Welcome to your weekly dose of TooXToo, this week featuring the Rebrand of Mr Pringles, Ikea x Space10\u2019s latest \u2018everyday experiments\u2019, Gap\u2019s \u2018Modern take on the 90\u2019s\u2019 marketing campaign, and the launch of Balenciaga on Fortnite<\/p>\n\n\n\n
Mr Pringles gets a haircut\u2026<\/strong><\/h2>\n\n\n\n
The crisp company we all know and love: Pringles, has changed the design of their highly desirable snacks. Safe to say Mr P is looking rather dapper following his simplification to mark Pringles\u2019 30th<\/sup> anniversary.<\/p>\n\n\n\n
It is the first time in 20 years that the lovable mascot, and the font accompanying him has been redesigned. In a recent press release, the company expressed that the new logo and design was created with the ambition of appearing both \u201ceye-catching\u201d and \u201cyouthful\u201d. Not dissimilar to an emoji, this rebrand is set to draw in a younger crowd guided by this aesthetic.<\/p>\n\n\n\n
Following the launch of this rebrand, reviews have been mixed. Pringles posted on Twitter: \u201cIt\u2019s what\u2019s inside that counts\u2026 Or is it? Introducing our NEW Pringles cans.\u201d But Twitter users took to their keyboards to mock the logo, comparing Mr P to \u2018King Bob-omb\u2019 (a character from Mario Kart).<\/p>\n\n\n\n
JKR creative director Della Lawrence is optimistic that the logo will gain traction as the mascot represents a \u201cnew lease of life on digital\u201d.<\/p>\n\n\n\n
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Space10 and Ikea\u2019s Everyday Experiments <\/strong><\/h2>\n\n\n\n
Ikea and Space10\u2019s collaborative platform features their latest \u2018everyday experiment\u2019. It is designed to \u201ctake us beyond the home without leaving it\u201d. They have successfully been able to mentally transport people through using a spatial audio technique that turns your living room into St Paul\u2019s Cathedral. They have also utilised an AR app that fills the inside living-space with flowers.<\/p>\n\n\n\n
This platform that facilitates the creative collaboration of designers globally and has been enriched in the context of the global pandemic. Head design producer, Georgina McDonald expressed, \u201cLast year, home had to meet a myriad of needs and expectations.\u201d She further commented: \u201cWith this in mind, we played with the idea of how we can go someplace far away from the rooms we are in by changing the space of our home through technology.\u201d<\/p>\n\n\n\n<\/figure>\n\n\n\n
The team chose St Paul\u2019s cathedral as a real-world space because of its capacity to reverberate noises in an emotive way. Playing with the concept of what the home is, or what it could be, has been an inspiring way to look at architecture and what it means to people- especially in the context of lockdown.<\/p>\n\n\n\n
It has been discovered in the process of monitoring the reactions to these playful and blended spaces, that they benefit people\u2019s physical and mental health. For example, people\u2019s brain activity was increased in the process of having to reimagine their settings.<\/p>\n\n\n\n
Gap\u2019s appreciation for the 90\u2019s <\/strong><\/h2>\n\n\n\n
This September, Gap launched their marketing campaign that is the perfect blend of old and new. The campaign and the products themselves are a clear homage to the 90\u2019s era. This period, for Gap, witnessed the brand permeate multiple aspects of American culture.<\/p>\n\n\n\n
The launch of this campaign featured a collection of videos starring what Global Head of Marketing, Mary Aldrete described as: \u201cCulture Shapers\u201d. Amongst these \u201cShapers\u201d were Oscar-winning director Chloe Zhao and deaf activist Nakia Smith. Many of the famous faces featured in the campaign are too young to have been alive during the 90\u2019s- making the campaign a purposeful juxtaposition.<\/p>\n\n\n\n<\/figure>\n\n\n\n
The campaign appeals precisely because the younger generation of today have a fondness of the 90\u2019s, and Gap has managed to revive the classic style of the 90\u2019s introducing a modern twist to remain relevant.<\/p>\n\n\n\n
An example of how Gap have blended nostalgia with modernity is the re-design of their iconic 90\u2019s arch logo Gap hoodie, which has been re-imagined for this campaign in the colourway neon pink.<\/p>\n\n\n\n
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