Making FMCG products that are relatable and relevant to consumers is your brands chief task.
If consumers don’t understand what something is or were and how it is used, they are less likely to engage.
Have a look at this example from Rentokil. The brand although synonymous with pest control has caused a bit of confusion and head scratching here I feel.
Firstly, it’s buried the sub brand ‘Insectrol’ into the product descriptor by using the same typeface as the descriptor. This creates neither a distinct sub-brand OR helps describe what the product is.
Combined with this, is some pretty scary iconography that looks more at home in a GCSE biology textbook. Will consumers actually know what each of these beasties are? What is the benefit of this over a competitor?
If you want to remain the lead brand in this area, you have an obligation to explain clearly to the consumer why you are the gold standard.
When you’ve got a small and awkward canvas you need to be immediate and create the product consumers ‘reach for’ rather than ‘run from’.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
