Posted on : 2023-07-09 23:34:17
Article : Good evening Friday Management TASK 249- To build a strong brand and brand identity, one must tell compelling brand stories. They form opinions in the minds of consumers about a product and its source, therefore it's important that Branding Design be true to the company's core values in order to gain consumer loyalty.
Before a customer sees and experiences your product, their first impression of brand is of its packaging. This makes it a key touchpoint for establishing a connection with the customer and an important extension of brand experience. In fact, 40% of online shoppers say branded packaging makes them more likely to recommend a product to friends. A logo brandmark and packaging are extensions of Branding Design— both are visual touchpoints put out to a target audience in hopes of engagement. They form opinions in the minds of consumers about a product and its source, therefore it's important that Branding Design be true to the company's core values in order to gain consumer loyalty.
To build a strong brand and brand identity, one must tell compelling brand stories. Product packaging accomplishes this by helping tell your brand story in an expanded format. The way a product is packaged can create a dynamic, engaging story about your brand, drawing upon a multitude of features. These include the design itself, the shape, size and technical features, and the copy used on the packaging. It also extends to how it links with wider marketing campaigns… It even encompasses the materials used to create it: Is it recyclable or reusable? Vintage or contemporary? Each aspect of packaging works together to silently speak volumes about the product. Product packaging has the power to inspire us to purchase a product and can make us feel even better about the purchase we’ve just made.
Few years ago when the largest buyer and seller of Pecans in the US were looking to move from wholesale to the retail market, they wanted a new package design for their four top selling products. This would be the beginning of their brand journey into retail and the start of a successful client/agency relationship that continues to this day.
MASCOT Pecan Shelling Company is a proud family-owned company that was founded in 1955. Over the years they have expanded their operation from just nuts to include a large variety of candies and snacks. They were already selling a line of these products under SCOTT’S, a fundraising division. They pride themselves on their homemade, small batch, original recipe products made in the USA, and were clear that this new retail line must reflect their history in the brand graphics and copy.
A package design was created that was centred around their history. It incorporated their existing Scotty dog logo and a historical shot of their first original storefront location. Differentiating the various flavors through color, guaranteed the choices would be evident on the shelf. As the brand grew in popularity and their product lines expanded, they wanted to redesign their packaging again. This involved a logo redesign to maximize the MASCOT name and strengthen their position as a snack company. The Mascot Scotty was simplified and reworked for brand name prominence. The package design also went through a redesign to strengthen brand visibility. Highlighting the breadth of the product line was achieved by the color badge at top of package. These colors create a bold backdrop to pop the brand and help differentiate between product flavors. The color pallet was expanded as new candies and snacks were developed and brought to market.
Every new item arrives, fraught with the unspoken possibility that this thing could make your life better. But, a new phone, snack food, lipstick, or computer is made even better when it arrives in awesome packaging. If you sell products, invest in good packaging design (the packaging for your product) and package graphics (the graphics/content on the product packaging) to help your company succeed.
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