Thursday, June 18, 2009

It's a Cookie and a Cracker - You Can Figure it Out

The design world is (was) buzzing about what Baker Associates did for a couple of iconic junk food products for Target. At one discussion, a dissenter says, "When you mess with classic brands like this it looks more like they were robbed, not cleaned."

I wholeheartedly disagree. I see these packages and I say, "Nice." A few others see it the same.

But my opinion is likely suspect. My ideal kitchen would be all stainless steel with a drain in the floor and coiled hoses coming down from the ceiling to rinse the whole place off after I make a mess. The pantry would be filled with easy-to-identify items like these packages. Those comparing this to Tropicana's much-hissed-at repackaging failure are missing a key point: Tropicana's redesign made the product look generic. These are still very clearly Oreo cookies and Ritz crackers.

I see Target as understanding a good chunk of their clientele; the person who appreciates style but can't afford it. This seems a nod to the whole Michael Graves side of the business. Those with their boxers in a bind, their panties in a wad, their knickers in a twist can take comfort in the fact that Target is calling this an "in and out" for the summer only. That's too bad.

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  • yeah, this is awesome. Why can't clients figure it out that less is ALWAYS more.

    By OpenID adchick, at June 19, 2009 at 8:53 AM  

  • These are great. I love that they put them in target store where they'll be discovered by a slightly more design savvy crowd.

    By Anonymous kiss my black ads, at June 19, 2009 at 5:17 PM  

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