BRANDING & PACKAGING
Branding makes a product recognisable and packaging creates desire.
Branding and packaging go hand in hand but it’s a brands’ packaging that is often the most important communication link with consumers. It’s the packaging that competes for shelf space in our ever-expanding supermarkets and retail centres and it is also often the packaging that dictates a products’ positioning and pricing. Great branding and packaging design is the most cost effective way of laying strong marketing foundations by creating desire.
Brands must capture and hold the consumers’ attention by relating to their specific requirements, while reinforcing the promises advertised. Brands of old would state their corporate messages, but there’s a trend to speak to the consumer in a more relaxed, intimate and friendly tone, which if believed to be sincere, restores faith in brands and the fun of shopping. This is where brand and packaging design becomes most exciting and engaging.
At Robot Food we focus on genuine brands strengths and communicate them in a style that resonates with their desired audience. This design process incorporates imagery and branded tone of voice to create the overall branded feel. Brands are now distinguishable by the emotion they evoke and due to the fact that we’re bombarded daily with hundreds of branded messages, thankfully being different is good.
In addition to being honest about the claims of a product and its suitability to our lifestyles, there is a growing demand for brands and their practices to be ethically and socially responsible. Consumers gravitate to products that seem to reflect their own lives and as the number of people seeking Fairtrade, eco or organic products grows, so does the number of targeted products that communicate these messages. There is also a growing requirement for producers to reduce packaging quantities or use sustainable or recycled materials, therefore reducing environmental impact. This is proof that packaging design does not only communicate, but also educate and can actually improve the world we live in.
Packaging design has the ability to enrich as well as engage us in many ways and promoting nostalgia is a brilliant way. In the same way that film directors and musicians draw on familiarity of the past to position their own products, so do brands and their packaging design. This is a great way to promote authenticity and heritage, which can never be faked and is the main way that long-standing brands have an advantage over the new. Recognition and nostalgia can often reignite a passion within a past consumer, enticing them to revisit a product. This is particularly relevant in the design of food packaging and we all know the reward of tucking into a childhood favourite for the first time in years to find that it still tastes as good, taking us back to happy times. This is a brilliant way of promoting children’s products to the parents holding the purse strings, although these designs must balance nostalgic appeal and fit with today’s reality.
There are plenty of iconic, established brands that lose their way trying to imitate the success of challengers that have stolen some of their market. There is still opportunity for these long-standing brands to speak to the consumer in a more honest manner and my advice to all would be to build on what you do best. At Robot Food we recently rebranded the nation’s favourite Jammie Dodgers and our aim was to simply make the branding and packaging seem ‘more Jammie Dodger like’. We played on the heritage and nostalgia of the brand, retaining the classic ‘Dodgers’ typeface, originally from the Beano ‘Roger the Dodger’ comic strip. We also incorporated a retro feel to the design in order to appeal to parents who grew up loving the product, as well as a mischievous tone applied like marker pen graffiti to appeal to their kids.
Brands must speak from the heart and their packaging best shows their personality. When it comes to design no longer is the minimum requirement good enough and as the game moves on, so do the demands of consumers. The relationship between a brand and its audience is deep and those brands not willing to invest in good creative will be left on the shelf. By focusing on genuine strengths and communicating them in a simple and honest manner, any brand can compete.
At Robot Food we create exciting challenger brands with integrated branding and packaging design. We focus on the true esscence of a product to communicate values in bold and truthful terms. We combine graphic content, with branded tone of voice, often creating brands that are recognisable by their packaging design, as much as their brand logo. We also excel in structural design, creating bespoke packaging formats which reduce cost of production or environmental impact, while enhancing the consumer purchase experience.
Investment in branding with a specialist packaging design agency will bring return and increase brand loyaty.