In response to the global cost of living narrative, Amazon are lowering prices on thousands of grocery items and implementing their own private label food brand called Amazon saver.
As you would expect this is very much a no frills offering to match the no frills price point but I think they’re missing a trick here.
There are private label brands like Asda essentials here in the UK that have managed to introduce a joyous, honest and optimistic tone of voice reassuring consumers about their purchase. This design is rooted in removing consumer embarrassment when selecting the products.
And this is exactly where I think Amazon have gone wrong. They’ve relied on a somewhat aggressive bold colour, a stock library product shot and generic naming strategy across the entire line. This renders the range quite devoid of both personality and potential connection with the consumer.
Personality is important, that’s how you engage with the consumer is how you get them to sign up to the fact that even though this may be a value based proposition, they can be assured that there is no compromise on taste or quality in choosing these above the big brands.
Stripping back price shouldn’t mean stripping back personality, in fact, it should mean the opposite. These products need to work much harder to fight for store cupboard space.
If the product is great, consumers will come back for more but you’ve got to entice them first.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
