36 | Regulars / Branding and design Frito-Lay’s Cracker Jack celebrates women in sports by creating Cracker Jill limited edition-packagingI saw what I thought was candy and a hilarious, the company is serious in its goal child-proof, but it doesn’t have to be Fort bottle of water. Wait a minute – that was to provide access to toilets for people all Knox. If you’re designing or producing not candy! Those were naphthalene balls over the world, donating 50 percent of its packaging that requires garden shears and (commonly known as moth balls), and their profts to building toilets for those in need. a blowtorch to get to the product, ask brand name is Swallow. How did that ever The company continually updates yourself, when this gets shared online, what get approved? The transparent packaging its designs. Designed with kids in mind, kind of unboxing experience will it be.made the bright-colored balls look it look a recent colorful, abstract packaging edible – NOT! And the ‘water’ bottle? That transforms typical plain white toilet 9. It’s a whole new ballgame for was actually clear glue! But it had a ‘water paper wrappers with graphic shapes and Cracker Jack and Jillsplat.’ Upon a closer look, that image is colors depicting stylized people, animals Frito-Lay’s Cracker Jack is celebrating intended to inform customers that the glue and imaginary creatures. From the side, women in sports by creating Cracker Jill is washable. Yikes! Complete confusion and the wrapped toilet paper looks like large limited-edition packaging. I love this! While it could be dangerous if ingested. Needless building blocks – something that children similar to the original, the new bag design to say, these are examples of packaging could totally play with before use, which is looks more youthful and contemporary. design misses. what the design studio imagined. Its bold red stripes are fatter, and there’s I love this playful approach to design; it’s a base of blue at the bottom. Each of the 6. Designing a classic fun, bright and eye-catching. Plus, it’s very fve new bags features a female dressed Coca-Cola announced a huge brand shift unexpected in this category. (I would say in the iconic sailor uniform; all fve female earlier this year, re-designing the labels they could wipe up the competition with images were designed to represent and packaging of its most popular soda this design, but that’s going a little too America’s diverse demographic. The bag has favors. Now every Coca-Cola favor will far in the pun category, don’t you think?) a fun, animated, super-hero(ine) vibe. The have a new ‘modernized’ design meant to If I saw this in the store aisle, it would new bags were available at Major League ‘quickly communicate favors,’ according to stop me in my tracks – exactly the goal of ballparks this season.the announcement in January. For example, packaging design. Tina Mahal, VP of marketing at Frito-Lay single colors represent a single favor (like NA, explained that the limited edition Cherry Coke), while two-color designs 8. Avoiding wrap rage packaging is designed to honor women’s represent favor combinations (like Cherry I realize that a brand’s packaging must transformative role in sports and beyond Vanilla Coke). White logos mean a beverage protect its product and meet regulations. – in every role they play – and everywhere is a regular, full-calorie favor, while black But when does packaging become too where women have a seat at the table. logos mean the product is zero sugar, diffcult to open? (When you grab the Do you think the packaging supports the zero-calorie. So does the rebrand work for garden shears, but serious accidents do brand’s goal?you, or do you prefer the ‘classic’ branding? happen! Some people end up at the ER (Pun intended!) needing stitches or at the dentist with a cracked tooth when trying to open a 7. Who Gives a Crap? package. Never use a sharp knife or your Vicki Strull is a packaging Who gives a crap? Well, it turns out, this teeth to open a package.)designer and strategist toilet paper company does. According to This is so common that there’s even a who advises top-tier and its mission statement, Who Gives a Crap modern-day term for this: wrap rage. People emerging brands on how is a socially-conscious company based in get so frustrated when trying to open to leverage the power of Australia that sells ‘ethically-made toilet impossible packaging that they become print and packaging within paper aiming to change consumption super angry. The real question for us as their omnichannel marketing patterns and raise funds for sanitation brand strategists and packaging designers strategies. Through MarketWise Academy projects in developing countries globally.’ is: how much rage does that person feel Vicki teaches master classes on next-gen print To give its brand broader global toward the brand because of their negative + digital marketing strategies and techniques awareness, Who Gives a Crap has rebranded unboxing experience?for designers, marketers and brand leaders. to attract new customers outside of the There needs to be design balance. Join fellow trendsetters at vickistrull.com or Australian market. While the name is Your product needs to be protected, even follow Vicki on LinkedIn @vickistrulllabelsandlabeling.com