Always remember what type of product you’re selling.
Have a look at this pack that I found in my local Sainsbury’s. It doesn’t matter how functional or utilitarian your product is you have to make it enticing for a consumer.
There are three main factors missed on this pack that are fundamental to getting your product to appeal.
Let’s start with the brand. Many single ingredient products such as this one find it incredibly difficult to differentiate themselves from the competition. Not having a credible or relevant brand story, are still as relevant on these more utilitarian products as they are in some of the big brands.
That brings me onto the communication. In a busy store environment it’s important to stand out. There is a multitude of dead space on this pack that neither tells a story as mentioned above, or entices any “pick me up“appeal. Sure, it’s vinegar but there are many different types of vinegar and it’s not as if there is a shortage of space in order to communicate this.
Lastly, it’s format. Utilising structures that are more akin to a DIY store or auto spares shop are not going help matters either.
Getting even one of these three factors wrong can be perilous and increase the possibility of being listed but to fail on all three can be catastrophic.
#Marketing, #Design, #Branding, #Packaging
