Consistency, emotionality and relevance
Brand, recognition, consistency, relevance, emotional appeal, customer benefit, sustainability, protection, durability, value, efficiency, affordability - the list of requirements for packaging is long. I have had the privilege of developing systems that meet these requirements for almost 2,000 products.
Packaging brings brands to life and builds trust – through clarity, quality, and attitude.
Challenge
A packaging landscape designed by a wide variety of agencies around the world resulted in an extremely heterogeneous image that made it impossible to achieve a consistent brand perception at the point of sale. Packaging for different product groups, right down to individual products from different production generations, varied in terms of design and communication logic. All design languages were unemotional and focused on product features and performance. Text dominated imagery.
Solution
Design of a comprehensive packaging concept that spans all product groups. Consistent and recognizable use of color, proportions, and imagery. Reversal of the text-to-image ratio from 70:30 to 20:80. Harmonization with corporate pictogram and infographic language. Standardization and optimization of logo use and typography. Optimization of product communication by focusing on customer benefits, introduction of callouts, naming concepts, focus world elements, uniform product drawings, consistent web linking. Increased efficiency through new and optimized layout systems, standardization of materials, die cuts, and data structure backed by templates and guidelines.
[ Concept | Definition of all relevant standards | Design principles | Communication | Implementation and evolution support ]
Before
Exemplary redesign of the frying pan sleeves. Further examples will follow.
Afterwards
Focus on product presentation, cuisine, strong brand and benefit messages. Optimization of orientation elements. Removal of the «Use for» label, as it is not conclusively implementable and sometimes misleading. Abandonment of the «Good - Better - Best» distinction in favor of the focus on the new experience worlds.