Our last blog praised the Boddingtons outer packaging (on the left in this picture), but did I speak too soon?
Now instead of mischievously hiding the ‘B’, the new design shows us nothing but the initial letter (and a bee, see what they did there?)
I think they’re supposed to link up, and no doubt the client was reassured that even if they didn’t, it would look great. I’m not convinced, you decide.
I am not sure – I sway between thinking it is too clever and then quite liking it – depends which side of the brain I use!!
I was the design director on the project so I thought you might like my point of view. We took the original design of the black can and made the iconic yellow can several years back. The packaging that you see on the left is the packaging that was designed around that time which was and still is fantastic.
The brief for the new packaging was to draw attention to the brand and to add disruption which I think has been achieved. Boddingtons is a brand that doesn’t take itself too seriously and as a result we were able to have some fun. Whether it matches up or not, we and the client believed it worked successfully. Some may agree and others may not agree but at least it catches your eye.
I think it was a bold and brave decision by the client that has paid off. The can with its simple bold B couldn’t be much simpler.
Thanks for opening this blog up and taking the time to discuss it.
Sean Harvey