When you are up against the big players, performance and efficacy are King. Many own brand products are as good as the big brand competitors. Most consumers are fully aware of this but it’s something that packaging also needs to push.
Have a look at this cleaner from Sainsbury’s.
Compared to the competition, it feels very washed out and so disappears to the back of the shelf. The pack lacks any cues towards efficacy and many of the on-pack elements end up competing as they are executed in a similar way
A device often used on cleaning products is a cleaning swoosh. It communicates effortless and speedy cleaning. However, that clean swoosh has been replaced by an orange smear!
Not really the sort of language you want to use to convince a consumer.
Own brand products may be cheaper, but they have to work twice as hard to convince the consumer that they are a credible alternative
#Marketing, #Design, #BrandDesign, #Packaging
