Tag Archives: packaging design

Tastes of summer

Summer’s here… or at least in some parts of the country.  It’s time to hit the beach, grab your longboard, suntan lotion, towel and flip flops.  I don’t know about the rest of you, but as someone who drinks maybe two or three sodas a month, it’s also time for more soda consumption.

Well this year you can pack your cooler with your usual suspects: Orange Crush, Fresca, Dr. Pepper, Cheerwine (O.K., maybe that last one’s just me and other enthusiasts from the Tar Heel State), or you can pack a few Cokes and really get into the summer spirit.

But how’s Coke any more summery than the next soda?

Coming on the heels of Tropicana’s recent packaging redesign fiasco, Coca-Cola decided to try its own (brief) repackaging effort just in time for the sunny season.  The brand has unveiled five limited edition beachy designs:  sunglasses, surfboards, grill, American flag and beach ball.  Here’s the collection:

summer coke cansPicture source:  The Dieline

And a closeup of my favorite can:

sunglasses coke canSource:  The Dieline

So how does Coke’s redesign fare compared to the infamous Tropicana one?  Pretty well in my opinion.  The iconic Coca-Cola script font and signature red color are intact, so there should be no brand confusion.  The new Coke (no pun intended) cans should be easily recognized on store shelves.  Simple and visually stimulating, the designs are clean, with uncomplicated lines and forms.  I feel transported to summer just looking at the sunglasses and beach ball.  And despite being a nice change of pace, the cans aren’t an unrealistic departure from Coke’s default design.

The cans should be on shelves by Memorial Day weekend.  They will have a staggered release with a new design hitting shelves every few weeks, continuing through Labor Day.

What do you think of the cans?  Which is your favorite?

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Logo subtleties

It’s amazing how you can see the same logo over and over again and somehow miss a detail.  For instance, a year or so ago, someone pointed out to me that there is an arrow within the FedEx logo.  I couldn’t believe I never noticed it before:

fedex-logo

Still don’t see it?  Look again.

fedex-logo-w-arrow

Today while reading TheDieline I noticed something else that I’ve overlooked for so many years.  Did you ever notice that the Heinz logo has a Keystone design in it?  Pennsylvania is the Keystone state and the Keystone symbol has been incorporated into all sorts of Pennsylvania related logos.  The new Heinz Ketchup packaging design retains the subtle Keystone border on the label while giving the product a slight but not overpowering update. (In case you didn’t know, Heinz is headquartered in Pittsburgh.)heinz-ketchup1Other uses of the Keystone symbol:

pa-60-sign2

pennsylvania-railroadpennsylvania-welcome-signpennsylvania-wilds

pennsylvania-lotterypennsylvania-policepenna-turnpike

This leads me to wonder, what other products out there make subtle nods to their geographic roots by using such simple and easily overlooked symbols?

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