Sweet’N Low, the iconography of pink

For those who follow this blog you will know that it has one strong bias . . . that the package is the most important long-term vehicle for building the value of a consumer brand.

And as my friends in the industry will attest, I also believe that the time, creativity and resources spent on the package are the most cost efficient way to communicate the values of your brand to the consumer. Now off the soapbox!

Conveniently, the folks from Sweet’N Low, Mother New York, and the illustrator Nate Duval have given me an appropriate follow up to the previous post about the groundbreaking use of the Absolut package as a central brand building vehicle for all forms of its communication.

Haven’t you looked at the sweetener bowl on a restaurant table and known immediately what the little pink packs were? Don’t even need to read it or see the logo, right? The folks from Mother realized that this classic pink Sweet ‘n Low pack has, in its own way, the same iconic status as the Absolute bottle.

Their new campaign infuses that status with a wonderful playful imagery. It will be interesting to see over time how they build on this visual foundation. The folks at Absolut were able to do it for decades, but this is a great start . . . with just a simple and unmistakable reference to the package.


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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