New LÄTTA packaging
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Tuesday 17 February 2009 12:59

[IMAGE]

I'm no Fontanel, but I do notice when stuff I use
daily changes it's packaging in a subtle way. So
how did they screw it up? Added a white edge and a
drop shadow, made the corner of the L curved and
changed the font of the label. That's a very basic
thing to do to modernize the brand, but it doesn't
work with the original. The point of the original
is that the 'L' and the 'A' and the two 'T's are
connected, and adding an edge and drop shadow to
them and keeping them connected is odd. It's adds a
3D feeling while the connections are still
screaming 2D. And it disturbs the tension the
diacritic had with it's weight relative to the
proximity to the 'A'. What happens in the new
design is that the top part where the 'T' meets the
'A' near the diacritic is a mess, and in the
smaller representation on the side of the package
the white edge around the diacritic is suddenly
missing? What's that all about?

by Roland van Ipenburg
http://www.xs4all.nl/~ipenburg/blog/posts/dull/2009/02/17/laetta/