Retro Packaging Comeback

Retro design and retro product recipes have recently become incredibly popular in the packaging industry. But with all the cutting edge technology available, why are companies reverting to old packaging and flavors? Well, they are responding and delivering what their customers are asking for!  For example, Frito-Lay has recently started manufacturing their Doritos taco flavored tortilla chips again with the packaging used in the 1960’s due to numerous fans of the original recipe. According to the Dieline, “Numerous impromptu online support groups have sprung up over the years among devoted fans who miss the original Taco Doritos flavor formula.” According to the company, the original flavored chips will become a permanent addition to the product family while the retro packaging will only be available for a limited time.

Global corporation giant P&G has re-introduced the 1950’s inspired Tide detergent label for a limited time. With the spiral design of the retro yellow and orange hues, there is no way you could miss this packaging on the shelf! If you were ever a hostess fan growing up in the 1970’s you will undoubtedly remember Twinkie the Kid or Captain CupCake! Back in March, Hostess released their classic snack cakes with retro packaging designs for about a two month time frame. Even General Mills got into the retro trend earlier in the year when they released limited edition retro cereal boxes of childhood favorites including Cheerios, Trix, and Cinnamon Toast Crunch! Check out the vintage Lucky Charms box below; it’s incredible how graphic design has evolved over the years to create much more realistic images.

After reviewing re-introduced retro packaging, I noticed a few common trends within the design movement. First, most companies have only made their products available for a limited time.

Also, some companies are releasing products that do change the recipes back to the original versions such as the Taco Doritos mentioned above. 7Up, of the Dr Pepper Snapple Group, is a terrific example of a company that went retro with both their packaging and recipe. 7Up Retro, similar to the Pepsi Throwback we blogged about, has reverted to their original soda recipe by manufacturing it with only real sugar (as opposed to high fructose corn syrup). If you are a fan of the Celebrity Apprentice, you will remember 7Up Retro from the final challenge in the 2011 season. Contestants were asked to design packaging along with creating a TV spot for the retro soda. Below are the two finalist’s retro designs: the left was designed by John Rich (season winner) with an 80’s feel and the right designed by Marlee Matlin with a 70’s disco feel. Both can designs are available on the 7Up webpage for a limited time. 

If you know of some other retro packaging that has recently hit the market, let us know by leaving a comment!