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Recently, Legacy Chocolates went through a brand upgrade. David was commissioned to handle the branding and to use color, style, certain vintage artifacts and a subtle European aesthetic. Here David gives some insight into a winning package design. Award-winning designer and branding specialist David Brier has a 30-year career creating iconic brands, package designs and rebrands. To learn more, visit http://www.RisingAboveTheNoise.com and subscribe to David's free blog.
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anatomy of a winning
packagedesign
by david brier
Every successful label design has a hierarchy. On the next page, note which components stand out1st, then 2nd, etc.
Every successful label design has a hierarchy. On the next page, note which components stand out1st, then 2nd, etc.
The Core BrandIdentifies the companyand maintains the brand standard and promise ofquality and craft.
Product PositioningThis tells your customerwhat this is doing for them.In this case, this is puttingall that skill, knowledge andflavor into a bottle withoutthe long lines, without explaining your drink to anyone and without that occasional barista attitude.
The Product ItselfEnough with the foreplay.Here is where we tellwhat we’re selling.
Product DescriptionMore facts. Additionalbenefits. Here, we used“Simply add water” --doesn’t get much easier than that.
It even works on different sizesand shapes...
Package design,typography and text:@DavidBrierHave a project to discuss?Let’s talk. SUBSCRIBE AT RisingAboveTheNoise.com
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