IDY Creative - Branding, Package Design and 3D Viz

An article in designweek reveals that InterContinental Hotels Group is to launch a refresh of its Holiday Inn family, which will be implemented across all hotels, with branding by Interbrand.

Redesigned brand signage will be installed at hotels once they have implemented the relaunch programme, which aims to give Holiday Inn a ‘refreshed and contemporary brand image’.

The new identity uses the letter ‘H’ in white on green, with the addition of the particular brand name, such as Holiday Inn or Holiday Inn Express.

All Holiday Inn hotels open or under development are expected to have implemented the relaunch programme by the end of 2010, with the first due to open in spring 2008 in the US.
‘The changes we are making will ensure the Holiday Inn brand goes forward into the future with a strong and confident new image,’ says IHG’s chief executive Andrew Cosslett.

IHG expects the relaunch programme to allow Holiday Inn hotels to generate significantly higher revenue, as well as an enhanced return on investment for the room’s owners. Owners and franchisees will invest up to $1bn (£488 000) over a three-year period to carry out the brand relaunch to meet the required service and quality levels.

“Manifesting brand essence through packaging is powerful at retail,” declares Ron Pence, Pepsi Senior Marketing Manager for packaging innovation, in a Shelf Impact’s article. The Pepsi brand reflects youth and vitality, and those virtues shine through on its new 20-oz bottle for the U.S. market.

Working with 4sight, a structural packaging innovation firm, Pepsi created the new bottle as a cornerstone of its “Choreography” branding program.

The bottle design helps the brand remain relevant with teens and young adults by integrating the equity in the Pepsi logo and delivering greater visual impact in stores.

The new design extends the branding beyond the label by adding the Pepsi globe and name onto the bottle. Lines of the iconic Pepsi globe logo are expressed as horizontal waves, and waves above and below the label uncoil from top to bottom, giving the bottle more visual definition when exposed to light on store shelves.

“Wherever you look, there is branding in all directions,” says Stuart Leslie, 4sight President. “No matter which way the bottle faces, consumers will see two Pepsi globes embossed on top, above the label, and the Pepsi name prominently displayed in two areas at the bottom.”

The PET bottles are sourced through multiple suppliers.

The new design balances creativity and function, Pence notes. Marketers at Pepsi get a bottle that reinforces the brand’s image and position in the soft drink industry. The bottle also succeeds from an operations perspective. It withstands carbonation pressure, design elements in filled bottles retain their shape and sharpness over time, and the bottles adhere to Pepsi’s existing manufacturing standards.