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."
JKR has redesign Guinness, old on the left, new on the right:
"On this historic day 250 years ago Arthur Guinness signed the lease on his Dublin brewery. Today this will be celebrated by the brand on a global level with parties, charitable funds and special packaging all part of the mix.
This week also sees the launch of overhauled packaging for Guinness Draught in can by jones knowles ritchie (jkr). jkr were challenged to produce an eye-catching can which evokes positive associations to the iconic brand – simply, to make a good pack great.
The team elected to do this via a full-blooded use of the traditional harp emblem. This approach has resulted in a single-minded design which better acts as a “badge in the hand”.
In research the findings were conclusive - the new design increases quality perceptions via deceptive simplicity and is significantly more noticeable on shelf than its competitors."
New work from Brandoctor, see the before after the jump.
"“Osjecko pivo” is the first and oldest Croatian Beer (The brewery was founded in 1697), that underwent a large rebranding in 2009, improving taste, redesigning the complete product and visual identity as well as communication. It is one of the biggest Croatian rebranding success stories of the year."New York and Denmark based Hello Monday has redesign the branding and packaging for Derma Nova:
"If a human being was a tree…its hair would be the leaves, its skin would be the protective bark on the trunk, and its inner skin layers would be the tree rings. When a three gets sick, it fades, the bark gets flaky and the leaves fall off. The only thing that can protect it is the right care. DermaNova does not help reinvigorate trees (or Ents for that matter), but it clearly helps people. To be able to tell this story about trees and humans, Hello Monday has redesigned the DermaNova packaging."
See the "before" after the jump.
(Big thanks to Steve at Spring Design Partners for providing The Dieline with this image!)
If you've walked through the refrigerated dairy section lately, you may have noticed the new packaging for Kraft Natural Cheese. My question is: Do you like it?
(For in-store photos and comparisons, check out this post at Read at Joe's.)
Spring Design Partners explains a little bit more about the design:
Our Design Insight Research™ uncovered an opportunity to change consumer perceptions through the positive, nostalgic memories and “real” experiences consumers associate with the Kraft brand. By leveraging classic Kraft equities and showcasing fresh off the block natural cheese that is cared for by people, not machines, we rejuvenated a timeless brand.
We extended and adapted the design to approximately 150+ SKUs across 15 different cheese formats including chunks, crumbles, and snacking cheese to transform the entire brand experience.
My initial thoughts were that the new design is more modern and blocks well. In fact, while shopping I actually stopped and backed up my cart to look at the new packages -- the large bands of white had attracted my attention even though I was shopping for something else. I also like the use of photography.
But in terms of actual execution, I thought the print strategy should have included a double-hit of white to avoid being semi-transparent on the film. Also, the Kraft brand mark is rather small (yes, I am actually saying they could have made the brand bigger, you may all gasp in horror) but it does look better on white than it did on top of the flavor color. The blocky look is clean and contemporary, but lacks some personality.
So I'm torn. What side do you fall on, and why?
New work from C.Capital, a Paris based packaging design agency. They recently redesigned a line of home cleaning supplies for Briochen, a local and historic French brand. As a result, it sparked an 8x increase in sales for the brand.
To celebrate the 90th anniversary of the brand, they created "le Briochin" a limited-edition, back to the basics cleaning soap. It is packaged in a very simple vintage blue tin.
Check out the "before" after the jump, and share your thoughts on the redesign in the comments.
Australia based design firm Barker Grey was asked to redesign Sara Lee Ice Cream:
"The aim was to premiumise the ice cream offer, due to increased competition partly from smaller and more boutique players in that sector of the category.
The solution was simple; Our idea of a gift connects the consumer to the idea of a treat, in this case an indulgent one!. The packs communicate the extra care & attention bestowed on the ice cream, as the ribbon looks carefully hand-tied onto each tub, the tags look like they been handwritten to add to the effect.
Our execution feels distinctly more human (emotionally connecting) and less processed, which was critical given the changing context of the market."
See the "before" after the jump.
Hatch Design has recently redesigned the packaging for Peace cereal. See the "before" after the jump.
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