JKR

Above is one of a series of back of packs Weetabix are running, showing art made from bales of their raw ingredient. I have not seen a cereal back of pack with such charm since my childhood, back when boxes could be cut out to make masks and suchlike, rather than  running the permanent promotions, tie ins and advertorials that are the mainstay of today’s landscape. Back then a bad magic marker drawing of Geoff boycott or Kevin Keegan exhorting us to exercise more was considered to be on the racy side.

Some reasons why I think this Weetabix design is so good:

It gives rather than sells. This is something of a radical departure in the category.

It’s literally made out of the brand’s DNA.

It’s anti-slick, and a bit wonky in a particularly British way. Which is much more charming than the saccharine copywriting of Innocent drinks and their imitators.

It’s fun to look at – the cereal box is often a guest at the family breakfast table. This one gives my kid something to enjoy chatting about.

And finally, of course, it is actually quite a clever piece of brand promotion which amplifies Weetabix’s product proposition, talks to their demographic, and helps build the brand. It just doesn’t come over as such. And that’s the art.

“I don’t think I’ve ever seen a piece of commercial software where the next version is simpler rather than more complex.” Walter Bender, Executive Director of the MIT media lab.

Spanish bank BBVA (along with a number of prestigious collaborators) have turned automatic banking if not on it’s head, then on its side. Their new machines are being rolled out, and you can see more images and a film here.

In the film it explains that the new design is personalised (it remembers you), interactive (lots of touch screen graphics that are several steps on from the usual basic set of options) and entertaining. Within the in-bank context the 90-degree rotation means the next customer queues to one side rather than being stood behind you, offering a greater sense of privacy. The rationale behind the touch screen is that in a category that is typically cold and functional, this is a more human and “delightful” approach, built from the user up.

Time will tell if we embrace the design and it becomes the new norm. Certainly any design that seeks to challenge and improve on conventions is to be praised. And the detail, rigour and ambition are plain to see. But what do you think?

I like the innovative physical design, but personally I quite like the cold, simple way of checking my balance and withdrawing cash. I am not sure that I wish to be entertained and offered too many alternatives at such a moment. Indeed, the next guy in the queue would probably be delighted if I was as quick as possible. Is this an example of technology keeping pace with touch-screen developments, or a case of more over-information and over-choice that clutters rather than simplifies our world?

“Make everything as simple as possible, but not simpler.” Albert Einstein

From a design agency point of view, it’s always great to see one’s work put at the heart rather than the periphery of the communication idea. So it was with glad hearts that we saw Strongbow’s “most refreshing pint” webpage, featuring our new glass design for the brand (see below). The creative, by Lean Mean Fighting Machine, is brilliantly simple – a giant pint which slowly drains as cider drinkers click on it, taking virtual sips by hitting refresh. Their motivation – the chance to win prizes with each click. The simplicity of the idea matches the straightforward and unfussy personality of the brand – nothing too tricksy.

It’s crazy, really, that the brand in the hand (as Martin Grimer describes it) is so often ignored in comms. When the artefact and idea can be joined up the results can be very effective – as evidenced by the fact that Strongbow’s glass is now unequivocally empty, bringing the promotion to an end, a million clicks later…

The ever informative brandgym blog pointed me towards this neat innovation from Lego: DESIGN by ME allows you to design your own model on line, and buy it, with a customised box and building instructions. As a brand stretch which keeps close to the brand’s equities, it’s smart and engaging.

But I think it’s also further evidence of the way products and brands are flexing to make the most of the design opportunities presented online. As  our shopping increasingly moves from bricks to clicks we will be seeing a more fluid and limber approach to the boxes and goods we bring into our homes.

The Farmville 7-Eleven packs and suchlike are just the beginning of the blurring between the digital and physical manifestation of brands. And Lego’s innovation also squarely hits the “enable our consumer’s creativity” trend that has been rumbling on for a few years now, and which drives ever greater engagement between customer and brand.

Here’s a little story which demonstrates how even the smallest piece of pack graphics can be turned into a very big deal indeed. Honest Tea is an American brand in the Innocent Drinks mold. Coca-Cola has a major stake in them. The New York Times ran a piece wondering how they would retain their culture now that Coca-Cola is their major investor.

A crunch moment came over Honest Tea’s on pack claim to be free of high fructose corn syrup. Coca-Cola were concerned this could be seen as a pejorative comment on their own sugary drinks which do contain the ingredient. According to the article Coke suggested removing the line, or amending it to “sweetened with organic cane sugar” (sounds too processed said Honest Tea) or “no fake stuff” (too vague said Honest Tea).

With a total sale to Coke on the horizon, the article wondered how things would play out. A week later, another article informed us that Honest Tea had held its ground, and Coke had accepted its decision. The article was accompanied by an interview where the brand’s founder explained how the relationship with Coke had enabled more Fairtrade lines, more sustainable packaging, and noted that it “was unfortunate” the previous article focussed on one small bump in the relationship.

All fair enough, but if one was a cynic or conspiracy theorist one might wonder, was there ever really an issue? From one perspective, Honest Tea have given the paper two juicy stories which highlight their product USP and indie credentials. Nothing nefarious in that – in fact, following this line of thinking, the brand has brilliantly spun a dreary on-pack claim into some effective PR. As noted at the top, even the smallest piece of design can become a powerfully sweated asset if a little savviness is employed.