Tag Archives: Tropicana

The Arnell Disaster Continues

Posted on March 18, 2011 by Richard Shear

As a member of the Pepsi Generation, and in the interest of full disclosure a former Pepsi employee, it saddened me to read in an Ad Age Daily report last week that for the first time Pepsi has now fallen … Continue reading →

Posted in Beverages, Design Criticism | Tagged , , , , , , , | 4 Comments

Thomas Paine, Edmund Burke, brand identity, and two theories of change

Posted on June 3, 2010 by Richard Shear

Change drives everything, and the single most important recommendation we make to clients in brand identity, is how to structure that change. Is it a little or a lot, and often more importantly, what are the elements of that change, … Continue reading →

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The Kimbell Museum, Coca Cola, Renzo Piano, and Turner Duckworth

Posted on May 27, 2010 by Richard Shear

An iconic building and an iconic brand. .  . both driven by the creative brilliance of their designers and the application, over time, of a collective vision for the brand. Perhaps the most rewarding type of project for a package … Continue reading →

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The package is a “slow culture” medium

Posted on February 15, 2010 by Richard Shear

Slow culture and fast culture exist within the personality of all brands.  And the most successful brands have identified how to use both slow culture media and fast culture media to support their marketing efforts. For a consumer brand the … Continue reading →

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Our Top 10 List of Package Design Stories for 2009

Posted on December 29, 2009 by Richard Shear

This blog was begun in early 2009 as a place to discuss, “The package as a unique object in our contemporary culture  .  . focusing on past influences, current events, and future inspirations that shape the world of package design.” … Continue reading →

Posted in Design Criticism, Design Practice, Packages Today | Tagged , , , , , , , , , , , | 5 Comments

G whiz!

Posted on December 15, 2009 by Richard Shear

It would appear that the fallout continues from Arnell’s work with Pepsi. Ad Age reports online today that the Gatorade brand will undergo some major shifts in response to an 18% sales decline earlier this year. The article says, “Gatorade … Continue reading →

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Epigenetics of brands

Posted on November 20, 2009 by Richard Shear

Earlier this week I posted about the new Minute Maid package design, but I’m going to stick with the topic because there are some interesting lessons to be learned here. Epigenetics refers to changes in appearance or activity of a … Continue reading →

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A minute change for Minute Maid

Posted on November 18, 2009 by Richard Shear

Clean, simple, evolutionary, professional, fruity. These are the words that come to mind when viewing the new Minute Maid juice packaging announced yesterday by Coke. And maybe it is no surprise that the change is minimal given the Tropicana debacle earlier … Continue reading →

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“Glorified Design Firms”

Posted on April 29, 2009 by Richard Shear

There was an interesting post recently on cityfile.com. It wasn’t the post, about Peter Arnell losing a lawsuit with his publisher, which got my attention. It was the first comment posted by Rob Frankel, a man who is not afraid … Continue reading →

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Tropicana, a case for open source marketing

Posted on February 23, 2009 by Richard Shear

It would be so great to have free and unfettered, yes open source, access to exactly what really happened with Tropicana. We could all benefit by not making the kinds of mistakes that were obviously made here. As I said … Continue reading →

Posted in Beverages, Packages Today, Packages Yesterday | Tagged , , , , | 1 Comment