Clarity is everything, especially if you want to introduce something new to consumers.
Have a look at this drink, It was buried away half way down the shelf and it took me lifting it out of the SRP in order to work out exactly what it was.
As I’ve mentioned on posts before packaging has a few roles, the most important of which is, what is it and why do I need it?
Neither of these were particularly clear. Whilst there are a variety of restrictions regards claims on CBD products, it was incredibly difficult to extract a benefit or what the brand stood for. Two huge strikeouts when you are new to the market.
The only iconography on the pack is a hand making a V for victory, or is that the peace symbol? Who knows? Is it signalling to hippies or friends of Winston Churchill? It’s hard to tell.
The overall look and feel is incredibly minimal and in these instances it’s important to make sure all of the assets work together and support one another. Here, you can see part of the illustration cutting through some of the copy almost turning the C of CBD into a G!
Now I can hear some of you strip everything back purists telling me how wonderfully simple this is but going back to my initial point. By doing this have they helped clarify what it is and how it benefits me?
Sure, simplicity is fantastic as it creates a single minded approach but that should never be at the expense of communicating a comprehensive brand story.
Confuse your consumer at your peril. When adding functionality you need to convey trust and reassure the consumer
#Marketing, #Design, #Packaging, #health
