Hire the Right Expert for the Right Project

In light of the recent packaging redesign fiasco Tropicana endured and the questions surrounding the twenty seven page justification for the Pepsi redesign, it seemed timely to ask why these two iconic brands didn’t hire brand identity and package design firms for these highly visible initiatives. Recently, Pepsico hired The Arnell Group, an ad agency, to redesign the iconic Tropicana package and to redesign Pepsi.

By any measure the Tropicana re-design failed. It didn’t stand out on shelf, appeared too generic if not actually to be generic, and didn’t differentiate types of juice within the line – and most importantly, consumers voiced their opinions loudly via a number of social networking sites. Clearly the design wasn’t tested with consumers prior to hitting shelves, or if it was, it wasn’t tested broadly enough.

The Pepsi redesign does work. However, the design rationale harkens back 5,000 years, identifying everything from the Golden Ration to Feng Shui to Da Vinci as inspiration for a design tweak. Interestingly, both ad campaigns also by Arnell have been well-received by the trade and consumers.

So what’s up? In short, Pepsi hired an ad agency to execute a packaging redesign. The basics were overlooked and the inspiration that must inform and create relevance is off base as a design rationale.

As a matter of process, a design firm identifies brand equities, take steps to understand the competitive environment, and the target consumer, developing a design that communicates effectively at shelf.

About MARSH, Inc.
MARSH, Inc. is an independent design consultancy concentrating on strategic design for consumer-packaged goods, retail and restaurant clients since 1938. As a part of the Worldwide Partners Network, MARSH, Inc. has global reach with resources in fifty-one countries. MARSH, Inc. leverages its vast experience in packaging, print and retail merchandising to create quantifiable business results for The Kroger Co., Whole Foods, Steak ‘n Shake, CKE Enterprises and for the portfolio of brands from Procter & Gamble & Reckitt Benckiser. MARSH, Inc’s. high standards for creative excellence and commitment to a collaborative environment attracts & retains some of the most creative talent anywhere. To learn more about MARSH, Inc., go to www.marshinc.com.