Del Monte Grows Identity
Del Monte, the canned fruits and vegetables giant, is rolling out new packaging and a revised logo, both designed by San Francisco-based PhillippeBecker. The design studio’s strategy: simplify and amplify. More specifically, Del Monte’s iconic shield has been simplified by removing extra rules and drop shadows and better defining the leaf shape above the name. Meanwhile, the brand message is amplified by bringing the “Garden Quality” promise to the logo. The new Del Monte blackletter is a more consumer-friendly version than previous ones, softening the hard edges of most characters but retaining its original feel. The shape of the tomato is nearly untouched.
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