Last week's What's up column just mentioned the abandonment of the classic green bottle of Sprite for environmental protection purposes, and the exit of the classic packaging made many consumers exclaim "Grandpa Green Knot", feeling that a good product has lost its soul.
This side also saw the popular American brand TABASCO Hot Sauce recently announced the launch of a new visual identity system (VI) - also the first time the brand has launched a VI.
The slightly sweet and sour formula teases the taste buds and the pungency that cannot be underestimated – TABASCO has conquered foodies in more than 160 countries and territories around the world. Friends in Cantonese-speaking areas may be more familiar with tabasco's other name, "Chili Boy", but no matter what the name is, global consumers must be familiar with its red-green packaging, which often appears at the table of Western restaurants and tea restaurants, and the unique small glass bottle packaging is as impressive as its taste.
Then, AS A PRODUCT WITH A HISTORY OF MORE THAN 150 YEARS, DOING QUITE SUCCESSFUL IN THE FIELD AND WITH A HIGH BRAND RECOGNITION, TABASCO'S STATUS CAN BE SAID TO BE comparable to that of the mainland's old mother, why did it decide to "change new clothes" at this time?
Planning and designing this new skin for TABASCO was New York-based creative agency Mrs & Mr. To perfect and improve TABASCO's classic VI and product packaging under the theme of "Light Things Up". At first glance, the new VI is refreshing, and at the same time, you can see that the bottle body and the logo seem to continue the image of the past, but fortunately the "soul" is still there.
Yes, to the relief of the old fans, Mrs & Mr did not change the TABASCO logo to the degree of "judging two people", but only removed the well-known words "produced in the United States" and "chili sauce", and unified into black and white colors to better match different colors, styles of products and marketing methods.
Left: Legacy logo, Right: New logo
Speaking of tabasco's taste, in fact, in addition to the hot sauce, TABASCO has other different flavors of products, such as green peppers, garlic peppers, smoked flavored peppers, etc., a number of products in the new VI system into a flatter, different color vector graphics, with uniformity, but also allows products to adapt to different media expression. In this way, no matter whether TABASCO is in the carrier of different styles such as illustration, real shooting, solid color background, etc., it can "transform" into it at any time.
In addition to the subtle changes in the logo, the focus of the new VI system is to activate tabasco's relatively fixed packaging in the past through bold color matching and painting style, which looks more diversified, and can be flexibly changed according to different products, sales areas and other factors to better meet market demand and describe the taste of products.
TABASCO's range of products is represented by different colors
Taking the website banner diagram as an example, tabasco's bottle body and logo can be adapted to different backgrounds
TabASCO's features of this VI system update are actually consistent with its product characteristics, embracing change and diversity are the characteristics of TABASCO, just like exploring the hidden eating method of TABASCO hot sauce is also the fun of many foodies. With the update of the VI system, TABASCO has also launched many special menus with hidden ways to eat, and many special dishes and cocktails are indispensable to TABASCO products.
To change the classic packaging of an old brand is related to its brand recognition, influence, consumer loyalty, etc., the key may be on the basis of the continuation of the core elements, revitalized into the appearance of the current trend and marketing appeal, so that even if they wear "new clothes", consumers can still recognize the brand and do not feel violated.
Personally, I think that this new VI system has not been changed to "unrecognizable", but has returned to our eyes with a more energetic and fresh attitude. Just like the slogan of "lighting up everything", it not only lights up our taste buds as always, but also lights up our vision and perception of the brand.
What do you think? In the face of classic brand packaging or VI system updates, can you think of any impressive cases? Do you prefer a classic image or a new face?