TheDieline.com

Before & After: Cabo Wabo

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"The world’s most distinctive ultra-premium tequila, Cabo Wabo®, is ready to rock a whole new look. Skyy Spirits ... today unveiled a vibrant new packaging design for Cabo Wabo Tequila that will start to appear on store shelves and in bars this summer.

After more than a decade, Cabo Wabo Tequila has received a makeover befitting its heritage. The new packaging is inspired by Cabo Wabo’s origins.

Each bottle now features clean lines and clear glass to showcase the color, brilliance and quality of the hand-crafted 100% Blue Weber Agave tequila. The glass bottle provides a fresh, modern look that is juxtaposed by a tactile label recalling a village shop deep in Mexico, where one might find rough-hewn, hand-crafted papers and items made from hammered, glimmering steel.

“The new Cabo Wabo Tequila bottle design is an achievement in contrast - blending authentic Mexican heritage with contemporary styling,” says Alexis Pagis, Senior Brand Manager for Cabo Wabo. “It continues the vision of Cabo Wabo founder and Rock and Roll Hall of Famer Sammy Hagar by infusing a sense of quality and sophistication with a real shot of rock-n-roll energy.”

On the bottle, metallic foil illuminates the crest of the Cabo Wabo logo with distinct panoramas printed on the flipside of each label. These features, combined with torn edges on the neck label, offer a striking and immediate expression of vibrancy and sophistication infused with a punch of hard driving attitude that’s inherent in the personality of Cabo Wabo Tequila. The new packaging design was created by design firm Meat & Potatoes located in Burbank, CA. The firm specializes in print, packaging and advertising designs that are cutting edge and dedicated to the art of it all."

Before & After: Jose Cuervo Proposal

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Infección Visual, a Mexican design firm, was asked by Jose Cuervo to redesign their label to give the brand a new look while still retaining its heritage.

See close ups of the 3 designs after the jump, and be sure to share which one is your favorite.

Before & After: Walker's Sensations

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Sensations, a popular Irish potato chip brand, recently overhalled its design from a traditional white background to a more humble black background with a creative "S" logo. The "S" is comprized of the ingredients used for each specific flavor. It invokes natural flavors, using the image of the ingredients descending from the heavens.

Before & After: Little Bites Muffins

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Redesigned by the Landor Associates Sydney team. Share your thoughts on the redesign below.

Before & After: Nutrisoda

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Hunt Adkins, a Minneapolis-based agency, recently redesigned Minnesota-based Nutrisoda: 

"Nutrisoda needed to embrace its identity as a soda. The 8.4 oz can of the old packaging screamed energy drink and led to confusion. Our solution was simple: change to a 12 oz can. Second, the old mark had taken a back seat to more prominent design components. But it was imperative people recognized the brand Nutrisoda while finding a way to highlight we are a soda (albeit a better-for-you version). Therefore, we established a proper brand hierarchy that showcases our name and product, using valuable shelf space as a marketing opportunity. Finally, we used bubbles and colors on each can to display the fun, fizz, and flavor that consumers look for in a soda, while allowing the unpainted aluminum to speak to the clean, modern and healthy beverage Nutrisoda contains. Together, these add up to Nutrisoda: delicious, guilt-free fizzy goodness made real."

Do you think this was a successful redesign? Share your thoughts after the jump.

Before & After: Walmart's Great Value Line

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I imagine there will be some opinions about this one. Please share your thoughts after the jump.

Before & After: Tango Soft Drink

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Blue Marlin Brand Design redesigned Tango, a beverage primarily sold in the UK and Ireland:

"Tango is one of the great fruit carbonate brands of recent years and is fondly remembered for its edgy marketing campaigns of the last decade, but needs to retain its relevance to 17-25 year old males of today.

Britvic set Blue Marlin a challenge: to leverage Tango’s unique personality and full taste delivery to drive value share growth. The aim of the redesign is to ensure that when Tango is in the hands of the target audience the brand values of impact and entertainment come across loud and clear through the packaging.

Many soft drinks brands have been using fruit on their packaging in a cute, innocent, often child-like way, which doesn’t appeal to Tango’s target audience. So in true Tango style, it’s new look depicts fruit getting mangled, crushed, exploded, punctured and mauled in the name of great taste.

Blue Marlin Executive Creative Director Martin Grimer comments: “Tango’s personality needed to be brought to life again so we have really mashed up the packaging to bring out its innate Tangoness and put its personality back where it belongs: in your face. It pokes fun, it’s fruity and it makes you grin – or should that be cackle?”

Tango senior brand manager Sally Symes says:  “The new design is a modern and fresh expression of the Tango brand proposition that will be really impactful on shelf as well as having elements of discovery for consumers as they get closer to the pack. The design is a significant change, will prompt reappraisal, but is also very recognisable as Tango which is vital.”

Before and After: VO5 Elixirs

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Flood Creative partnered with Alberto Culver UK to restage elixirs:

"The unique expertise of Vo5 hair care is deeply rooted in its 5 vital oils. Over the years, the product line had grown and yet the original meaning of the masterbrand had been lost, especially on pack. Our exploration uncovered a way to actively capture the blend of essential oils. Also inspiring to us was the new “light up your magic” positioning, so we walked away from a consistent bottle color in favor of a more sophisticated and luminous color palette that reflects the translucent qualities of the oils themselves."