Slice Design

Here’s a really confusing pack. One is full sugar and the other sugar-free. The main signpost for this difference though is the reversal of the colours of the brand logo.Now, some brands allow some flexibility to their colourways but the Fanta logo relies on the dark blue in the logo to be the shadow in the letter form to make it 3-D. This reversal then creates a negative of the primary brand logo.Less a colour variation, more an inconsistent treatment of a primary asset. In a world of copycat brands, this relaxation of rules can look counterfeit. The other issue is on-shelf impact. Take a couple of steps back and the reversed logo is much less effective at creating stand out.Great brands are consistent in their treatment Dilute brand assets and dilute recognition.

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Great brands have an engaging story. Without a story, you are behaving more like a private label product, and that makes it incredibly tricky to engage with your consumer.

It also makes it very tricky to qualify the higher price point than an own labelled product

I stumbled across this product at the weekend which suffers the very same. At first I thought this was a Sainsbury’s own label product.

It behaves very much like an own label product:

All of the elements such as the logo, the descriptor, and the iconography all compete for attention. They are all executed at the same size, equally space down the pack.

The naming felt generic and gimmicky rather than one that transported you somewhere.

The SRP was blank, this is a fantastic canvas that can be used to communicate the brand story, hold the brand message or contain a call to action.

The only taste cues, the coconut image was hidden behind this wall of blankness.

In short, it screamed private label.

When you are competing against the big players in any sector, it’s important that you catch and hold a consumers attention. You need to be intriguing enough to make them pick the pack up and explore all sides.

That’s when you know you’ve got them hooked.

Miss the story and miss this valuable connection.

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If you like this post then subscribe to my monthly newsletter. The aim of this is to give advice to brand owners and marketeers who are looking to make their branding & packaging design more relevant.
👉 https://lnkd.in/ep3uG9kv
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