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How this Appliance Packaging is Designed with the Future in Mind

by Theresa Christine Johnson on 02/01/2017 | 5 Minute Read

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Good things take time. An impressive rebrand for a company won’t ever happen overnight, and the team at Reynolds and Reyner knows this all too well. They worked to update Pyramida, a Ukrainian line of kitchen appliances. The results are anything but what you’d expect for a line of ovens, fryers, and stove hoods—they’re bold, modern, colorful, and fun. We spoke with Alexander Andreyev at Reynolds and Reyner more about the 7-month process to redesign Pyramida, designing with the future of the brand in mind, and the key to creating brilliant results.

Walk us through the design process that you went through for this project.

Alexander Andreyev: Reynolds and Reyner specializes in branding, so we have a set process and series of stages already established. We have known for a while that despite the ultimate process optimization, branding for large companies is never done quickly. It took us around 7 months from the moment of the contract signing to the date of the brand-book presentation to accomplish the project. Within the frames of work on the draft we created 3 large key presentations and around 30 options of the company branding.

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What was one of the biggest goals you set out to achieve with Pyramida packaging and how did you accomplish it?

Alexander Andreyev: We are doing our best to make all the design projects correspond to the highest international requirements for the brand to be potentially a large international company without logo change. While making the redesign many Ukrainian companies still choose simple, old-style design concepts not being aware of what a qualitative design actually is, and that the design should be made for at least 10 years ahead. They are scared to trust us and are too busy to participate in the creative process. But it is the first or the second time they are doing a rebranding, while we have done over a hundred ones globally for the last 6 years. From our personal experience we know which of the decisions are going to be effective and which are better to avoid. It is the same story with this project: it was the very first presentation that we offered the final concept, but the customer did not initially approve it. It took us 3 months with two more large presentations to show the client that the initial offer was actually quite promising.

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Why did you decide to give appliances a totally new look and present it in such a modern, fun way?

Alexander Andreyev: The key task of the project was to create vibrant and unusual style. We sought to stand out from the competitors’ projects, offering something really state-of-art—including the unusual colour palette and graphic decision. The branding is based on a rich logo so it would be quite easy to develop the creative concept. It worked perfectly this way.

What was the most challenging part of this project?

Alexander Andreyev: The main peculiarity of Pyramida is the fact that, despite its name, it has nothing in common with the geometric figure. What is more curious is that previously it had been a square as a graphic sign of the company before. That is why we simply had no background to build upon further concepts and ideas. That is also one of the reasons why we refused the complete sign within the logo that preserved the unusual writing and the smile shaped Y letter tail. Another difficulty that I mentioned above was the fact that the customer refused the great concept initially offered. It took a lot of effort and time to make them agree.

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If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

Alexander Andreyev: When searching through the final logo thoroughly, one may distinguish the corner-shaped element within the P, A, M and D letters. They appeared due to the initial square graphic sign of the company—i.e. we never missed the square, but built it into the font in a very careful and hardly visible way. Only very experienced designers are able to follow the uniqueness within the touch, and that is why we like it so much.   

Share one lesson that you learned while developing the finished product.

Alexander Andreyev: If the company is ready to go through the global and right improvements and chooses the right team to assist, the results will always be brilliant. But everyone will need to make large efforts and be patient when achieving the desired targets.

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