{"id":3936,"date":"2013-06-20T21:46:26","date_gmt":"2013-06-20T21:46:26","guid":{"rendered":"http:\/\/paulopedott.com\/paulo\/?p=3936"},"modified":"2013-06-20T21:46:26","modified_gmt":"2013-06-20T21:46:26","slug":"del-monte-revamp","status":"publish","type":"post","link":"https:\/\/paulopedott.com\/paulo\/?p=3936","title":{"rendered":"Del Monte revamp"},"content":{"rendered":"

OPINION BY ARMIN<\/h3>\n

Tomato with no Expiration Date<\/a><\/h3>\n

\"Del<\/p>\n

Established in 1892 when it first sold canned peaches,\u00a0Del Monte<\/a>\u00a0is a brand of fruits, vegetables, and, most famously, tomato delivered in cans and jars while also offering broths, sauces and condiments, fruit cup snacks, and frozen treats. Del Monte is owned by\u00a0Del Monte Foods<\/a>\u00a0and, according to their company fact sheet, their fruit and vegetable products own the number one market share position while their tomato and broth products own number two. This summer, Del Monte will begin rolling out new packaging and a revised logo, both designed by San Francisco, CA-based\u00a0PhilippeBecker<\/a>.<\/p>\n

First introduced in 1909, Del Monte\u2019s iconic shield has always guaranteed the company\u2019s commitment to quality. PhilippeBecker\u2019s strategy was to simplify and amplify while defining the brand mark\u2019s role within the context of the new positioning. The artwork was simplified by removing extra rules and drop shadows, and the leaf shape above the brand name was better defined. Meanwhile, the brand message was amplified by bringing the \u201cGarden Quality\u201d promise to the logo.
\n\u2014 Provided text<\/p><\/blockquote>\n

\"Del<\/p>\n

Logo evolution.<\/p>\n

\"Del<\/p>\n

Logo detail.<\/p>\n

I love me a good logo evolution \u2014 I had never realized how consistent Del Monte has been over 100 years \u2014 and this latest iteration of the tomato-encapsuled logo is a great chapter for the visual history of this brand. The new \u201cDel Monte\u201d blackletter, drawn by\u00a0John Stevens<\/a>, is a more consumer-friendly version than all the previous ones, softening the hard edges of most characters but definitely retaining its original feel. Removing the green stroke around could be lauded but, let\u2019s face it, it should have never been there in the first place. The softer shadow underneath it is now enough to make it stand out. The \u201cGarden Quality\u201d text now doesn\u2019t fit on the bottom of the tomato as before when it was just \u201cQuality\u201d, which crowds the main name a little bit but I do prefer the smaller text giving more prominence to the name. The shape of the tomato is nearly untouched but about 20 lbs. have been taken off in weight by removing shadows and thinning the strokes. In terms of the packaging\u2026<\/p>\n

\"Del<\/p>\n

\"Del<\/p>\n

Packaging evolution.<\/p>\n

\"Del<\/p>\n

\"Del<\/p>\n

\"Del<\/p>\n

I wish I could be as effusive about the packaging as the logo but mainstream consumer packaging for any product in any leading market-share positioning always seems to have a way to be graphically disappointing with far too many sales-driven ploys: Show a photo of the actual product! Show an illustration of an idyllic birthplace for the product! As much as the logo simplified its predecessor, the new packaging seems to overcomplicate things. Wouldn\u2019t it have been awesome if the new design looked more like the 1911 version shown above? Based on what we have to see, the fruit cans feel much better resolved than the vegetables, with better integration of all the elements and the big cases are not all that bad. Overall, a great logo evolution and just about an unexciting and expected packaging evolution.<\/p>\n

 <\/p>\n

Brand New: Tomato with no Expiration Date<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

OPINION BY ARMIN Tomato with no Expiration Date Established in 1892 when it first sold canned peaches,\u00a0Del Monte\u00a0is a brand of fruits, vegetables, and, most famously, tomato delivered in cans and jars while also offering broths, sauces and condiments, fruit cup snacks, and frozen treats. Del Monte is owned by\u00a0Del Monte Foods\u00a0and, according to their […]<\/p>\n","protected":false},"author":11,"featured_media":3940,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[62,15,1,66],"tags":[],"class_list":["post-3936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-logotipos","category-mix","category-package"],"_links":{"self":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts\/3936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3936"}],"version-history":[{"count":4,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts\/3936\/revisions"}],"predecessor-version":[{"id":3941,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts\/3936\/revisions\/3941"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/media\/3940"}],"wp:attachment":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}