Sometimes a design solution is so obvious that many designers miss it because they are too busy trying to make complex connection to the product attributes, uniqueness, emotional appeal, market positioning, yada yada yada. All the while an elegant solution is buzzing right before their eyes. Such is the case with the packaging for Babees Honey, created by Ah & Oh Studio in Poznan, Poland. The familiar black-and-yellow bands on the bumble bee instantly suggest the product’s original maker, and the handwritten logotype is drawn like a bee merrily flitting from blossom to blossom collecting nectar. Simple. Charming. Sophisticated. Geometric. What’s not to like?
Two guys from the London brand/design consultancy Wonderland WPA walk into a classy bar and ask for a soft drink that is not the kind you can get out of a vending machine or in the refrigerated section of a truck stop.
That may seem like the set-up for a joke, but it is how Story beverages came to be invented. Finding the choice of alcoholic drinks in fine restaurants and bars limitless, but the availability of upscale nonalcoholic ones few and far between, Wonderland WPA saw a market niche begging to be filled. They defined a new category of soft drinks that would be offered exclusively in bars, restaurants and hotels, and created a brand identity that looked stylish and grown-up. The simple, elegant packaging enhanced the perception of being sophisticated and worthy of drinking on a special night out. Launched in August 2011, Story will initially be sold only in the UK, with plans to introduce it into export markets in 2012.
How do you convince consumers that your tequila is authentically Mexican and not an Americanized version of what the South of the Border drink is all about? Skip the piñatas, the sombreros and all the hokey souvenir-type imagery for starters.
For the reintroduction of its product in the United States after an absence of several years, Espolon Tequila wrapped its brand in the rich traditions, history, festivities and artistic style of the Mexican culture. Spearheaded by Landor, the rebranding program was inspired by the engravings of renowned 19th century artist Jose Guadalupe Posada, whose skeleton people are best associated with the Dia de los Muertos (Day of the Dead) celebrations. Finely drawn illustrations by Steven Noble pay homage to Posada’s style and incorporate iconography reflecting the legends and lore of Mexico.
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