leveraging the power of packaging · • be brief. drop the marketing waffle • adjust level of...

Leveraging The Power Of Packaging

Workshop - October 2017

Part 1: What's Hot In Packaging?

Part 2: What Makes Good Packaging Design: Nailing the Thinking

Part 3: Best Practice In Packaging Design: Nailing the Execution

Part 4: The Packaging Brief

LUNCH

Part 5: Collaborating with Design Agencies

Part 6: Learning In Action – Experiencing Real Design

CODA: Agency Experiences With Clients - Good And Bad

A G E N D A

P A R T O N E : What's Hot In Packaging?

The Power of Packaging

P A R T O N E

Why is packaging so important?

P A R T O N E

Name the brand…

P A R T O N E

P A R T O N E

“Pack design is potentially

a game-changer, take control of it!”

Andrew Knowles

JKR Global

P A R T O N E

Principles of Packaging

Pack Design themes

P A R T O N E

Authenticity and Storytelling

P A R T O N E

Vital Farms

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P A R T O N E

New Health

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Experiential

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P A R T O N E

P A R T O N E

Sustainability

P A R T O N E

P A R T O N E

P A R T O N E

P A R T O N E

On-the-Go Lifestyles

P A R T O N E

P A R T O N E

P A R T O N E

Personalisation

P A R T O N E

P A R T O N E

P A R T O N E

Less is More

P A R T O N E

Source:springssmokedsalmon.co.uk

P A R T O N E

P A R T O N E

The Art of Elevated Gifting

P A R T O N E

P A R T O N E

P A R T O N E

“Different” and “New” are relatively easy.

Doing something that is

genuinely better… is hard.

Jonathan Ive CDO, Apple

P A R T O N E

P A R T T W O : What Makes Good Packaging Design/Nailing the Execution

Why do we care so much about packaging?

•  76% of purchase decisions are made

at the shelf •  In many cases, packaging is the only

brand communications consumers will ever see

P A R T T W O

Source:*Nielsen2016

“First the thinking, then the doing”

P A R T T W O

Brand Positioning

P A R T T W O

At the heart of any growth strategy lies one single concept…

Source:fabrikbrands.com

P A R T T W O

© 2016 Orchard Brand Agency Limited

Brand Positioning is the unique space you want to own in people’s hearts and minds…versus your

competitive set

Source:Yesgroupdu.com

P A R T T W O

Great Packaging Begins In Clear Positioning

Brand Positioning is the unique space you want to own in people’s

hearts and minds, versus your competitive set

•  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

P A R T T W O

THINK DIFFERENTLY

Apple makes technology so simple that everyone can be part of

the future

Source:www.beloved-brands.com

P A R T T W O

AirPods

Source:Digitaltrends.com

P A R T T W O

Source:www.mystery.co.uk

P A R T T W O

P A R T T W O

I really believe in adding value to a diet. Actively eating good,

nutritious stuff, rather than simply cutting out the bad! I

wanted to make free-from foods which were appealing to

everyone, not just those with an allergy or intolerance.

STEPHCROFT-SIMON-FOUNDER,NOMFOODS

Source:www.nomfoods.co.ukwebsite

P A R T T W O

Source:nomfoods.co.uk

P A R T T W O

Source:brewdog.co.uk

P A R T T W O

P A R T T W O

P A R T T H R E E

In Summary

•  Packaging is the most important expression of your positioning

•  Great packaging depends on great brand positioning

•  Packaging may be the most conservative expression of your brand

•  Delivering great packaging depends on an insightful understanding of the category and brand from a consumer’s point of view

P A R T T W O

P A R T T H R E E : Best Practice In Packaging Design: Nailing the Execution

What makes great packaging design?

Nailing the Execution

P A R T T H R E E

Nailing the Execution

i.  Understand your category’s cues / rules

ii.  Understand your visual equities

iii.  Deliver functionality in your new packaging design

iv.  Deliver emotional impact in your new packaging design

v.  Deliver differentiation in your new packaging design

vi.  Bringing it all together: making magic through great

packaging

P A R T T H R E E

What makes great packaging design?

Category Codes

P A R T T H R E E

Source:Sherpardname.co.ukSource:Mcewans.co.ukSource:Adnams.co.ukSource:Samualadams.comSource:Theakson.co.ukSource:Summitbrewing.com

P A R T T H R E E

P A R T T H R E E

Source:Stellaartois.comSource:Peroniitaly.comSource:Carlsberg.comSource:Carling.comSource:Tennents.co.ukSource:Welde.de

P A R T T H R E E

P A R T T H R E E

Source:Guiness.comSource:Carlowbrewing.comSource:Murphys.comSource:Marstons.comSource:Bristolbeerfactory.co.ukSource:sevenbrothersbrewry.co.uk

P A R T T H R E E

P A R T T H R E E

Source:Clover.co.ukSource:Asda.comSource:Kerrygold.co.ukSource:Dairycrest.co.uk

P A R T T H R E E

Source:Threebrand.com

P A R T T H R E E

Source:sudafed.co.ukSource:lempsip.co.ukSource:Panadol.co.ukSource:Beechams.co.uk

P A R T T H R E E

Source:Nurofen.comSource:Tesco.com

P A R T T H R E E

Source:Hovis.co.ukSource:Kingsmill.co.ukSource:Warburtons.co.ukSource:Biabreves.com

P A R T T H R E E

Source:Hotbreadkitchen.org

P A R T T H R E E

Source:Walkers.co.uk

P A R T T H R E E

Source:Goldenwonder.comSource:Asda.comSource:Tesco.comSource:Sainsburys.com

P A R T T H R E E

Category Cues/Rules

P A R T T H R E E

Visual Equities

P A R T T H R E E

Visual Equities

Through judgment, collaboration with agency, and research arrive at an 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?

P A R T T H R E E

Visual Equities*: where are we at right now, design-wise?

Lose •  Formal script writing •  Old-fashioned cupcake device •  Ugly product shot! •  Shouty, unconfident claims •  Sense of clutter

Keep •  Kipling red (but open to new expressions) •  Description of what’s inside

Consider •  Update of our logo: more informal, convivial •  Exiting ‘exceedingly good’ •  Creating a metaphorical expression of

Kipling-ness *Hypotheses:forillustraHonpurposeonly

P A R T T H R E E

Visual Equities

THEN

NOW

Source:Mrkipling.co.uk

P A R T T H R E E

Deliver functionality

P A R T T H R E E

Source:borderbiscuits.co.uk

P A R T T H R E E

Source:naotamura.com

P A R T T H R E E

Source:fuseproject.com

P A R T T H R E E

Source:stevehaslip.com

P A R T T H R E E

Deliver Emotional Impact

P A R T T H R E E

Source:luxaPc.com

P A R T T H R E E

P A R T T H R E E

Source:atpace.co.za

P A R T T H R E E

Source:kleenex.co.uk

P A R T T H R E E

Source:atpace.co.za

P A R T T H R E E

Source:springeRs.co.uk

P A R T T H R E E

Deliver Differentiation

P A R T T H R E E

Source:Method.com

P A R T T H R E E

Source:wahaca.co.uk

P A R T T H R E E

Source:caskers.com

P A R T T H R E E

Source:theochocolate.com

P A R T T H R E E

P A R T F O U R : The Packaging Brief

Writing A Design Brief

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

P A R T F O U R

Writing A Design Brief P A R T F O U R

Our Story

P A R T F O U R

P A R T F O U R

P A R T F O U R

L U N C H

P A R T F O U R

“Design is a means, not an end. A language, not content.”

Tibor Kalman

P A R T F O U R

“A culture cannot evolve without powerful honest storytelling.

When society repeatedly experiences glossy, hollowed out, pseudo stories, it degenerates”

Robert McKee, professor, writer

P A R T F O U R

P A R T F O U R

Briefing Tips

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

P A R T F O U R

P A R T F I V E Collaborating with Design Agencies

Agency Selection: And the Process To Get Us There

P A R T F I V E

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

P A R T F I V E

Providing feedback on design

P A R T F I V E

P A R T F I V E

“Design is a means, not an end. A language, not content.”

Tibor Kalman

P A R T F I V E

“A culture cannot evolve without powerful honest storytelling.

When society repeatedly experiences glossy, hollowed out, pseudo stories, it degenerates”

Robert McKee, professor, writer

P A R T F I V E

P A R T F I V E

P A R T F I V E

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 on budget 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

P A R T F I V E

Design Is A StagedProcess

P A R T F I V E

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

P A R T F I V E

C O D A

Agency Experiences Good & Bad

C O D A

Good experiences

1.  Bunnahabhain Islay Malt pitch and Bronx Brewery rebrand:

•  Full emersion at Distillery/Brewery, Process, Brand DNA and market/consumer

•  Product understanding: tasting and process •  Clear written brief and research findings •  Discussion with key brand representatives •  Paid pitch and realistic project budget

C O D A

Bad experiences

1.  In car briefing on way to airport, us taking notes all while

2.  Large business processes: lots of info but no clear direction: more for

organisation than designer in mind, repetitive every time

3.  Briefed by client Marketing team who then has a change of mind

driven by hierarchy influence of senior team after initial creative

4.  Pitches run to simply test market and incumbent agency

5.  ‘I know what I like when I see it!’

6.  Briefing on UK market only beer then at AW finding out Global roll

out

C O D A

Bad experiences: example

Brief     Parasite unit on Tesco fixture (Dressing Pots)   SRP of dressing on Chilled Salad Fixture in replacement of 3 x OL SKUs. SRP but be a similar footprint to current OL SRP.

C O D A

Bad experiences: example

Revised Brief   Main points:   Logo too small.. Is too category driven There is something not right. Don't know what it is…..?!

C O D A

T H A N K Y O U