So you’ve created a brand and packaging design that you’re proud of. You’ve managed to gain a few listings in smaller retail outlets and slowly gaining traction and coverage within the industry. The next natural step is to expand your sales into the large retail outlets and multiples. However, certain unique challenges come along with this that you might not have foreseen or experienced when selling to your local deli market or cooperative.
So where can it present challenges?
Has your brand found itself in the big supermarkets? Exciting stuff! But to really maximise the sales and growth opportunity here, there are key things which need to be considered. Does your brand and packaging fit within the larger retail environment? Is your backland geared for the amount of sales and production that will be needed to meet new orders?
How to prepare and do it right
Supermarkets these days have a dizzying number of choices of every household product available. To stop yours being overshadowed by competitors within the larger retail environment, it’s essential to have a strong brand positioning that will grab the attention of the consumer and potentially draw them away from those staple household brands. A strong brand identity that resonates with consumers will draw them into the stores to buy your product, will ensure that your product and brand leaps out from the other brands, and will keep your consumers loyal.
Of course beautiful and effective packaging is fundamental to achieve this (even if we do say so ourselves) but to really stand out you have to ask yourselves the following: is our brand trustworthy? Is it unique and different from competitors? Is it obviously needed? What will grab the consumers attention and get your product flying off the big supermarket shelves?
Let’s say you’ve sorted this out. Fantastic – that’s the most important ground work.
Next thing to consider is the physical demands of the retail shelf. Are there height restrictions? Is there a risk of promotions or other retail-specific marketing material obscuring your brand and message on shelf? Is your product easy to unpack and stack onto shelves?
We know from experience that if your shelf-ready packaging is difficult to open or tear away by shelf-packers, it is often damaged or discarded. Imagine your hard design work and investment being discarded because it’s a bit difficult to open!
Case study: Cafe+
A fantastic example of a unique brand identity and packaging design which has already created a buzz is Cafe+.
By partnering with Slice Design, Cafe+ created a unique coffee brand that intends to capture the attention of the ethical consumer who is conscious of the impact they make with every purchase.
The ethical message of the brand identity is emphasised in the packaging, depicting hands nurturing a cup to show warmth and the idea of people coming together for a good cause. The carefully chosen colours signify the vibrancy of Colombia, where the idea of the brand was born, and the energy and positivity behind the message.
© FoodBev Media Ltd 2020