Before I answer this question, I want to add a couple of observations.
There is the How? but also the Why?. The very first obstacle is for the brand owner to understand why the brand needs a refresh or relaunch. This helps the How?. For example, a struggling brand needs a brand refresh. Why? – because the market has moved on graphically and structurally. A startup brand has need of branding and packaging. Why? – because the best possible launch into the market is a necessity.
Branded packaging design is a highly specialised subject. As a designer, packaging has to be in your blood. A well-crafted, branded pack will appeal on all levels to the consumer; it will have a heart and soul, which comes to life on-shelf. A great design will breathe that life into a concept product.
To this end, great design (not ‘good’ design) should not be getting you ahead but rather getting you to where you want to go as a brand. Does the brand want to be first to market? Does it want to be the lucrative challenger or does it want to groom itself for a buyout by the market leader?
UK consumers are sophisticated and design savvy. As a nation, we have the best designed brands in the world. No other country designs or appreciates brands like we do.
The affect of great design can be broken down into five key areas:
Pat Starke is creative director at UK agency Design Activity, one of the many top design agencies showcasing its latest work within the Brand & Design Village at Packaging Innovations London 1-2 October 2013.
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