The devil is in the detail

The devil is in the detail.

There aren’t many brands that can boast 150 year history. This is something any brand should be incredibly proud of.

Pedigree, speaks of trust, tradition, craftsmanship, and a timeless quality and needs to be handled in a way that celebrates that tradition. So it’s important that this is communicated with a suitable visual shortcut on-pack.

I stumbled across these drinks from Ben Shaws recently, a brand which is proud to boast this sort of tradition. I have to say the front of pack, rather than be a celebration of rich history, was constructively speaking, a jumbled mess.

The logo is far too fussy and busy with excessive ornamentation that only serves to remove legibility. Supermarket brands need to work successfully from a couple of metres away so that you can immediately decode their USP. This ornamentation could have easily been reduced and handled in a more subtle way.

It doesn’t help that much of the front of pack is taken up by the dog illustration which when doing a bit of a deep dive into the brand, has no relationship to the story.

Successfully communicating tradition on pack is not about piling, multiple ornamental details onto something which only serves overpower the brand logo.

In many cases, less is more. The devil as they say, is in the detail.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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