The new packaging is more fun, more sophisticated and a much more sensitive link to the brand’s unique and historic character.
Two trends are evident with this new packaging. First, iconic brands are beginning to recognize and celebrate their heritage. Some brands have done it with simplistic solutions like “throwback” replicas of old packaging. Some like Coke, have begun to genuinely identify and distill the most basic visual foundations of their brand heritage, and reintroduce packaging that is historically sensitive but transformational.
Second, brand identities are getting simpler. In all categories, and with both branded and private label products, savvy marketers have begun to apply their heritage on the shelf with simpler, cleaner, and more compelling package design solutions.
Shown above is a photo of the new can, sent to me today, with the new look as it will be launched this Fall.