Here’s a really confusing pack. One is full sugar and the other sugar-free. The main signpost for this difference though is the reversal of the colours of the brand logo.Now, some brands allow some flexibility to their colourways but the Fanta logo relies on the dark blue in the logo to be the shadow in the letter form to make it 3-D. This reversal then creates a negative of the primary brand logo.Less a colour variation, more an inconsistent treatment of a primary asset. In a world of copycat brands, this relaxation of rules can look counterfeit. The other issue is on-shelf impact. Take a couple of steps back and the reversed logo is much less effective at creating stand out.Great brands are consistent in their treatment Dilute brand assets and dilute recognition.
#Marketing, #Design, #BrandDesign, #Packaging
