Posted on : 2023-07-10 07:22:35
Article : Good morning Monday management solution for the TASK 249- The brand story covers a lot more ground than just your company’s name, logo and tagline. And, the brand promise is a particularly integral part of overall brand story. The brand promise is the commitment of business it makes to its customers.
Effective product packaging does more than merely set the stage for a product. The experience of unpacking a product is part of a customer’s experience with a brand, much like a company’s name and logo. The need to tell compelling brand stories will grow in importance in the years to come. Millennials and Generation Z are taking on bigger and bigger roles in the marketplace. As we see in current packaging design trends, these consumers value authenticity and seek out brands striving to make a genuine connection.
The brand story covers a lot more ground than just your company’s name, logo and tagline. And, the brand promise is a particularly integral part of overall brand story. The brand promise is the commitment of business makes to its customers. A brand promise is an extension of a company’s positioning. If you think of positioning as the fertile ground that allows a brand to germinate, grow and thrive, the brand promise is a brand’s fruit—it’s the tangible benefit that makes a product or service desirable. Now let us discuss about a UK chocolatier DIVINE from a farmers co-operative, its attractive packaging for brand market share enhancement.
Divine is a UK-based chocolatier. It has made it their mission to “make the world a place where chocolate is cherished by everyone, including the family farmers who grow the cocoa. Divine’s chocolate is farmed by the Kuapa Kokoo cooperative in Ghana. The 85,000 farmers in the cooperative are co-owners in the company. The farmers receive a share of the profits and have a voice in the business. Divine is following through on their promise in a very real way.
Their brand promise – luxurious Fairtrade chocolate that you can feel good about enjoying – is an extension of this mission. And, they’ve done an excellent job of prominently showcasing their brand promise within their larger brand story on their chocolate packaging.
The packaging for Divine’s chocolate bars prominently features their opulent gold script logo. This reminds customers of the high-quality and decadent chocolate experience awaiting inside. The logo is printed in raised metallic ink, providing a tactile experience for the consumer as well as a visual one. And, surrounding that logo is a pattern of adrinka symbols. These symbols derive from Ghanian culture – and are still embraced by the farmers of the Kuapa Kokoo cooperative.
Each symbol represents a virtue that is valued by the brand. One can learn more about them in the graphic above. These symbols pack quite a bit of visual information in just the small amount of real estate available on the packaging. But, even if you don’t know what each symbol means, they remind consumers of the chocolate’s Ghanian roots.
The color scheme is an important psychological element in product packaging. Bright colors on a rich black or smooth, chocolatey brown background. The vibrant Ghanian-inspired colors layer over the chic luxury of the neutral background to communicate the two most important elements of their brand story. And, that’s just the outside of the wrapper. The inside of Divine’s wrappers includes copy and graphics explaining their story.
Consumers love discovering that the Fairtrade cocoa in our chocolate is grown by family farmers in Ghana and that they receive 44% of Divine profits… This empowers people to become a part of our story by treating themselves and others to Divine Chocolate. Divine has masterfully communicated their brand story to their customers in an eye-pleasing and effective package.
End point- Feature of logo prominently to increase brand recognition. And, make sure that your company’s logo is the best possible representation of your brand. Make thoughtful choices about the graphics that will best communicate your brand story. Dig deep and be selective – use the images that pack the most meaning possible while also living with the overall design concept and brand story.
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