Here's the new Del Monte. Started at Sterling as I was just leaving, I think the final product looks great.
This image is from a blog post I did back in Sep. '08. Horizon had redesigned. This post is related to another one with a blurb about the food industry giving me the heebie jeebies. This feeling grew since then, which is why I wrote my thesis on the food industry.
Here is the re-redesign, a change in the central banner and the addition of the pasture image. I loved the original design and hate the pasture. It adds clutter and takes away from the clean, premium look of the original redesign.
There's a good reason for this change. Horizon the biggest organic dairy brand in the country, has come under a lot of fire for not being organic enough. Blogs are blasting them for not being truthful in their claims and acting like a regular industrial dairy. This image is an attempt to tie them back to the farm and the roots of the organic movement. Not sure it works, but hopefully my company can help them do something about it.
WARNING - here's a thesis out-take that ended up on the cutting room floor:
In 1990, Congress passed the Organic Food and Production Act which established the national standards for organic food and farming. Organic farmers, unlike most traditional farmers, held on to a stringent set of values that guided the movement long before major food corporation wanted a piece of it. They were pushing for stricter standards, while food companies pushing for leniency so they could capitalize on the marketing potential of the new and fast growing category.
This turned into a 10-year battle "within the USDA between Big and Little Organic, or put another way, "the organic industry and the organic movement" (Pollan 2006, 155). Through industry insiders arguing on behalf of Big Organic, industry beat out the movement. In the final legislation that passed, "many of the philosophical values embodied in the word organic did not survive the federal rule making process" (Pollan 2006, 155).