The pack, the form, the experience, the emotion.
Packaging is more powerful than many people believe, often the excitement and energy created by packaging is more memorable and has more brand recall than the product itself. This is why whether it is a luxury, premium or a value offer, getting the experience right is vital.
Packaging is also a general term, however in reality packaging comes in all kinds of shapes and forms, all with their unique requirements. The drinks industry alone has cans, bottles and cartons, then their are fruit drinks, alcohol, health, there is luxury, budget, convenience and more. And of course there are private label brands, high street retail brands, start ups, local, forecourt brands, the list is endless and the requirements for knowledge vast. However, getting the experience and brand right means the difference between success and failure.
As every project is unique, we don’t apply a standard methodology. We like to start every project with at least a certain amount of time getting to understand the situation. This will require getting to understand the demographic, the channels, brand architecture and product range, geographic reach and more. We will define purchase profiles to help us breakdown the opportunity and how to best position any brand and design across the best range, and eventually and with the right knowledge base, we will start to define a strategy and brand around the opportunity.
Other consideration are things like brand narratives and story telling, character and humour, endorsement and point of sale, artisanal and authenticity, changes in market trends and consumer purchase decisions.
We also have to understand many other important aspects, such as materials and finishes, weight and production considerations, storage, bulk packing, transportation, and of course, recycling and sustainability.
And finally, I mention authenticity above, and in general, provenance is an important contribution to brands, even more so that we live in an ever growing a snowballing world of distrust. Massive brand mistakes by some large organisations has gone towards infusing disloyalty of bigger brands, in turn seeing consumers turn towards honest and clear provenance as important decision factors in purchasing. Today, some are starting to understand the value in truth and reputation capital, that doesn’t mean we can’t us the occasional noble lie, but it does mean that we live in a world where brands can no longer use wool to mask untruths, as the walls fall quickly when the foundations are made of weak material.
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Garden | Packaging design
London - Dubai - Toronto - Mexico