April 29th, 2009
I fully understand that we are all bored hearing about the Tropicana branding fiasco, but Geyrhalter Design has been in the juice label design world for a while now with our client Evolution, so we just can not help but keep thinking about it. The fact that the new – now old – Tropicana package hinted at the same design sensibilities that attract clients to Geyrhalter Design (clean and simple ‘Swiss Design‘), does not help get our minds off the subject matter. It is challenging to deal with an existing brand, an existing image that might seem like it is outdated to designers, but there is an emotional connection to that image, even though it goes against all experts’ opinions. As Alex Kuczynski noted in the Design Spring ’09 Edition of TMagazine, customers of brands that evoke childhood memories, such as OJ or snicker bars, don’t think in terms of good versus bad design and outdated versus current. Sometimes the new needs to be massaged into the old, creating a transitional phase in a re-branding effort. That way it can be seen as a nice update, an upgrade even, but still look familiar to let the consumer know that they still get ‘the same good stuff’, just in a more professional package. Below you can see a project we approached the same way for Evolution Juice a couple of months ago. When I was at Whole Foods last week I spotted our revised label next to a ‘No Pulp’, original, label and it very nicely reinforced this point.