Coca-Cola Launches New Packaging for Minute Maid

The Dieline

ConAgra Foods Reveals A New Brand Identity

The new identity has been created after research with multiple stakeholder groups, including customers. The logo features a new, more contemporary color palette along with a ‘spoon in plate’ icon designed to reinforce the company’s position. The tagline, “Food you love” reinforces the company brands that consumers love, Con Agra said.

Gary Rodkin, CEO of ConAgra Foods, said: “Our new brand identity is an articulation of the essence of ConAgra Foods–making great food. We’ve changed the company fairly dramatically over the past several years to get these strong brands and products at the core of everything we do."

Food Business Review
BrandWeek

Whip It Good?

Re-design for Kraft's Miracle Whip


Brand New

The Big Fizz at PepsiCo

A fairly fascinating look at the man agitating for all the change at PepsiCo. Including a peek into the Big Bang project that had the company simultaneously redesigning seven brands, creating brand manifestos, and generating Super Bowl ads.

Companies often perfect each stage of a rebranding plan before moving on to the next one. For example, the design agency typically settles on a logo before handing off to the people working on the package. To save time, d'Amore decided to adopt the so-called concurrent model: design the logos, create the packaging, shoot the TV commercials, and so forth simultaneously. He acknowledges that this is riskier but insists the enhanced speed and agility are worth it. "Aiming for perfection is the enemy of good progress," d'Amore says. And if getting the project done in time meant inserting himself in the creative process—highly unusual for a CEO—then so be it. After all, he had marketing experience.

Also, he's something of a hands-on manager:

One of the first Arnell-d'Amore productions was a TV spot for SoBe Lifewater, a beverage d'Amore wanted to reposition to take on Coca-Cola's (KO) vitaminwater. It was an early glimpse of d'Amore's management style. After giving the job to Arnell Group, he fired SoBe's existing ad agency, Bartle Bogle Hegarty. He and Arnell then cooked up the idea for the ad together—a sendup of Michael Jackson's Thriller video featuring lizards dancing with model Naomi Campbell. Later, d'Amore flew to Los Angeles to help edit the commercial.

BusinessWeek

Snapple Pulling Out Stops For Product Overhaul

Sanpple goes (more) natural.

The company, which says it is making "The Best Stuff on Earth Even Better," is reformulating its entire lineup of drinks to have up to 20% fewer calories, while using pure sugar for sweetener versus corn syrup--and wrapping it all in new packaging that spotlights the green and black tea leaves that are part of the brand's tea line.

"This is the biggest thing we have done on the brand since inception," says Bryan Mazur, VP of marketing for Snapple. "Basically, it recognizes the fact that over the years, while consumers have enjoyed Snapple's quirky personality, they did not realize that we are all natural and made of the best."

Snapple Lady unavailable for comment.

MediaPost

Baked! Redesign

New 'natural' substrate. More subdued colors. Simpler, quieter background. Less affected type. Greater emphasis on the chips.

Ape Lad's Take on the Pepsi Redesign

Adam Koford, a.k.a Ape Lad (creator of The Laugh-Out-Loud Cats and winner of several "Your Eustace" contests from The New Yorker) only thinks of one thing when he sees the new Pepsi logo: