NEWS IN ENGLISH
RSS“Equator Vero” won a Gold Award in the 2011 “Pentawards” competition. Lars isn't too happy.
Annonse
About Lars:
Lars G. Wallentin is beyond any doubt the world's most recognized packaging design specialist. For more than 30 years he has traveled the world to teach how to create brands, packaging and communication in the most efficient manner possible. Lars is also an exceptional showman. Each of his lectures is a real treat, where the audience learns while having fun. He is also highly appreciated as a jury member in design competitions. Today, Lars Wallentin continues his passion, giving advices to design agencies and brand owners all over the world.
This design was created by Equator, USA. This is a leading brand design consultancy with the following message: - We create impactful designs, that connects the hearts and minds of the consumer.
Equator, with offices in the UK, USA, Australia and Ireland, was appointed by Milwaukee-based Roundy's to develop the identity for the café – starting with the brand name itself, then graphics, which needed to be flexible enough to extend across the café environment, staff uniforms, printed materials and packaging.
They invented the name “Vero”, meaning “true” in Italian, to define a brand that symbolizes the “True taste of Italy”. - The logo, formed in the shape of a heart to characterize the passion behind the brand, is bold and memorable, the company says. - Used in conjunction with nostalgic black and white photography, the result is flexible, sophisticated and playful, with a strong shelf presence that captures the true romance of Italy.
And what is the vote of a design expert like Lars Wallentin? Here we go!
Lars Wallentin:
This is the first in the line of winners that I don't understand. Sorry, Equator! I don't think the design communicates very well, and the design label is very average.
I don't think “Vero” is a good logotype: I've most likely forgotten it tomorrow.
Yes: A Vespa is Italian (like coffee), but it smells of petrol and street pollution.
No: I can't figure out why this one got a gold award – the jury must have seen it with quite different eyes.
