|
|
Design is a small planet, often self-referential, with well-worn paths for
exposition, criticism and analysis. When we contemplated devoting an
issue to self-promotion, we were acutely aware of certain tropes. The
usual way of portraying self-promotion by designers would be to focus
on the projects they use to market themselves and their firms—the
postcards, the tchotchkes, the e-newsletters, etc. But we decided right
away this issue would not be about that stuff.
» Continue
|
|
|
STEP Design 100 Annual 2006: Packaging (cont'd) |
|
35. WERNER DESIGN WERKS
No one wants to mix up the pet supplies with the people ones. And
that’s why the packaging for Mrs. Meyer’s new line of pet products was
so important. The team at Werner Design Werks needed to make sure
the pet line immediately stood out among the rest of the company’s
household products. At the same time, however, these new additions
needed to maintain some brand recognition. It was a tall order, but Werner
has developed the Mrs. Meyer’s brand from the beginning.
The solution was engineering the standard Mrs. Meyer’s label
in reverse. Instead of a brightly colored label with dark text, the
pet products feature dark brown labels with copy reversed out in
white and green. Stick figures of pets appear in the background
instead of the traditional stick figures of women cleaning. To
really drive the point home, a white paw was added to the label
with the word pet inside. It’s a system so clear that even Fido won’t
get confused—just don’t tell him it’s bath time.
Michelle Taute
Werner Design Werks
CREATIVE DIRECTOR: Sharon Werner
DESIGNERS: Werner, Sarah Nelson
CLIENT: Mrs. Meyer’s Pet Products
CONTACT: www.wdw.com
|
|
|
|
|
WEB-EXCLUSIVE CONTENT!
