This one may be a bit of a stretch but I believe it to have merit. The group Gorillaz is an example of design playing a key role in branding and communication in music today. The 'band' is the creation of two men, one a successful musician and the other a successful comic illustrator. They were discussing the lack of substance in music (especially in the 'MTV community') and decided to create a fake band consisting of cartoon characters creating real music. This fake band of fictional characters were a commentary on MTV and the music community. From its inception, the Gorillaz has used design to give its music a persona and a message. Their designed four band characters have been a major focus, each having a distinct persona. There was even a biography book created for the characters. With this fictional premise, mocumentary material, and viral marketing have driven the Gorillaz to international fame. For their 2006 album release they used this marketing to drive a campaign not only to promote their album but to criticize modern celebrities. That campaign being: Reject False Icons Website .
Sunchips-
Sunchips has positioned itself as the healthy chips alternative. Now Sunchips is pushing their brand from focusing just on being healthy, to being healthy for you and the earth. Sunchips' new bag design is created from plants, and is thus 100% compostable. They are now employing innovative product design to push their brand towards sustainability. They are using design to spread the message that we need to take care of our bodies and the earth, and that it can be done at the same time. The brand is perfectly positioned for this kind of innovation. Their demographic is much more likely to care about the environment than the average joe (this may be a stereotype, but I would venture a guess that if you eat at McDonalds several times a week you don't exactly recycle much). Compostable Bag Design.
Oskar Blues Brewery -
While OB's package design may not be as innovative as SunChips' their message is similar. Oskar Blues is one of the only local breweries that exclusively uses aluminum cans for packaging. One may not take this into much consideration until you consider their philosophy behind the package. Being that Colorado is a popular camping destination, OB specifically uses aluminum cans because of their ease of disposal. For campers, weight is an issue, aluminum cans are light and lend nicely to the 'Pack it in, Pack it out' mentality. National parks and camping spots are often littered with broken glass bottles. OB is pushing for a cleaner Colorado through responsible drinking and recycling. Oskar Blues Brewery
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