Recession design

Posted by Steve on Oct 04th 2010 in: Condiments & Sauces

Calvé and Ragu sauce bottles on shelf

Sad to see it’s time to say goodbye to the delightfully wacky Ragu jar made from stacked tomatoes. It’s done some sterling work, but with the premium end of pasta sauces overrun with celebrity chef recipes, the brand has clearly decided to go all basic and value for money, taking the prize for the biggest increase in logo size at the same time.

Could it be co-incidence that over in The Netherlands, fellow Unilever brand Calvé has also undergone the ‘basic’ treatment. Despite the timeless authority of the wonderful badge, the throwing together of an ugly collection of rag-tag typefaces and shapes below it does nothing for the desired brand story of ‘why risk Calvé quality for a few cents less?’