Oct 25

When it’s ICONIC

Posted by Packaging Sense in Design | Uncategorized

… you may still make it contemporary. I’ve chosen an Italian and a Japanese label in order to explain what I mean.

Some designs have, with time, become so unique that they have become icons and that they are, in principle, untouchable. You know the expression “don’t change a winning team” or “if it ain’t broke, don’t fix it”.

There are quite a few iconic designs like the Coca-Cola logotype, the French Herta Knacki, the red or blue gingham/vichy pattern on the Bonne Maman packs or the Swedish Kalles Kaviar tube that do not need any improvement.

However, and that is why I wish many CEO’s or brand managers would read this article, even an iconic design can be tampered with in order to stay in tune with today’s consumers. S.Pellegrino does this exceptionally well, as can be seen on a few chosen examples and so does the Kirin Ichiban beer where some typical Japanese Spring flowers have been added.

I am not speaking of promotional ideas only, but also of special editions for celebrations such as Christmas, the Chinese New Year or even the Japanese Spring. Today, famous brands such as Coca-Cola are almost expected to offer the consumers something new to look at, while maintaining, of course, the brand’s graphical identity!

LW/October 2016

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