Cleaning Angel Soft image — John Nunziato // LIttle Big Brands

When people say there isn't room for a new brand or a new brand design, there is; it just has to be done well. We have to be delicate with how we treat branding because everyone will have a different emotional response to the degree of change or too small a degree of change. So what goes into package design for a historic brand? Listen to John Nunziato, the Founder and Chief Creative Officer of Little Big Brands, as he discusses cleaning Angel Soft's image.

About the speaker

John Nunziato

LIttle Big Brands

John Nunziato is Founder and Chief Creative Officer at Little Big Brands

Part 1Rebranding Chicken of the Sea — John Nunziato // LIttle Big Brands
Part 2 Cleaning Angel Soft image — John Nunziato // LIttle Big Brands

Show Notes

01:57

Brand character clean up for Chicken of the Sea

The Catalina character evolution was a big deal, making it easy to reproduce and use for digital ad campaigns.
04:33

Why the Catalina brand character had to evolve

People's Pantry, whether a small pantry, a cabinet, or a big pantry, is still a dark, depressing place. And it's nice to have packaging that looks beautiful in there.
06:59

Missed opportunity in package design

We have to be very delicate with how we treat branding because everyone will have a different emotional response to the degree of change or a degree of too-small degree of change.
09:33

The legacy brands, if they dont evolve, theyre going down.

When people say there isn't room for a new brand or a new brand design, there is; it just has to be done well.
09:52

Angel Soft brand transformation: the problem, fix, and results

Very little differentiation in the toilet tissue category, the problem with using the substrate packaging. They simplified and gave the brand control within reprint, took the logo marks, redrew them, and made them more relevant and attractive with a single line and stacked logo for flexibility.
12:02

The changes on the Angel Soft logo design and why

They strategically put things in areas they knew had a better chance of high reproduction. And then centralized everything to make it easy for people to see.
13:14

People screw up the execution of the printing of designs so many times. What should you be doing differently?

Developing work that can look good and a JPEG or a PDF or a print and a presentation, of course, but reproduction matters 75% of the time.

Quotes

"The package cleanup was a big deal for us and the client, and we cleaned it up so that it was much easier to reproduce for them. That's been working well. And since then, we developed the digital ad campaign messaging, and the ROI has been pretty amazing." - John Nunziato
"People's Pantry, whether a small pantry, a cabinet, or a big pantry, is still a dark, depressing place. And it's nice to have beautiful packaging in there." - John Nunziato
"Chicken of the Sea had one front facing, which for stock people, is problematic because it's tiny. So, what we did was we simplified the label, and we gave ourselves two front-facing. This way, if it gets handled or maneuvered a little bit, we have the opportunity for the consumer to have a second facing." - John Nunziato
"Package design is opened up, which is neat. You've got consumers who crave brands to move forward, feel, and look contemporary. On the flip side, you have very traditional consumers out there, which, if you evolve too far, we'll say, Where's my brand? I haven't found it." - John Nunziato
"We have to be very delicate with how we treat branding because everyone will have a different emotional response to the degree of change, or a degree of a too-small degree of change." - John Nunziato
"When people say there isn't room for a new brand or a new brand design, there is; it just has to be done. Well." - John Nunziato
"An agency that knows substrate and reproduction is super important. Many clients come to us because they know they will have beautiful work with straightforward, easygoing people." - John Nunziato
"One of the most important things is knowing your substrate where it is, of course, the market and your client and developing work that can look good and a JPEG or a PDF or a print and a presentation, of course, but 75% of the time clients come to us and say you know, it looks great in the presentation, but it couldn't reproduce or reproduced, and the copy is too small, or it's in the wrong place." - John Nunziato
"There's a lot of knowledge in package branding, especially bigger ones; you need to know how it works. You can't just roll the dice with a cool new design." - John Nunziato