Gettin’ Hot with Playboy
Unique Product Naming
Stand-Out Package Design
In what has to be the most under whelming unveiling yet — and a bad case of stolen thunder — for one of the largest retailers in the world, Walmart (unhyphenated as a single word from now on) just uploaded a formal, band-aid of a press release to their web site confirming the logo change that surfaced over the weekend when The Wall Street Journal reported that the Memphis and Shelby County Division of Planning and Development had received documents from Walmart with the intent of opening a prototype store there. An artist rendering on those documents showed a new sign over the facade of the proposed store, wrote Armin at UnderConsideration.
As a reason of why the logo change, the reports on newspapers all allude to Walmart’s continued evolution and progression from its less-than-glamorous reputation and image as an invasive retailer with less-than-desirable employment and environmental practices. And the evasive press release does little to explain anything:But what really matters is what happens out there in the stores. This update to the logo is simply a reflection of the refresh taking place inside our stores and our renewed sense of purpose to help people save money so they can live better.
So with no reasoning or no explanation of what the new star burst stands for, or why the decision to change to a single word, all we have to go by is the logo that replaces the 16-year-old sans serif that was as thick and heavy as the beige boxes it adorned for so long. The new logo is rumored to have been designed by New York-based Lippincott — and I will happily amend this as soon as there is more information available. The change to title case helps humanize Walmart with a name that reads more like John, Albert, Sarah or Wilbur; it really looks very different and sets a different tone. The wordmark is nice and friendly and has enough customization to feel more proprietary than out-of-the-box. The new icon, however, is very questionable. It reflects technology start-up or telecommunications company before it does discount retailing that will make anyone live better. Sure, it might represent a flower or a sun, but the execution is too modern and cold to be seen as a natural element
The new store environment and applications of the logo will define how good this can be and if the whole package supports this initial tease. I remain skeptical yet optimistic, but not too much. To leave you with some inspiration, here are Walmarts’ logos over the years, picked from this page — do note the tuscan-faced logo of the 1960s, wow.
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Randy Ludacer of Beach Package Design writes a very good article in Package Design Magazine about product visualization and its importance in manufacturers’ decisionmaking. We find this is a key step in the package design process. Retailers want to see the product as it will look – typically on the shelves.
Like us, Beach is often contracted to create a “virtual” prototype before the product is made:
“Before making the a new product, our clients will usually make a either a physical prototype or—in cases where the product is essentially a design idea—they’ll hire us to make a simulated picture of the proposed product and present that to the buyer before incurring any actual manufacturing costs.”
Of course, this is exactly what we do best. Hey, Randy… I’m droppin’ you a line.
JoAnn Hines, world renowned as “the Packaging Diva” for her industry expertise, has written a very insightful article about packaging for the consumer. Check it out on her blog.
JoAnn’s written many important articles on the subject of packaging, and consults with entrepreneurs and companies large and small who have something to sell. She also speaks at packaging events across the country.
We’re pleased to announce our redesign of Yuca Bites (formerly known as Pan de Yuca). This yuca bread treat was selling well in South America, but Yogurt Persa, the makers, wanted to bring the product to the U.S. market, and to make a splash. We branded the name “Yuca Bites”, and designed the package from top to bottom using existing product photography.
The brand moniker, a custom font created from scratch and hand drawn, conveys warmth and natural goodness.
The company hopes to gain a foothold in the U.S. market, and promote its education- and eco-friendly practices.
Please comment on the new brand design!
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