Does Helvetica 'say'chips?, I wonder...... But this simplicity works for me.
(Although, I am not comfortable with the type face yet for 'Dill Pickle", maybe they are using the same 4/c packaging internationally, and adding the black plate later in some global efficiencies project? Who knows.? Aside from that, elegance is a great thing, I wonder how these redesigns will affect the competition, many of which are store brands who blindly mimic whatever the mega brand does. Trends are indeed, funny animals.
What are your thoughts on the new Pepsi logo?
Considering the older logos.........
I do love this.......but, of course, not everyone does. But all of this simplicity is interesting, but in a way, a logical next step, since we've tried everything else. So comes next, after simplicity and minimalism? A revisit to "classic"? Or do we start at the begining again with 'vintage' and nostalgic'?
It started a year ago, with Frito-Lay products, what at first looked like a default typeface, in it's Helveticaness, was, in fact, a new brand packaging design for the Lay's brand. Hmmm....Actually, although it captured my attention because it was different, it felt, a, bit,.......simple. Not that there is anything wrong with being simple, but....why simple?
Then....The Pepsi logo redesign. Which,frankly, I like. I had started to write an entire posting on what other people thought, but what's the point. Surely, enough has been said by its critics, and since I adore the work of the
Arnell Group, and Peter Arnell, I can only imagine the intellectual work which went into this enourmous venture. Global brand identities rarely please everyone when re-designed, and, I think they shouldn't. because if the brand is successful, it is personal. Being personal aside, brands are also business, and there are good reasons why refreshing is often, needed.
Then......I was buying orange juice, and could not find my Tropicana.....
Now, this is interesting. Call it a trend, or call it change for changes sake.....I have to admit that there is little that I can say yet about the new Tropicana, brand identity. Although it is certainly different, it is confusing, even when I sent Joe or my 94 year old dad to buy juice, they either could not find it, or choose the wrong one. I would love to have seen the creative brief for this, certainly there was much work done, and I am curious as to what the goal was.
From what I can see, it may have been.
1. To appear more "European" (?) As if this was a Swiss brand (i.e. simple sophistication.
2. To appear less confusing ( Face it...Tropicana was suffering from over-brand-extentionism with it's pulp, no pulp, calcium, fish oil, Vit. C, Vit D. blah, blah, blah).
3. Maybe they wanted to appear more serious, although I am not sure that 'Pharmaceutical' was their intention.
4. Perhaps they just wanted to just simplify, and appear 'different' from the competition, which frankly was all starting to look the same.( influenced by vintage fruit crate labels with beautiful engravings, and wood typeography.)
5. Or, there was internal competition at Pepsico amongst Marketers, sort of a 'well, you changed your brand, so I am going to change mine" Which I doubt. But marketers can be quite competitive.
We all have to admit that Orange Juice line extensions were just becoming completely crazy in their variety. What could be next? PomOrangeAntiOxiMint? At least this simple design is consistent and it has great shelf presence, with its whiteness in the florescent glow of the refrigerator case, and it is surrounded by a virtual Kraft-ness of glossy, photos and stunning illustration of drippy, gooey fruitiness...., but it is this understated design effective in segmentation between flavors? Well, it takes a little work. I mean, I'm not that old, but I had to actually get my glasses, and I only have a stigmatism. Then, I helped the lady next to me find hers, but she still didn't believe that it was Tropicana brand, she thought it was the value brand. Which brings up another interesting trend - that of brands wanting to actually appear as if they are the 'value brand' or the 'generic brand"/ God, I hope that is not the case. I still can't understand why Sunchips brand redesigned their packaging to appear more "poorly designed", I can only assume that they felt that it looked 'more organic', with the logic that "organic brands are amateurish or at least naive in their appearance". Clearly, as a designer, I think about this things too much, no one wants to go shopping with me.
So, whether it was a shift to get more marketshare, or research driven, or simply a ballsy
Let's see what a redesign does for our brand?" decision, it is still, quite fascinating to see such a swing in style, to a rather, simple, clinical approach. Will it work? Well, it has to, but I still can't resist watching the consumers last Sunday at my local Price Chopper try and find their favorite OJ! That can't be helping sales.
