Observations On Package Design – Part 1

Package Design - Milo

Now I’ll be the first to admit I’m a complete design geek, I notice when a company changes its logo or typeface, I notice when packages change design or when a business is rebranded. What interests me most is the thought process which goes behind such changes. Unfortunately the general public aren’t generally party to those processes. So here’s the first in what may become an occasional look at the world of package design.

Starting with Milo (above), an Australian icon first created in 1934. So what are the major changes between the old (left) and new package designs? Well surprisingly the logo is slightly smaller, cricket boy has been reduced and flipped, ‘Low GI’ appears to have dropped out of favour in packaging buzzwords, however promoting natural ingredients such as ‘Malted Barley’ with the addition of a description and image is in. ‘Vitamins and Minerals’ are still important but it seems pushing protein benefits is now up there too. The Milo now splashes into the glass of milk rather than just floating on top, the shade of green has darkened slightly and the subtle cricket game background has been dropped.

Package Design - SpriteZero

Now to Sprite Zero, conveniently I found these two bottles side-by-side on the shelf at a supermarket (old design on the left). Again logo size has been reduced and had a slight overhaul with a font change, the lemon & lime motif is now more prominent and a background splash has been added. The designers seem to have decided that no one cares whether Sprite Zero is ‘caffeine free’ as it’s been dropped, ‘No artificial colours or flavours’ is still important though. Background colour has also changed from a blue/green gradient to a blue/grey gradient.

Coca-Cola Company package design seems to differ all around the world and the Aussie version above still differs from the current US packaging. It also has a couple of other brand names, known as ‘Diet Sprite‘,  ‘Diet Sprite Zero‘ or ‘Sprite Light’ in some other countries.

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