Brand Design
June seems to be the center of the design universe. Editorially, Fast Company’s June issue is focused on the topic which is book ended by issues from Newsweek and BusinessWeek.
There are also several large design shows spanning graphic design, interior design and even brand design.
What IS brand design exactly? P&G’s Claudia Kotchka gives us an excellent example at the product level using a tin of Altoid mints.
As the scent of peppermint oil wafts out of the box, she points out the nostalgic typeface, the satisfyingly crinkly liner paper. "Even the little mints look handmade," she says. "It's not completely full. The whole thing is very authentic."
Then comes the twist. "Let's say P&G buys this brand. What are we going to do?" asks Kotchka, P&G's vice president for design innovation and strategy. "[Employees] always gave me the same answers. 'We're gonna cost-save on this tin. We're gonna get rid of this stupid paper -- it's serving no functional purpose.'" She plops the tin on the table and picks up another product, unable to suppress a mischievous smile. "And I go, 'Okay! Exactly! And this is what you get.' "
Kotchka reveals "Proctoids," a box made of cheap white plastic from P&G's baby-wipe containers. With uniform beige ovals jammed into the container, fewer colors on the lid, and no paper, Proctoids taste like Altoids, but they look as appealing as a pile of horse pills. Gone is the pleasure people get when they buy Altoids. Gone, too, is the up to 400% premium they pay. "That's what design is," she says of the look and feel. "That's what designers do." (courtesy of Fast Company)
What's funny is here in Cincinnati we refer to the legions of same-minded P&G employees that fill our exurbs as Proctoids.
Posted by: Chris McMahon | Thursday, May 26, 2005 at 02:40 PM