Life’s travails inspire art

Russian gulagArt, like life, isn’t always pretty. Nor should it be. Russian author Fyodor Dostoyevsky wrote about the rustic, downtrodden everyday man, struggling with all of life’s messy bits, and from this suffering sprang great art. My first job as a teenager was as a busboy and dishwasher at a restaurant. Among my duties was scraping dirt off the kitchen floor with a spatula, and cleaning enormous stock pots whose bottoms had caked-on sauce. Some years later after completing art school, I worked as a graphic designer for a weekly newspaper, on the cusp of computer technology. The editorial and ads were laid out with Mac computers but still output the old fashioned way, to paper galleys with a Linotronic imagesetter. These galleys were later cut and pasted onto camera-ready master boards called “flats.” While my experiences were not quite as harrowing as Dostoyevsky’s (he was imprisoned for his radical beliefs), they did “butch me up,” providing a bedrock of balance and an appreciation for my craft.

As I reflect back on these difficult steps of my career ladder, I can honestly say I was glad to have experienced them. Not only do I have an insider’s empathy for those who toil in the food service industry, but today l am very handy with an X-Acto knife!

Tropicana package design fiasco

Tropicana package designs

PepsiCo recently hired PR giant and “branding guru” Peter Arnell—spending nearly $30 million on the Tropicana brand alone, including the juice package redesign rollout. My wife brought home the newly-packaged OJ and you would have to agree with me—it’s a disaster. According to AdAge, PepsiCo is junking the new design it launched early February, switching back to the “orange skewered by a drinking straw” motif.

As an example, let’s compare the orange-pineapple brand designs:

OLD: Deep oranges, rich greens and brightly-colored pieces of pineapple whet the appetite. A clearly-written deep violet label states the product within.

“NEW”: Ever drink Sunny-D? This reminds me of that. An anemic shade of orange (yellow?) in a glass, and no pictures of any actual fruit. The whole presentation seems washed out. Can you find “pineapple” anywhere on the package? There it is! Under the plain Avant-Garde typography reading “100%.” It appears they were using as a springboard Target’s effectively clean private labeling. For me, “I give it only a 42… I definitely can’t dance to it!” Meanwhile, Minute Maid is snarfing juice through its collective noses.

What, another blog?

Austin, Texas, 1960 — Construction of I-35 at East 6th Street
Austin, Texas, 1960 — Construction of I-35 at East 6th Street

Welcome to Basement Light’s spanking new blog. I already know what you are thinking, yet another blog? By keeping posts succinct, my aim is to keep my public up-to-date on the studio’s latest projects, while commenting on the design world around us (as well as Austin, Texas goings-on). Return often, and, most of all, enjoy!

—Scott M Deems, proprietor