News
Waitrose Counts On Pearlfisher
LONDON UK
Transparency and choice are key to a new package design and brand identity for Waitrose LOVE life
‘you count…’ line of meals and snacks that support a calorie controlled diet of 1500 calories a day. Developed by Pearlfisher, the design adopts
vibrant color navigation and food photography that depicts appealing food and highlights the calorie count. On each product, the calorie count is clearly
depicted in large numerals in one of the five colors chosen for the ‘you count…’ range. The new look is ready to appear on shelves throughout Waitrose stores across ready meals, yogurts, cottage
cheeses, fresh puddings, frozen desserts, food to go, frozen meals, hot drinks and baked goods. Natalie Chung, Creative Director at Pearlfisher, explains that the
design highlights “the importance of individual choice and provides a transparency with regards to calorie information” while the vibrant colors
and appetizing imagery “shows that we can still have delicious food without being apologetic
about counting calories.”
www.pearlfisher.com
Electric Vehicle Grows Wings
SAN FRANCISCO CA
While the idea of electric delivery trucks may
seem new, Smith has been selling and manufacturing electric vehicles for over 80 years in the UK, where their first trucks were “milk floats” deployed
by dairies. With corporate fleets that include Frito-Lay, Coca-Cola and Staples, a rebrand was initiated to unify the brand globally and carry it into the next phase
of their business. The resulting brandmark, by San Francisco design firm Strohl, features a winged tiger
which is said to add “an aspirational — almost mythical — aspect to the mark,
underscoring the concept of balance in nature.” The orange color was carried over from the
previous brand in order to maintain continuity and differentiation for Smith in the cluttered “green-washed” world of
sustainable branding. The design firm is headed by Christine Celic Strohl and Eric Janssen Strohl.
strohlsf.com/smith-electric-vehicles-2
L.L. Bean Recreates Vintage Covers
NEW YORK NY
When Leon Leonwood Bean launched his
company a century ago, a one-page mailer advertised his Maine Hunting Shoe. In the 100 years since that first mailing, graphics and mailers have
become more substantial and sophisticated — spearheaded by the popularity of catalogs — and have featured the work of many talented artists, friends and family members. As part of the
company’s centennial celebration, L.L.Bean catalogs will recreate favorite vintage covers — including these featuring the photography of
artist and photographer Randal Ford.
100.llbean.com
Peel Effect for DC Entertainment
NEW YORK NY
A new look for DC Entertainment’s comics,
graphic novels and websites begins with redesigned
logos from Landor Associates. The designers
adopted a “peel” effect —
the D is placed over the C with the upper
right-hand portion of the D peeling back to unveil the hidden C. The branding firm was asked to
develop an identity that creates a visual connection among the company its three brands (DC Comics,
Vertigo and MAD) and its array of properties such as Batman and Superman. Nicolas Aparicio, Executive
Creative Director at Landor’s San Francisco office, notes that “the new identity was
built for the digital age and can easily be animated and customized to take full advantage of the
interactivity offered across all media platforms.” Branding for films, tv, games and merchandise
will follow.
www.dcentertainment.com
Original Mad Man Offers Advice
NEW YORK NY
Damn Good Advice is a look into the mind
of one of America's legendary creative thinkers,
George Lois. Offering indispensable lessons,
practical advice, facts, anecdotes and inspiration,
this book is a timeless creative bible for all
those looking to succeed in life, business and
creativity. Lessons from the incomparable life
of Lois, often described as the
original “Mad Man” of Madison
Avenue. Organized into inspirational, bite-sized pointers, each page offers take-no-prisoners insights,
ideas, images and illustrations into the sources of success. Lois has won every advertising and design
award imaginable, including AIGA and ADC
honors (and, incidently, was a GDUSA
Person To Watch back in 1979).
www.phaidon.com
It’s Night & Day For Diet Coke
NEW YORK NY
Iconic fashion designer Jean Paul Gaultier is the new Creative Director
for Diet Coke. As part of the collaboration, Gaultier is designing a limited-edition collection of
bottles and cans, as well as a new collection called “Night & Day” that references some of the designer’s most well-known collections.
To kick things off, Gaultier stars in a series of shorts called “The Night & Day Serial Designer,” in which he helps solve outfit dilemmas for
various puppets. These will run throughout 2012. Of the new position, says Gaultier, “The brand asked me to explore its fun personality and to style
the bottle... The bottles have the shape of a woman’s body, so it was great fun to ‘dress’ them.” Diet Coke
has a history of fashion collaboration; recently, Karl Lagerfeld designed a line of custom bottles
and shot a campaign for Diet Coke.
www.dietcokegetglam.co.uk
Catalog Revs Motorcycle Brand
MINNEAPOLIS MN
America's first
motorcycle company — founded in 1901 and once
the largest in the country — is rebuilding confidence in a storied brand with the help of Colle+McVoy.
The 2012 catalog for Indian Motorcycle, founded in 1901, highlights some of the company’s legendary
history, while positioning the firm as future-focused. Heritage, craftsmanship, leather and chrome are
the copy and visual themes. Creative credits at Colle+McVoy go to Executive Creative Director Mike Caguin, Group Creative Director Joe Monnens, Associate
Creative Director/Writer Joel Stacy, Art Director Matt Pruett, Designer Lindsey Aho, Print Producer Brad Smith and Art Buyer Chris Peters. The photographer is
Jim Gallop.
www.landinghost.com/award_shows/indian_motorcycles
Chen Plants New Brand
SAN FRANCISCO CA
Chen Design Associates was recently hired by Buckelew Programs to
develop branding, collateral and website for People’s Harvest, a new fresh-cut food processing center located in the North Bay. For Buckelew, which helps provide services and support for the mentally ill, this
is their fourth social enterprise. People’s Harvest will create jobs for those who have experienced barriers to employment while also helping local farmers by giving them a hub for produce distribution. The produce
will then go on to local schools, hospitals, and other public institutions. The scope of CDA’s design work included the overall brand identity and
visuals, business papers system, leave-behind collateral and an online presence that takes advantage of new developments in web typography and support for mobile
browsers. Effective March 1, by the way, Buckelew Programs merged with the Family Service Agency of Marin.
www.chendesign.com
Image Expo Set For Chicago
CHICAGO IL
Visual Connections (formerly Picturehouse Marketing US) is returning to Chicago on April 26 for a one-day image expo at the Cultural Center. The expo is an opportunity for image
buyers, researchers, designers, art directors, and other users of images and footage to discover new sources of imagery, gain valuable insights into the business of licensing imagery,
and network with peers. The day will start at 10am with a mixed-panel seminar to discuss and answer questions on a wide range of topics, from copyright and orphan works to choosing the
right licensing model. Then the exhibit floor will open from noon to 6 pm. As always with the welcoming hosts of Visual Connections, complimentary food and drinks will be served throughout
the day, including beer and wine from 4:30pm. Entry to the expo is free, but restricted to graphic designers and other professional image buyers.
www.visualconnections.com/CH2012