DESIGN GALLERY
THE DESIGN GALLERY
A NEWVISUAL STORY FOR RIBENA Aesop has created packaging for GSK’s biggest drinks launch for 20 years, Ribena Plus. Its launch signals a new era for the juice drink, with the addition of vitamins and minerals designed to slake consumers’ thirst for added value, functional and healthy products. “The launch of Ribena Plus really moves the brand on in terms of boosting its health credentials,” says Aesop executive creative director Martin Grimer. “So with this design, we moved on Ribena’s visual equities by introducing a healthy helix device that brings together both taste and refreshment and also suggests science and dynamism.” Hannah Norbury, group brand manager, Ribena, said of the design: “Aesop really challenged us to move beyond the boundaries of the existing visual assets associated with the brand in order to develop a design for Plus that signified this as something new and different from Ribena. The resulting design is one that still retains the quality and fruit goodness cues associated with Ribena, but also introduces an element of health and science to reflect the added health benefits that make it Ribena Plus.”
BLUEMARLIN HELPS
ORCHARD PIG TO HOG THE LIMELIGHT Blue Marlin has created a dynamic and charming identity to enable artisan cider and juice producer Orchard Pig to scale its core business and move into the mainstream. The new look, which encompasses on premise and off trade across 16 products, began rolling out at the start of March. Orchard Pig MD Andrew Quinlan said of the redesign: “What the redesign has done is create a herd, Orchard Pig’s family if you like, whilst at the same time provide much clearer product differentiation between ciders and fruit juices, and specifically the individual varieties within these categories, to make the range easier for consumers to navigate.”
MAKING INCONSISTENCY
CONSISTENT ParkerWilliams has redesigned Scott’s flagship gardening brand Miracle-Gro across all its compost and plant food categories. “Miracle-Gro has very strong design equities,” explains ParkerWilliams MD Kate Bradford. “But as the range has expanded rapidly with innovation across categories and formats, inconsistencies in its design have crept in and brand impact has been diluted. Scotts’ brief gave us a wonderful opportunity to appraise the design and build upon the distinctive strengths of the current UK and US ranges.” The new approach refreshes the communication of Miracle-Gro’s values and personality and creates an impactful and cohesive brand design across the range. Bold hero flower and veg shots are captured in bright and vibrant colours. A logical design system based on the gardener’s purchasing decision tree makes product navigation across the range easy in store, and a de-cluttered presentation of informative product messages reinforces the brand promise of a simple easy way to get great gardening results.
8 | Packaging Gazette |
PackagingGazette.co.uk
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