Both of these are a few weeks old but I still wanted to call them out because I like them so much, for different reasons.
Chiquita Bananas: A Beautiful Brand Refresh
What I love about this was that they took branding that was already iconic and took it in a new, playful, and ultimately really memorable, direction.
Chiquita will always remind me sharing an office with Dennis, who’d eat a banana a day and cover his laptop with the Chiquita stickers from said bananas. Clearly he’s not alone in that endeavor and Chiquita is showcasing that behavior on the new site in support of this new campaign.
Just look at these things. They’re so f*cking cute I want to collect them all and nom the crap out of them.
Think rebranding bananas isn’t exciting? Here’s a great quote on finding that angle to build on when helping brands rebuild their identities:
Many times as designers we are tasked to help brands build or rebuild their identities. We may initially think that a clean slate is required to achieve a better identity, and in some cases that can be true if the existing brand identity has little to no value. But in most cases, there is always something that can be built on, discovered, or championed with any brand. It really just requires spending as much time as you can with the product, immersing yourself in it. Like method designing, you just have to live it and the work will flow through you.
The Heinz ketchup packet : A User-centered product redesign
Heinz’s effort is impressive because it improved both form and function, making the brand feel newer visually as well as functionally, addressing their major use cases, referred to as the “dippers” and the “squeezers.”
This is a redesign that just makes so much sense you wonder how it took so long to get here. Technology wasn’t holding it back. It was a matter of really looking at the problem from a user’s point of view and then making a change. Bravo.
+ The Art Director responsible for the Chiquita redesign process did a great interview about the process.
+ Read more about the Heinz redesign here.
