The Parmalat brand has always been a little bit of Euro-grocery store eye candy to us. Maybe it’s because the Helvetica looks so dope in lowercase type. Maybe it’s the bright and sunny feel of the blue Parmalat mark. Maybe it’s the fresh blue color of the main product line and the easy to follow family of colors (see FedEx). Maybe it’s the simple packaging.
Maybe it’s all of that stuff.
Also worth mentioning is the fact that the word ‘parmalat’ was wisely concieved. It was built from a combination of a dairy region in Italy and the Italian word for milk. All those ‘A’s are visually catchy. And the word feels good to say. The whole is definitely more than the sum of the parts here. Admittedly, the parmalat brand doesn’t feel quite as good on their line of citrus products. It sounds too ‘milky’ to be applied to juice.

But all in all a great visual refresher in the grocery store as well as a liquid refresher. Too bad the brand had to get sullied by a huge financial scandal. Sometimes even a great brand can go sour.