, nothing more, nothing less. It doesn't sell an aspect, but a benefit, the core of the product is the nutrients. It is the ultimate transparency, in today's world where butter is not butter, and potatoes chips make you look skinny.
Consumers can see with a quick look if what they eat is good, bad or adjusted for them.The brand uses a nutrients visualizer system who give an unique graphic signature to each products according to their nutritive contribution."
