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Steven Noble Illustrations » Uncategorized

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Kahlúa Package re-design

Monday, October 25th, 2010

The world’s number-one selling coffee liqueur, Kahlúa has long occupied a prized position in the world’s liquor cabinets. Consumers everywhere associate its distinctive name and taste with an appreciation for fine spirits.

The new design builds on the existing equity of Kahlúa by introducing premium metallic accents denoting excellence and quality, along with Meso-American cues that evoke the brand’s heritageCyril Claquin, senior vice president of marketing, Malibu-Kahlúa International

Of course, all great brands grow and evolve over time, finding fresh ways to extend their appeal in the marketplace. And, in 2007, Malibu-Kahlúa International began a series of strategic innovations, starting with a new packaging system.

How do you build on a favorite? This was the critical question facing Malibu-Kahlúa International, the Pernod Ricard-owned company that shapes the brand’s global strategy. The company’s goal was to refresh the brand, while maintaining its existing store of affection and appeal among consumers around the world. This meant infusing the existing brand image with a more contemporary feel, and laying the groundwork to extend the line into exciting new flavors.

The design team at The Brand Union, along with Steven Noble’s illustration expertise, began by diving into Kahlúa’s roots, while simultaneously looking forward toward new possibilities. They conducted research in Kahlúa’s top markets, reviewing how consumers perceive and interact with the brand.

The team identified a number of priorities for the brand’s new look. This included the careful blending of existing and new visual elements. Meso-American cues evoking the brand’s birth in the heart of Mexico were given new dimension with premium metallic accents denoting excellence and quality.

Armed with this fresh palette of design elements, the Brand Union team crafted a new premium packaging system that serves as a rich celebration of the brand. Their work centered around four key factors.

Premium quality

The bottle’s well-loved elements have been revitalized with premium cues, including the addition of deep hues, metallic accents and a smooth satin luster. A simplified logo incorporates the updated color palette and increases contrast.

Meso-American authenticity

Illustrations created by Steven Noble of the Mexican landscape and topography are included on the new label while Colonial architectural influences in the illustration have been replaced with more appropriate Mayan and Aztec cues. Intricately detailed Meso-American cues on the neck label speak to the brand’s authenticity and origin.

Back-of-bottle

The intriguing and little known Kahlúa story celebrates the brand’s origins, while tasting-notes highlight the spirit’s distinct flavor and premium quality.

Outer-shipper case packaging

The updated color palette, refreshed Kahlúa logo and intricate Meso-American illustrations are brought to life on the shipper packaging’s premium quality stock.

Kahlúa’s new packaging perfectly balances the brand’s distinct personality and heritage with fresh notes. The traditional coffee flavor and the newly launched Kahlúa Hazelnut and Kahlúa French Vanilla flavors are all dramatically headlined by the new system. The rich pleasures contained within every Kahlúa bottle are now more fully expressed through the outward elements of design and packaging.

Kahlua Bottle

Kahlua Bottle

Driscoll’s: a ‘Fresh Look’ of Fresh Berries

Wednesday, October 13th, 2010

Driscoll’s, the leading provider of fresh berries, unveiled a new logo and label design that will be used throughout all areas of sales and marketing. The new look will begin to hit the U.S. market within the next few weeks.

The new brand identity will be incorporated in various brand communications from labels on individual clamshells, to the trays used to ship the clamshells as well as signage at the company’s headquarters. The new brand identity will unify and strengthen the look of Driscoll’s destination Berry Patch displays in retail stores.

The company tapped San Francisco-based Michael Osborne Design for the task. Osborne and his team retained key brand and label design touch points, such as the familiar triangle shaped label, and the vibrant yellow and green background colors, while restructuring messaging in a hierarchical fashion on the labels. The new label also incorporates an illustration, created by Steven Noble, of a farmer in a field of berries and most important, berries overflowing in a basket.

This is the evolution of this brand,” said Douglas Ronan, VP Marketing at Driscoll’s. “The Driscoll’s brand is one of the most recognized brands in the produce industry. Our heritage is in strawberries. Now, by using all four berries on our package, we are reinforcing our leadership position in fresh berries while highlighting the special efforts of our farmers.”

OLD SPICE FRESH COLLECTION / PROCTER & GAMBLE / LANDOR ASSOCIATES Cincinnati, USA

Friday, August 6th, 2010

Brief Explanation:
We were challenged to design a new, intriguing deodorant package that upset the consumer perceptions that all Old Spice scents smelled the same and that Old Spice scents were old and musky. The proposition had to be relevant to young people within Old Spice’s key markets of North America, Latin America, and Eastern Europe.

“Procter & Gamble’s Old Spice brand was plagued by negative consumer perceptions that all the scents smelled the same, old and musky. Working as a part of a cross-functional project team, Landor Associates Cincinnati along with Steven Noble’s illustrations were able to deliver packaging that clearly communicated a range of unique fresh fragrance experiences from Old Spice.”

old_spice_deodearants

Describe the brief from the client:
Old Spice first hit shelves in 1937 and quickly became a top selling shave soap and aftershave. In the 1990’s, P&G purchased the brand and relaunched it as a male high performing deodorant. While the deodorant was offered in various scents, the early technology forced them all to have similar base note characteristics. By the mid 2000’s, Old Spice had lost its positive scent equity to the Axe brand, and was losing relevancy among young men, an important consumer target. We were asked to reinvigorate the brands fragrance heritage by developing packaging for a new line of four unique experiential deodorants based on the concept, ‘Scents inspired by the freshest places on earth.’

Description of how you arrived at the final design:
Following qualitative research, full colour imagery was identified as the best way to bring to life destination-themed fragrances. Steven Noble’s classic hand etched style of illustration common to 19th century nature books was leveraged to communicate Old Spice’s 70+ years of heritage. Delightful surprises, including sharks and bears were added to each illustration, enhancing the consumer’s emotional connection with the fragrance as well as updating the traditional illustration style. Red, traditionally the brands dominant colour, was used sparingly after it was identified as a signal of heavy, musky scents.

Indication of how successful the outcome was in the market:
Early sales results indicate that the initiative is expected to exceed expectations

View packaging: http://www.thedieline.com/process/CreateJournalEntryComment?moduleId=7391668&entryId=8303229

AdPulp: Sell! Sell! in London is helping Fentimans, the independent Hexham-based soft drinks company, tug Coca-Cola’s long white beard this Christmas.

Monday, August 2nd, 2010

fentiman_s-fighting-santas

Created by Sell! Sell!, the ad depicts an old-fashioned illustration created by Steven Noble of a Fentimans Santa wearing the colours of Curiosity Cola and workman’s boots standing victorious over a chubby Father Christmas lying prostrate and dressed in his customary red outfit much championed and featured by Coca Cola.

Vic Polkinghorne, creative director of Sell! Sell!, commented “Fentimans make great soft drinks but they’re in a market that’s dominated by big brands and heavy spenders. To make their budgets work as hard as possible they need something cheeky or provocative to help them cut through the blizzard of Christmassy nonsense that’s spewed forth at this time of year”.

Brand New: A Clawed, Orange Crustacean is Worth a Thousand Words

Monday, August 2nd, 2010

Remember the mid- to late-1990s? When everyone and their mother came up with a .com and an idea of delivering the wackiest products or services through the magic of the Internet and the funding of bottomless venture capitalists? For example, you know, lobsters. Lobsters. By Internet. Delivered by FedEx. Makes perfect sense. Started in 1995 by Providence, Rhode Island entrepreneur Andrew Rock, Lobster.com has been delivering fresh lobsters — only the freshest and Maine Certified — for more than a decade. Being early adopters, means that they got a fantastic URL and they recently put that to good use with an identity redesign by fellow Providence business, Nail.

lobster-logo
In a bold move, the logo doesn’t spell out the word “Lobster,” and instead it simply shows you one, an immediately identifiable lobster that works as a very charming rebus and turns a URL that could look like one of those generic catch-all web sites full of ads into a kind of leader URL. Nail hired illustrator Steven Noble to create the custom woodcut illustration of a Maine lobster and then added a slightly distressed, serif “.com” creating an amusing fusion of vintage illustration and contemporary technology. I don’t normally think of the Internet as a place where I would get my lobsters, not that I buy lobster ever, but now I know where to get some shipped right to my house after I’m done posting to Brand New.

Cracker Barrel National Addy Award 2010

Friday, July 9th, 2010

National ADDY. Country Style. Buntin Group Wins 2010 Campaign Illustration Award for Cracker Barrel Creative

cracker-barrel-biscuits

Nashville, Tenn. (June 28, 2010) – For the fourth consecutive year The Buntin Group has been recognized with an American Advertising Federation (AAF) National ADDY Award. The 2010 award, for Campaign Illustration, was earned by the Nashville, Tenn.-based agency for its work on Cracker Barrel Old Country Store’s visual branding materials using illustrations created by known illustrator Steven Noble from San Francisco.

The “Timeless Country Values” illustrations – some of which can be seen here – were used across multiple Cracker Barrel campaign components including out-of-home, in-store, promotional and direct mail.

“Cracker Barrel is one of the most carefully nurtured and managed brands in the U.S. today, if not globally,” notes Buntin Group President and CEO Jeffrey Buntin, Jr. “It has been, and continues to be, a great privilege to grow this iconic ‘Old Country Store’ brand through a well-planned American Values positioning.”

Buntin’s relationship with Cracker Barrel began over two decades ago, when the brand operated just 17 fuel stops in eastern Tennessee. Today, the company operates nearly 600 Old Country Stores in 46 states and has been voted “Best Family Dining” for 19 consecutive years by Restaurants & Institutions magazine.

The National ADDYs were presented earlier this month in Orlando, Fla., in conjunction with the AAF National Conference. More than 1,500 entries were judged with about 250 awards given.