étiq links 30
While the summer mood is in full swing, we come with less in quantity, but with one in-depth insight among the news. Here are only the best eight to read and apply.
Gillette’s reaction to the changing men’s facial hairstyle and grooming market took long, but it is finally here. It seems like a predictable corporate solution for the launch of premium range – to turn back to its founder and dig into the archive of the first packages. Yet Edvardas didn’t judge them. Well executed!
Rita couldn’t decide which part of the case is more impressive: Nike’s statement or Adidas’s solidarity expressed by retweeting the message. Anyhow, Nike has been well known for its brand activism for a while, e.g., politically polarized Kaepernick’s campaign last year.
This year, we are observing the continuity of global brand refreshments. Some ABCDE lessons are worth taking into account. Last year, Kellogg’s and Carlsberg, while this year, Cadbury and Heinz, have similarities in their quest to masterbrand their portfolios. Lessons:
A. The main focus is on the refinement of max 1-2 key visual assets.
B. Solid colors are becoming the most critical trap for buyers with distracted attention.
C. Brand positioning is reflected in the secondary design details rather than the competing ones.
D. SKU’s peculiarities are revealed through moderately playful graphics or photos.
E. A claiming diet is enabled. Max 1-2 key benefits are presented boldly.
In conclusion, the introduction of new products is a critical driver of innovation, but it leads to the fragmentation of the masterbrand image. So after that comes the time for strategic refinement. We bet that we should expect similar actions from the Baltic FMCG leaders.
You know that Gabija is our most zealous seeker of new packaging materials. And the newest one is MarinaTex. Millions of tonnes of fishery byproducts are wasted annually. MarinaTex turns this waste into a transparent film that is well-suited for packaging and could quickly biodegrade in soil.
Summer beverage enthusiast Beatričė shares her coolest 2020 discovery – PangPang Brewery. Their new line of pushers is super cool and proves the age-old saying “less is more” by leaving parts of the can without any design, creating an overall fresh and youthful feeling.
The digital world brings us not only innovations but also fatigue. The term Digital Detox has been used for a while, and now Gintarė spotted the new one – Digital Nutrition. For instance, Aebeze Lab has developed an app to help people feel better in certain situations. Tap on your mood, and you will be offered movies / podcasts based on it. Voilà.
Words. Words. Words. They could be as strong as images. Edvardas was full of joy about the glossary that helps you be at the forefront of language nerds. Whether you present a strategy or chat with friends over a beer.
At the end of this edition, we would like to commemorate one of the most influential designers. Milton Glaser, the author of the I ♥ NY logo and Brooklyn Brewery identity, has passed away at the age of 91. His thoughts on the design discipline are timeless and will stay with us forever. Art is Work – proclaimed the inscription on his office door in Manhattan, and we can’t agree more.
In design we trust – étiquette team.