A Bit of the Old-Time

I found this book "Recycling and Redesigning Logos" by Michael Hodgson in the Parkland Library. It has interviews with designers in it showing  the products they had redesigned and talking about the thoughts behind the choices they made.  I chose this design about Celestial Seasonings, redesigned by Debbie Millman.  She is with Sterling Brands, in New York.  They had discovered that the original illustrations were still in the company archives, but over the years had been cropped beyond recognition. This opened up ideas to make changes to the logo. The article goes on to talk about the concerns they had about being careful  because the product had a high association with the name. They also made color and type associations to help the consumer to easily identify one tea from another.  I have seen that the trend in the market has been to simplify everything down to almost nothing and it has its place. But I personally enjoy a beautifully designed package. They have the advantage of color and detail to catch the eye. As a consumer, I often will gravitate to a "pretty" package over a plain one.  I find these packages are flavored with the classic old world feel. The upgrades in type and logo design add freshness and energy to the package. The illusion of space, weight and balance are nice and consistent from one tea package to the next. The Typeface chosen for Celestial adds just a bit of playful fun for the eye to trace. I love all the details this product packaging has to offer. As far as the book goes, check it out at the Parkland Library. It is very interesting.


Following is another image from GraphisDesignAnnual2009, page 164. Notice the different styles applied to each product. The first is ice cream with a "Famous" flavor. The second is Asian sauces with "old world" seasonings. The last is jelly with a "Pure and Simple" label, looking very elegant. What would you choose and why?