Regulars / Branding and design | 35 Hit or miss? Branding & Design columnist Vicki Strull rounds up some recent packaging design hits and misses here is nothing we label and 3. Getting to the bottom of your productpackaging designers love more Beauty products are notorious for pumps Tthan discussing what makes a that makes it seem as if there is no more great design. We can go on for hours product in the bottle, but there defnitely about typography, embellishments, color, is. This one is my pet peeves! Last week, brand story, product goals, sales drivers, I cut open a bulk-size hair conditioner convenience, sustainability – you name it. bottle, and scooped out four ounces of Such a discussion typically ends in declaring unused product. That’s half of the contents the packaging either a hit or a miss. I’ve of a regular-size bottle! Have you ever rounded up some recent packaging hits done this? and misses for those of you who have We should never have to cut open a never been privy to such an exhilarating bottle, a tube or any packaging to get all of conversation. Feel free to share your the product that we paid for. That’s just bad thoughts (and your favorite hits or misses) design. Not only that, it can be dangerous. Miller Brewing Company introduced beer-infused charcoal that claims to on my LinkedIn profle. Cutting open bottles and other packaging turn ‘Miller Time’ into ‘Griller Time’exposes products to the outside air and can 1. Miller gives a whole new meaning speed up the oxidation of ingredients and to the word ‘Lite’ promote the spread of bacteria. As a vegetarian, I am by no means a barbeque expert. But I loved this new 4. Is Wesson’s new look borderline boring product and its packaging from Miller or simply brilliant? Maybe both.Brewing Company because it makes perfect Wesson oil has been around since 1899, sense. Introducing beer-infused charcoal and according to independent retail data, that claims to turn ‘Miller Time’ into ‘Griller it is America’s best-selling plant-based Time.’ While I am not their target market, cooking oil. After buying the brand from it’s clear that Miller totally gets their Conagra, Richardson International launched customer. Launched just before Memorial a rebranding that is inspired by Wesson’s Day, Miller knows that summertime is 123-year history yet feels fresh and current. beer time and grill time. From a design The packaging uses tri-colored labels and standpoint, this brand extension works. a soothing color palette; the rebrand colors Pepperidge Farm’s Goldfsh crackers and Miller Lite’s packaging still uses its classic correlate to each type of oil – canola, corn, McCormick & Company’s Old Bay seasoning logo and typography, and yet it feels vegetable, and best blend. The goal is to teamed up for a limited edition productrefreshing and lite-hearted (sorry, I couldn’t make it easy for shoppers to differentiate resist!). It certainly stood out among all between the oils and pick the one they the classic black and red packaging on the want. While the typography is not the same charcoal aisle. Signs of a hit? The bags sold as Wesson’s previous and somewhat famous out as quickly as they could be re-shelved. logotype (created by the legendary Saul Bass in the 1960s), it certainly is keeping 2. Two-in-one packaging with the nostalgic font feel.Pepperidge Farm’s Goldfsh crackers Certainly, the design is minimalistic. and McCormick & Company’s Old Bay Do you think it works, or is it borderline seasoning teamed up for a limited-edition boring? (Or both?) It’s clean, easy to fnd product that quickly sold out online and and differentiate on the shelf; it maintains few off the shelves when it rolled out its heritage, gives a nod to the nostalgic, to retail. The two brands came together and is part of a media campaign to attract because they discovered that people have Millennial and Gen-Z cooks and chefs. With Wesson oil has been around since 1899been sprinkling Old Bay seasoning on the rising cost of food, the timing could not Goldfsh crackers for years as an appetizer be better.delicacy. So, they reasoned, why not give Of course, the true test comes when people what they want? sales numbers are measured. How do you The two-brands-in-one packaging think it will perform? Most importantly, certainly works. The bag is redesigned in does the rebrand make you want to give Old Bay’s signature colors of yellow, blue Wesson another look? Because, after all, and orange and prominently features a that is the point – to look, touch, pick up large Goldfsh logo. and purchase, all in just a few seconds.That’s smart; the design combines the two strongest elements of the separate 5. Bad packaging isn’t just poor design – brands into one very attractive bag while it can be dangerous!losing none of the brands’ clout. I think this I’m a big believer in responsible packaging. Who Gives a Crap is a socially-conscious company is a win-win. Design matters! Don’t think so? Recently based in Australia that sells ‘ethically-made’ toilet paperJul - Sep 2022