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Vendi yangi, zamonaviy logotip bilan tasvirni yangilaydi

Vendi yangi, zamonaviy logotip bilan tasvirni yangilaydi


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Uning sochlari ancha yaxshi ko'rinadi

Wendy's so'nggi fast-fud ixtirosida yangi ko'rinishga ega bo'lishga qaror qildi, bu 30 yil ichida birinchi marta yangi logotipni anglatadi.

"Biz brendimizning eng ko'zga ko'ringan ramzi hozirda bo'layotgan o'zgarishlarni aks ettirishini xohlaymiz", dedi marketing bo'yicha bosh direktor Kreyg Bahner. "Bizning yangilangan logotipimiz Wendy -da sodir bo'layotgan yangilik va yangicha fikrlashdan dalolat beradi, shu bilan birga biz o'z qadriyatlarimizga alohida va sevimli brend sifatida sodiq qolishimizni tasdiqlaydi."

Vendi unchalik farq qilmasa ham, haqiqiy logotip albatta yangilangan. Ular serif shriftidan qutulishdi, uni qo'l yozuvi eskisi bilan almashtirishdi va Vendiga makiyaj berishdi. Yangi notalar, "Endi sochlar eski logotipning tekis dubulg'ali sochlaridan farqli o'laroq, hajmiga (va uslubiga) ega. Kamonlar yanada to'lqinli. Liboslar bo'ynidan qisqaroq kesilgan, shuning uchun u soch turmaganday ko'rinmaydi Uyg'onish davri yarmarkasi. Va sepkillar, tabassum va begunoh ko'rinish - aylana ichida, g'alati oval emas. "

Yo'lda boshqa o'zgarishlar bormi? "Tasvirni faollashtirish" restoranlari dam olish joylari, kaminlar, tekis ekranlar va raqamli menyu paneli kabi yangi dizaynga ega. Menyuda hali ham Deyvning Hot 'N Juicy pishloqli burgerlari va yana to'rtta yangi salat bor. Endi ular iPad -ni o'rnatadimi, deb hayron bo'lamiz.


Land O 'Lakes mahalliy amerikalik ayol tasvirini hisobga olmaydigan yangi qadoqni taqdim etdi

Land O 'Lakes shu yilning boshida 100 yilligi sharafiga o'z mahsulotlarining qadoqlarini o'zgartirayotganini e'lon qildi. Ko'pchilik shu hafta ta'kidlaganidek, logotipda 92 yil davomida qadoqlashda bo'lgan tub amerikalik ayol tasviri yo'qolib ketgan.

Land O 'ko'llari fevral oyida bu o'zgarishlarni jimgina e'lon qildi, bu haqda ilgari xabar qilingan edi Zamonaviy dehqon. Logotipni o'zgartirish haqidagi postda tasvir o'chirilishi aniq ko'rsatilmagan, aksincha, fermerlarni hurmat qilish uchun qadoqdagi boshqa o'zgarishlarga e'tibor qaratilgan.

"Yangi qadoqlash turli yo'llar bilan namoyon bo'ladi, shu jumladan LAND O LAKES markasining tepasida" 1921 yildan beri "belgisining tepasida" Dehqon egalik qiladi "iborasi va paketning jonli tasviri aks ettirilgan yangi dizayn. quruqlik va ko'llar ", - deyiladi xabarda.

"Sariq qiz" deb nomlangan asl logotip 1928 yilda yaratilgan va 1950-yillarda Qizil ko'l Ojibve qabilasining a'zosi Patrik DesJarlait tomonidan qayta ishlangan. Logotipda Land O 'Lakes sariyog' tayog'ini ushlab, o't ustida tiz cho'kkan tubjoy amerikalik ayol tasvirlangan edi va oxirgi yillarda qadoqlash mahsulotga qarab, uning boshi tasviriga ham o'zgargan.

Logotip qattiq tanqid qilingan va stereotipik, irqchi, shuningdek, mahsulotlarni sotishda ishlatilgan tubjoy amerikaliklar va tubjoy amerikaliklar tasvirlarining eng ko'zga ko'ringan namunalaridan biri sifatida tan olingan.

& LsquoIndians & rsquo va & lsquoPilgrims & rsquo ning xayollari kabi, birinchi va lsquoThanksgiving va Land O & rsquo Lakes sariyog 'qizi oq amerikaliklarga chet elda va amerikaliklarning qilgan dahshatli voqealarini bostirishga yordam beradi. Atlanta Black Star tomonidan chiqarilgan.

Delish Land O 'Lakes logotipining o'zgarishi doimiyligini va brendda ayol tasvirining olib tashlanishi haqida izoh borligini bilish uchun qo'lini cho'zdi. Xabarda, Land O 'Lakes, bu qadoqlash o'zgarishi allaqachon boshlanganini va 2020 yil oxirigacha barcha mahsulotlarda 0 bo'lishi kerakligini aytdi.


27 yildan so'ng, "mol go'shti qayerda?" Degan savolga javob.

Gamburger urushlari avjiga chiqqach, Vendi marketing arsenalidagi eng yirik qurollarni tarqatib, yana tanish savolni berib, mashhur ismlarni qaytaradi.

Yagona, ikki va uch kishilik gamburgerlarni yangilashni rag'batlantirish uchun Vendi "Mol go'shti qayerda?" - so'rov 1984 yildagi reklamada eshitilib, u milliy iboraga aylandi.

Klara Peller "mol go'shti qayerda?" Deb hayqirgan original reklamaning parchalari yakshanba kuni televizorda va wheresthebeef.com veb -saytida chiqa boshladi.

Parchalarning maqsadi - iste'molchilarni Vendi asoschisi R. Devid Tomas nomi bilan atalgan Deyvning Hot 'N Juicy Cheeseburgers -ning yangi qatorida "Mana, mol go'shti!" Deb e'lon qilib, Vendi oxirgi savolga javob berayotganini kashf qilish. .

Kelgusi dushanba kuni boshlanadigan reklama rolikida "Mol go'shti qayerda?" Degan gullab -yashnaganidan keyin tug'ilgan yigit ("Zamonaviy oila" dan Reid Ewing) tug'ilgan. ibora yozilgan vintage futbolka sotib olib, uni kiyib shahar bo'ylab yurganidan keyin bu nimani anglatishini bilib oladi. Bu joy u Vendi restoranining tashqarisida "Mana, mol go'shti!" yangi Deyv chizburgerlari uchun plakat.

Janob Tomas, 1989 yildan 2002 yilgacha vafotigacha Vendining 800 dan ortiq reklama roliklarida qatnashgan, yangi reklama rolikida kelgusi dushanba kuni ishga tushadi, unda o'ynagan aktyor yosh qizini o'ynayotgan aktrisa bilan gaplashadi. , Vendi, 1969 yilda asos solgan kompaniyaning maskoti.

Sahna haqiqiy Vendi Tomasga o'tadi - Melinda Lou Morse, hozir 50 yoshda. Chizburgerlarning yangi taomlari "bizning eng issiq va suvli taomimiz", deydi u, ular otasining ismini qo'yishga loyiqdir.

Rasm

"Bular dadamga:" Mana, mol go'shti! " - deb aytishga majbur qilgan bo'lardi.

Noqulay iqtisodiyot-Vendini Burger King, Karlning kichigi, dama, beshta yigit, Hardee, In-N-Out va, albatta, qudratli Makdonalds kabi zanjirlarga qarshi qo'yadigan burger urushlarining kuchayishining asosiy sababi. Moliyaviy jihatdan qiynalayotgan iste'molchilar ovqatni tejash uchun tez ovqatlanish tarmog'iga murojaat qilmoqdalar.

"Bittasi ning Bu brendning eng muhim ishi - bu gamburger biznesini yaxshilashdir ”, - dedi Bob Xoltkamp, ​​Vendi kompaniyasining brend marketing bo'yicha katta vitse -prezidenti.

"Biz, albatta," biznesdagi eng yaxshi gamburgerlar "tarafdorimiz bo'lishni xohlaymiz", dedi u Vendi vintage shioriga iqtibos keltirgan holda.

Yangi cheeseburgerlar "menyu menyusini qayta tiklash bo'yicha so'nggi bir necha yil mobaynida qilgan sa'y-harakatlarimizning bir qismi", dedi janob Xoltkamp, ​​o'tgan yili frantsuz kartoshkasini dengizga tabiiy kesilgan kartoshka nomi bilan qayta kiritishga asoslanib. Tuz.

Deyvning Hot 'N Juicy yo'nalishidagi kampaniya byudjeti "yangi mahsulotni ishga tushirishda odatdagidan ikki baravar ko'p bo'lishi mumkin", deya qo'shimcha qildi u. WPP ning Kantar Media bo'limi ma'lumotlariga ko'ra, Wendy's 2010 yilda yangi frantsuz kartoshkasi reklamalariga 19,9 million dollar, joriy yilning birinchi yarmida esa 22,1 million dollar sarflagan.

Yangi gamburgerlar uchun kampaniya bosma reklamalar, radio reklamalar, raqamli bannerlar va tashqi reklamalarni o'z ichiga oladi. Bundan tashqari, Facebook va Twitter kabi ijtimoiy tarmoqlarda sezilarli ishtirok bo'ladi.

Kampaniya 2009 yil oktyabr oyida boshlangan va "Siz qachon haqiqiyligini bilasiz" mavzusida davom etayotgan harakatlarning bir qismi. Kampaniya Vendining ijodiy agentligi, Nyu -Yorkdagi Kaplan Taler guruhi, Publicis Groupe tarkibiga kiradi.

"Bu to'g'ri vaqt edi" "mol go'shti qayerda?" va Thomases, dedi Kaplan Thaler Group bosh ijrochi direktori Linda Kaplan Taler, chunki "hech qachon Vendi chizburgerini kashf etmagan".

"Bu 21 qurolli salomga loyiq edi", deya qo'shimcha qildi u.

Kampaniya "mol go'shti qayerda?" Haqida emas, balki "Mana, mol go'shti!", - dedi u va: "Biz bu savolni 27 yil oldin qo'ygan edik va javob shu erda. Oldinda hamma narsa javobga bog'liq. ”

"Mol go'shti qayerda?" Reklama Cliff Freeman tomonidan yozilgan va sobiq raqqosa Fitzgerald Sample agentligi uchun Jo Sedelmaier tomonidan yozilgan. Vendi, debyutidan bir yil o'tgach, Peller xonim bilan xayrlashdi, u Prego Plus makaron sosining joyida paydo bo'lganidan keyin: "Men topdim! Men haqiqatan ham topdim! ”

Garchi Prego ota -onasi Kempbell sho'rvasi gamburger sotmagan bo'lsa -da, Vendining aytishicha, Peller xonim "mol go'shtini faqat bitta joyda topadi, bu Vendiniki". U yana Vendida ishlamadi va 1987 yilda vafot etdi.

Vendi 1984 yilgi reklamani ekran aktyorlari gildiyasi bilan takrorlash huquqi borasida muzokaralar olib bordi, deydi janob Xoltkamp, ​​Peller xonimga mehrli.

"Klara ularni suvdan uchirib yubordi", dedi u shiorni etkazib bergani haqida, Advertising Age tomonidan tuzilgan 20 -asrning "eng yaxshi 10 shiori" ro'yxatida 10 -o'rinni egalladi.

Tomas xonim 1989 yilda Vendi joyida eshitildi, otasi bilan kameradan turib gaplashdi, lekin noyabr oyigacha, Deyvning Hot 'N Juicy liniyasi Las -Vegas kabi bozorlarda sinovdan o'tkazilguncha hech qachon reklamalarda ko'rilmagan. Yangi reklama - bu Vendining pichwomanidagi birinchi milliy burilish.

"Bu qandaydir asabiylashadi", dedi Tomas xonim telefon orqali bergan intervyusida.

"Men Deyvning Hot 'N Juicy gamburgerlarini sotishdan juda xursandman", deb qo'shimcha qildi u, "va bu hamma narsani osonlashtiradi".

Tomas xonim ikkala yo'lni ham "sotish" degan ma'noni anglatadi: u va uning to'rtta aka -ukalari Ogayo shtatida 33 ta do'konga ega bo'lgan Vendi franchayzlari.

"Mol go'shti qayerda?" Jonlantiriladimi, deb so'rashdi. qimor edi, Tomas xonim javob berdi: "Menimcha, bu faqat haqiqatni gapiradi. Bizda mol go'shti bor. "


1. AOL logotipini qayta loyihalash

Bir paytlar sanoat giganti bo'lgan AOL endi o'z raqobatbardosh va o'sib borayotgan veb -saytlari bilan bir xil funktsiyalarni taklif qiladigan biznesni yo'qotadi. Eski logotip dizayni uchburchakning mustahkamligi bilan bir qatorda inklyuziv aylana bilan o'ynab, foydalanuvchilar tashkilotning faolligiga qo'shilishi mumkinligi haqida xabar berishdi. Matn hamma harflarda qalin qilib yozilgan. Yangi logotipda xuddi shunday yozuv bor, lekin katta va kichik harflar kamroq rasmiy aralashgan. Orqa fonda har xil tasvirlar ishlatiladi, ular ko'p qirrali va zamonaviy tuyg'uni beradi.


Amerikaning sevimli reklama piktogrammalari

Frantsuz xantal, Frito-Lay va Makkormik ziravorlari ustiga o'ting, shaharda yangi reklama reklama kampaniyasi piktogrammalari mavjud. Aslida, reklama kampaniyasi piktogrammalari uzoq vaqtdan beri mavjud. Bugun ular yangi qiyofaga kirishadi. Ular vaqt bilan hamohang, ziddiyatli yoki irqchi stereotipni abadiy almashtirgan, o'zgartirilgan va o'zgartirilgan.

Keling, muhim ijtimoiy va madaniy o'zgarishlarni keltirib chiqargan sevimli reklama piktogrammalarini ko'rib chiqaylik va shu bilan birga amerikaliklarning kundalik hayotining bir qismiga va butun dunyodagi g'azabga aylandilar.

1914 yilda Morton Salt qizi va "Yomg'ir Yomg'ir Qachon To'kadi" va "8221" shiori N.W. Ayer Morton Salt ’ ning birinchi milliy iste'molchi reklama kampaniyasi uchun reklama tushunchalarini taqdim etadi. Ularning fikri - yomg'irdan himoya qilish uchun bir qo'lida soyabon ushlab turgan qizaloq, boshqa tomondan tuzi to'kilgan holda, qo'ltig'iga orqaga egilgan tuz. Ularning topshiriqlari kompaniya rahbariyatini mag'lub qiladi va oxir -oqibat Morton Salt Girl va "Yomg'ir yog'ganda to'kadi" shiorini keltirib chiqaradi. ”

Morton Salt qizi bir muncha vaqtdan beri odamlarga jimgina xizmat qilib kelmoqda va u katta glamur va kinofilmlar kunlaridan Flappers va Rayt birodarlarining guvohi bo'lgan.

Morton tuzi soyabonli qiz va shiori birinchi marta ko'k tuzli paketda 1914 yilda paydo bo'lgan. Ko'p yillar davomida qiz modani saqlab qolish uchun ko'ylak va soch turmagini o'zgartirdi. U 1921, 1933, 1941 yilda yangilandi, Morton Salt Girl o'zining taniqli sariq libosini debyut qildi. 1956 yilga kelib, Morton Salt Girl yana yangilanadi va birinchi marta sariq qo'lli soyabonni ushlab turadi. 1968 yil, "Morton Salt Girl" ning oltinchi versiyasi, sariq libosi va beparvo nigohi bilan bugun ham saqlanib qoldi. 2012 yilda Ad Age jurnali Morton Salt qizini barcha davrlarning eng yaxshi 10 ayol reklama ikonkalari qatoriga kiritdi. 2014 yilda Morton Salt Girl o'zining 100 -yilligini nishonlab, yana bir bor yangilandi. Morton Salt qizi Madison prospektidagi reklama haftaligidagi shon -sharaf xiyoboniga ovoz berdi. Siz borasiz, Morton Salt qiz, keting!

JULIUS PRINGLES

Janob Pringles, Pringles odami yoki –Julius Pringles, Pringles qutisidagi maskot.

BETTY CROCKER

Betti Krokerga salom, butun dunyoga tanilgan. Betti aslida haqiqiy odam emas, lekin uning o'rniga u ko'p yillar davomida ortda qolgan iqtidorli jamoalarni ifodalovchi, chiroyli yuzli mutaxassis. 1921 yildan beri u hamma joyda oshpazlar va tayyor oshpazlar uchun qimmatli va ishonchli manba bo'lib kelgan.

Betty ’ ning mohiyati va maqsadi 1921 yilda "Golden Medal Un" kompaniyasi tomonidan "Saturday Evening Post" da reklama aktsiyasi o'tkazilganda paydo bo'ldi. Aksiya uy oshpazlariga, agar ular frezalash sahnasini to'g'ri bajargan bo'lsalar, un qopiga o'xshash chimchilashni taklif qildi. Uy oshpazlari qiziqish bildirishdi va qanday! Ular birgalikda minglab javoblarni va oziq -ovqat bilan bog'liq ko'plab savollarni The Washburn Crosby kompaniyasiga yuborishdi, bu esa uni tegirmon biznesi va General Mills, Inc kompaniyasining eng yirik salafchisi.

Kompaniyaning katta javoblaridan xabardor bo'lish uchun, Betti Kroker o'z javoblariga shunchaki moslashtirilgan teginishni qo'shish uchun yaratilgan. (Ma'lumot uchun, Kroker familiyasi kompaniyaning yaqinda iste'foga chiqqan direktori Uilyam G. Kroker sharafiga tanlangan. Betti ismi qiziquvchilar orasida katta rezonansga ega bo'lishi mumkin bo'lgan nom sifatida tanlangan.) Kompaniya o'z xodimlarini Betti Krokerning imzo namunasini javob xatlariga imzo qo'yishga taklif qildi. Eng jozibali va o'ziga xos imzo qo'lga kiritildi va bugungi kunda qo'llaniladigan imzo uchun asosdir.

1924 yilda Washburn Crosby Company Betti Crocker ’s ovozini WCCO -da efirga uzatdi, kunduzgi radioning birinchi oshpazlik dasturida “Betty Crocker of Cooking School of Air. ” Bu ko'rsatuv muvaffaqiyatsiz bo'ldi va tez orada 13 ta mintaqaviy stantsiyalarga aylandi. Har bir stantsiya Minneapolisdagi uy xizmatlari bo'limida tayyorlangan skriptlardan o'qib, o'z vakili Betti Krokerning ovoziga ega edi. Uch yil o'tib, 1927 yilda, oshpazlik maktabi NBC tarmog'idagi dasturga aylandi va million tomoshabin yig'ilgandan keyin 24 yil davom etdi.

Betti Krokerda hammasi bor edi! U 1940 -yillarga kelib amerikalik uy quruvchilarning o'ntasidan to'qqiztasiga ma'lum bo'lgan. Fortune jurnalining ma'lumotlariga ko'ra, 1945 yil aprelda u Amerikada ikkinchi eng taniqli ayol bo'lgan, undan keyin birinchi xonim Eleonora Ruzvelt. Betti Kroker oziq -ovqatning birinchi xonimi sifatida tanildi va bu lavozimda o'z mamlakatiga xizmat qildi.

1945 yilda AQSh Harbiy ma'lumot idorasining buyrug'i bilan Betti Kroker uy bekalarini ratsionli ovqatlarni cho'zishga undash uchun "Bizning xalqimiz ratsioni" nomli radio dasturini uzatdi. "Betti Kroker" ning urush davri kitobining etti millionga yaqin nusxasi "Sizning ulushingiz" va "8221" bu misli ko'rilmagan vaqtda tarqatildi. Betti Kroker nashriyoti, “ Yaxshi ovqatlanish yo'llari, ” milliy manfaatlar yo'lida ko'rsatgan xizmatlari uchun Amerika Qizil Xochining milliy e'tirofiga sazovor bo'ldi.

Betti Kroker bugungi kunda ham obro'li va chiroyli ko'rinishda, o'tgan asrda tashqi ko'rinishini etti marta o'zgartirdi. Uning soch turmagi va kiyimi zamonaviy, aqlli va aqlli amerikalik ayollarni aks ettirgan. Butun dunyo Betti Krokerni yaxshi ko'radi.

KUNBEK NON QIZ

Sunbeam Bread uchun sevimli maskot 1940 -yillarda bolalar kitobi illyustratori Ellen Segner tomonidan yaratilgan Miss Sunbeam® yoki Little Miss Sunbeam® edi. Amerikaning sifatli pishiruvchilari unga xaridorlarga Sunbeam Bread brendini tanib olishda yordam beradigan ramziy narsa yaratishni buyurdilar. Segnerning ilhomi uning uyi yaqinidagi Nyu-York shahridagi Vashington maydonidagi bog'da o'ynayotgan ko'k ko'zli, sochli sochli kichkina qizning kuzatuvlari va chizmalariga asoslangan edi. Bu chizmalardan Segner Miss Sunbeam® ning asl yog'li rasmini ishlab chiqdi. Segner Miss Sunbeam® 1940, 1950 va 1960 -yillarda reklama uchun ishlatilgan 30 dan ortiq asl yog'li rasmlarini taqdim etdi.

Sunbeam® White Bread birinchi marta 1942 yilda Filadelfiya (PA) hududida sotilgan va u darhol muvaffaqiyat qozongan. Ikkinchi Jahon urushi tugaganidan so'ng, Amerika Qo'shma Shtatlarining ko'plab novvoylari Miss Sunbeam® brendini Amerikaning sifatli pishiruvchilari kooperativining a'zolari sifatida pishirishni boshladilar. Bugungi kunda AQShni qirg'oqdan qirg'oqqa cho'zilgan 40 ga yaqin nonvoyxonalar Miss Sunbeam® non va rulolarini pishiradi va tarqatadi.

Little Miss Sunbeam® avlodlar uchun bolalikning doimiy tasviri va mamlakatimizning eng sevimli brendlaridan biri bo'lib kelgan.

GORTON ’S FISHERMAN ga Ishoning

Gorton baliqchilari birinchi marta 1975 yilda paydo bo'lgan va o'sha paytdan beri Amerikaning mustahkam belgisi bo'lib kelgan. U Gorton dengiz mahsulotlari va#8217-larning yuqori sifatli dengiz mahsulotlariga bo'lgan ishonchini o'zida mujassam etgan. U aytishni yoqtirganidek, “Agar biror narsa qilishga arzigulik bo'lsa, to'g'ri bajarishga arziydi. ”

KEEBLER ELVES

Erni Keebler va Elflar kompaniyaning qaytarib bo'lmaydigan piktogrammalari Keebler brendi uchun kompaniyaning ramziga aylandi va o'ylab topilgan Sylvan Glen ichidagi Bo'sh daraxtda pishirilgan atıştırmalıklar edi. "Elflar", "noodatiy yaxshi" mahsulotlarini "sehrli pechda" ishlab chiqaradi va#8221 bilan mashhur va Amerikadagi eng taniqli reklama qahramonlari qatoriga kiradi. Leo Bernett 1969 yilda Keebler uchun “spokescharakterlari ” ni yaratgan.

Keebler novvoyxonasi 1853 yilda tashkil topgan va o'z mahallasiga aylangan. Keyin ular 1926 yilda Amerika Birlashgan Biskvit kompaniyasi tarkibiga kirdilar va 1944 yilga kelib Filadelfiyadan Solt -Leyk -Siti gacha butun mamlakat bo'ylab 16 ta novvoyxona bor edi. 1966 yilda Keebler kompaniyasi rasmiy korporativ nomga va Keebler barcha mahsulotlarning yagona brendiga aylandi.

LEO LION

Yagona, mag'rur, amerikalik ta'sirchan “Leo Arslon ” 1924 yildan beri MGM Pictures -ning eng muntazam yulduzi hisoblanadi.

M & amp; belgilar

M & amp M shirin konfet reklama belgisining belgilarini tan olish uchun maxsus nod. “Meltlar og'zingizda, qo'lingizda emas. ” – M & ampM Candies

Dengizchi Jek va uning iti BINGO

Dengizchi Jek va uning iti Bingo 1916 yilda paydo bo'lgan va 1919 yilda The Cracker Jack brendi uchun savdo belgisi sifatida ro'yxatdan o'tgan.

BREK QIZLAR

The Breck Girls, Breck shampunining reklama piktogrammalari. Tijorat rassomi, rassom va oilalar va kino yulduzlarining portretchisi Charlz Sheldon (1889 - 1961) Breck Shampun mo'g'ullari tomonidan Breck kompaniyasining "Breck Girls" (keyinroq "Breck Baby") nomli reklama xususiyatini yaratish bilan shug'ullangan. shiori bilan bir qatorda "Chiroyli sochlar".

"Brekka qiz" debyuti 1936 yilda, doktor Brekning pH-muvozanatlangan birinchi shampunini olti yildan keyin paydo bo'lgan.

SIR CHARMALARI

Baxtli Leprechaun, aka Ser Charms, Lucky Charms donining maskotidir va 1963 yilda yaratilgan. Siz uning Irlandiyalik brog'ini hozir aytganidek eshitolmaysizmi – “Yuraklar, Yulduzlar va Otlar. Yonca va ko'k oylar. Unicorns, Rainbow va mazali qizil sharlar. Qolaversa, jo'xori go'shti bo'laklari ham! Biz omadli jozibalar, va biz sehrli tarzda mazali bo'lamiz. ”

Sehrli o'rmonda kamalak ustida, Lucky ismli aqlli, o'ynoqi va yaramas leprechaun yashaydi.

Uning otasi dono odam edi va o'z dunyosidan sehrni haqiqiy dunyoga olib kelish Lucky taqdiri ekanligini bilardi. U sakkizta sehrli jozibani Lucky ’ ning qo'liga qo'ydi va uni safar davomida himoya qildi va Luckyga sehrli kuchlarini va yo'lda duch kelishi mumkin bo'lgan boshqalarni hurmat qilishni aytdi.

Uning afsonasi o'sib ulg'aygan sayin, bolalar hamma joyda Lucky ’ ning sehrli jozibasini orzu qilishdi va yuzlab yashirin o'yinlar boshlandi. Bugun, Lucky o'sha bezovtalanuvchi bolalarni aldab o'tadi va o'z sehrli jozibasini kashf etadi (va yo'qotadi), har doim oyoqlari issiq bolalar bilan.

Sizningcha, siz ham juda ta'sirli, Lucky. To'rt bargli yonca kabi, sizni topish qiyin, lekin biz sizni baxtli deb bilamiz!

Boy PENNYBAGS/MR. MONOPOLY®

Kim boy amaki Pennybagsga ega bo'lishni xohlamaydi? Siz uni "monopol odam" yoki "janob monopoliya" deb bilishingiz mumkin, ammo mish -mishlarga ko'ra, u sanoatchi J.P. Morganga o'xshagan bo'lishi mumkin. MR. MONOPOLY® belgisi Hasbro mualliflik huquqi bilan himoyalangan.

SUNMAID MAYZIN QIZI

Modellar “Sun-Maid Girl uchun suratga tushganmi? ” Ha, va Lorraine Collett Petersen 1915 yilda Sun-Maid Mayiz qutisidagi ramziy ayol uchun suratga tushgan birinchi model edi va u birinchi Sunmaid mayiz qiz edi. Sun-Maid Mayiz Girl ’s tarixi 1915 yil may oyida, San-Frantsisko 1906 yilgi fojiali zilziladan va Panama kanalining Panama Tinch okeani xalqaro ko'rgazmasi orqali ochilishidan keyin tiklanishini nishonlaganida boshlangan.

1915 yil to'qqiz oy davomida ko'rgazmaga tashrif buyuruvchilar katta binolardan tortib, yunoncha Partenon nusxasiga qadar, ularning oldiga qo'yilgan ko'rgazmalarni hayratda qoldirdilar. Diqqatga sazovor joylar o'sha davrning eng muhim san'ati, transporti, mashinasozligi va qishloq xo'jaligini namoyish etdi-va, albatta, Sun-Maid o'z ko'rgazmasiga ega edi. Sun-Maid-ning keng miqyosda namoyish etilishi brendni butun dunyoda ochilishiga yordam berdi.

Lorraine Collett, boshqa qizlar bilan bir qatorda, Panama Tinch okeani xalqaro ko'rgazmasida yaqinda tashkil etilgan Kaliforniya assotsiatsiyalangan mayiz kompaniyasi (keyinchalik Kaliforniyaning Sun-Maid Growers nomi bilan tanilgan) tadbirida Sun-Maid qizlari ishtirok etdi. Kollett ertalab rassom Fanny Scaffordning Post-Street studiyasida suratga tushdi, u kechqurun ko'rgazmada boshqa Sun-Maid qizlari bilan mayiz namunalarini tarqatdi. Rasm uchun ham, ko'rgazma uchun ham Collett ko'k trubali oq ko'ylak kiygan va quyoshli quyoshli shlyapa kiygan edi (kapot rangi keyinchalik ko'kdan qizilga o'zgargan, chunki qizil rang quyoshni yaxshiroq aks ettirgan.)

Collette va#8217s rasmlari bilan ishlayotganda, Scafford Sun-Maid mayizining yuzi bo'ladigan tasvirni tanlashdan oldin har xil pozalar va rekvizitlarni sinab ko'rdi. Dunyo bila boshladi va sevdi-quyoshli qiz uzumning katta laganda va fonda yorqin quyosh nuri ushlagan.

1923 yilga kelib, "Sun-Maid Girl" ning asl qiyofasi birinchi marta o'zgartirildi, bu unga yanada ulug'vor tabassum, yorqin ranglar va stilize qilingan quyosh berdi. 1930-yillar mobaynida va undan keyingi davrlarda Quyoshli qiz modasi, mashhur madaniyati va texnologiyasi bilan bir xilda edi! 1956 yilda Sun-Maid Girl yana yangilandi. Quyosh markazdan tashqariga ko'chirildi, quyosh nuri ta'sirini kuchaytirdi va kaput Quyoshli qizning yuziga soya tashladi. 1970 yilda Sun-Maid Girl-ga yanada yorqin ranglar kiritildi va geometrik quyosh iste'molchilarga issiqroq va quyoshli his qilish uchun uchinchi marta yangilandi va brendning nomi sariq rangda chop etildi. 2006 yilda Sun-Maid Girl birinchi marta animatsiya qilingan. Uning 21-asrdagi tasviri bosma nashrlarda, televizorda va kompaniyaning veb-saytida paydo bo'ldi: "Just Grapes & amp Sunshine®. ” Sun-Maid logotipini almashtirish uchun mo'ljallanmagan-1970 yildan buyon o'zgarmagan logotip Sun-Maid mahsulotlarining qadoqlarida, Sun-Maid animatsion qizi esa televizion reklama, bosma reklama va Quyoshda paydo bo'ladi. -Xizmatchi sayti. 2007 yilda Reader's Digest har yili o'tkaziladigan "Amerikaning eng zo'r" soni uchun Quyoshli qizni eng yaxshi doimiy logotip deb topdi.

Kichik Oskar

“Oh, men Oskar Mayer mukofoti sovrindori bo'lardim! "Oskar Mayer Wienermobile" ni "Kichik Oskar" va "8221" boshqargan va ular birgalikda paradlar, oziq -ovqat do'konlari ochilishi va hatto shifoxonalardan shaharga ko'chib o'tib, Oskar Mayer kompaniyasining hot -doglarini reklama qilishgan.

1963 yilda “OSCAR MAYER WienerJingle ” radioda debyut qildi. Richard Trentlage tomonidan yozilgan va bastalangan bu qo'shiq mahalliy radiostansiyalar deb nomlangan shunday mashhur odamlarga aylandi. Doggone, biz ’t ularni bir oz ayblash mumkin emas.

QUAKER MAN

Quaker Man, aka Larri Quaker Yulaf odamining sevimli va ramziy reklama maskoti, 1877 yilda Quaker Yulaf Donasida tug'ilgan. Quaker Oats o'z savdo belgisini AQSh Patent idorasida ‘Quaker kiyimidagi erkak figurasi sifatida ro'yxatdan o'tkazdi. ’ Ikkala sobiq egalari - Genri Seymur va Uilyam Xeston, Quaker nomini yaxshi sifat ramzi sifatida tanlaganini da'vo qilishdi. va halol qiymat. Larri yillar o'tishi bilan yanada taniqli bo'lib qoldi va don yaxshi sifatli va halol qiymatli don ekanligini isbotladi.

GERBER BABY

Sizni sevishni yaxshi ko'raman, bolam! Bu asl Gerber Bebi, Enn Teylor Kukni sevish sevgisidir. Uning qiyofasi, ko'zlari raqsga tushadigan kerubik yuz, 1931 yildan beri, to'rt yoshida, barcha Gerber bolalar oziq -ovqat mahsulotlarida ishlatilgan.

Gerber Baby ’ ning tarixi 1928 yilda boshlangan, u erda Gerber bolalar ovqatini reklama qilish kampaniyasini namoyish etish uchun yuz topish uchun tanlov o'tkazgan. Rassom Doroti Xop Smit chaqaloqning oddiy ishlanmagan ko'mir eskiziga kirdi. Hakamlar chaqaloqning yuziga Smit chizilgan va ko'mirning eskizlari bezaksiz shunchaki eskiz bo'lib qolishi sharti bilan uni kampaniyaning g'olibini tanlagan. Bu tasvir Gerber Baby Food brendini ishga tushirgan va butun dunyo bo'ylab mashhur bo'lgan yuzga aylanadi. Tasvir shu qadar mashhur bo'ldiki, Gerber uni 1931 yilda o'zining rasmiy savdo belgisi sifatida qabul qildi.

Gerber Baby ’ ning haqiqiy kimligi 40 yil davomida sir saqlandi, 1978 yilgi so'rov Gerber Baby ’ ning shaxsiga o'tkazilgunga qadar. Taxminlar har qanday tasavvurga, shu jumladan aktyorlar va siyosatchilarga qo'shildi. Lekin, albatta, bola voyaga etgan yozuvchi va nafaqadagi ingliz tili o'qituvchisi Enn Tyorner Kuk — u Gerber Baby. Ma'lum bo'lishicha, rassom Doroti Xop Smit Dorotining ko'ngil ochadigan ko'mir eskizini chizib, Gerberga topshirganida Tyornerlar oilasining qo'shnisi bo'lgan. Geniusning zarbasi qanday. Gerber kompaniyasi uchun qanday omad kulib boqdi va dunyo bizni Gerber Baby ’ ning yuzi bilan tabrikladi, lekin bugun, hamma joyda do'konlar do'konlaridan.

ELMER GLUE ’S ELMER BULL

BORDEN SUTI ’S QO'RGIZNI QOLGAN

JOLLY Yashil gigant

Jolly Green Giant - bu Minnesota shtati Le Sueur shtatining Minnesota vodiysidagi konserva kompaniyasi tomonidan ishlab chiqarilgan Green Giant tovarlari uchun General Mills kompaniyasi tomonidan yaratilgan maskot. Hikoya aytilganidek, 1928 yilda kompaniya no'xatning yangi, kengroq navlarini yig'ish va sotishni boshlagach, Green Giant maskotini taqdim etdi. Biroq, Gigant tug'ilganida, u biz bilgan va bugun sevadigan Yashil Gigantga o'xshamadi. U ayiq terisini kiyib olgan va no'xat po'stlog'ini ushlab turgan, shafqatsiz, jirkanch oq edi.

Yashil gigant yillar davomida asta-sekin o'zgardi va 1930 yilda yashil rangga aylandi. U Chikagodagi Leo Burnett reklama agentligi tufayli ham hayotdan kattaroq va do'stona bo'lib o'sdi.

Minnesota shirkati 1950 yilda Green Giant nomini o'zgartirdi va Minnesota shtatining Blue Earth shtati 90-gachasi janubi 169-marshrutda Yashil gigantning 55 metrli haykalini o'rnatdi. Bu diqqatga sazovor joy yiliga minglab mehmonlarni jalb qiladi. Barglardan yasalgan toga ishini kiyadigan yagona yashil rangli Gigant bilan selfi.

AFLAK DUCK

2000 yil 1-yanvarda amerikaliklarga Kolumbus (Jorjiya) da taniqli bo'lmagan qo'shimcha sug'urta kompaniyasi uchun yangi, innovatsion marketing kampaniyasining birinchi ko'rinishi bilan tanishishdi. Sahnaga katta fe'l -atvorli kichkina oq o'rdak bostirib kirganda, Aflak reklama tarixini yaratdi va xalqaro kuchga aylandi. O'shandan beri Aflac Duck 75 dan ortiq reklama roliklarida paydo bo'lgan va Aflacni uy nomiga aylantirishga yordam bergan.

CHIQUITA BANANA

Dengiz suvi tovuqi

GEICO GECKO

JEMIMA XOLA

Jemima xolaning kelib chiqishi 1889 yilda Missuri shtatining Sent-Jozef shahrida, Pearl Milling kompaniyasi egalari Kris L Rutt va Charlz G. Undervud dunyodagi birinchi tayyor pancake aralashmasini yaratgandan boshlanadi. Yangi pancake aralashmasini targ'ib qilish uchun, Rutt mahsulotni qo'shiqchining ismi sharafiga, apron va bandanali boshli bandli qo'shiqchilar va "Jemima qari xola" va "8221

Jemima xolaning tasviri 1890 yil aprelda savdo belgisi sifatida ro'yxatga olingan va o'sha yilning oxirigacha Jemima xolaning huquqlari R.T. Devis Milling kompaniyasiga sotilgan. R.T. Devis Milling kompaniyasi 1891 yilda Sent -Jozefda Jemima xola va#8212 noma'lum aktrisa rolini o'ynagan birinchi ayolni yolladi. 1891 yildan 1960 yillarga qadar Jemima xolani tasvirlash uchun o'nlab ayollar yollangan, ularning aksariyati reklama kampaniyalarida qatnashgan. Jemima xolaning xayoliy hikoyasi.

1893 yilgi Butunjahon ko'rgazmasidan so'ng R.T. Devis Milling kompaniyasi 1895 yil oxirida "Jemima xolaning hayot tarixi" kitobini nashr etdi. Buklet tasvirlari va tafsilotlari xayoliy va uning reklama direktori Purd Raytning tasavvuridan olingan. J. Uolter Tompson reklama agentligidan Jeyms Uebb Yang 1910 va 20 -yillarda Jemima xolaning fantastika tarixini kengaytirgan va Old Janubni nostaljik tasavvurini uyg'otishga qaratilgan kampaniyalarni uyushtirdi.

1968 yilda Jemima xolaning munozarali tabiati tufayli stereotipik "qora onam" sifatida tasvirlangan "Quaker jo'xori" kompaniyasi Jemima xolaning boshidagi ro'molni plyonka bilan o'rab oldi. 1989 yilda ular Jemima xolaga marvaridli sirg'alar va dantelli yoqa qo'shdilar. 2020 yil iyun oyida Quaker Oats Jemima xolaning nomidan voz kechishini va qadoqni o'zgartirishini e'lon qildi va Jemima xolaning kelib chiqishi irqiy stereotipga asoslanganligini tan oldi. ”

XOTIN BATTERWORTH

PILLSBURY DOUGHBOY – POPPIN ’ FRESH

Voy-hoo! Pillsbury Doughboy ismli, xushchaqchaq, xushchaqchaq ismi Poppin ’ Fresh, 1965 yil 18 martda tug'ilgan. Rudi Perz, Chikagodagi Leo Burnett reklama agentligi uchun Pillsbury hisobida ishlaydigan kopirayter, IL bu g'oyani ilgari surdi. muzlatilgan xamir qutisidan chiqadigan brend maskot uchun. Qahramon Poppin Fresh deb nomlandi - bu mahsulot sifati va yangiligidan dalolat beradi. Perz o'z oshxonasida Pillsbury xamirini sinab ko'rayotganda bu g'oya bilan keldi. Doughboy -ning birinchi reklama roligi 1965 yil 7 -noyabrda efirga uzatilgan. Doughboy, bir banka xamirdan chiqqanida tug'ilgan va birinchi so'zlarini aytgan: "Men Poppinning yangi odamiman, Pillsbury Doughboy!" Bilasizmi, Pillsbury Doughboyning xotini Poppie Fresh, ikkita kichkina bola, o'choqdan, Popper va Bun Bun, Flapjack va Biskvit (yangi oilaning iti va mushugi) bor. Bo'lishi mumkin emas? Vu-hoo! Yo'l.

CORNELIUS ROOSTER

1894 yilda, V.K. Kellogg nonushta nonini yaratdi va "Battle Creek Toasted Cornflake Company" kompaniyasini ochdi va ko'pchilik amerikaliklar tushunmaganidan ko'ra ko'proq sifatli don mahsulotlarini taqdim etishdi. Thanks to Kellog’s, the world changed for good, including the introduction of Cornelius ‘Corny’ Rooster. He has been the mascot, spokes character, and overall ad icon for Kellog’s Cornflakes since 1958. We think that’s something to ‘crow’ about.

LAND ‘O LAKES BUTTER’S NATIVE AMERICAN GIRL

COUNT CHOCULA

LITTLE DEBBIE

The world loved Little Debbie from the moment she appeared on August 23, 1960, when McKee Foods founder O.D. McKee added the name and image of his 4-year-old granddaughter, Debbie, to their packaging. Inspired by a photo of Debbie in play clothes and her favorite straw hat, O.D. decided to use the name Little Debbie® and the image of her on the logo. Debbie, whose real name is Debbie McKee-Fowler, is all grown up today and is the EVP of the company that makes delicious cookies, cakes, and snack confectionaries.

TONY THE TIGER®

Tony the Tiger is the iconic advertising cartoon mascot for Kellogg’s Frosted Flakes cereal since 1952, and he’s going strong today–guess you might say he’s GRRREAT! Note: There are relatively few people who have had “the voice,” marked by a distinct tenor and tone that is easily recognizable but one such man did. He was singer/actor Thurl Arthur Ravenscroft, the longtime voice of Kellogg’s Tony the Tiger®. When Ravenscroft died in 2005, he was replaced by Lee Marshall until 2014, and thanks to him, in part, Tony is adored the world over.

THE COPPERTONE GIRL

MR. PEANUT

In 1906, Planters Peanut Company was founded by Mr. Obici with his friend and business partner, Mario Peruzzi in Wilkes-Barre, PA. 1916 was the year Mr. Peanut was born following Planters’ contest seeking a brand icon. A schoolboy, Antonio Gentile, submitted his sketch for Mr. Peanut and won the competition. A commercial artist further stylized Mr. Peanut with a top hat, a monocle, and a cane. In 1918, Planters advertised the “Saturday Evening Post,” thus becoming the first roasted nut ever advertised. Starting in the 1950s, Mr. Peanut debuted on his first television commercial. In the 1960s, Mr. Peanut was a star at the New York World’s Fair. Though he’s changed a bit over the years, take our word for it, this is one peanut who knows his way around town. Everyone is nuts for Mr. Peanut worldwide.

WENDY

On November 15, 1969, Dave Thomas opened his first Wendy’s restaurant in Columbus, Ohio, at 257 East Broad Street. In no time, America fell in love with the quick-service chain soon known for its square beef patties, made from fresh beef, and iconic Frosty® desserts. Wendy’s is also named after a real person: Wendy Thomas, the daughter of Wendy’s founder, Dave Thomas. She has also been the face of the iconic Wendy’s brand for over 50 years. Atta girl, Wendy–keep carrying on the magnificent legacy your father began. America is honored to know you.

VLASIC PICKLE STORK

THE ENERGIZER BUNNY

KEEBLER® ELVES

RONALD MCDONALD

Ronald McDonald first came on the McDonald’s scene in 1963. He is the star of the McDonald’s fast-food restaurant chain and lives in a world called McDonaldland!

MR. CLEAN

“A man of few words, but many muscles.” This bald, muscular, ultra-clean with a gold hoop earring is Mr. Clean, and he represents part of the P&G family. He first appeared in television commercials with his own jingle in 1958.

CAP’N CRUNCH®

We can’t fib among the perennially recognizable cereal mascots is the beloved Cap’n Crunch! The Cap’n, in his royal blue uniform, white mustache, bulging eyes, and his super sugary cereal, gets us hyped up every single morning. We wouldn’t have it any other way, though. Looking further, hoping to get personal, we learned the Cap’n was introduced to the public by Quaker Oats in 1963. His real name is Captain Horatio Magellan Crunch, and he captains the ship the S.S. Guppy. What a guy. Aye-Aye!

THE MICHELIN MAN

The sometimes disturbing, but the very beloved Michelin Man has been the MICHELIN Tire brand’s mascot and laying rubber since 1898. This overweight fellow is actually named Bibendum–or for those who travel around–Bib for short. Incidentally, Bib is a restaurant reviewer, too.

TRICKS, THE TRIX RABBIT

“Silly Rabbit, Trix are for Kids!” While Trix cereal was first introduced in 1954 as the first fruit-flavored cereal on the market, it wasn’t until August 4, 1959, that the beloved Trix Rabbit debuted. His creator was Illustrator Joe Harris. The rabbit appeared on the box for the first time in 1960 and, America fell and fell hard for the silly Trix Rabbit. He is now known as a legendary icon eternally seeking the fruit flavor of Trix and, in the process, has sold countless dollars’ worth of cereal.

KFC’s COLONEL SANDERS

KOOL-AID MAN

‘Oh Yeah!” It’s the cool Kool-Aid Man, created in 1975 as a great gulping pitcher with arms, legs, and clothing is the official mascot for Kool-Aid flavored drink mix. Guess what? Before he was Kool-Aid Man, he was known as the Pitcher Man and was created in 1954 by Artist Marvin Potts. Know what? Kool-Aid Man is nothing short of ‘Kool,’ and he still makes all of us want to drink ourselves silly.


Inside Tender Greens' Fresh New Rebrand

As one of the leading innovators in fast casual 2.0, Tender Greens established itself over a decade ago as a trend setter in restaurant design, branding, and operations.

But recently, it became clear that the brand needed a refresh. And leaders realized Tender Greens needed the Band-Aid treatment as much as it might sting, it was time to pull it back all at once.

It also didn't hurt that Danny Meyer shared a similar notion.

"When he suggests, we listen," says Christina Wong, director of public relations and brand expression at the fast casual.

Tender Greens, which has 24 locations in California and is prepping for national expansion, was the first outside business Meyer's Union Square Hospitality—founder of Shake Shack—group invested in. The chain was founded in 2006 by Erik Oberholtzer, David Dressler, and Matt Lyman. Meyer's investment came in 2015.

A lot has changed in two years, let alone 11. Yet Tender Greens hasn't, at least not visually. The original logo, created by Oberholtzer's brother, sticks an arugula leaf between "Tender" and "Greens." The green and brown overtones, Wong says, initially served the company well.

But, in time, the fast casual landscape has changed. Health-driven concepts have flooded the market. In fact, so much so that Tender Green's image was actually becoming a detractor.

"When you look at our logo, especially our original logo, a lot of people are like, 'Oh, I'm not eating there, that's a vegetarian restaurant. That's a vegan restaurant.' That's really not the case," Wong says. "There are so many missed opportunities for people to enjoy Tender Greens and the really amazing food that we have simply because there was a leaf in our logo."

Meyer's suggestion also included the services of a branding genius. Paula Scher, a partner at Pentagram, is responsible for developing Shake Shack's logo and imagery, a project she famously did pro bono back when the chain was simply a buzzing local burger joint.

Scher traveled to the West Coast and explored Tender Greens. The goal, Wong says, was for Scher to pinpoint what separates the fast casual in an increasingly saturated category.

"People look at our name and look at our logo and say, 'It's a salad restaurant.' And we're definitely not a salad restaurant," Wong says. "The rebrand is really an opportunity to reintroduce ourselves to the world."

Wong says Tender Greens expects to double in size in the next five years, and are about to invade the East Coast, making this the ideal time to rethink "our brand, our design, everything."

"The way I describe it is we're the same company and brand that we've always been—the same owners, the same chefs, the same food—we just have better style now," she says.

The holistic rebranding was unveiled August 9. Starting with the logo, Tender Greens' mark is now a tomato-red "g" formed by two stacked circles. The top circle signifies a pan ready to cook and the bottom is a plate ready to serve. The red, which replaced the green, is meant to harness "the vibrancy of a roasted red pepper or sun-ripened heirloom tomato," the company says.

"The rebrand is really driven by defining Tender Greens as a chef's kitchen," Wong says. "And we have chefs that run every single restaurant and that plate and that 'g' is up to our chefs and us to fill."

Next came store design. The modern look is fresh and clean, and incorporates natural, light-colored woods with a black, white, and gray color palette featuring pops of red, teal, and yellow. It aims to highlight Tender Greens' open kitchen and showcase its chefs.

Some unifying elements include high-contrast black-and-white tile by Cement Tile Shop, Cedar and Moss globe pendant lighting, and reclaimed woods by Terra Mai.

Tender Greens took the rebrand behind the scenes as well, revamping its mobile and website offerings. With Olo, the brand created an improved online ordering platform that spotlights each unit's unique chef. A new app, set to roll out in September, will feature mobile ordering, payment, and a rewards program—something Wong says guests have clamored for—developed by Punchh.

A key feature online will be the site's dedication to visual. It will now feature the specials, which change twice daily, as images, not just text, like it has been in the past.

"With the rise of Instagram and photography and imagery we really eat with our eyes first," Wong says. "We need to take advantage of that. Instagram really gave us a way for our chefs to share what they're making twice a day, every day. And it dynamically changes on our website. Before people were always following us on Instagram to see what our specials were. But this way it's one place on our website and you can see exactly what you want. You can see who the chef is and what they're making."

Uniforms and packaging followed. Executive chefs now don custom-designed Hedley & Bennett denim aprons with red apron strings, "g" tag, and monogrammed names. Black and gray T-shirts with pops of color and custom Manduka headbands were also added.

The to-go packaging is now all white and made from 20 percent recycled plastic with a design created in-house to mirror Tender Greens' Steelite plates, and also includes the "g" mark stamped at the bottom. Additionally, the units are switching to recyclable paper bags. Tender Greens printed all new menus as well.

This expansive process has been in the works for about a year and a half, Wong says. Scher handed the team some designs and explained her process.

"Tender Greens is a true chef's kitchen, and our goal in conveying this modern, upbeat fine casual experience was to make it a real tribute to the chef's cooking," Scher says in a statement. "We were inspired to create a logotype showing an overhead view of a pan in silhouette. We created custom typography and use the 'g' to help communicate the daily specials, often through the use of photographs. The strong modern graphics, color treatment and signature 'g' will soon make Tender Greens even more recognizable to all of its customers."

When Scher delivered the final package, Wong says the team made a list of everything that needed to be changed out.

"Everything in the stores, online, digital, every single item that would have to be created and designed and produced," she says. "Then we kind of worked backward and assigned a timeline. We said, 'OK, if we designed it by this time how much time would it take for this to happen?' Then we kind of worked on a launch date from there."

For Wong, the unveiling moment was both thrilling and a little scary. Not so much from the consumer angle but from an in-store one. They kept the process closely guarded until July and arranged "roadshows" for all of the brand's managers to come and check out the new look.

"The most rewarding moment was when they all looked at it and their reactions were great," Wong says. "They loved it. And every single person looked at us and said, 'What took you so long?'"


McDonald's unveils the future of its business, from minimalist packaging to high-tech, triple-drive thru stores

McDonald's is testing new drive-thru concepts and streamlining designs, the fast-food giant said on a recent investor call.

McDonald's will test different drive-thru concepts that let customers order through the new MyMcDonald's app, skip lines, park in special pickup spaces, and some restaurants will be delivery and takeout only. The company says that the concepts could be tested in as many as 10,000 stores in the coming year.

Drive-thru orders have grown across the fast-food industry since the pandemic closed many dining rooms, and McDonald's has been quietly working to shorten wait times since March. During COVID, McDonald's says that 70% of sales in top markets are drive-thru orders. By October, wait times had dropped 20 seconds over the quarter. McDonald's is already a drive-thru heavy hitter, with 25,000 worldwide, with plans for "increasing the speed of service … making it more personal… making it more convenient" McDonald's head of digital customer engagement Lucy Brady said on the call.

Along with increasing drive-thru efficiency and simplifying the menu, McDonald's introduced new packaging that will rollout to every restaurant in the next two years, for what it says will be a consistent look, "so no matter where you are in the world, you can spot the same bag," the company said in a press release.


Fast-food restaurants are fundamentally changing

The deluge of drive-thru news hints at a fast-food future in which the "average" restaurant is fundamentally different than before the pandemic.

Even as indoor dining rooms are allowed to open, many chains have found that relying on drive-thru instead of reopening indoor dining is a more profitable solution. As we can see with Starbucks and Wendy's, more drive-thru-centric locations will be built and remodeled across the US.

What these drive-thrus look like is also shifting away from the old-fashioned lanes of yore.

Chipotle is opening a fleet of mobile-order-centric "Chipotlanes," while Shake Shack plans to open its first-ever drive-thru in 2021 with a lane dedicated to app and delivery orders. Before the pandemic, McDonald's spent $300 million to buy artificial intelligence startup Dynamic Yield, allowing the chain to install new predictive tech in drive-thrus.

The post-pandemic world will be filled with more drive-thrus, with better technology. But, even as chains boast about the profit margins these locations offer, indoor dining won't be abandoned completely. Roz Brewer, the head of Starbucks' US business, said last week that as indoor seating opens, customer immediately return to coffee shops.

"When we opened the cafe for limited seating, the response is immediate," CEO Kevin Johnson said. "And the impact on same-store comp is immediate. Customers are craving that and we do it in a safe way."


Hidden Images in Logos That Prove Companies Are Actually Pretty Clever

We know that companies try to trick us all of the time, whether it's with “new and improved" claims or just bright, shiny packaging. But there are also more subliminal — and clever — ways that they go about hoping to win your brand loyalty.

Some of the world's biggest companies pay big money to designers, advertisers, and psychologists to dream up creative logos that convey an image you might not initially see.

How many of these “hidden" images revealed in plain sight did you initially miss?

FedEx

This is one of the best-known logo images, but just in case you’ve missed it, look between the “E” and the “x.” In the white space, there's an arrow that subliminally represents speed and precision.

FedEx (in Arabic)

Interestingly enough, FedEx made sure to include the arrow in the logo used in Arabic-speaking countries, too. You probably noticed that this arrow appears to point backward. That's because Arabic is read from right to left.

Wendy's

This Wendy's logo appears to say the word "Mom" in Wendy's collar, suggesting that their cooking is like Mom's home-cooked meals. You know, if mom made square hamburgers and served ketchup in small paper cups.

Pittsburgh Zoo

The white space in this logo pops out and reveals a gorilla and a lion staring each other down. While the ape is quite a beast, my money would still be on the lion. He is king of the jungle, after all.

Chick-fil-A

The Chick-fil-A logo incorporates a chicken into the "C." Although this isn’t very hidden, it is still pretty clever, more so than their attempts to have people believe that their meals are nutritious.

Fast Food Chains Are Becoming Even Cheaper

In the past decade, fast food chains have regularly turned to crazy limited-time-only menu options to bring in new customers. From the KFC Double Down using fried chicken as a 𠇋un” to Taco Bell’s Doritos Locos Taco combing two of our favorite guilty pleasures to Burger King’s Whopperito burger-burrito hybrid and hundreds of more examples, the biggest names in the food industry have tried almost everything to momentarily hold our short modern attention spans. But despite all those efforts, turns out the biggest motivator to put fenders in the drive thru might actually be one of the oldest tricks in the book: very cheap food.

Yesterday, McDonald’s announced that its first quarter sales were higher than analysist estimates, thanks in part to the help of its recently relaunched Dollar Menu that now doles out items from three different tiers: $1, $2, and $3. This success is likely to exacerbate a trend that we’ve seen grow in recent months: a renewed emphasis on value menus.

Even before McDonald’s announcement, Reuters had already proclaimed, “U.S. fast-food price war flares.” According to NPD Group analyst Bonnie Riggs, in the first quarter of 2018, value menu traffic across the board had already spiked 10 percent, driving a 13 percent increase in sales. As those numbers would seem to indicate, and as McDonald’s confirmed during its earnings call, though value menu items lure people in with lower prices, they can actually increase the amount people spend. Specifically, MickeyD’s said their Dollar Menu increased the number of items that customers order at one time, and people who used the menu ordered more items than those who don’t.

With data like that, and now a proven model at the top of the fast food pyramid, other chains like Wendy’s and Taco Bell—who had their biggest new product launch ever by debuting Nacho Fries on its value menu—will likely continue to follow suit. “It’s clear that major restaurant chain operators are pulling out all of the stops to get consumers to visit this year,” said Riggs, who titled her new report, “Value Wars 2.0: The Value Menu Strikes Back.”

But if value menus work so well, then why did McDonald’s, who introduced the idea of a Dollar Menu back in 2002, then got rid of it in 2013, wait so long to bring it back? Well, as is the case with any sequel, there’s no guarantee it will be as good as the original, and some franchisees worry about going to war over prices. “In 2002 we were one of the few chains discounting,” one McDonald’s restaurant operator was quoted as saying by Reuters. “Today we are just part of the discounting noise.”

You see, value menus are actually quite the a gambit: Even though they’re intended to drive sales, according to CNBC, another major reason for McDonald’s strong first quarter was actually price increases, not from Dollar Menu items, but from premium products. Franchisees fear that lower margin value items could lead to less revenue and less profit, and clearly they could, if customers order from them exclusively. But at least for now, that appears not to be the case: Customers are happy to pull out their wallets for more expensive items as well. But hey, now you know value menus’ dirty little secret, so if you really want to get a value, keep your eyes off the main menu.


Videoni tomosha qiling: Logo Save 200x80 (May 2022).