![]() Angerer is responsible for product branding and packaging on a day-to-day basis and argues some valid points during his interview. W & V’s Franziska Mozart interviewed Armin Angerer, the Managing Partner of the Peter Schmidt Group in Hamburg, regarding the Lucky Strike rebrand. ![]() Others, on the other hand, are not as convinced. Also, the packaging itself (with the newly-added stamps) allows consumers to also see what RA Patterson, the inventor of Luckies, looked like and when his idea was fabricated. Some may agree that the placement of RA Patterson Tobacco Company and Richmond, Virginia, on the logo may usher in American associations that signify true, classic and natural tobacco–things the brand definitely wishes to communicate. Design Tagebuch mentions that Lucky Strike’s German website describes the rebrand as an improvement, highlighting that the logo and packaging both tell you about the origins of the brand. ![]() This then begs the question: Is this considered progress? Is it considered evolution? And, more importantly, was it truly necessary?Įven without a press release, the brand has managed to attract a great deal of attention–and critiques–as a result of these confusing developments. All in all, the new logo seems more reminiscent of the vintage tin packaging that Lucky Strike had back when it was only chewing tobacco. Not only is the logo remodeled, but there are also some additions–such as branded stamps and the word “Luckies” at the bottom–to the packaging design. ![]() Lucky Strike has been around since 1871 and, apart from Raymond Loewy’s push towards white packaging (when it was once green), it seems that Lucky Strike has never made such a drastic shift. The first appearance of the new design, conceptualized by G2 Germany, occurred on a German website that is only accessible to German computers, so the entire branding industry is wondering whether this new concept will be applied globally or only in Germany. Take a look:įirst of all, nobody seems to actually know whether this rebrand is indeed happening or not. Samples of other, less well-known logo designs.What would you say upon discovering that Lucky Strike has decided to rebrand, to change its entire image? You would probably be surprised, as surprised as the rest of us were a few days ago when a new logo and packaging concept for Lucky Strike appeared on Under Consideration’s site, Brand New. Loewy’s transformation of the 1940 lucky strike pack included: replacing the green background with white, turning the circular motif into a stronger target device, making both sides of the pack identical by featuring the target on both sides, and sharpening up the typography. The classic Lucky Strike cigarette soft pack dates from the 1940s and remains practically unchanged after half a century. The new design became official in 1971 and is still in worldwide use today. Loewy's Industrial Design firm spent more than four years redesigning the familiar scallop shell. In 1967 Shell Oil Company approached Loewy to update its existing logo. Loewy proposed 'Exxon' and came up with dozens of rough pencil sketches based on the word. Loewy was hired by Standard in 1966 to find a new name and design a new logo for its Esso brand. ![]() Exxon is an Americanized version of Esso which was derived from a phonetic form of the initials for Standard Oil (SO = Esso). Chief among these are the logos for Exxon Mobil and Shell Oil. Raymond Loewy's portfolio includes many corporate logos. ![]()
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