Seen and Noted
All Paths Lead To The Kitchen
Minneapolis-based Zeus Jones has brought a Midwest sensibility the new Mandarin Coriander fragrance
line from Thymes. Brad Surcey, head of creative/design at Zeus Jones, explains: “Thymes is a company
rooted in the Midwest — it’s a part of their heritage. That’s why we decided to look to
the textures and images of our region when designing the Mandarin Coriander fragrance line. Our goal was to
match the fresh, clean feeling of spring with the nostalgia of a warm afternoon in the kitchen.” This
led Surcey and team down the creative path that includes an eclectic mix of custom ceramic pieces, tea towels
and aprons. For the color palette: bright colors that reflect a lively citrusy nature. For the type: an
original unicase font with soft curves, developed
from scratch.
www.zeusjones.com/work/thymes-mandarin-corriander
Hearing Voices
What’s on the
minds of leading designers? What matters most to them right now? And how do they interpret today’s
culture? Anna N. Carnick’s Design Voices offers a snapshot of the modern design world via an electic series of conversations with design legends and rising
stars, including the likes of Milton Glaser, Massimo Vignelli and Stefan Sagmeister. Carnick’s interviews provide a timely, and often revealing, glimpse
into the minds of individuals whose work and sensibilities make the world a far more interesting, beautiful,
and often, hopeful place. Design Voices is available through Amazon.com’s Kindle store. The interviews
were edited by Jeremy Lehrer.
Available on www.amazon.com
The Sweet Smell of Success
Branding and
packaging for güd, a new brand of personal care products from Burt’s Bees, eschews the
standard “earthy” approach to natural products with a more playful, flowery and colorful look targeting 18-29 year-old millennial women. The agency is
Baldwin& of Raleigh NC and their initial advertising launch is a 90-second scratch-n-sniff-along
animation on Facebook. The paired-media execution follows a good (güd) smelling woman heading to work. At key moments, viewers are prompted to inhale
various smells from Scratch-n-Sniff cards that are available online, as run-of-book magazine inserts, direct mail, and from guerilla street teams. Packaging QR
codes link to a mobile-adapted aromavision site. Credits at Baldwin& go to Creative Directors Dave Baldwin and Bob Ranew, Art Director Shaun Sundholm, and
Copywriter Lisa Shimotakahara. Animation is by Buck, Los Angeles.
www.gudhappens.com
QR Code Adds Interactivity To Stationery
The
Lavidge Company’s Senior Art Director
Melissa McFarlin recently redesigned business
cards, stationery and envelopes for the 80-person advertising, public relations and interactive
agency. McFarlin explains that, after the Lavidge website was redesigned to be bolder and brighter, it
became clear that the stationery needed to step up to a similar bright new look and feel, too, even
while integrating the current logo. As part of the print update, QR codes appear in many of the pieces
as a quick way to send people to the new website and to underscore the interactive capacity of the
agency. Lavidge, by the way, is home to AAF of Metro Phoenix’s 2011 Creative Director of
the Year Bob Case.
www.lavidge.com