Branding

The world of plant-based foods has taken a bit of a pounding over the last couple of months.

Sales and consumer interest have both waned in the face of increase prices and market saturation of products.

Has the time come to take a slightly different approach with plant-based offerings?

I saw this example, from GU in a store the other day. Now, GU is underpinned by unrivalled, throw caution to the wind, indulgence. This indulgence doesn’t seem to translate that well when plant based becomes the hero of the pack.

It also means that important brand cues are sacrificed making it look like a product from another brand, in this case, Activia.

Introducing sub ranges is a great way of building excitement in a portfolio but it should not be at the expense of your core brand values, especially when your product is so yummy!

There an argument here that plant based may work better as more of an endorsement, rather than a hierarchal lead on pack.

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The world of engine oil is a truly bamboozling place.

If, as I did yesterday you’ve ever had to go out and shop the fixture and find the correct oil for your car, finding the correct one is like trying to find a copy of ‘Fly Fishing’ by J.R Hartley, thats one for you 80’s kids out there!

Some brands make it even harder to shop the fixture, take this example from Castrol or is it Land Rover or maybe Jaguar, who knows!

This is a great example of where correct hierarchy can help draw the consumer in and then help them navigate to the right solution.

Too many elements on here are competing for attention and all handled at exactly the same size. The important bit is the code that looks like it’s been programmed in some strange type of JavaScript, is the bit that pertains to the particular engine type.

This is something that should be presented front and centre, so that as you approach the shelf you instantly know that’s the right oil to meet your ailing cars needs.

Successful brands empathise with the consumer and offer the solution quickly and efficiently. This subtle encouragement and nudge in the right direction when navigating the fixture is a great way of brands conveying both expertise and advice.

Fail to use it and your brand will be linked with neither.

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Always use a tone of voice that suits the problem at hand.

Here’s an interesting pack and I say that for a couple of reasons.

Firstly, it’s not immediately evident what it’s for, or how it is used.

f you look up in the top right hand corner on the backing card, you can just about see the description. That said, it did take awhile to find it.

I ran it past a couple of other people in the studio who both the same quizzical look that I had.

Secondly, the communication on the front pack uses graphical devices more closely associated with harsh cleaning products, the sort of stuff you’d stick down the drain!

Clearly, that’s not something you want to put on very delicate face!

Brands should always be careful to identify what they are there to solve and in a tone of voice that is more empathetic with the cause.
 

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What do you see first? Is it the Apple, the background texture or the brand logo?

Now, bear in mind this photo is taken fairly close up on the shelf, but take a couple of steps back and the brand name disappears entirely.

The brand name should work effectively from a meter and a half away as your approach shelf and also when you’re right up next to it.

This is even more important if you don’t have an instantly recognisable brand colour or other piece of unique signposting to draw the eye.

Always build equity, not confusion.

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When your brand aims to communicate ‘goodness,’ striking the right balance between projecting health credentials and driving taste appeal is crucial.

If the packaging leans too heavily towards functional attributes, the product may come across as artificial and lacking in taste appeal. Conversely, an excessive emphasis on taste can undermine the perceived healthiness.

The packaging example from For Goodness Shakes below, illustrates this challenge. The simple shapes and primary colours give a basic, unsophisticated impression, while the small brand logo lacks authority. Although promoting ‘great taste’ helps counter the notion of compromising on flavour, the overall feel suggests that choosing a high-protein, zero-sugar option necessitates sacrificing taste.

Successful branding in this space requires harmonising health and taste messaging. The packaging should exude quality and indulgence, conveying that consumers can enjoy a delicious, guilt-free treat without compromising on nutrition or flavor.

To stand out, be the brand that offers both.

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Always be confident with the branding, even with more premium offerings.

Confidence communicates to the consumer that you know what you’re doing and that they are going to be happywith their choice.

Be recessive and the overall look tends to feel somewhat apologetic

Have a look at this example from ‘oop norf’ purveyors of fabulous food, Booths. There is no denying these are quality products but to a new consumer the design says anything but.

The logo is incredibly recessive with the background almost taking over the full pack. Interestingly, the dishes are tilted so that you see them from the side hiding much of the yummy produce.

Also, and this is a bit of a psychological trick for consumer, you should always make the food look like it’s been placed in front of them on a table rather than the side profile. Otherwise it’s going to appear like you sat at the table on a very small chair looking longingly at the side of the plate!

If your product is great then present it confidently and your consumer will be reassured.

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Woah woah! Slow down! One thing at a time

Some packs bombard you with messaging and it can be too muck to take in.

Packs become arduous and challenging to decode with important information getting lost.

Have a look at this from the tinned powerhouse, Princes. It is quite literally information overload.

So much so that the brand gets lost and multiple claims and benefits jostle for the consumers attention.

What should be an easy to decode canvas turns into a pound shop window!

Consumers only have about 5-7 seconds to scan the shelf and make a decision. Overload them with information and they’ll look elsewhere.

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Pet food is a curious area.

Clearly, as humans we are not intended to be the end consumer so making it look appetising can be quite a strange thing to get your head around.

That said your pet is like one of the family, so you want them to enjoy what they are eating. So what is important, is to make it look, feel and appear as though it is food. Good food. Nom nom type of food!

Most of the brands in the space do this well, but there are the odd ones, such as the brand below, that seem to not follow any of the necessary rules.

Don’t get me wrong, sometimes challenging rules can be a great way to stand, out but it’s important you still play some sector rules in order to encourage purchase.

Forthglade appears more like a product from the gardening sector. The stripped back industrial feel seems more at home with products that promise, healthy lawn or a clean patio rather than a healthy pet!

Break the rules by all means, but remember to follow category cues as well, otherwise you risk not convincing the consumer to make a switch from their usual brand.

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One of the first and most obvious things a brand needs to communicate to a consumer, is ‘what am I’?.

In the case of infant milk, it also needs to build reassurance and trust with the, probably very anxious new parent!

At first sight, these may look more like something in a paint aisle. Believe it or not, it’s infant milk.

Getting the balance between function and emotion is incredibly important on these types of product, one step, too far in either direction tends to dilute the other direction.

Always remember your audience and their needs. If these needs aren’t met, the consumer will quickly find a replacement.

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A question for you. What is it that first stands out on this SRP?

Is it the brand logo? Is it plant based? Is it the colour or possibly the product descriptor?

Possibly none of the above, in fact it’s safe to say that it’s incredibly confusing as to what lies within!

The pack design and the SRP should work in synergy. They should work as a coherent design system that allows immediate recognition and instant decoding by the consumer.

Cover over the brand logo on the pack and the system is clearly not optimised.

Care should always be taken to ensure that a robust design system is created that allows all of these components to work together. That’s what builds recognition and stronger brand recall.

#Branding, #Design, #Marketing, #Packaging