The semiotics product label swap looks at the different signifiers of two mass produced products marketed towards different people.
Wattie’s Beanz has swapped from being the well-known kiwi family favourite to an organic can of beans that belongs in the health section. Losing its boldness, Wattie’s is now neutral and simplistic with its monochrome colour scheme and sensible mix of serif and sans-serif typefaces. The can label is a thick textured paper and features a simplistic crayon-like illustration; these signifiers create a textural expression which is natural and organic. Because Wattie’s Beanz is now visually associated with organic health products the product now targets middle to higher class consumers who can afford to pay the bit extra for being healthy.
Eco Store’s soap on the other hand, has become a cheap and affordable mass market family soap. Now in bold rich colours the lemongrass soap looks like no soap you’ve ever seen.
No longer with neutral colours and clean simplicity, Eco Store’s lemongrass soap is now bold and friendly with playful round sans-serif typefaces. The new design disassociates the product with its functionality, no longer does it possess signifiers which consumers see and think ‘soap’; clean, organic and natural.
No longer with neutral colours and clean simplicity, Eco Store’s lemongrass soap is now bold and friendly with playful round sans-serif typefaces. The new design disassociates the product with its functionality, no longer does it possess signifiers which consumers see and think ‘soap’; clean, organic and natural.
