OUGD401 - Responce to Rebrand

I have taken a household product and rebranded it in order to see that the packaging design is the reason behind mass consumption. It is mine and many other designer's opinions that a packaging's design can determine whether or not a consumer holds a relationship with a brand. I believe that it is the packaging designs from the 1950's that fuelled the mass consumption that took part during that period. Designers put a lot more thought and reasoned decisions behind the packaging which is absent from contemporary designs. A few brands have chosen to avoid the route of using mass produced packaging and have gone down the route of using flattened branding.

My design uses the same process and decisions as designs back in the 1950's and brought it into a contemporary age. To prove that it is the packaging design that encourages consumerism, I have asked people if they connect with my rebrand.

Generally the response I received was overall positive. Many people agreed that it gave the brand a more sophisticated tone of voice and felt that they would be buying into a quality brand. Many people thought that this tone of voice was achieved through the use of white space and typography. A few people thought that the white space was a little overwhelming and would of preferred more colour, but the majority preferred it minimal.

Many people liked the use of red and blue colour and they agreed it kept the image of the brand. People recognise the Typhoo brand as a British tea brand and could see this through the use of colour. Many people agreed that the packaging didn't look as high quality as my own rebrand due to its use of photorealistic imagery and it's 3d logotype.

However, despite people liking the new packaging style, many people felt that they already have a connection with the current branding and a drastic change in it's design would disconnect consumers from the brand. People commented about the PG Tips rebrand and a few people said it turned them away from the brand and a few said they weren't too bothered by it.

If I was to try a different brand, I would try and keep to the original brands layout. Often when a product goes through a rebrand it keeps its overall image but changes the design. This would prevent people from feeling as thought the brand has changed completely.