Design is vital in the communication of a product with the consumer. Tropicana understood this lesson when after being one of the most expensive investments in changing its image, it unhinged the consumer and ended up returning to its original appearance.
Changes in design are essential to be able to adapt a product not only functionally, either with an ergonomic container or made with sustainable materials, but also to update the communication it achieves.
One of the most powerful arguments is the graphic coding and the elements it contemplates to address key issues of how a brand manages to transcend in the market from the visual elements that compose it.
Goodbye to the most popular Dutch winery
The good-natured image of a Dutch woman who illustrated for decades the La Holandesa eggnog bottle finally says goodbye after receiving a design blow, with which she manages to say goodbye to a market that today has no waste, on the contrary, it reveals the importance What is involved in updating the design so that a product can communicate and succeed in this activity, but what is the process to follow to say goodbye to an image that has been recognized for decades. How far to take the update in the image of a brand? How is the design brief for such a traditional brand?
To understand how the design works, John Paul Promsenior brand manager at The Madrilenianconfessed to Merca2.0 the details of how to help your brand communicate through design and a successful movement, when you retire the image with which you were identified in the market for years.
Merca2.0 – What was this image change due to?
Juan Pablo Prom – We have a product with a long history that is La Holandesa rompope, normally in the rompope categories, innovations are very rarely observed, they are seen because it is a category that serves a very conservative market, we did a couple of months , what we did was a change of image, completely renew it, obviously if we compare it with the previous image, maybe you tell me: ‘we have a radical change’, but the important elements were kept, which are a Dutch oven and the tulips, we wanted to have a clean image, following trends in design, which go towards these striking tones, red, yellow, with a total cleanliness on the label, so that the customer, when they were on the shelf making a decision about what rompope to take, would see us very striking on the shelf and that it be the first encounter with the client.
Merca2.0 – What was the creative process to come up with the new label and achieve the disruption they were looking for?
JPP – The process was quite complicated and fun, because you have to start from something very conservative and make a change that may not be noticeable and spend a lot of money on an adjustment that may be noticeable and on the other hand make a change where always there are risks.
There was a very interesting piece of work here, image trends, consumer trends, art issues in how communication is done, if you look, many logos and brands migrate to the minimalist part, we got on it and attacked the current situation in which we are oversaturated with brands, with information and the cleaner we are, the more transparency and purity we transmit to the consumer.
It was a mixture of joining in the artistic theme, in the theme of colors and icons and shapes, with everything that leads to the minimalist and changing everything to something simpler and without so many elements.
Merca2.0 – What do you recommend to have a good design brief?
JPP – Look, I think that the number one point is always to listen to the consumer, sometimes the mistake we make is to believe that we know everything, when the customers are the ones who dictate the way forward. Here there was a need as an insight, which was a deep-rooted idea that we did not notice, but the consumer, although conservative, needs a change, to be reminded that we are there as a brand, that you have a traditional product, but if you You ask me, the key is to listen to the consumer all the time.
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