Ben & Jerry's Packaging

I was looking on Design Week and I came across the story about Ben & Jerrys changing the design of their packaging. The reason behind this is because the idea of the blue skies and green grass was being overlooked by the combination of flavours they are producing. The top picture is the old design and the bottom picture is the new design, I think changing the design has massively improved the packaging because it brings back the whole idea and morals that Ben & Jerrys brand has with being fair-trade and improving climate change ect. Sometimes changing the packaging is what a brand needs because as it grows the packaging and design can become out of date and not with the latest trend to sell their product anymore, and I feel in this case Ben & Jerrys have done this is an impressive way because they have stripped it back to what they started with which I really like. On the other hand people might think that all the products will look the same apart from the title but Ben & Jerrys have overcome this problem by creating 'flavour towers'. A flavour tower is a tower made up of all the flavours that are in that particular pot of ice cream, to easily show whats in that product so that it can be simply recognised around the world. This is a smart move by Ben & Jerrys because their target audience is pretty much everyone, so they have designed their new packaging to suit everyone.