Don't worry I am not now going on a Starbucks rant like i doubled posted on M&S. But it will be the start of this next post, which is basically about decluttering our brands. On the supermarket shelves brands are shouting for attention with colours and images and to be honest it just boggles which is why brand loyalty is such a big thing, that our special offers anyway.
So Starbucks has created a bit of a stir with it's re branding that was tied in with the 40th anniversary which see's it strip its logo back to just the 'Starbucks Siren' aka the women on the cups. I am torn, I partly like the simplicity but on the other hand I have a bit of an issue that they are removing all copy, not even a mention of Starbucks. Rumour has it that the change is to help the company re-position and expand the market it is currently in, guessing we'll have to wait and see.
So as you can see the logo has become more minimalist, losing it's coffee roots. This got me thinking of many brands packaging, not just to help them reposition in a market but just about all the clutter. I think it would do many brands a favour if they simplified this.
Take a peek at these images courtesy of ANTREPO
The first four I particularly like, think the products look alot better and with established brands sometimes you don't have anything else to say, it says what it is on the tin so to speak. The nutella branding - fab, not everyone has it on bread, only last week I was in the Alps dipping pretzels into it. For Red Bull I think this would be a great move for a re-design, the can looks so smart, almost sophisticated, not what Red Bull is necessarily but I think it looks great and I think if a few chosen brands of each division went the bold way there products would stand out above the rest. This could be a good move if Red Bull moved into different flavoured energy drinks so you could have the original in its usual design and the flavours could be brought in in just plain colour so its not competing with the original, and the colour would complement the flavour.
The last two examples I have separated, I think that both designs are good but they just don't quite have the same impact as the previous four which i think could do wonders for the brand. A great project taken on by ANTREPO that has provided examples of what can be done.
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