If your brand is lucky to have pedigree and heritage, it’s always advantageous to show this off.
From a consumer perspective it adds credibility. If you’ve been around for donkeys years chances are, there’s something to trust.
I stumbled across this brand recently and for me there were a couple of things that it lacked. The first, as above is to dial up, its heritage. The brand has been around since 1921 and its safe to say, there aren’t many brands on the shelf that can use that in their bragging rights!
The other factor, and this is a consistent theme in this sector and that’s a lack of personality.
The brand prides itself on its organic origins but seems to have utilised a logo type that feels like it’s been scratched into the back of a bus seat on the top deck number 29 bus.
The choice of colour also works against its natural and organic origins. Natural colours tend to be more muted, much less vivid. This choice of Green appears much more ‘chemical’, the opposite of what it should be trying to signpost.
The choice of logotype and colour, although small can make a huge difference in trying to successfully communicate what you do well. Introducing heritage then cements that with trust.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
