Packaging 001: From Chocolate to baby poop!
By Admin N : What do you do when you want to advertise yourself but you don’t really want to advertise? You introduce a new package of course! And that is exactly what Patchi did, regardless of the fact that most people didn’t even know what their old package looked like, at least we didn’t (we barely eat expired Galaxy).
If you live in Lebanon, it would’ve been practically impossible to miss it, that light shade of baby poop cannot go unnoticed, it’s everywhere! It haunts you while driving, while walking, to remind you of how a brand can simply lose itself while uplifting. See, Patchi had this beautiful, very elegant minimal single die line box, with dark tones of color. Somehow the designer thought it would be smart to change it to a hideous shade of green that looks so SO unappetizing. I mean everyone knows that the color scheme when it comes to food is very delicate; what were they thinking? And what I also don’t understand is why they would go from a simple costless die line to a two-part box that probably costs the double, are they thinking of changing the price? Or are they making so much profit that they could afford to make such costly boxes?
Fine, let’s say Patchi wanted a fresher look and a memorable color, that’s cool, but come on! They could’ve at least bothered themselves to create different versions of the color so it would look unified everywhere. The box itself has a different tonality than the chocolate wrapping (a shiny metallic Pantone), the billboards look very yellowish (they probably missed the right conversion to CMYK) and that huge promotional installation in ABC mall is just a mess. And oh gawd! Those hands! Someone didn’t even bother to illustrate them properly *tsk tsk tsk*. Design 101: never use vectors, NEVER!
So people, the lesson to be learnt here is the following: if you plan to uplift your brand, please do it properly, don’t make it worse than what it used to be. Deal?!