No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]
Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!
… but only with a clear briefing, conceptual thinking, stepwise designing, an open-minded client and last, but not least, the right hierarchy of information… It took only 3 months from briefing to printing!
No guidelines to follow, no corporate branding (which, by the way, I find wrong), no rigid hierarchy to obtain decisions during the progress [...]
The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:
One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the [...]
One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]