Hot off the press, we’re proud to introduce one of the first eco-friendly drinking water package designs - H2O Spring Water from Refreshing Ideas, LLC. The company is fresh off its H2O kickoff tour, putting the spring water in the hands of every Hollywood and music celebrity they can grab.

We designed the package for maximum visual impact, using a combination of metallic foil substrate and an opaque white ink to accentuate the name.

Look for the new product to grace the shelves of a “major” supermarket in your neighborhood.

What do you think?

I know this is going on three years old, but I had to watch it again as I was pondering Apple’s wonderful package design, and the “unboxing” phenomenon. (if you can’t see the YouTube video, just Googlevideo search “Microsoft iPod Package”)

As everyone knows, simplicity rules at Apple - both in the store, and in the package designs themselves. But it’s not just the graphic design. Every Apple product is so wonderfully nestled in it’s soft matte bed, you feel like you’re unwrapping and picking up a newborn child. Okay, that’s a stretch. I’ve had the pleasure of unboxing dozens of Apple products (including 2 iPhones, 2 Macbooks, an iSight camera and countless Macs). Engadget posts several unboxing experiences for our viewing pleasure.

But I’m blathering…

As reported by the iPod Observer, this video was created, ironically, by the design team at Microsoft. It’s timeless because it reinforces what good design is. As many of us designers know, we often have to teach  our clients who want every feature of their product listed on the package. In bold italic underlined. With a drop shadow and glow.

Your opinion?

If you’re a brand geek like me, you do a double-take when a major re-brand falls into your peripheral vision. Thus was the case for me while half  watching Hewlett Packard’s new TouchSmart PC television ad. HP’s is one of those tried and true marks that you kinda wished would get an update soon. Well, with very little fanfare, it did.

Personally, I dig the new logo - but without the “me too” glossy reflection. Don’t get me wrong. I appreciate the importance of keeping up with the Joneses when it comes to branding. But I kinda cringed a little when HP jumped on board. You’d expect them to be a leader, not a follower. But removing the rectangular shape around the letterform and circle was a good move - never really understood the meaning of that.

With today’s brand marks simplicity is the rule. Strip away the highlight and reflection and you’ve got a solid mark. There are lots of discussions on the new HP logo.

What’s your opinion?

As most of my many fans know, I’m a huge “Before and After” comparison lover - especially when it comes to brand ID.

So I squealed with delight as I stumbled upon another scorching “before and after” logo design debate at Brand New. Sunkist recently rebranded its orange drink. My opinion? Most any change is good change in retail. Especially when marketing products for those crazy youths. Having said that, I’m not in love with the logotype, and certainly don’t like the “swirl-o-rama” going on in the background. But if it appeals to the young folk, then it should work out just fine. Does anyone else see a resemblance to the old Snapple logo? Check the discussion out at Brand New.

About 60 people in line. Apple store manager greeted everyone with a handshake, and promised water for everyone. It’s been 3 hours of Apple talk with likeminded people. Conversation with kid who was born the year I first used a Mac in 1990.

Line has moved to the mall door in anticipation of opening.

12 no-lifers at 5:00 AM

3:00 AM and I’m 4th in line at the Ft. Lauderdale Galleria Mall Apple Store. Wasn’t sure what to expect - if I’d be 1st or 30th. Weston AT&T store had about 30 people in line at 4:00.

Some friendly Apple employees roaming around.

In what has to be the most under whelming unveiling yet — and a bad case of stolen thunder — for one of the largest retailers in the world, Walmart (unhyphenated as a single word from now on) just uploaded a formal, band-aid of a press release to their web site confirming the logo change that surfaced over the weekend when The Wall Street Journal reported that the Memphis and Shelby County Division of Planning and Development had received documents from Walmart with the intent of opening a prototype store there. An artist rendering on those documents showed a new sign over the facade of the proposed store, wrote Armin at UnderConsideration.

As a reason of why the logo change, the reports on newspapers all allude to Walmart’s continued evolution and progression from its less-than-glamorous reputation and image as an invasive retailer with less-than-desirable employment and environmental practices. And the evasive press release does little to explain anything:But what really matters is what happens out there in the stores. This update to the logo is simply a reflection of the refresh taking place inside our stores and our renewed sense of purpose to help people save money so they can live better.

So with no reasoning or no explanation of what the new star burst stands for, or why the decision to change to a single word, all we have to go by is the logo that replaces the 16-year-old sans serif that was as thick and heavy as the beige boxes it adorned for so long. The new logo is rumored to have been designed by New York-based Lippincott — and I will happily amend this as soon as there is more information available. The change to title case helps humanize Walmart with a name that reads more like John, Albert, Sarah or Wilbur; it really looks very different and sets a different tone. The wordmark is nice and friendly and has enough customization to feel more proprietary than out-of-the-box. The new icon, however, is very questionable. It reflects technology start-up or telecommunications company before it does discount retailing that will make anyone live better. Sure, it might represent a flower or a sun, but the execution is too modern and cold to be seen as a natural element

The new store environment and applications of the logo will define how good this can be and if the whole package supports this initial tease. I remain skeptical yet optimistic, but not too much. To leave you with some inspiration, here are Walmarts’ logos over the years, picked from this page — do note the tuscan-faced logo of the 1960s, wow.

Please comment

Randy Ludacer of Beach Package Design writes a very good article in Package Design Magazine about product visualization and its importance in manufacturers’ decisionmaking. We find this is a key step in the package design process. Retailers want to see the product as it will look - typically on the shelves.

Like us, Beach is often contracted to create a “virtual” prototype before the product is made:

“Before making the a new product, our clients will usually make a either a physical prototype or—in cases where the product is essentially a design idea—they’ll hire us to make a simulated picture of the proposed product and present that to the buyer before incurring any actual manufacturing costs.”

Of course, this is exactly what we do best. Hey, Randy… I’m droppin’ you a line.

JoAnn Hines, world renowned as “the Packaging Diva” for her industry expertise, has written a very insightful article about packaging for the consumer. Check it out on her blog.

JoAnn’s written many important articles on the subject of packaging, and consults with entrepreneurs and companies large and small who have something to sell. She also speaks at packaging events across the country.