Rebranding...Totally Bananas!

We all know those little blue stickers found on Chiquita bananas. You know, the ones that inevitably end up on the back of somebody’s shirt or stuck to a wall? Well, this year the folks at Chiquita thought it was time to update their look and give some more depth to their brand through their fruit labels.

Design Related has a great interview with the sticker’s Art Director, DJ Neff, about the process of creating the stickers and the impact on the brand. There are some really interesting points made about redesigning or rebranding a product that could be helpful to almost anyone.

Redesigning a look isn’t about throwing away the old image and starting over. It is important to take stock in the brand before eliminating everything. Instead of creating entirely new labels, DJ Ness expanded upon the famous blue labels, making them modern, interesting and fun, while still paying homage to the original concept. There will always be cases where the old imaging has to go, but when a brand has built an image that consumers know and trust, it isn’t something you throw away.

Technology has also given a plethora of promotional opportunity. The Chiquita stickers have been popular since long before the Internet, so the ability to allow consumers to really interact with the stickers, and ultimately the brand, is great. Consumers can create their own stickers, play 3D flash games, create a sticker wall of fame where users can share and view each other’s stickers and much more.

The best part about the stickers is they really give the product a personality. The designs are fun, but they don’t overpower the product. Instead, they actually make the product more likeable, not that bananas were unlikable before. The wide variety of designs gives consumers something to look for when banana shopping, which is definitely new for the industry. All in all, this is a great example of a design gone right, especially for a simple commodity.



Oringial post by intouchlabels.com