Check out the post on The Dieline here.
*We do not own the copyright to the image, we are only sharing it.
This is a brilliant example of cross promotion and utilizing technology to build consumer experience. Tostitos teamed up with Uber and with the help of their agency, Goodby Silverstein & Partners, created an interactive chip bag that will actually tell you whether or not you're too drunk to drive. If you are, you can scan the UPC code of the bag into your Uber app and get $10 off your ride. The goal is to get 25,000 cars off the road during the Superbowl and ensure everyone gets home safe. A truly great example of technology, branding and cause marketing.
Check out the post on The Dieline here.
*We do not own the copyright to the image, we are only sharing it.
I have been a designer for more than 20 years and in that time I have had the pleasure of working with several different types of clients. One of the most interesting types, from my perspective, is the client that cannot visualize ideas. Often, my team and I sit in meetings where we discuss ideas, even scratching out rough drawings on any piece of available paper....or a handy napkin. The client sits and waits for this collaboration to subside and then simply states "I can't see it". This post is about "Visualization", a term being used in the design industry right now to describe the rapid development of visual ideas that look so real, not even the client can tell the difference. Check out a great article from The Dieline here.
Whatever it takes to help the team and your clients visualize the solution you're proposing is well worth the time, money and effort spent.
(image is from the story posted on The Dieline, we do not claim any ownership rights)
We're proud to present this great post from The Dieline.com. These are some wonderful examples of packaging concept work that would really create some excitement on the shelf. So, why can't concepts like this make it to the stores? Usually, clients are excited about this type of work but also scared of the risk associated with design that obviously pushes the envelope of mediocre acceptability. Luckily we have forums like this to feature such outstanding thinking in the design industry! Click here to see the full slideshow.
John Miziolek, from Reset Branding, and host of Design Masters Canada, recently had the opportunity to interview David Usher on location in Montreal. David is the lead singer of the rock band Moist, has sold more than 1.4 million albums worldwide, sung in 3 different languages, and has a best-selling book called "Let The Elephants Run". In 2015 I met David at a Canadian Marketing Association event where we were both giving keynote speeches. If you ever have the chance to see David's speech, I would highly recommend it.
John talks with David about some very interesting topics like the environment and David's passion for climate change, his new book and of course music.
Tune in to the most recent episode of DMC!
John is also the co-founder of The D Event, a high-level design think tank with the mandate to elevate the practice of design as a strategic business tool.
Design student Marina Volodina who attends Stroganov Moscow State University of Arts and Industry has designed a beautifully simple concept for LED lightbulbs. Her concept can be found on the website called Packaging of the World. You can see more of her work by clicking here.
Marina explains her concept "The range consists of E14 and E27 screw bases and 5 bulb shapes which are clearly visible through the transparent packaging that helps immediately understand what type of a LED bulb you need. The packages are coded with 3 colours depending on color temperature in Kelvin: white packaging colour is for natural light, yellow colour is for warm light and the blue one is for cold light. Also the typography on the front side of the packaging supports the idea of transparancy and includes the short main information about the LED bulbs: a LED type, color temperature, a screw base and watts. On the reverse side all the technical characteristics are written in detail."
John Miziolek, from Reset Branding says "This concept is a wonderful use of materials that really adds some visual interest to a commoditized category. It simplifies consumer choice and provides clarity for sku differentiation."
John is also the host of Design Masters Canada, an iTunes featured podcast that focuses on the best design and branding talent across North America.
John Miziolek, President of Reset Branding and Cofounder of The D Event, is proud to present this wonderful example of packaging from a design student in Italy. The student's name is Kristina Nikaj and you can find more images from her interesting design here.
The key to Kristina's wonderful packaging is how she incorporated a very unique structural design that you wouldn't typically see on a pasta package, including color schemes that suggest a premium modernity. Great work Kristina!
John Miziolek is the host of Design Masters Canada, a podcast featured on iTunes that features the top branding, marketing and advertising talent from across North America.
This week's feature comes to us from The Dieline and is inspired by Hallowe'en, which is just around the corner. All of the designs are inspired by black; the dark, mysterious colour that elicits such interesting emotional responses from consumers. My favorite from this group is blk. water. Take a look at the photos and see what happens as the water decreases in the bottle...brilliant! A great example of using the actual product to build a design story.
This post was developed by John Miziolek, an award-winning branding expert and highly sought-after resource for the media. John is also the host of the iTunes listed podcast Design Masters Canada, and founder of The D Event, a high-level design think tank event for the CPG industry.
John Miziolek, from Reset Branding was recently asked by the Globe and Mail's Paul Attfield to comment on the new positioning strategy of Birks. The following is an excerpt from the article.
After 133 years of selling its fine jewellery out of “intimidating” stores replete with oppressive dark wood, Montreal’s Birks Group Inc. decided to go in a new direction.
So, to coincide with the hiring of current president and chief executive officer Jean-Christophe Bédos three years ago, Birks underwent a comprehensive rebranding campaign. The goals were clear: to become more of an international brand, to revitalize the product lines, and to make the jewellery buying experience a more relaxed event.
The company was also responding to competitors, such as Tiffany & Co., which has grown its Canadian operation in recent years, and De Beers SA, which opened its first Canadian store two years ago.
Birks switched direction and targeted three different consumer segments: Generation X shoppers, affluent millennials and international luxury customers. It was a decision that was long overdue for some who follow the sector.
For the full article at the Globe and Mail, click here.
Does a national food branding strategy makes sense for Canada? Recently, John Miziolek, from Reset Branding, the D Event, and host of Design Masters Canada was interviewed by the Globe and Mail for his expertise.
Here's and excerpt from the article:
"Massive middle-class growth in China will continue to drive food demand"
“Every year the equivalent of a Canadian population [30 million] joins the middle class in China and when you look at … how much consumers on average in China would be spending on food, they are purchasing as much as 40 cents per additional dollar of income,” Mr. Gervais says. According to consulting firm McKinsey & Co., foreign-branded food and beverages are favoured by 34 per cent of China’s upper-middle-class urbanites.
The federal government has implemented Canada Brand/La marque Canada, which has a maple leaf graphic and the tagline “Quality is in our nature” to help agribusinesses get recognition in global markets. But it is not a requirement for all growers and producers and it is unclear how many food exporters use it instead of their own in-house marketing.
So should more Canadian food exporters adopt a national branding strategy so they get noticed on China’s grocery shelves?
“If you ask me it is a good idea,” Mr. Gervais says. “I totally get some businesses may want to brand themselves differently than having to be under an umbrella, but I really do see the value because there is a lot of capital in that Canada brand right now … especially with the growth that’s coming in the marketplace over the next 10 years from Asia-Pacific.”
"A big challenge indeed"
The challenge of developing a popular national brand strategy lies in the fact that Canada’s food products are diverse – everything from apples, to meat to dairy and grain. On top of that, the country’s growers range in size from small family-run growers to massive agribusinesses.
“What we would have to do is create an umbrella strategy that is flexible enough that it can be used regardless of the organization that is part of it,” says John Miziolek, president and co-founder of Oakville, Ont.-based Reset Branding, “because there’s no way you could create one singular brand and hope that it would fit everybody’s needs.”
The solution could be creating smaller brands for each of those diverse products and then to develop an umbrella strategy to encompass the smaller classes, he explains. But he emphasizes that making it mandatory would be the strategy’s death knell.
“Just from a branding and marketing perspective that’s a horrible way to start a brand,” says Mr. Miziolek, “forcing people to comply with rules that they’re not very excited about.”
With the caveat that it would have to be managed well to actually succeed, he says increased recognition in the global food market could lead to more stable and solid revenue for the companies that enroll in a national branding program.
“If done correctly, and all of the organizations and producers were managed properly, we could establish ourselves in the global market place as a high-quality exporter of various types of food products,” says Mr. Miziolek.
To read the full article, click here.
Another great example of design from around the world. John Miziolek found this example at The Dieline and it comes from Los Angeles, California. This concept was designed by Moo Jon Jane, who originally set out to design for the adult market, not kids, and created two distinct designs within the product. The interesting part of this concept relates to John's complete irritation with the cereal category and the unwillingness to change the status quo. Nice work Moo!
You can find more of Moo Jon Jane's work on Behance here.
If you'd like to read more of this article on The Dieline, click here.
John Miziolek from Reset Branding, is also co-founder of The D Event. He is also the host of Design Masters Canada, a podcast dedicated to the business value of design.
John Miziolek from Reset Branding manages this blog.