Three steps?!? I thought you just pull them off the shelf and stomp on them!
Think of the poor designer who was saddled with this assignment. And copywriter.
It’s a soap dispenser. Yeah, it’s foamy. Maybe, by virtue of the foamy it is light. But does it need to be called Light and Foamy?
And, let’s not forget, the attorney who filed the register Lite’n Foamy
I bought it because of the package. I knew it wasn’t fresh fruit. I didn’t mind that it would be dried.
But how to contain my disappointment when I open and see this?
Let’s face it. They came up with the name “MAOZ” getting wasted in Amsterdam back in 1991. That’s why it has ‘no specific meaning’ — they don’t even remember!
I guess it’s better than saying:
FOOD SHOULD NOT KILL YOU
…said the agency who sold the client on this cute/cool concept. Sure, even if it’s Staten Island, they’ll just be like,
“Whoa, cute logo. Hip. Cool. I’m down!”
Then they’ll say,
“Whoa … why am I on a ferry? Not cool.”
Fashion now, Fashion now!
This is just lazy, uh, copywriting. If you can call it copywriting. As Dada-ist poetry, it’s brilliant.
Play around all you want with your cappucinos and your smoothies Argo Tea. But once you start slapping -puccino on everything or corrupting the word “smoothie” to sound an awful like the last name of Senator Reed Smoot co-author of the Smoot-Hawley Tariff Act of 1930, you are stepping on very shaky ground, very shaky ground indeed!
Make them wear this frilly, little hard hat liner and emasculate the hell out of ’em! The Hardliner will also minimize the impact of macho traits such as tattoos, standing with arms folded and chewing on toothpicks.
I’m sorry I know I’m an ignorant fool and just can’t keep up with all the new doohickies and gewgaws the kids have but…seriously. WHAT THE HELL IS THIS??
I get it. MIT Technology Review. Cool logo with lower-case font and a modern “N” in the middle. A hole at the bottom with chamfered edge. But … I must repeat … WHAT THE HELL IS IT?!?!