It’s a bird … it’s a plane … it’s a car. Actually, it’s two out of three: a plane that transitions into a road-use vehicle. Hence the name: The Transition.

For pilots, simply land at the airport, fold your wings up and drive home.

I appreciate the simplicity of the name selected by the manufacturer, Terrafugia. Appealing to the pain point of pilots who face a dilemma of transportation once they land their aircraft, the name speaks to the benefit of ‘transitioning’ from plane to road vehicle.

The company could have chosen a more unique approach; after all, this is basically the FIRST flying car. Are they leaving open space for future manufacturers to own the category with a more memorable name (think what Swiffer did to the sweeping/mopping category)? I’m not sure. With close to a $300,000 price point, I think they’re pretty safe in the space right now.

Keeping a brand fresh while still maintaining its integrity can be challenging. While an updated look could modernize your brand or help it stand out in a crowded marketplace, it is important not to lose sight of who you are and what your brand stands for. Imagine just how challenging refreshing your brand would be it were 125 years old. As Coca-Cola celebrates this milestone anniversary, Coca-Cola and Diet Coke cans are getting a fresh new look.

Rolling out in September, revamped Diet Coke cans feature a magnified segment of the Diet Coke logo where the “D” of Diet rests on top of the “k” of Coke. This mod design does not reveal the brand’s complete name. I guess when you’re the world’s best-selling diet soda you don’t have to worry about partial name recognition.



Not to be outshone by its calorie-free counterpart, design firms around the world have been creating special anniversary packaging for Coca-Cola’s flagship beverage. Check out ADWEEK’s collection of designs from Britain, Hong Kong and Serbia.

Coca-Cola found a nice balance with this campaign. One quintessential beverage got a sleek, edgy design and the company still embraces and celebrates its history in a fun and visually-appealing way.

What other brands have you seen celebrate milestones with special packaging?

As “the hot dog wars” battle on between Sara Lee Corporation and Kraft Food Inc. in a Chicago courtroom over misleading package designs, I think it’s time to take a deeper look into packaging and why it is important enough for these two companies to battle it out in court.

While a brand must employ a successful strategy throughout many different touch points including advertising, identity, and web presence, it is packaging that could most directly have an impact on a brand’s sale. No longer is a product’s package merely a means of protection during transport from point A to point B, but an increasingly important factor in product’s success. A well-marked package will get a customer to pick up a product and take a closer look, which ultimately puts you one step closer to making that sale. This is why it is so important to have an interesting and compelling package design.

Kristin Everidge, Manager of Visual Branding at Addison Whitney, says “People are drawn to products with interesting packages because it suggests that what’s inside is equally appealing or different.” Package design can enhance a brand through unique structures, sustainable materials, cross promoting other products and building brand awareness through shelf displays and planograms that wow consumers during their weekly shopping trips.

Packaging is a vehicle that reflects the product’s brand and image. To ignore the importance of packaging in today’s market is your own product’s death. Package design should be a continuous investment to evolve with the ever changing world that is packaging.

But what makes a great design? I asked Kristin and these are her top five elements of a great package design (in no particular order):

1. Shelf Presence/ability to grab attention quickly
2. Effective informational hierarchy
3. Inspiring materials and structure
4. Functionality
5. Clean & crisp design (images, typography, and functional information)

So do you think you’re immune to the power of package design? I think the real answer would surprise you, next time you’re shopping the aisles of your local Target, take note of the products you grab and how compelling their designs are compared to the products you left behind…

McDonald’s has introduced subtle changes over the past few years such as healthier menu options and new coffee drinks. Now, the fast food chain is undergoing a $1billion dollar makeover. According to USA TODAY, McDonald’s hopes to have the majority of America’s 14,000 locations revamped by 2015.

Expect to sit at wooden tables or on faux leather chairs. Bright red and yellow interiors are being traded for muted yellow, orange and green palettes. Though designs vary by location, recent makeovers of select stores have included: Flat-screen TVs, adding second drive-through windows and lounge areas for diners looking to stay a while.

Another new feature seen in some locations: the golden semi-swoosh. McDonald’s calls it the yellow “brow” — or half of a golden arch. Maintaining the familiar yellow design, the brow might be a sleeker, more modern approach to the famous arches.

It is unclear how consumers will react to the renovation. The new look and feel will certainly be familiar to Panera or Starbucks customers, but many Americans grew up with the classic look and could feel alienated by the drastic changes. For now, all eyes are on McDonald’s. America’s largest chain restaurant is redefining itself which could mean big changes in the future for other fast, casual dining competitors.