Design Innovation
Anthem Brings Charm Back to Good Humor Brand
Anthem Worldwide, a Schawk Strategic Design Company, and Unilever are at it again. The challenge was to reinvigorate the Good Humor ice cream brand, in existence since 1920, and return it to its original charm. Unilever tapped Anthem to give its package design system a fresh look.
Following many successful package design launches, what ensued was a collaborative design effort between Unilever's Visual Branding Team and the Anthem team. The result was an understanding of the original brand heritage and its "visual equities." The two companies developed a robust visual platform and an identity and package design that was nostalgic, but not old-fashioned.
"The primary goal of the redesign was to bring back the magic of this much-loved brand to its packaging, and clearly and consistently communicate the Good Humor brand," says Sheila Wenke, senior design manager, Unilever. "To do this, the team created a new Good Humor logo and supporting seal of endorsement that leveraged the equity of the Good Humor truck and the 90-year heritage of the brand." Unilever wanted to spotlight the new logo and create a place for it that worked with the "fun colors" that highlight the variety of flavors, she adds.
"The brand's current look did not express any of the associated visual equity that was at the heart of Good Humor, and the unique challenge of reinvigorating the iconic American ice cream brand, bringing it back its original charm, was compelling," says Janice Jaworski, managing director, of Anthem Worldwide (New York).
"Through this packaging refresh, we hoped to create a new excitement around the brand that would fit for both the classic Good Humor bars, as well as the newer favorites in the portfolio", says Donna Herley, brand development manager, Unilever. "It was important to clearly communicate all the delicious flavors in the line," she adds.
Key to the project was Anthem's interaction with Unilever's Visual Branding Team. Through this collaboration, Anthem was able to uncover the original brand heritage and its visual equities. "This led to the development of robust visual platforms, a range of varied packaging routes, and an extensive identity design exploratory," says Jaworski. She adds that there were also executional challenges regarding design and print consistency that were considered and solved.
Herley adds that Visual Branding acted as the conduit between the Good Humor Brand Development team and Anthem, consistently ensuring accurate communication hierarchy while protecting and building the brand equities.
"Collectively, we created a consistent and compelling package design solution for Good Humor (for both in home and out of home) that transports you back to the memories and fun associated with childhood and the Good Humor brand," Jaworski asserts. "With a focus on quality and appetite appeal, the new visual expression is full of character. The logotype and truck icon bring you back to the magic—hearing the bell, running out to greet the Good Humor truck, and enjoying your favorite ice cream treat. The new package design is an inspiring and relevant solution for this timeless, iconic brand."
Products with the new design first started hitting the shelves in May 2009.
Antoine Amrani Chocolates Launched With Premium Branding
EAST NORRITON, Pa.—Antoine Amrani Chocolates has opened its premium, artisan chocolate factory and launched gift boxes of chocolates online, at select retailers, and at its exclusive Factory Store in in East Norriton, Pa.
To extend extend Amrani's vision, brand identity, packaging, and Web site, Amrani hired Smith Design, a brand design firm with offices in New Jersey and California. Smith Design's mission was to develop a compelling visual image that would make a bold statement in the super premium chocolate category.
"Our charge was to position Antoine Amrani Chocolates at the highest end of the premium segment and to visually convey classic tradition with modern, vibrant innovation," said Martha Seidner, vice president, Smith Design, who led the project team. "Antoine and the team at Smith Design agreed that all of the components that comprise the brand, from the shapes of the chocolates to its packaging, would mirror the brand's promise; a 'superlative chocolate experience™.' Smith Design worked closely with Antoine Amrani and his partners to translate the full extent of their vision into a luxurious brand identity."
The Antoine Amrani packaging conveys excellence without saying a word; rich, matte, mahogany brown gift boxes contrast a chartreuse logo stamped on each lid. The papers used from Mohawk Fine Papers were selected for their environmental benefits.
Shorewood Packaging Offers Nine New Disc Trays
NEW YORK, N.Y.—Shorewood Packaging, a business of International Paper, has expanded its portfolio of packaging components with the addition of nine disc trays for DVD and Blu-ray™ packaging. The new trays (with one exception for Blu-ray) are designed to hold more than one disc, further expanding the choices available from Shorewood for the Home Entertainment industry.
Shorewood's new offerings consist of the Thin Pozzoli Twin Tray, the Polymatrix DigiTwin Tray and a collection of Novatray® trays from Europe's MIP Packaging that can accommodate single, double, and triple-disc releases.
Bumble Bee Uses Sustainable PLA Sleeve
ATLANTA—Printpack has printed an environmentally friendly promotional multi-pack shrink sleeve for Bumble Bee Foods, manufacturer of Prime Fillet® Atlantic Salmon. This four-pack of cans, targeted at the club store sector is also intended to support Bumble Bee's commitment to sustainability in packaging.
Made from plants, Earthfirst® PLA was the substrate of choice as it is an alternative to traditional petroleum-based shrink films.
PLA is compostable, is shelf stable at higher storage temperatures, and has excellent printability. The sleeve is printed 7-color rotogravure on PLA. In addition, the sleeve provides nutrition facts and a green leaf advising that it is an eco-friendly package, along with an environment commitment statement from Bumble Bee. The eye-catching salmon dish printed and featured on the front of the label is intended to be very tempting to the consumer and provide excellent point-of-purchase appeal.
Shrink and roll-fed labels, tamper-evident bands, and heat-shrinkable sleeves for multipacks are printed in up to ten colors using flexographic and rotogravure printing on a variety of shrink films and laminations.
Hartness and RKW Introduce "Grab Pack"
GREENVILE, S.C.—At Drinktec 2009, Hartness International and RKW will announce their collaboration on a new film package called Grab Pack. This package concept offers customer convenience, superior display characteristics, and reduced packaging material.
The Grab Pack package comprises a pre-formed web of printed, shrinkable polyethylene film. The printed film web can be pre-perforated to facilitate the easy removal of individual bottles from the package. During the application process, this web is opened and applied over grouped containers, capturing container foot and shoulder. Each bottle in the package is contained in its own pocket, eliminating bottle-to-bottle contact. pP
