Come and Play! Our Redesign of Míša
In the interest of spreading the many benefits of good design with companies and the public, in this post we share with you our internal design perspectives on our redesign of Míša, the Czech Republic's beloved frozen cream treat.
Like our recent redesign of the much loved Lučina cream cheese, we brought the same principles to bear on the much loved Míša, just in time for summer.
The task was to make the new design immediately recognizable as "our good old Míša," but to also make it look new and more appealing for parents' eyes that need a break, and children's eyes who need to see the soft loving fun of the treat.
Above: the old design is on the left, our new design is on the right.
Notice how we kept the bright child-friendly colors, but have softened the design by removing the outline and using undigital techniques which utilize the texture of the paper and the softness of water colors, which have a mild color gradient left to right.
In service of the customer-centric trend, the undigital elements soften the design for eyes that are tired from staring at hard sharp digital screens all day. In this way the redesign serves a customer need, and makes it more inviting.
Instead of shouting, “Here I am, buy me,” it winks and says, “Hey, take me with you, play with me, enjoy me, I will give you a break.”
A further element of the brief was to boost the taste appeal of the packaging. To this end we increased the amount of white space to offset the flavor colors, and we moved the fruit onto the white area to further emphasize it.
Instead of photos the fruits are now larger highlighted illustrations which match the playfulness of the concept, and the bar itself is now a photo (the opposite of the original). And finally, the bear logo was moved into the area of the frozen bar to suggest that the fun is inside it.
In the interest of fun, we changed the direction of the eyes in the bears, to make them more playful and lively. And as a final nod to Czech customer-centricity, notice the how the added softness of the image gives the impression of fur, which furthers the inherent similarity in the original Míša design to another much-loved Czech bear character from the 1960s children's stop-motion TV show “Pojďte pane, budeme si hrát”.
The main character from the 1960s stop-motion TV show “Pojďte pane, budeme si hrát”.
The Míša homepage, below, also carries the feeling of outdoor summer fun and adventure, with the magic of clouds and balloon travel.
From the homepage of Míša.
And there is included a bit of story to add to the characterization of the bear and provide historical context.