An engaging brand is crafted
Logos are just the cherry on top. Good branding requires developing real characteristics.
Branding is all in the Process.
How do we go from zero to hero?
Creating a memorable masthead with an equally identifiable icon creates a eye popping shelf blocker for consumers.
Review, research and get inspired
We start the process by looking at competitors online and in-store. Looking at brands in the environment you’ll be selling your product is important way of ensuring your brand will be unique.
Inspiration can come from anywhere, a competitor, an engaging brand in another category, another designer sometimes even nature. Whatever it is this is preparation for play time!
INSIGHTS HELP INFORM DESIGN
BOLD COLOURS
While the house brands and many of the popular competitive brands use desaturated even flat colours the best way known to stand out on shelf are to use bold, disruptive colours.
BOLD FONTS
With the possibility of only a few skus on shelf its important to be bold and simple with our communications and the hierarchy of claims to be able to compete with the bigger brands and their broader shelf blocking.
Imagery
Whether using photography or illustration or a combination of both it’s important to consider the quality, the impact and the relevance they have with a consumer. New products can have the challenge of failing to tell the buyer what they need to know if they don’t consider how the buyer shops. Are they looking for a cool label? Are they looking at the photo of the product and usage to see if they like it? Or, are they buying on brand reputation? For whatever reason the creator may like the packaging and branding the consumer may have a very different point of view so we need to really understand their behavior.
SHELF BLOCKING
There are a few ways to shelf block:
1.) The first may be to use the logo and a common, bold background color, image or pattern so that the number of skus shown will always block the same.
Only the product name and imagery would look unique. (Think Tostitos)
2.) The second is keep the common branding at the top but use unique colours to separate the products. Imagery can also be unique too. (Think Kettle Chips)
3.) The third would be to use a brand header for continuity across with the lower section telling the unique product story. This would allow for more individual product story without losing too much of the blocking advantage. (Think Ruffles)
Developing Design Directions.
To get the branding right we need to play in the sandbox. We know what doesn’t feel right initially but it takes time to find a way or ways that feel possible.
Once the design directions become apparent and are different enough to understand it’s time to get sketching. Play time begins. See examples below.
Design Direction 1
Nouveaux Traditional
This design follows the traditional jerky marketing and branding which uses the outdoorsman and rancher iconography. It usually tends to be more masculine but this new twist on traditional makes the brand more appealing to women without alienating men.
Design Direction 2
Modern Mainstream
Taking the traditional cues of jerky brands and transitioning to a modern food brand that opens the door to a more versatile product offering and the opportunity to sell in a variety of new environments that traditional jerky may not have access to.
Design Direction 3
Contemporary
Create a memorable food brand with a fun feel that doesn’t exist just to sell jerky but resonates across demographics and usage without the usual ties to traditional jerky imagery.
Hero 1
Line Extensions 1
Hero 2
Line Extensions 2
Hero 3
Line Extensions 3
Design Direction 1
Nouveaux Traditional
This design follows the traditional jerky marketing and branding which uses the outdoorsman and rancher iconography. It usually tends to be more masculine but this new twist on traditional makes the brand more appealing to women without alienating men.
Hero 1
Design Direction 2
Modern Mainstream
As the disruptor moniker suggests this design direction is meant to appear as an add on. It should feel like it was added as an after thought to a label or product package.
Hero 2
Design Direction 3
Contemporary
Create a memorable food brand with a fun feel that doesn’t exist just to sell jerky but resonates across demographics and usage without the usual ties to traditional jerky imagery.
Hero 3
Picking a direction, choosing a hero.
Playtime usually is completed when we have three unique directions and fleshed out concepts to share in a presentation to our client. Mockups help define it.
From these designs the client will be ablest to choose a direction to iterate on. Iterating refines the direction until a final “Hero” design is approved.
ONLINE PRESENCE IS KEY - Desktop & Mobile
Once the brand direction is approved and a hero pack defined its time to create the online experiences including the website and social media channels.
Continuity across all platforms and experiences means consumers will get a clear idea of what your brand stands for and how it communicates with them.
Website
Shopping cart on both mobile and desktop need to consider the user experience to avoid creating barriers to purchase. Clean, simple user flows are paramount to making a great experience.
GALLERY
