It turns out that if your fruit water product does not contain fruit you can’t show photographs of fruit in your ad or packaging or what have you.
But you can illustrate it. O-Happy day I have a lawyer to thank for a job. The client wanted a macro appetite appeal look to six different flavors of their fruit water ads.
When I was a kid the cough drop of choice was Smith Brothers wild cherry. Since then we have soothed our throats with many different brands, but I still remember the simple clean white box with the two guys on it.
This market segment has been flooded with candy image packaging that does not seem medicinal. The new packaging has an established (grownup) feel to it. Leveraging its history in this category was an important part of this project. My job was to update the brothers both in style and quality. No (final) art existed for the trademark, so I researched available images and got to work.
When I was a young concept artist at Source inc. in Chicago, we revered Joe Duffy’s work on Classico pasta sauce. In the world of maximum shelf impact pop, this design stood out for it’s beautiful illustrative design and muted color pallet. It certainly was a paragon of emotive package design.
Fast forward to 2003. I had the opportunity to work on one of my favorite brands. Lipson, Alport & Glass ask me to design imagery for 1 of 2 concepts being developed.
My concept was evolutionary in that it borrowed heavily on the past label art.
Here is the final label design. The Shelf pop zeitgeist finally caught up to the Classico brand, but L.A.G.A. wanted to keep the charming woodcut look. But in the final analysis the client wanted to move even farther away from where they were. O well, it still was a fun project.
Here is some of the development work that led to the final comp label.
I have done a lot of Pringles illustrations, but this one was SMOKIN’.
This illustration was created for Celestial Seasoning Tea Co. The goal was to make an appetizing image while suppressing it, if that makes sense.
Gallo wine was looking to refine there existing leaf icon, but keep the established visual look of the brand.
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© Michael Bast Illustration