Pentragram—the powerhouse graphic design firm, with clients ranging from Fortune 500 companies all the way down to chic restaurants—has redesigned Grey Goose vodka's packaging. The redesign, led by John Rushworth and Daniel Weil, has given the premium vodka a more refined image.
In a simpler time, design wasn't harsher than a mixed-martial arts event. In the olden days, say three years ago, companies would order their new logos and new-and-improved packaging from their design fortresses on high, and the lowly customers below would quietly accept the blobby, 3D-textured versions of once-beloved logos without complaint.
Laid up with the flu recently, my daughter sent her boyfriend out for chicken soup and orange juice. What he brought back appalled her. "There was this carton of juice on the counter that looked like the generic supermarket brand," she told me.