END OF YEAR REVIEW: EDITOR’S PICK 2011 EDITOR’S PICK OF THE BEST
GILCHRIST’S COLOUR WORK FOR HEINZ MAYONNAISE
Back at the start of the year, Gilchrist helped Heinz redesign its packaging for the FMCG giant’s mayonnaise range. A personal favourite of mine due to its British Heritage feel, the redesign included transforming the colour of the existing packs and introducing transparent sleeves on glass jars, alongside the traditional paper labels on plastic bottles. The main challenge of the proj- ect, said Gilchrist, was managing the core colour change on the Mayonnaise range, which was chosen, in the end, to be a dark and light blue vignette. The chosen colour tone was critical so that once applied to multiple print related items, including shelf ready packaging, consistency could be guaranteed. As reviewed in our Design Focus earlier in the year, the range has become eye-catching and able to stand out on shelf.
RED LION WORK WITH A RED DRAGON
In January 2011, Dragon Rouge was tasked with reviving Red Lion’s packaging after the manufac- turer realised that on-shelf, they were fighting for market share in categories where shoppers are often fiercely loyal. Dragon Rouge aimed to there- fore significantly increase stand out and to rival branded competition by distinctively communi- cating quality and taste messages. I adore this packaging for its design, based on the infamous Keep Calm and Carry On poster campaign, as it forges an explicit but lighthearted link between the Red Lion brand and the forces, as the compa- ny has charitable associations with the Help for Heroes charity. I love the use of patriotic colours, and the unique typeface definitely ensures differ- entiation from other well-known brands.
SPRINGETTS LAUNCH WEETABIX’S ALPEN PORRIDGE RANGE
In October, Springetts worked with cereal brand Alpen to design the packaging and brand identity for their new range of instant porridge, which is available in three flavours - Fruit & Nut, Raspberry, Apple & Raisin and Blueberry, Cranberry & Nut. I have chosen this design as one of my favourites as the porridge is packed in a clever 8x40g cube box, making it one of the most efficient stacking products, both in- store and at home. This landscape pack therefore enforces double stacking which, in turn, allows 16 units in one facing, almost doubling the amount of pack per linear cen- timetre than the leading porridge brand.
40 | Packaging Gazette |
PackagingGazette.co.uk
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