(Parody) Jony Ive Redesigns the Mtn Dew can!
In a stunning PR move, PepsiCo inc and it's wholly owned subsidiary, Mountain Dew, announced that they have paid for the services on Sir Jonathan Ive, SVP of Design at Apple inc, to bring a new and exciting redesign to their signature beverage. Official statement after the break.
Jony Ive: Ultimately, Design influences so much of our daily lives. With Mountain Dew Neue, we wanted to take an experience that people know and love, and actually add to it. This redesign was about bringing order to chaos. We started with the opening mechanism for the can. Instead of having to deal with the clutter of a useful way to open the product, we decided on the simplest possible solution: why even open the can at all? Isn't it simpler this way? When we decided on this innovative solution, the logical next step was to unify the separate pieces of the product into one seamless, beautiful experience, which allowed our design team to create an all-new manufacturing process: drilling the entire structure from a solid block of aluminum.
Onto the graphics portion of the can, we simplified the entire thing into one seamless and more enjoyable ocean of empty white space. That's right, following the lead from our work on iOS 7, we brought over some of these innovative techniques to the Mountain Dew can. Simplicity, to us, means to get rid of conspicuous ornamentation. To do that, we made the entire can white. The true content of the product, the words 'Mountain Dew' have been shortened to make the overall appearance cleaner. We refined the typography to Helvetica Neue Ultralight and made it green. We would've made the text white as well, but our contract with PepsiCo required the branding to be actually readable and useful to someone who will be using the product, so we had to concede that point. Overall, this represents real progress in the world of design. Many people don't know this, but I actually started graphic design 7 months ago when I was handed the reigns to the Human Interface devision of Apple. I was handed a copy of Adobe Photoshop. I picked it up instantly and found some awesome graphics called 'clip-art' and some pre-made psychedelic gradients. Because I never found the "Make it look good" button in Photoshop that I'm certain Steve always used on this sort of thing, I just slapped the whole thing together and came up with a bs story about simplifying everything. Don't tell anyone. Back to the Mountain Dew Can, we applied that same experience and created this amazing design that is simpler and puts your content in focus.
This message brought to you by the Association to save design from just being a bunch of white space with helvetica neue colorful text and trippy gradients.