JKR

While the change of Lucky Strike Silver happened back in April, I only noticed it this week on shelf. What caught my eye? The simple but visually arresting vignette passing through the blue, which just goes to show that design nuance can have great impact. The picture above was from the re-branding’s introduction, making clever use of the cellophane overlay. In retrospect, while one admires the brand’s original belief that the icon should always be red, and the name could manage the varianting, the new design loses non of the brand’s power, but is a darn site clearer.

In pure design terms the pack architecture is a classic, and colour change was key to its iconic status. Legend has it that designer Raymond Lowey told the client he could double the pack’s impact and save them money. He achieved this by the simple measure of taking away the green ink (which was also seen as a patriotic gesture saving materials for WW2). Little things can make a big difference, which takes me back to the observation about the vignette.

The original Silver pack before it went blue