Monolithic approaches to branding may be a great way to own the shelf, but it can make navigation across the portfolio tricky.
A Masterbrand solution is a great way to create a consistent uniform across all your product line. Successful branding is all about creating a relevant story and doing this in a consistent way.
That said, Being too rigid and too consistent can cause issues when consumers are trying to navigate different offers within your product portfolio.
Take a look at this example from Pasquier. On the brioche rolls packaging the architecture is consistent but the differentiation between different product types, with chocolate chips or without, is very minimal
The pack relies on quite a large window and because the product types are very similar at a glance when squished up against one another on a shelf a consumer could be confused Into picking up the wrong one.
In these situations, a better solution is often to introduce an element of flexibility into the brand architecture that allows for greater differentiation between variants without diluting the overall brand presence.
Own the shelf by all means, but never at the expense of navigation
#Marketing, #Design, #Packaging, #Sustainability
