Neocropolis project

As this brief was about recycling old design, I decided to look at brand nostalgia. Linking back to my research for the memory card project old design usually brings back good memories to the audience. It also fits with todays ‘green’ theme, by recyling old design you are reducing the impact on the environment.

I looked at retro brands, some of which have ceased to exist and dug out my photos from my visit to the museum of packaging and brands from last year.

I actually prefer this retro branding for sprite.

I moved on from branding slightly, and started focusing on brand characters.  The mascots seem to have more of an impact on nostalgia than aesthetically pleasing design. I looked at the Tropicana girl, Um-Bongo, the Milkybar kid, Hovis boy and the caramel bunny. I discovered that some of these characters are currently being reinstated as part of the brands advertising campaigns in the future, which proves that there is a strong sense of nostalgia still connected to these icons.

The Tetley tea folk had a range of collectable merchandise until they were shelved for a more modern campaign.

Like the tea folk, the golly had a huge range of correctable merchandise. I decided to focus on this character, as in order to bring it back changes would have to be made to the design due to it’s supposed connection with racism. Robertson’s creator has always strongly denied this, he used the golly as it resembled a type of doll that mothers used to make for their children.

I decided to transform the golly into marmalade man, still recognizable as the original character, but having an orange for a head. I played around with various fonts similar to those used on retro packaging and adverts.

I decided to use Robertson’s official logo on my poster, as I could not find a decent copy of the logo anywhere, or the exact font I used Italian old style MT bold , then added tails to the R’s to match it up with the existing logo.

I tied a few different font’s for the tagline ‘It’s jolly good’  a  pun on Robertson’s previous tagline ‘It’s golly good!’ before deciding on Aspire demi-bold.

FINAL OUTCOME