Redesigns and Refreshes: Why Change is Crucial

 

Each year, new design trends emerge. It’s important for businesses to keep up with these changes in order to remain competitive, and those that are really good at it can even position themselves as change leaders within their industry. As our Director of Business Development, Kory Grushka, put it: “Be very curious and stay on top of the latest trends and news – particularly in your industry, but also outside of it.”

Adjusting to Fit the Times

 

 

 

 

 

Rocky Mountain Chocolate Factory completely rebranded their packaging and store design to better fit in with today’s aesthetic style and feel. Graphic design studio, Wedge & Lever, took advantage of the new chocolate culture by giving the branding an upscale feel, with a color palette inspired by the chocolate itself.

Rebranding Efforts Often Lead to Huge Success

 

If a brand has become outdated, is declining in sales, or needs to stand apart from the competition, then a rebrand can provide the facelift they need to bring the right attention to the product. Rebranding also keeps customers interested and shows them that people are still hard at work behind the scenes making sure the product is the best out there.

 

Target proved this when they updated their generic Market Pantry packaging to give it a hip, trendy vibe. It now feels like a standalone brand, rather than an affordable generic pick.

 

Each product has its own detailed packaging, down to the type. The heavy typography feels fresh, like something that could be seen on a Brooklyn storefront. The badges for health feel like modern stamps now, instead of boring nutrition facts or your typical callout.

 

 

The Crunchy Oats & Honey Granola Bars now have honey dripping onto the top of the type. With the Toasted Rounds Baked Crackers, the “O” and the round portion of the “D” have treatment that feels like the edge of the cracker. The mixed fruit flavored snacks now have the typography as the teeth of smiling grapes to appeal to kids. On the Woven Wheat crackers box, the type is written so that it looks like parts are weaving in the crackers.

 

Some products (like the marshmallows) are transparent with only the logo and bold type showing, letting the product be the star of the show, and saving ink at the printer in the process. Other products, such as the butter, half and half, cottage cheese, and American singles have very flat packaging focusing on the typography alone.

Holiday Packaging

 

Changing packaging to fit a holiday, theme, or season can lead to huge profits. It can make your product stand apart from the competition and help build brand loyalty with your target audience.

Learn to Accept Change

 

 

While redesigning Campbell Soup Company’s V8 packaging, our research process included multiple store visits to each of the three club store retailers, significant desktop research and interviews of club store industry experts. Further, we audited cross-category products as well as the beverage category, and conducted extensive color studies that ultimately informed the variety differentiation strategy. The final designs focused on color blocking, bold callouts for the brand, varieties and pack sizes, and photo-realistic 3D renderings of the products.

Change can be scary, and with the risks that it carries, it’s easy to see why. But with a clear vision and full understanding of trends and modernity, the resulting redesign should successfully bring a design into the present day.

Package Design Trend: Dramatic Callouts

As consumers become more resolute in their preferences for trends that have been growing over the past few years (“simple” ingredients, environmentally-friendly production practices, etc.), brands are responding by dramatically highlighting these traits in their packaging. This has proved successful for many breakout brands, and this strategy should be considered in order to show potential consumers that their needs are the primary concern of the company.

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Protein bar manufacturer RXBAR took a pretty big gamble when they shrunk their logo by 60% in their 2017 package redesign. Their risk paid off enormously – by making the ingredients (which are easy for buyers to understand, a valued feature for modern shoppers) the star of the design, they launched their product into third place in its category.

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KIND chose a similar strategy with their line of pressed bars, minimizing their brand name in order to free up room for the ingredients to shine. The company states that each bar adds two servings off fruit to one’s daily routine, and that the snack is made with just fruit and vegetables or fruit and chia. The packaging callouts emphasize this “simple” makeup.

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This packaging from design agency mousegraphics reads like a recipe, taking what RXBAR has done a step further. While the funky hand-drawn typeface is a little difficult to read, the flavors are easily distinguished because whichever ingredient is most present in each bar gets a corresponding color and small illustration at the bottom. The project won a 2017 Dieline Award for Outstanding Achievement.

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Halo Top majorly disrupted the ice cream category with its loud display of its outrageously low calorie count. The treat is made with stevia instead of sugar, meaning that the brand is able to differentiate themselves from fatty, indulgent competitors. Here, this fact is the hero of the packaging, as the calories-per-pint count is the first thing that draws the consumer’s eye.

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Water for Change, which donates 10 liters of water to villagers in need for every carton purchased, won an A’Design Award for this packaging. The hand-to-hand illustration clearly calls out the value that the product offers beyond its basic function, and floating words like “eco friendly” and “sustainable” further express the image of environmental health that the brand is trying to promote.

 

 

Creative Titans: Bradbury Thompson, the Master of Typography

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Born in 1911, J. Bradbury Thompson was a renowned American graphic designer and art director. His impressive background in printing and design began at a young age, when he designed the yearbooks for his high school and college.

Thompson attended Washburn College, where he later designed the college’s mascot and the Washburn College Bible, which was the most significant development in Bible typography since it was first published by Gutenberg in 1455. During his notable career, he received the American Institute of Graphic Arts Gold Medal in 1975 and the Type Director’s Club Medal in 1986. He was also a member of the Art Directors Club Hall of Fame.

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As Thompson put it: “type can be a tool, a toy, and a teacher”. He perfectly illustrated this with his design of the monoalphabet, Alphabet 26, in 1958. The simplified alphabet system contains only 26 unique characters, with the case established by letter size only. Alphabet 26 consists of a transitional serif that mixes lowercase with uppercase in order to make the letters more logical and intuitive.

As the designer of more than 60 issues of Westvaco Inspirations, he was credited with combining photography, typography, and color to create one cohesive design. He also designed or redesigned more than 35 respected magazines, including Business Week, Harvard Business Review, and the Smithsonian magazine.

During his 15 years as art director of Mademoiselle Magazine, he hired many up-and-coming artists to illustrate the magazine’s strong fiction section, including Andy Warhol, Joan Miro, Willem de Kooning, and Jasper Johns. He also served on Yale University’s faculty to further inspire emerging designers.

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Some of Thompson’s most popular work consists of his extensive contemporary postage stamp designs. Serving on the Citizens Stamp Advisory Committee from 1969 to 1978, he created more than 90 stamps of his own and consulted with the U.S. Postal Service in guiding the design of future stamps.

Design Strategy

Thompson believed in simplifying things. He didn’t believe that a letter (or any graphic symbol) should have two different designs. This led to the creation of his 26-letter font system, which is easier to read, write, and memorize than the existing alphabet of over 40 different characters.

Commonly referred to as the “Master of Typography”, he was best known for his bold use of type. He paid homage to traditional design and modernism in his work by blending modernist typography with classic typefaces and historic illustrations.

The New York Times Book Review said that his artistic autobiography, “The Art of Graphic Design,” was a book in which “art and design are gloriously and daringly mixed”, which is a good representation of his design strategy in general. While Thompson passed away in 1995, his legacy remains strong in the design community through his teachings and iconic book, magazine, and postage stamp designs.

Creative Titans: John Maeda and the Art of Simplicity

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Born in 1966, John Maeda is a world-renowned graphic designer, visual artist, and computer scientist. Throughout his successful career as a programmer and as an artist, he has found a way to seamlessly interconnect the two.

During his time studying at MIT, famed designer Muriel Cooper persuaded Maeda to pursue his passions for fine art and design. He did so by teaching typographers and page designers to explore the freedom of the web through computer-aided design. Many designers credit him with laying the groundwork for interactive motion graphics.

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Maeda wrote the book on simplicity – literally – in 2006. His book, titled “The Laws of Simplicity”, covers the 10 laws and three key principles of simplicity, which range from thoughtful reduction to organization and time-saving.

In his early work, he redefined the use of electronic media by combining artistic techniques with advanced computer programs to create truly unique pieces. He is also a proponent of the “STEAM” movement: He strives to have an “A” for Art added to the STEM programs (Science, Technology, Engineering, and Math).

Maeda focuses on creating simplicity in the digital age by intersecting complicated technology with art and design. As a member of the Technical Advisory Board for Google’s Advanced Technology and Projects Group, he is constantly faced with the challenge of creating something that is simple, yet still meets our complex needs.

Design Strategy

Maeda aims to balance simplicity and complexity in business, technology, and design. To achieve this, he said: “Simplicity is about subtracting the obvious and adding the meaningful.” He believes that we can learn to simplify without sacrificing quality, both in our professional and personal lives.

He has taken influence from Paul Rand and his love of creating pieces that are less structured. He also frequently praises Apple’s designs and how they simplify our complicated needs. Maeda found that “while great art makes you wonder, great design makes things clear.”

His work has been exhibited in Tokyo, New York, London, and Paris. It is also a part of the permanent collections of the Smithsonian Institution’s Cooper-Hewitt National Design Museum, the San Francisco Museum of Modern Art, and the NYC Museum of Modern Art. Along with his museum contributions, he has also worked with companies like Absolute Vodka, Reebok, and Shiseido to create limited edition designs that showcase his appreciation for art and technology. He is also the founder of the SIMPLICITY Consortium at the MIT Media Lab.

He is the recipient of many awards, including the Smithsonian Institution National Design Award, the Raymond Loewy Foundation Prize in Germany, and the Mainichi Design Prize in Japan. He was also named one of the 75 most influential people of the 21st century by Esquire and deemed the “Steve Jobs of academia” by Forbes.

Creative Titans: How Paul Rand Influenced Logo Design

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Paul Rand, born Peretz Rosenbaum, was an esteemed American art director and graphic designer who is responsible for creating some of the most recognizable and memorable logos of all time. Some of his most notable logos include those for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, ABC, and Steve Jobs’ NeXT. He was an influential expert in his field who preferred to complete most of the work on his own. Despite having a large staff to depend on, he was considered a recluse in his creative process.

Rand had an impressive educational career to boast of, studying at Pratt Institute, Parsons School of Design, and the Art Students’ League. He later taught at Pratt, Yale University, and Cooper Union. He also received a number of honorary degrees from respected universities, including Yale and Parsons.

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Rand published “Thoughts on Design” in 1947, which is still used to educate students and professionals alike. It helped influence the world of graphic design that we know today. He had a number of important works and focused on trademark design and the design of a memorable logo. He also helped shape the way for strong brand image and Swiss Style graphic design.

Rand had indicated that some notables inspired him in life and in his design work. His inspirations included Roger Fry, John Dewey, and Paul Klee, to name a few. In his professional career, Rand was a logo designer extraordinaire, having created such iconic logos as IBM, which he continued redesigning from the 1950s until the 1990s. He created two variations of the striped logo, one with eight stripes and one with 13 stripes, to provide the right logo for different circumstances. Throughout the years, the basic design has remained the same, making it one of the most recognized logos worldwide.

Rand’s work was designed to create a memorable experience and a lasting impression. His work helped set new standards for graphic design and logo design. To create a successful logo, Rand considered the basics, including what logos are, what they are not, and what they are capable of being. This helped him  create the right level of simplicity to suit each client’s needs.

Design Strategy

Rand’s strategy was to focus on freeform layouts that are less structured and utilize collage, photography, artwork, and typography for an engaging result that users wanted to interact with. He took advantage of contrast and shapes to create unconventional ads and logos that were different from the rest.

His influence was work from modern artists like Paul Cezanne and he proposed the essence of Modernist theories in visual communication. His goal was to take something ordinary and create something extraordinary out of it. As Rand so eloquently put it, “the problem of the artist is to defamiliarize the ordinary.”

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Creative Titans: How Michael Bierut Influenced Typography

Graphic Designer Michael Bierut

 

Michael Bierut is one of the most recognized graphic designers in the world. He studied graphic design at the University of Cincinnati’s College of Design, Architecture, Art, and Planning, and is currently a senior critic in graphic design at the Yale School of Art.

In 1980, he began his first job working alongside the legendary Massimo Vignelli and eventually rose to vice president of design at Vignelli Associates. He put in hard work over the years and even worked double shifts for four years at the design firm, and is now a partner in the New York office of Pentagram.  Recently, Mr. Bierut redesigned the Billboard logo, among other notable projects. He has  won hundreds of design awards and received praise and accolades from innumerable industry professionals over the years.

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While at Pentagram, Bierut has created new brand strategies, identities, and packaging for Yale School of Architecture, Saks Fifth Avenue, and Motorola, to name a few.

Bierut set the stage for typographic style design and took advantage of the beauty of fonts and type. He appreciates the way words look and used them to create unique designs that are hard to forget. He likes experimenting with new typefaces until he finds the perfect one for the client. He even hand-drew the typeface for the Nuts.com rebrand. His hand-drawn typeface was digitized and a one-of-a-kind alphabet was created just for the family-owned nut business.

During the Saks Fifth Avenue redesign, Bierut took the iconic cursive logo that was originally drawn in 1973 by Tom Carnese and breathed new life into it. By subdividing the logo into a grid of 64 smaller squares, which were then shuffled and rotated, he was able to create individual logo tiles that can be used to form abstract compositions. This followed Bierut’s strategy to create consistency without sameness.

Design Strategy

His goal is to create designs that people want to look at and read, and that are ideal for everything from logos to corporate brochures. He has given many inspiring talks throughout the years, highlighting his love of the designer/client relationship.  Mr. Bierut has said that being interested in the same thing as the client is key to a successful outcome.

He stated that “simplicity, wit, and good typography” are the keys to an iconic design. He further explained that “graphic design is the purposeful combination of words, pictures and other visual elements to support the communication of an explicit or implicit message.” While he doesn’t necessarily follow trends, he does observe them and feels that finding a balance between simplicity and complexity is at the core of the design process.

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