Be the brand that solves the problem rather than accentuates it.
When you have a limited canvas area, in order to get the brand name large and accessible, we often look at running the logo type vertically, as on a book spine.
This works in most instances as long as other elements of the communication work horizontally in order to make them accessible, especially if they are much smaller.
Here’s a great example of were this approach doesn’t work so successfully. Voltarol is a brand aimed at people with back and neck muscle pain, so there is some irony in providing an SKU where you have to tilt your head in order to read the information that’s on the pack!
Should you take this vertical approach, it’s also worth ensuring that the logo is visible above the SRP!
If you are a brand with empathy and therapy at the heart of your offering, you should always endeavour to show this and make it front of stage communication, rather than accentuate the problem they came to you for in the first place.
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