What are the major ways brands have evolved over the past year? Judges from Branding, Packaging Design and Creative Transformation gather to discuss the current landscape of the branding industry.
For D&AD Judges across the Branding, Packaging Design and brand new Creative Transformation categories, Makro Columbia’s Life Extending Fruit Stickers campaign impressed by inviting “a transformation through a change of behaviour - in a really simple way.” As Camila Moletta D&AD Judge and Brand Experience Design Director at The Coca Cola Company explained at the Jury Insights: Transforming Brands panel at D&AD Festival, the campaign was a well-crafted design solution to a common problem. And the execution - from the gradients to the colour-matching - didn’t hurt, either: “As designers we’re suckers for colour-coding,” Moletta added. Judges agreed that Grey Colombia and VML Colombia’s work allows for a potentially huge impact. The campaign shouldn’t be a one-off confined to Makro, said Emma Follett, fellow Judge and Co-Chief Creative Officer at Design Bridge, arguing its scope for replication across the other supermarkets: “It should set the standard for what’s done in other stores; it should be a way we all understand how to use food.”
Panellists: Jamie Madge, Liu Zhao, Emma Follett, Camila Moletta, Michael Johnson, Jess Marie
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