Nestlé does it again. I’ve lost count of the number of times I’ve tried to (constructively) criticise Nestlé’s inability to stick to design rules. So maybe I need to spell it out more carefully.

All right? Not quite

1) Update your packaging regularly. Make logos look contemporary. In some industries this could entail a redesign every 18 months. Essential if you don’t want to look outdated.

Here’s an example from Nestlé’s Caro brand with it’s new blue Nestlé flash – good. A more dynamic, fresh look. Sunrise. Modern. Ok, I’ll give you 9 out of 10 for that bit.

But lo, what is that on the lid? The OLD logo by any chance?

Ok, let’s turn to another key step… (which designers could even claim is the FIRST rule of design)

Not like the logo on the front.

2) Maintain uniformity.

Fail!

How is it that Nestlé keeps doing this? Do they have no central control over CI (corporate image)? Is there no-one with an overview of which brand manager is doing what (and where)?

Or did somebody in logistics (or production, or purchasing) insist they run down their stocks of lid stickers before ordering new stickers with the new design?

I despair.

(For more examples see what they did to KitKat and After Eight – let’s hope whoever was responsible for those packs has now moved on)