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November 14, 2006

 The Baxter Makeover

 You know how people tell you not to judge a book by it's cover? You know why people tell you that? Because everyone judges books by their covers. So sometimes it pays to change your cover.

That's right, I'm talking about the Baxter of California packaging update which launches this Wednesday November 15th. Click on the image to the right to see an example of the new look. Is that ascii art on the side? Nice.

According to this men.style.com article:

Baxter is scrapping its current logo (introduced just five years ago) and going with a more current—i.e., self-consciously old-fashioned—look. The change is "completely aesthetic," admits company president Jean-Pierre Mastey. "Our old packaging said 'apothecary,' but we wanted a design that looked more 'lifestyle.'" Or, as Chris DiGiacomo, whose firm, Digi-Akimo, crafted the redesign, puts it, "The new look should appeal to people who are buying $200 jeans and limited-edition sneakers."

Well, I'm not buying $200 jeans, but I want to look like I am. Are you starting to get it now people? Lifestyle!

Read More in: Baxter | Brands

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Posted by Russell Neufeld at November 14, 2006 8:09 AM

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