Tuesday, 28 June 2011

No Need to Sugar Coat

There is no need to sugar coat anything, especially design. Long, clever sounding words that is just not needed. This happened to me in my first job after graduating - a snooty PR individual attempted to loose contact with our audience by taking up un-needed, extravagant amplifications in our communications!

Not quite sure how to describe the comical design and appearance of projects and brand such as these but I love it. Ben & Jerrys, Innocent Smoothies and the famous Welsh brand (formely known as Mr Creemy) Subzero Ice cream all choose a specific approach to attract and engage with their audience. Innocent Smoothies is a prime example that doesn't offer a product range but a 'family' of smoothies, juice drinks and other creative approaches to squeezing in your 5-a-day. Their new 'Superhero Smoothie' TV ad follows a DIY approach to creative TV adverts with a simple smoothie bottle on a stick. Very Blue Peter but still quite successful.

Ben & Jerrys have a strong presence in the UK and provide as much fun, games, flavour and goodness as it possibly through colourful TV adverts which drive traffic to their website, successfully making you want to go out and get your head into a tub of chunky monkey.
Mr Creemy has been around for years but due to a dispute over its trademark, it opted for a rebrand and what turned out to be a whole new direction.

Subzero was the result to compete as a contender against big names on the supermarket isle. The 'ultra cool', contemporary and sophisticated new look with quirky website was obviously all aimed at attracting a younger, more affluent audience and I hope it has.
My conclusion for this approach to design and advertising ... very art-and-craft-esque! Enough of this pretentious hogwash and baloney - keep it simple!

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