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.