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Article | April 30, 2003
Picture perfect redesign
When Fujifilm Photo Film U.S.A., Inc., the U.S. marketing subsidiary of Fujifilm Photo Film Co., Ltd. of Tokyo, decided to broaden its branding efforts, it turned to Enterprise IG (San Francisco, CA) to design new packaging graphics for consumer film, one-time-use, and point-and-shoot camera packaging.
Featuring a prominent Fujifilm logo and proprietary patterned green background in place of the previous solid green the new multi-tiered packaging clearly communicates Fujifilm brand attributes across product lines the company says. A color-coding system adds vibrancy as it sweeps across an arched header allowing customers to easily identify film speed or differentiate between varieties of one-time-use and 35mm cameras. Candid photography conveys film capabilities and updated messaging eases consumer’s decision-making detailing the film and camera benefits. “Consumer research shows that the new package design has appeal and conveys the quality value and ‘for me’ personality of the Fujifilm brand” says Brian Hammock director of marketing Consumer Film and QuickSnaps Consumer Markets Division Fujifilm Photo Film U.S.A. Inc. —ALR
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