Polaroid – digital instant packaging.
Background:
A new package design language for Polaroid's revolutionary line of ZINK™ technology products.
Solution:
The new design language speaks to this audience by expressing the core brand attributes – simple, clean, fun, social, immediate and technologically advanced. The bold spectrum of color pays homage to the company's heritage and gives Polaroid the opportunity to "own all color in the consumer's mind."
Agency: Catapult Thinking
Lifesavers – brand revitalization.
Background:
Although seen as a high quality brand that evoked fond memories, LifeSavers had lost its relevance among younger consumers.
Solution:
Based on a new brand positioning: “Through its shape, hole, original flavors and outlook, LifeSavers promotes joy and happiness", the winning design made hero of the LifeSavers distinctively classic round candy. The result is an eye-catching bull’s eye which vastly improved shelf impact.
Agency: Landor Associates
New Balance – packaging + design language.
Background:
As a leading producer of athletic performance footwear and apparel, New Balance needed to develop a new cohesive packaging trade dress system to overcome a diluted and fragmented brand presence.
Solution:
A new trade dress system was developed that would cover a vast array of packaging and advertising formats. To support this major initiative, a brand essence book was developed that interwove the new look with the New Balance positioning.
Agency: Proteus (now Motiv)
Polaroid – Freescape packaging.
Background:
Identity and package design language for Polaroid's new Freescape digital media storing and sharing line of products.
Solution:
The branding is uniquely different from other Polaroid products to reinforce a revolutionary offering with unlimited potential. The orb and identity were set against a large expanse of black to embody the vastness of the Freescape network.
Agency: Catapult Thinking
König & Meyer – brand revitalization.
Background:
König & Meyer, a leading producer of premium music stands, found increased competition from low-priced look-alikes.
Solution:
One-on-one interviews, a thorough competitive brand audit and a revised brand positioning led to a visual and verbal brand language. The brand expression was inspired by the angular forms inherent to the brand: the “K” from K&M and the angled support of the stands.
Agency: Catapultthinking
Polaroid – brand and packaging revitalization.
Background:
New identity and packaging design language that celebrates Polaroid's new line of digital products.
Solution:
The overlapping lenses icon from Polaroids’ origins was reinvented as the new “creation” symbol. This symbol was not only used as part of the brand’s identity, but also as a way to represent the “idea” of innovation and connection across all visual communication.
Agency: AKA | Adorney Kenney Associates
VentureOn – brand identity system.
Background:
Smart Destinations, a leading provider of packaged travel products and services, needed to rebrand their Go Visitor Card under a new name and build a story that would appeal to the masses.
Solution:
The new name, VentureOn, and the “Journey Symbol” were created to represent a complete destination experience made up of individual experiences.
Agency: Catapult Thinking
Crest Whitestrips – package redesign.
Background:
Through increased competition and private label “copycat” brands, top selling Crest Whitestrips had become genericized and no longer viewed as a high-end beauty brand.
Solution:
The revised Whitestrips design incorporates beautiful dark pearl essence blues, clean, elegant typography and an arc visual which echoes the new Crest brand language.
Agency: Landor Associates
A&W – brand identity + packaging redesign.
Background:
With sales decreasing, Cadbury Schweppes wanted to gain more market share by making root beer another option to Coke, Sprite and Pepsi by updating the packaging to appeal to more youthful consumers.
Solution:
A revolutionary graphic treatment was developed that was both visually arresting and refreshing. A more dynamic logo was created increasing the brand’s impact. The rich root beer background color and condensation added to the taste appeal.
Agency: Gianninoto Associates
Sperian Fire – “Warrior” launch campaign.
Background:
Sperian Protection, a world leader in personal protection equipment, needed to promote their revolutionary new self-contained breathing apparatus (SCBA) for firefighters.
Solution:
Firefighters form extremely strong bonds with their fellow fighters, a bond that extends to all firefighters as well as their families. The final campaign reinforces this idea of "brotherhood" while creating an inseparable relationship with the new Warrior offering.
Agency: Catapult Thinking
Cincinnati USA – brand development.
Background:
The greater tri-state Cincinnati Region needed a brand campaign to unify and energize the local community and be an anchor for extended communications.
Solution:
The “arch” is a form commonly seen within the region’s visual landscape, whether it’s the city architecture, the rolling hills or the many bridges that connect one state to another. The new identity embraces the arch and the colors of the region to represent the three states unified as one.
Agency: Landor Associates
Campbell's – Simply Home package design.
Background:
A new name and trade dress for Campbell’s first soup in a jar that would convey a homemade quality.
Solution:
A contemporary rendition of an old style label was developed to compliment the Mason jar bottle shape. The illustration of the warm country house, the appetizing side panel product copy and the “Simply Home” name came together to create the appeal of a homemade soup that “Grandma could have made.”
Agency: Campbell's Global Design Group
Identities – Set 1:
1. Vitamix -
High-performance blenders
2. Calsura -
P&G calcium supplement
3. Logowire -
Promotional merchandise company
4. Keon -
Computer system security software
Identities – Set 2:
5. A&W -
Cadbury Schweppes root beer
6. HarborOne -
MA based credit union
7. Hardwire -
HMG effects pedal line
8. Conor Medsystems -
Developer of drug-eluting stents
Identities – Set 3:
9. Hear Forever -
Howard Leight hearing conservation campaign
10. Military Star -
Military services credit card
11. FairMarket -
Web-based auction network
12. ArgoKeys -
Financial institution automation system
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