If you’ve got an brand icon that consumers recognise, use it!
Around 20 years ago, I worked on the iconic After Eight chocolate mint brand and created the clock that is on the packs today.
This has no doubt been tweaked and twiddled with over the years but its integrity remains the same. This icon is a cornerstone of the brand and features prominently on the black envelopes that contain the individual mints.
As with many brands, they have looked to innovation in order to add a bit of interest to the category, However in these instances, it’s important that brand assets are used consistently in order to provide a link back to the parent product.
I noticed this example, recently where they have branched out into a matchstick variant in a very small cylindrical tube.
The brand icon is relegated round the side of the pack format so disappears on the shelf. The prominent use of this instantly recognisable brand icon would’ve really helped differentiate it and stopped it looking like a discounter me-to product. It would also help create stand out where a much reduced canvas can tend to make brands more recessive in store.
#BrandDesign, #PackagingDesign, #Packaging, #Innovation
