Danone, the global leader in baby nutrition is launching newly designed packaging for its Aptamil Growing Up milk brand. The design has been created by international agency LFH which won the work following a three-way competitive pitch in November 2009. The new packs will begin appearing on supermarket shelves at the start of 2011.
package design
Pearlfisher has created a new brand identity—and redesigned the packaging across the entire range—for the UK’s leading nutrition consultancy The Food Doctor, which provides sensible advice for achieving a healthier plan for life. From the start it established itself as a visible brand in the field of healthier eating with a range of food products from seed mixes to ready meals.
London-based Path design agency unveiled a new package for the iconic Campbell’s Soup, which is to be relaunched across the UK later in January 2011 after 5 year’s absence. The latest design is available for the new 25 items of the renewed product range produced by Campbell’s UK in cooperation with Symington’s, British producer of dried prepackaged products. The range includes Cup Soup, Simmer Soup, Savoury Rice and Pasta & Sauce, etc.
7UP becomes simpler—not in terms of the recipe, but visually. The citrus flavoured soda brand decided to drop some elements of its previous logo and make it look bolder and fresher. The new identity developed by TracyLocke new York was launched only in international markets, where the 7UP brand is owned by PepsiCo (not the U.S., where the 7UP brand belongs to the portfolio of Dr Pepper Snapple Group, Inc.). The countries, which have got the famous refreshing drink in ‘a new outfit’ several months ago, are Germany and Canada.
By Gustavo Piqueira, the Founder and Creative Director of Casa Rex
I was deeply surprised at the end of last year when I heard the news that one of the blandest packages I have ever designed, had been chosen to go on exhibition at a Design Biennial here in Brazil. After all, if the creator didn’t consider it very beautiful, you can imagine what others would think. Had the exhibition’s curators created the “worst designs of 2010” category and I was about to get ready for public humiliation?
By Andrew Davison, a digital media and social marketing specialist at Ziggurat Brands, London
Augmented reality for those unaware is enhancing a real life view of something with additional, digitally generated input. Augmented reality in a passive form has been around for some time, with one of its first uses being to project the ‘first down’ lines on television broadcasts of American football. Recent advances in mobile internet technology have turned people’s smartphones into the gateway to this new reality and allowed users to have control over the enhancements. It is this development that has spawned a new wave of software and services.
The RobilantAssociati brand advisory & strategic design agency has developed an updated identity for Barilla‘s Mulino Bianco brand, which is a friend of the Italian families. The dream it has been interpreting over the years is that of presenting stories that are close to its consumers, endowed with a poetic component that draws one in and is aspirational, but at the same time credible and therefore now authentic.