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February 9, 2010
Cream-Nut Makeover
Following the thread from yesterday’s post about u-bet chocolate syrup… the second product I’d been holding hostage on my desk was a new jar of Koeze’s Cream-Nut (Crunchy) Peanut Butter on the right.
While Cream-Nut was never a full-on example of the “u-bet” effect, it was the subject of an earlier post about the modest and comforting charms of its existing label (despite less-than-optimal typography) and the potential hazards of changing it.
Well it now appears, that they have changed it and its fine. Potential hazards avoided. The same basic colors, rearranged a bit. [Update: Thanks to Jeff Koeze, who commented below, we now know that only the crunchy label has been given the black background to help differentiate between crunchy & smooth] Maybe the new dominant black background gives it—[the new crunchy label]—more of that high-end artisanal peanut-butter thing. (That, at least, is the theory of black food packaging.) A bit more metallic gold than before. Not a problem. (See: Gold Bar Packaging) I don’t know who did the redesign, Koeze’s creative director, Martin Andree and Michigan-based designer, Dan Murdock handled the redesign and I, for one, think they did an excellent job maintaining that essential Cream-Nut feeling.
Interestingly, company head, Jeff Koeze maintains a blog where he talks about business and other peanut-butter-related topics. (Such as: 60s rock band, The Peanut Butter Conspiracy)
I thought his take on marketing firms was pretty brilliant. (And funny.) Excerpt below:
The thing I hate most is being asked “What is your budget for this project?” Or, worse yet, “What is your marketing budget overall?”
I always answer the same way: “My budget is unlimited. If you can generate (and measure) positive ROI on this project and any future projects there is literally no limit to what I will spend. As long as your ideas keep making me money, the budget just keeps growing.”
Jeff Koeze
What Wrong with Marketing Firms
(Some earlier Cream-Nut packaging, after the fold…)
Photo via Gourmet (a good article there)
Randy Ludacer
Beach Packaging Design
Kudos
Consumer/Culture
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Rob Walker’s Design Observer Blog
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The MKTG Tumblr Site
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Justin Kirkwood's brand fiction site
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The Unconsumption Tumblr Site
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What did you buy today?
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The Church of Stop Shopping
other pack-blogs
links
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The Man Who Moved Manhattan
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Belgian journalist, Tom Ronse's blog
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