There's an article posted on Good Magazine about marketing to the sexes through product packaging. There are some interesting ideas in here, like author Leatrice Eiseman's argument that the abundance of male targeted black packaging has to do with the popularity of Darth Vader.
The importance of dooding & sketching
Great, quick TED talk from Sunni Brown on the importance of doodling...
Jack Daniel’s Packaging Refresh
I found this to be an exemplary case study on how to modernize and update a heritage brand without just change for changes sake. The simplification and reorganization of the face panel really incorporates a lot more white space, making it easier for the consumer to read the content. The subtle hints of grey and dimension keep the packaging looking premium without overdoing it. The refresh of the side panels begins to tell a much clearer brand story and reinforces the important heritage items without being cluttered. The icons that were developed look both typical of Jack Daniel’s but refreshing and new, an incredibly hard balance to achieve.
Overall, the new label design really encourages you to read and engage with the brand story after removing all of the less important seals and periphery claims. The design (and brand team) did a magnificent job of editing. While I’m sure the average consumer will not notice much of a change on shelf, I think this is a huge step in the right direction. It’s always a challenge with a brand like this that has as much equity as Jack Daniels to update without over-doing or creating something new that consumers will not connect with.
Chicago Ideas Week!
Want to be inspired this week? The city has actually setup an entire week to help. Ever wanted to see behind the scenes of Threadless to learn how a few creatives in Chicago revolutionized the tshirt? Want to hear Mayors Bloomberg, Emanual and Reed (Atlanta) discuss what makes the American city great? Want to participate in a creativity session with FastCompany to explore the importance of creativity and innovation in business?
For $15 and a couple hours of your time the city is providing you inspiration from now until Sunday.
Learn more at http://www.chicagoideas.com/
Trendspotting: "Rightsizing" Packaging
I came across an interesting article in the Wall Street Journal about Coca-Cola's new efforts to downsize it's packaging. They are approaching this not from the financial considerations of the ingredients (unlike the ice cream market) but from an effort to address shoppers who are watching their calories and watching their wallets. 16 oz bottles are now being introduced at a 99¢ price point and Coke seems fine with basardizing the sales of their 20 oz and 12 oz cans to do it.
Read about it at The Wall Street Journal or at Forbes.
How much is too much? Packaging environmental overload.
The Battling The Backlash article in Brand Packaging makes some interesting points about how much messaging a consumer can absorb on pack. Especially in a market like bottled water where brands are trying to create a point of difference and respond to the negative environmental criticism.
What's Branding Got To Do With Stock Price?
According to Rob Osler (Sr. Director of Brand Strategy, Anthem) in Business Insider... everything.