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B e
The success of this design is all in the great little idea in
the logo, the main feature on the label. It’s quirky and fun,
and using the udders to describe the variants makes this a
lighthearted take on a category already crowded with home-
made, natural design. Simple, strong, fresh, and focused, it
lets the fl avor itself come right through the bottle.
m k
The simple, black-and-white, children’s-book illustration
style of this spotted cow with a great poser personality is
made even more memorable with the hysterically funny
color-coded udder! A great example of my principle that if
a packaging design is not visually compelling in black and
white, it may not be powerful at all. The bottle structures
complement the simplicity of this solution.
s W
This design is refreshingly simple. It takes the category
of yogurt and gives it a friendly, personable spin that both
kids and adults can relate to. It’s funny—the uncluttered
design of this product actually makes it appear to be
made by people rather than by a corporation. The strict
two-color application adds a perfect boldness for retail
impact, and the touch of fl avor-color works well and isn’t
overwhelmingly sweet.
pr o d u c t Will & Jamie’s Fresh Yogurt Drinks
de s I g N F I r m Designers Anonymous
lo c at I o N London, England
cl I e N t Will & Jamie’s Fresh Yoghurt Drinks
pr o d u c t Bloom
de s I g N F I r m CBX
lo c at Io N New York, NY
cl I e N t Del Monte Foods
B e
I’m not a big fan of the type used here, but one thing this
design has in abundance is serious shelf standout. In a
traditionally masculine energy drink market, it’s a nice
take that packs a punch without overstating it—especially
impressive for a brand historically wedded to its boring,
big-fruit photography. The colors and fl avors are clearly
differentiated with the strong iconic composition, and
they’ve managed to get the fruit on there without being
predictable. Not an easy task for such a monolithic brand!
r W
In the hierarchy of human perception, we recognize
and emotionally respond to graphics more quickly and
more viscerally than to words. (Funny how every design
assignment is initiated by the words in a brief or positioning
statement that consumers never see.) Color is the fi rst and
foremost visual cue, followed by shape. Here the brand
seeks to own a recognized and relevant shape, or more
accurately, a symbol. Owning the exclamation point is an
interesting strategy. The logotype is somewhat expected,
and the verbose product story in the background gets in the
way of what would otherwise be a smart, simple design.
Still, this design is noteworthy just for its attempt to own
this unique and relevant symbol!
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m k
A captivating and richly cultural story—and some artifacts
that maybe a little too eerily make eye contact—make for
an interesting collection. Their positioning—well balanced
by the upper-right orientation of brand identity and fl avor
variety—focused lighting, and rich, textural backgrounds set
a luxurious yet tailored tone for this brand.
pr o d u c t Chateau Rouge
de s I g N F I r m Brandhouse
lo c at Io N London, England
cl I e N t Chateau Rouge
r W
Great brands all have a great story. What a beautiful story
these textural photos tell about this brand! I can imagine
the visceral and visual impact that these packages have at
the point of sale, specifi cally when several of these products
are merchandised together. Each photo is so unexpected
and at the same time so relevant to each fl avor. I am also
pleasantly impressed with the fl uid “CR” logo and the black
banner that contains all the branding information. Brilliant.
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pr o d u c t Sero2
de s I g N F I r m Curious Design
lo c at I o N Auckland, New Zealand
cl I e N t NZ Aquaceuticals
B e
In a market saturated with both water and supplement drinks, it’s a breath
of fresh air to see a design without a) dew-ridden fruit, b) splashing liquids,
c) leaping yoga freaks, or—worst of all—d) power swooshes [shudder].
Trendy, minimal design can be really boring and personality-free, but this
design manages to stay fresh, clean, and energetic with a simple graphic
that hints at science with a touch of nature. Simple, modern, uncluttered
type and a single aqua color palette help keep it thoroughly refreshing.
m k
A number of elements make this design successful. From the top down,
the design choices work to make it eye-catching and appealing. The
silver screw cap adds sparkle and sense of purity; a white screw cap
would have been monotonous. The vertical positioning of “serotonin
naturally” subtly brings the eye downward to the graphics that begin
on the bottle’s shoulders, then to the positive cerulean diamond shape
within the starburst, pointing directly to the brand identity. Notice how
each successive diamond within the starburst brings your eye around the
graphics while pointing to the brand identity and secondary copy. The star-
burst graphic itself hangs like a piece of jewelry around the bottle’s neck.
The overall impression is of a fresh, modern, dynamic, softly sparkling
spring water.
r W
I agree with Bronwen’s comments: A refreshing perspective on an over-
proliferated category. This design has an eye-catching radiance that is hard
to achieve with this cool color palette. I specifically like the fashionable and
cascading shoulder line contrasted with the vertical type coming down from
the neck. The design is simultaneously revitalizing and soothing.
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pr o d u c t
Safeway Fruit-Flavored Sodas
de s I g N F I r m Anthem Worldwide
lo c at I o N San Francisco, CA
cl I e N t Safeway Inc.
B e
These certainly work brilliantly as a range. To me they look quite young,
but they’re fun, colorful, and have a pop-art quality that’s crisp and bold.
The bright colors sing out on the shelf, and the circular, focused area
creates a clear and recognizable navigational unit that’s functional yet
playful, a refreshing change from the bubbles and swooshes that usually
adorn the category.
m k
It’s not easy for private-label beverages to get the customer’s attention,
but with their undemanding and good-humored shelf presence, this line
strikes a chord. These symbols, held within what feel like parentheses—as
punctuation marks that want to emphasize what is within—create unique,
instantly recognizable identities that position the brand and visually
articulate the beverages as a version of the Mac iChat icons. This reference,
combined with a refreshing family of colors, communicates a user-friendly,
engaging beverage experience.
s W
These private-label fruit sodas give new direction to generic brands.
They’re fun and smart and they look premium without the premium price
tag. I would definitely try these once, and I’d be so happy if they tasted good,
since it would give me great joy to buy them regularly.
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