Lead with the brand first, benefit second

Big bold claims are fantastic, but not at the expense of your brand.

I saw this washing up liquid from ecover recently and thought it was a quite interesting way to approach making a single-minded claim on pack.

Each bottle has a slight variation on a key claim executed in an informal and lighthearted way.

It’s an interesting approach, varying the hierarchy of brand versus claim and I really love the tone of voice, but this does come at the expense of the brand logo

Also, it doesn’t work particularly well on the shelf where this much reduced brand logo is obscured behind the SRP.

Playing around with the hierarchy can be an interesting way to grab attention and exert a refreshing tone of voice with your storytelling, but the brand should always be accessible or you may come across as a private label fallback rather than a big brand choice.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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