Jun 17

Great Learnings

Posted by Packaging Sense in Bottles | Design | Logotypes | Trends | Typography | Uncategorized

Guinness just redesigned their 50cl draught can. Did you notice it? Maybe, maybe not. Doesn’t matter. What matters is that they did it right. This is unusual as today we mostly see up-datings or modernisations without real logic or common sense thinking – just playing around with different elements. Here are seven learnings:

An icon is more involving, more emotional and has a stronger visual impact than a logotype;

A brand logotype does not necessarily have to be on top of the front panel;

An RTB, i.e. reason-to-buy or call it USP, Unique Selling Proposition, is needed to position the product in the consumer’s mind. The one on the new design is “Brewed in Dublin”.. where else? This is the real stuff, not something brewed in your local Carlsberg or Heineken brewery;

A signature as in this case “Arthur Guinness” always adds tradition, thus quality;

Don’t change for the sake of change! Neither the harp, nor the Guinness logotype have been touched. There was no need for it as both are already well balanced designs;

Combine if you can in order to reduce the number of design elements. The “Est. 1759” is now part of the harp. Great thinking!

Better use of space. On the previous design there was a lot of empty space, not on the new one.

Whoever did this, congratulations!

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