JKR

Back in March, Nestlé trumpeted their new “Kansei” approach to branding (drawn from Japanese philosophy, it folded consumer feelings into the design process). It was heralded with the latest design for the Black Magic chocolate brand. Now it appears that the brand is to get the (seemingly industry standard) retro refit for the rather un-oriental reason that consumers have an affection for the old look. Under the circumstances, making smart alec observations is just too easy. The latest development feels like a disappointing step backwards, both for a pioneering approach and for the actual pack. Kansei notwithstanding, the “new” pack looked quite sharp, while the “retro-classic” pack in contrast looks creaky.

Marketers are understandably not that fixated with how good design is actually produced, but on the other hand packaging up the design process with a sexy name can be a seductive way of suggesting that here, at last, is a deeper and possibly more effective way to produce work. It plays to marketers’ rational comfort zone, and suggests that everything is done for a methodical reason. But when something as prosaic as “they liked the old box” upsets the design philosophy apple cart, it drags us right back to the “chuck it at the wall and see what sticks” school of thinking. Perhaps we agencies should focus more on the results of our labours, rather than touting the processes that create them. Either way, let’s hope Nestlé keep pursuing new things, but as someone clever once said “It’s a bad idea to shine light on magic”.