The Mnemonic Element
A snappy new Snapple. So what do we think of the new design? I'm not too wild about it myself for one reason. For years Ive scanned the shelves for that slanted Snapple typeface and now its gone. Its been my street-sign telling me this is road. Like the green circle for Starbucks or the "waffley" type of Waffle House. Yes, it may have been around a while and ran the risk of being outdated but it was also that mnemonic element that stuck with me. Its uniqueness made it distinctive, memorable and clear. Design, good or bad, is a vehicle of memory. Logos shouldn't have an expiration date.
7 Comments
"I don't think it was so bad that they updated the design, but I very much agree with you. Seems they could've capitalized on the equity of the Snapple "slanted-type with cirlce" and updated it from there. Just updated color and font, but not messed with the overall structure that we all know."
- Craig Johnson
"honestly don't think the slant has any equity in my snapple recognigtionometer. i like the fact they have a new look, because the old look belongs in a Big Lots on the discount shelf next to RC Cola...however, the new look is sorta boring. at least they didn't change their name. :)"
- the ervinator
"And they did keep the bottle design the same, which is something I do recognize."
- Craig Johnson
"I would say all they really needed to do is update the illustration style to make it "new" again. Either that or another great advertising campaign like this one:
http://www.youtube.com/watch?v=QendADQSVWg&feature=related"
- John
"I didn't realize snapple still existed. Good marketing to change the look I guess? Free PR."
- Jay Holden
"Real, quantifiable equity or not, Snapple goes the way of Tropicana -- a cleaner design for the times that unfortunately lost all personality or uniqueness along the way."
- Alvin Diec
"Happy Birthday Bowles! You deserve all the good things and probably all the bad things too. Hope you all are doing well. The branding, design, and website is awesome."
- Downey