LEVERAGING THE POWER OF PACKAGING - Bord Bia · 2019-04-23 · Packaging brings positioning to...

LEVERAGING THE

POWER

OF PACKAGING

Packaging Workshop – June 2018 Here.

Packaging Workshop – June 2018© Here Design

20152

Part Two:

IconicPackaging

Packaging Workshop – June 2018© Here Design

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World’s finest distilled

non-alcoholic drink, for

memorable individual

connections

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Part Three:

What Makes Good

Packaging Design:

Nailing the

Thinking

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Why do we care so much

about packaging?

76% of purchase decisions are

made at shelf

In many cases, packaging is the

only brand communications

consumers will ever see

Nielsen 2016

Packaging Workshop – June 2018© Here Design

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“First the thinking, then the doing”

Packaging Workshop – June 2018© Here Design

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Brand Positioning

Brand Positioning is the unique space you want

to own in your target’s heart and mind…versus

your competitive set

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Packaging Workshop – June 2018© Here Design

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Great PackagingBegins In Clear Positioning

Packaging brings positioning to life:

it is not created in a vacuum

Be sure, collectively, of your brand’s positioning before

jumping into packaging development

Packaging is often the most fixed /conservative element of

the marketing mix: we don’t change it every year. It

speaks to the heart of the brand promise but does not say

everything the brand has to say

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Think Differently

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LA Brewery

Multiculturalism

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ElectricCoffee

Light up the world of coffee

Ben & Jerry’s

Joy for the belly and soul

Packaging Workshop – June 2018© Here Design

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Froosh

Fruit: Bottled

F*cking brilliant smoothies

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Barry’s Tea

Golden Moments

Evolution of Barry’s Tea Gold Blend Pack

Current- Back of Pack- Heritage/Blending

Current-Side Panels-Heritage/Blending

NICHE?

Premium ?

Quirky ?

Artisan ?

SELECTION OF EXISTING DESIGNS WE LIKED

POTENTIAL BRAND IDENTITIES

SHORT LIST

SHORT LIST

SELECTED OPTION TO WORK ON

Problem to be solved

Clean

As little plastic packaging as possible

A label which told our story

Our creative options

The chosen design

Our design Journey

28th June 2018

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Part Four:

Best Practice In Packaging

Design: Nailing the

Execution

Packaging Workshop – June 2018© Here Design

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Nailing the Execution

Understand your category’s cues /

rules Understand your visual equities

Deliver functionality in your new packaging design

Deliver emotional impact in your new packaging

design

Deliver differentiation in your new packaging design

Bringing it all together: making magic through great

packaging

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What makes great packaging design?

CATEGORY CODES

Rum Codes

Myth Adventur

e

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Latin Spirit Exoti

c

Strong Masculin

e Narrative

Latin

Spirit

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Myth Adventure Latin Spirit Exotic Outlawed Strong

Masculine

Narrative

Butter Codes

Heritage/Patriotic

Rura

l

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Innocenc

e

Bright/Sunny

Smooth/Soothin

g

Love

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Tea Codes

Nostalgi

c

Floral/Natural

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Domesti

c

Naive Illustration

Seren

e

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Packaging Workshop – June 2018© Here Design

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Category Cues/

Rules

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VisualEquities

Through judgment, collaboration with agency, and

researcharrive atan informed point of view on what

we own right now

What does your brand own that’s part of the

future and should not be lost? (colours, fonts,

claims, styling, devices, characters, etc.)

What needs to change?

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Deliver functionality

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Wit & Humour

in Packaging

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Deliver emotional impact

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Deliver Differentiation

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Deliver Tactility

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Limited Editions

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

2015

Packaging Workshop – June 2018© Here Design

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Deliver personalisation

Packaging Workshop – June 2018© Here Design

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Packaging Workshop – June 2018© Here Design

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0

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Before & After

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5

Cawston Press

The apple preservation society

(grown-up fruit juices)

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Part Five:

Writing A Design Brief

Packaging Workshop – June 2018© Here Design

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1

The Design Brief is the client’s most important

contribution to any design project

Expressed as objectives, not answers

What the designers need to know, not all you know

Packaging Workshop – June 2018© Here Design

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2

Packaging Workshop – June 2018© Here Design

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3

Briefing

Tip

s

WRITING

Write it. Then re-write. Then re-write it again

Be brief. Drop the marketing waffle

Adjust level of background to correspond to project’s

scale/importance

Don’t be too prescriptive, yet capture mandatories

Be clear on budget

Realistic time-

frames BRIEFING

Brief in person (interactive briefing)

Get feedback from your agency. And adjust

FROM TO

Packaging Workshop – June 2018© Here Design

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5

Tetley ExerciseIn Groups…

Review the draft of the ‘hypothesised brief’ from

Tat global beverages on its Tetley brand

1. Underline a few elements you think are

communicated well, and why?

2. How might this brief be improved?

© Here Design 2015 Packaging Workshop – June 2018

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Part Six:

Collaborating with

Design Agencies

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Agency Selection:And the Process To Get Us

There

Packaging Workshop – June 2018© Here Design

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How To Select Your Design Agency

PRINCIPLES

People choose people

One man’s conflict is another man’s relevant experience

A great marriage: trust, honesty, understanding of roles,

professionalism

PROCESS

Pitch or no pitch

Costs versus capability

Go the extra mile

Scale & budget appropriate

Location

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Providing feedback

on design

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Feedback check list

1. Clarity and avoid being vague, be you clear on what you mean

2. Present the problem and not the solution

3. Use right language: avoid terms you don’t fully know or misconstrue

4. Objective and not subjective opinion

5. Honesty is OK but add in constructive direction

6. Make sure it’s the final view and not subject to change

7. Don’t let your business process kill creative opportunity

8. Be realistic on timings

9. Be realistic on requirements to spend

10. Be prepared to discuss feedback and accept alternative views is right

11. Be prepared to accept certain needs visually won’t work

12. Giving examples is ok but not to have them emulated

Packaging Workshop – June 2018© Here Design

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Design Is A Staged Process

Stage 1: Brief: DNA/Strategy

Stage 2: Initial Concepts

Stage 3: Design Development

Stage 4: Design Finalisation

Stage 5: Artwork

Stage 6: Technical

Stage 7: Management

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THANK YOU

Here.