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Article | January 31, 2004
Redesign pays off
Intuit’s 2004 QuickBooks® financial software packaging recently received a facelift from design firm Libby Perszyk Kathman. The company increased the number of QuickBooks products from two to 15, giving LPK designers the challenge of taking recognizable brand traits and implementing them into the design, while also clearly communicating each product type and category.
“Simplifying our messaging and emphasizing our key equity elements is paramount because the QuickBooks brand is synonymous with fast and easy financial management software.
By understanding what information is important and what information is ancillary we’re able to provide clear choices for our customer at the shelf” says Tai Doong group brand manager for QuickBooks Group central brand management. The cartons are offset printed in six colors with a UV coating. Cartons are decorated in the QuickBooks logotype—green and orange two-toned color—and “Qubie” a metaphorical figure with a clock and bar graph that supports a consumer friendly architecture designers say.
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