LEVERAGING THE POWER OF PACKAGING - Bord Bia · 2019-04-23 · Packaging brings positioning to life: it is not created in a vacuum Be sure, collectively, of your brand’s positioning

LEVERAGING THE

POWER

OF PACKAGING

Packaging Workshop – June 2018 Here.

Packaging Workshop – June 2018© Here Design

20152

Part Two:

IconicPackaging


20153

World’s finest distilled

non-alcoholic drink, for

memorable individual

connections


20154


20155


20156


20157


20158

Part Three:

What Makes Good

Packaging Design:

Nailing the

Thinking


20159

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


201510

“First the thinking, then the doing”


201511

Brand Positioning

Brand Positioning is the unique space you want

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

your competitive set


201512


201513

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


201514

Think Differently

© Here Design 2015 Packaging Workshop – June 2018

31

LA Brewery

Multiculturalism


32

ElectricCoffee

Light up the world of coffee

Ben & Jerry’s

Joy for the belly and soul


201517

Froosh

Fruit: Bottled

F*cking brilliant smoothies


201518


201519

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


201545

Part Four:

Best Practice In Packaging

Design: Nailing the

Execution


201546

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


201547

What makes great packaging design?

CATEGORY CODES

Rum Codes

Myth Adventur

e


201548

Latin Spirit Exoti

c

Strong Masculin

e Narrative

Latin

Spirit


201549

Myth Adventure Latin Spirit Exotic Outlawed Strong

Masculine

Narrative

Butter Codes

Heritage/Patriotic

Rura

l


201550

Innocenc

e

Bright/Sunny

Smooth/Soothin

g

Love


201551

Tea Codes

Nostalgi

c

Floral/Natural


201552

Domesti

c

Naive Illustration

Seren

e


201553


201554

Category Cues/

Rules


201555

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?


201556


201557


201558


201560


201561

Deliver functionality


201562


201563


201564


201565


201566


201567


201568

Wit & Humour

in Packaging


201569


201570


201571


201572


201573


201574


201575


201576

Deliver emotional impact


201577


201578


201579


201580


201581


201582


201583

Deliver Differentiation


201584


201585


201586


201587


201588


201589

Deliver Tactility


201593


201594

Limited Editions


201595


201596


2015


201598

Deliver personalisation


201599


201510

0


201510

1


201510

2


201510

3


201510

4

Before & After


201510

5

Cawston Press

The apple preservation society

(grown-up fruit juices)


201510

6


201510

7


201510

8


201510

9


201511

0

Part Five:

Writing A Design Brief


201511

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


201511

2


201511

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


201511

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?


96

Part Six:

Collaborating with

Design Agencies


2015117

Agency Selection:And the Process To Get Us

There


2015118

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


2015119

Providing feedback

on design


2015120

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


2015121

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


2015122

THANK YOU

Here.

Documents

LEVERAGING THE POWER OF PACKAGING - Bord Bia · 2019-04-23 · Packaging brings positioning to life: it is not created in a vacuum Be sure, collectively, of your brand’s positioning