KAC Ads…

The creative directors from Rowley Snyder & Ablah Inc. collaborated with Steven Noble to create a series of 3 portrait illustrations for an ad campaign for the Kennedy & Coe accounting firm that include historical figures: Abraham Lincoln, Ben Franklin, and  George Washington.

The portraits were dressed in the “steampunk” fashion to fulfill the campaign’s message that Kennedy & Coe are not your “ordinary” accountants.

This campaign highlights how one of the nations’ leading accounting firms will empower and protect every client dollar. You can see more of the campaign on flickr.

Steam Punk Washington

Steam Punk Washington

Steam Punk Lincoln

Steam Punk Lincoln

Steam Punk Franklin

Steam Punk Franklin

Seafood seal ensures responsible fishing

PORTLAND, Maine (NEWS CENTER) — A new symbol is taking the guesswork out of seafood shopping.

Illustrated by Steven Noble in collaboration with GMRI, the new seal will identify products caught in the Gulf of Maine, which stretches from Cape Cod to the southern tip of Nova Scotia.

Only seafood that has been harvested responsibly from theGulf of Maine region can earn the new quality seal from theGulf of Maine Research Institute.

Jen Levin is the Institute’s sustainable seafood manager.  She recently spoke with NEWS CENTER’s Lee Nelson about the criteria for the seal.

Levin said seafood producers must prove their fisheries are well-managed.  They must demonstrate the steps they take to prevent over-harvesting and explain the science used to reach their conclusions.  An effort must also be made to ensure that those fishing standards are monitored and enforced.

Levin said the Institute will work with fishermen to meet the annual goals required to qualify for the seal.  They will develop strategies to reduce bycatch, minimize habitat impact, protect spawning waters and lessen energy consumption.

In addition to the environmental benefits, Levin said the seal also helps the state economy.  It guarantees to shoppers that the money they spend on seafood supports a locally-produced product.

Some of the species that already meet the conditions for the seal include cod, haddock, northern shrimp and American lobster.  Levin said pollack and scallops are close to being added to the list.

Hanaford is the first supermarket to reach a deal with the Institute to prominently feature the seal at its stores.  Levin said it should begin appearing soon in the company’s seafood cases.

For more information about the seal, click here for a link to the Gulf of Maine Research Institute’s website.

New “Altoid Sours” Packaging: Curiously Strong – Citrus, Apple, Raspberry, Tangerine & Mango…

ALTOIDS TANGERINE SOURS
New Curiously Strong Altoids Sours in a Tin and … Altoids brand has expanded it’s packaging line to include not only mints but sours, gum and sugar free mints in miniature portable 1.76-Ounce  tins that include 4 new flavors: citrus, apple, raspberry, Mango and tangerine.

altoids

The new packaging design was created by Spring Design Partners in New York along along with Steven Noble’s expertise in woodcut style illustrations to create colorful fruit illustrations for their new packaging.

http://www.altoids.com/

Kahlúa Package re-design

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

Woodcut Illustration

The Woodcut style is defined by simulating the old fashioned woodblock carvings of the 18th century and often re-creating a retro modern version to fit today’s needs for advertising, packaging design, publishing and logo identity purposes. The technique requires the use of the scratchboard medium which works most effectively to accomplish this end result. Furthermore, the style is mostly associated with “bold”, less detailed, line strokes along with loose uncleaned cuts along the outer edge of the illustration. This is a clear distinction from the other scratchboard styles such engraving, and steel engraving styles.

See woodcut samples: http://www.stevennoble.com/v/Woodcuts/

The original woodcuts (Xylography) from the 18th century were carved out from wood blocks with printing parts remaining level with the surface while non-printing parts are removed. The areas to show ‘white’ are cut away with a knife or chisel, leaving the characters or image to show in ‘black’ at the original surface level. The block is cut along the grain of the wood (unlike wood engraving where the block is cut in the end-grain). The surface was then covered with ink by rolling over the surface with an ink-covered roller, leaving the ink upon the flat surface and not on the non-printing areas.

portrait-process

In the present world, the woodcut style is merely simulated since there are often edits to be made by the demanding clients of today’s world. The level of detail is also specific to the size/scale of the illustration. For example, the Coors “waterfall” logo was accomplished by developing three different versions for three different sizes. One illustration version was created for use on the 12 ounce beer bottle label (.5’ – 1”) which was the simplified version, a second for use on the twelve and twenty-four pack cartons (2” – 6”) which was the middle version, and the third made for the delivery truck (6’ – 8’) which was the detailed version.

See logo samples: http://www.stevennoble.com/v/Logos/

The first step is to lay down the “approved” completed preliminary sketch onto a clean blackened piece of scratchboard by laying out the broad, general outline onto the scratchboard first. From there, pencil marks can be transferred to leave behind mark/outlines of the general forms from the sketch/drawing. Once this is completed, then the carving blade is used to scrap away the excess amount of black scratchboard around the outer area surrounding the illustration. The general lines are then scraped away to create the forms beginning from top to bottom. Afterwards, the shadows and details begin to take their shape through a process of improvisational line strokes across each of the forms.

The finished/completed reflective black and white art is then scanned from a flat bed scanner into the Adobe Photohop program and then cleaned-up using the magic wand command at a tolerance of 85 -100 and saved as a high resolution bitmap tiff file. To add color, the artwork is then saved in RGB and a layer is created (multiply selected) to allow color to be added behind the black and white line work. This gives more flexibility to allow for any quick edits and other adjustments such as color saturation and brightness and contrast.

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

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.”

SKYY SPIRITS BRINGS AWARD-WINNING ESPOLON™ TEQUILA BACK TO U.S. FANS POPSOP.COM

Iconic Tequila Brand Returns with Same Great Liquid Presented in Updated Packaging with Imagery that Celebrates
“Real Mexico”

espolon_tequila_new1

SAN FRANCISCO (May 3, 2010) – Espolón™, the super-premium tequila that evokes the storied culture of “real Mexico,” is returning to the U.S. market. Skyy Spirits, the U.S.-based wholly owned subsidiary of Gruppo Campari and the definitive marketer and distributor of super-premium and luxury spirits brands in North America, is proud to bring this 100-percent Weber Blue Agave tequila brand north of the border again with a new look, yet with the same award-winning liquid.

Espolón was originally introduced in the United States in 2000, garnering praise from Tequila experts and winning a Double Gold Medal at the San Francisco World Spirits Competition as well as a Platinum Rating by the Beverage Testing Institute. Gruppo Campari, who in 2009 bought the Espolón brand along with the San Nicolas Distillery where it is made, is reintroducing the brand following a three year hiatus in the US.

While Espolón’s liquid remains the same, the packaging and look/feel of the brand have been redesigned and repositioned, with a focus on trumpeting life in real Mexico. The new decorative label on each Espolón bottle illustrated by Steven Noble pays tribute to the Mexican artists who inspired the world with true portrayals of the country’s rich history and complex everyday life. Striking, stark block print artwork features the characters of Guadalupe, Rosarita and the proud rooster, Ramón, reliving Mexico’s rich cultural stories.

The Espolón Blanco label, entitled “Independencia,” illustrates Guadalupe and Rosarita joining Father Miguel Hidalgo’s valiant campaign for Mexican independence from Spain. The Espolón Reposado label tells the story of “recuerdo” (“remembrance”), in which Guadalupe and Rosarita grace the markets of Mexico City, the new metropolis built on the fallen Aztec capital. Here, the couple schemes to infuse elements of Aztec culture into every market to ensure the remembrance of that great society. The labels serve to provide history and offer insight into the rich and fascinating stories of real Mexico.

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

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.

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

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.