A package redesign for Kemps/Marigold Foods' Brown's Velvet Ice Cream. (Retail).How do you update a package design for a brand of ice cream rich with Southern history? By respecting its heritage and creating a design that resonates with current consumers but still reaches out to a new audience, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. packages design firm Mackey Szar. The Minneapolis-based design firm recently completed a package redesign re·de·sign tr.v. re·de·signed, re·de·sign·ing, re·de·signs To make a revision in the appearance or function of. re for Brown's Velvet Ice Cream, a Kemps/Marigold Foods brand of premium brand of ice cream popular in the South and Southeastern United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . "Brown's Velvet was first introduced in New Orleans New Orleans (ôr`lēənz –lənz, ôrlēnz`), city (2006 pop. 187,525), coextensive with Orleans parish, SE La., between the Mississippi River and Lake Pontchartrain, 107 mi (172 km) by water from the river mouth; founded in 1905," explains Raquel Melo, senior project manager at Kemps kemps coarse hair fibers, found in a wool fleece; a cause for severe downgrading of value. The fibers are hard, brittle, opaque and medullated. They are shed after a short growing period and lie loose in the wool fibers; they will not take dye and will not spin together. , "so its roots go back almost 100 years. It is truly a Southern tradition." Since Kemps/Marigold Foods was converting all their ice cream containers from convocans to scrounds, they felt the time was right to also update the package's front panel design, and called on Mackey Szar to tackle the job. Mackey successfully achieved the objective by using a letter style very close to the previous package for the Brown's Velvet name, and by adding shading See Phong shading, Gouraud shading, flat shading and programmable shading. and shadows to the lettering. "Most consumers probably won't even notice that the lettering is slightly different," says Mackey. "They'll just know it has a cleaner, more updated look." The redesigned Brown's Velvet Ice Cream containers are currently available at selected grocery stores in Florida, Mississippi, and of course, New Orleans. For information contact Robin Smothers at 763-525-8750. E-mail: robin@rmspr.com |
|
||||||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion