Walkers New Brand
I can't understand what has gone wrong at Walkers crisps but boy this new logo cannot be a good thing. The established and respected brand of walkers took a wrong turn when it was first put inside a huge crisp - In my view this was unnecessary as we know that walkers sell crisps, why patronize your audience?! Anyway after that wrong turn, now they have created a bizarre gimmicky and slightly dated typeface. This type face is "3d" and raised, it is not powerful or strong and seems to be a move on from what they had, but a move, in my opinion in the wrong direction. Ok, take out the serif font but at least develop a non italic, non 3d typeface. Correct me if I'm wrong but these styles died out in the 80's didn't they?! The packaging also looks a little "space invadery" and may appeal to some strange children but it doesn't really seem to be deliberately designed to do so. I'm a fan of simplicity and I think by cutting down on all the Photoshop effects Walkers could have created a more solid, stronger and more recognisable brand image. At the moment I feel this re-brand has created a weaker and short-lasting brand image.
Also another bizarre thing is the seemingly poor consistency in the other walkers collateral. For example "walkers light" packaging and branding still has the old walkers brand on it. Some one correct me but I'm sure the number one rule of branding is "consistency". You can see the problem when you look at a page like this on their very own website:
Ok, Walkers will be recogised anyway so will get away with it but who ever is directing the walkers campaign needs to consider the persona that this lack of consistency gives off. It says to me; "unorganized" and "unprofessional".
However "will any of these things stop me from eating Walkers Crisps" I hear you ask. I solemnly look at the floor and admit "probably not"...