“Pringles brand is looking flat.”
We have probably seen that Pringles launched its new brand identity not long ago. There are different views on it already: some people have loved it from the very beginning, others haven't, and then, there is a group where the new brand has grown on them over time; I fall into the last group. I think it is too easy to criticise something out of context, and even before it has had time to adjust or be out in the market. Changes, are usually scary, and not everyone likes them. But, we get attached to things and get comfortable; we want that feeling (most of the time).
At the launching of the Pringles brand update, I was very excited to see how it would develop. Nowadays, there are two trends among many that stand out within the branding and graphic design world. The first one is "going back in time" branding or rebranding (brand update, I like to call it) with a more retro look and feel (like Burguer King has done recently, of which more about in a future post). And then there is a second one where everything tends to "go flat" or 2D, with no shadows, highlights, or volume effects. Pringles has fallen for both tendencies for its brand update released in 2021.
At the end of 2020, there was a new Pringles brand-mark moving around the internet. Mr P's illustration had gone through a major update. It was stripped clean of all highlights, shadows, and strokes to become a much simpler version, keeping key elements from the illustration to make it recognisable and consistent with its predecessor.
Pringles current design and 2020 brand update design from.
There was a lot of talking around this. Some people were not really convinced about the step taken, and others were very excited (I was actually one of the latter). I thought - and still think- that this simplification creates a more impactful brand-mark while remaining recognisable and, more importantly, expressive. The consumers will still relate to the character they've known since the 2002 major update.
And why will the consumers still relate to it? Well, because the oval shape, the moustache, eyes, and bowtie are still part of the illustration. The new illustration keeps those key shapes and elements, but with a more up-to-date look, and a much more straightforward and practical approach to catch the consumers’ eye. The illustration has a trendy flat style, yes, but in this case with a purpose: to still be an up-to-date brand for new consumers, and be a brand to relate to for older consumers.
Brands need to stay up-to-date for consumers, so yes, they need to be revised more regularly than years ago. But of course, any rebrand, brand update, or brand refresh can't be detrimental to the brand. Any of these exercises have to help the brand move forward, stand out, connect with consumers, and stay relevant.
Later on I learnt that the brand update that I loved so much was going to be eventually replaced. It was a step towards a major change, and it will only take place in some countries, such as the US. The yellow word-mark will be replaced by a red bowtie with the Pringles word-mark in white.
Pringles brand update transition in the US and some other countries.
“Any rebrand, brand update or brand refresh can't be detrimental to the brand.”
Pringles brands over the years since 1968.
When looking at the brand's history, we see it has changed over the years, keeping up with design styles whilst still being true to the brand's nature. On a side note, we can also say Mr P has grown older over the years, with a head full of hair until the 2000s, and then a more receding hairline until today when he went completely bald (I wonder how he might look in the 2100s).
The new brand-mark not only went flat or 2D, but it also brought back the bowtie used until 2002. With this retro look, Pringles has done what other brands are doing: bringing back old brand assets into current times just to convey that nostalgic feeling (and also because it is a design trend today).
But is this brand-mark change really doing any favour to the Pringles brand from a graphics point of view?
And what about the packaging design, then?
The other day I went to the supermarket trying to find the new packaging designs here in Madrid. I only found some of them, and still sitting on shelf next to the current ones.
Current and new packaging design in Spain / Us branding and Global branding.
At first, I was excited to see the change on the packaging, but then I stepped back and started to look at it with a more critical eye. The Pringles word-mark gets lost. It doesn't have the same standout. The main reason is that the yellow word-mark has a lot more ping, and the black keyline helps it pop from the background colour.
I can understand why they might have chosen red for the bowtie: the brand colour has always been red, it's the colour used for their original flavour, and it is also how everyone recognises Pringles. But the new word-mark creates a big issue. If the original packaging and the bowtie are both red, when the brand-mark sits on pack, the bowtie shape disappears. Yes, the shaped word-mark helps to see it but is still not the same. There is a key brand asset missing in their main and most popular packaging flavour.
When looking at the last 3 packaging designs, you can see the word-mark standing out a lot more on versions 2019 and 2020, in comparison to the 2021. Also, when looking a the new packaging designs line up, every other flavour has the bowtie except for the original one. The brand consistency is slightly interrupted by this, and no matter how small it may seem, for a big brand like Pringles this is a major issue.
With the branding going flat style-wise, you would think that the rest of the packaging design would follow, right? Well, that's not the case. Let's put to one side that the illustrations are brilliantly executed, and the illustrator had a brief to follow. What I see is a clash between a 2D style brand-mark on pack next to a fully detailed 3D illustration.
It feels like the packaging design has a 50/50 split: top section with the brand-mark in a flat style, and the bottom area with fully detailed illustrations. These definitely fit a lot better with the 2020 brand-mark from the US ( the 2D Mr P illustration and the yellow word-mark). Why? Well, for starters, the word-mark has a bit of movement, that in addition to the subtle white highlights, creates a 3D style word-mark that relates well to the 3D illustrations.
US new packaging design with the transitional brand-mark applied.
It might be the case of growing onto these changes, but still, I think that the in-between step the US is taking in this brand update transition would actually be the best brand update for Pringles to keep.
See on the next post…