The Ineos packs have had an update to the back design.
Regular readers of my posts may remember my thoughts on the previous iteration being to utilitarian and monolithic design across all sectors making it very confusing to navigate between different product ranges. Whilst the latest iteration has moved away from some of the functionality of it predecessor in both graphics and copy, it’s created new problems in an attempt to remedy the old.
The most important aspect to look at here is the logo. The black logo type on the red texture completely disappears in the supermarket environment. Taking a couple of steps back at the fixture renters it almost impossible to make out.
One of the things they struggled to communicate last time was the plant powered aspect. A functional and very utilitarian design tends to work against this more natural proposition.
The plant powered communication has now been relegated to a much smaller area on the base of the label. This makes it hard for not only this element of the back to stand out but with its look and feel still rooted in science and utilitarianism, for it also be believed by the consumer.
So whilst the new design may be a step in the right direction in softening the industrial and scientific approach, it still misses on a few of the aspects that the redesign desperately needed to win over new consumers.
#Marketing, #Design, #Packaging, #Sustainability
