5 steps to consider
Before you begin your packaging design
17 April 2009

Who we are
International brand advice
and design solutions
(with a focus on the CEE region)
12 years developing complex brand and
identity solutions for the entire CEE region.
Offices in Prague, Moscow, and Russia
Bucharest
Czech Republic
Netherlands
The eastern half of the BR-ND People
network.
Romania

5 steps to consider
Before you begin your packaging design
17 April 2009

Purpose of a brand identity
Why do we need a \"
brand identity?

Purpose of a brand identity
Makes your company or product Recognizableı

Purpose of a brand identity
Lends authority and
credibility to your brand

Purpose of a brand identity
Conveys your brand values

Purpose of a brand identity
You can’t just tell people to
buy your products (any more)

Purpose of a brand identity
People are cynical
and ad-savvy

Purpose of a brand identity
Media has splintered

Purpose of a brand identity
Your competition is offering the
same exact product

Purpose of a brand identity
And not only your competition!

Purpose of a brand identity
If you were the CEO of Nokia, would
you have guessed 10 years ago that
Apple would be one of your biggest
competitors?

Purpose of a brand identity
In this context, non-verbal or metaphorical
communication (design and brand identity)
becomes even more important for getting
and
holding
people’s
attention!

Purpose of a brand identity
2 types of packaging briefs we receive
Design Packaging
agency wins
Brief design Technical
Adjustments Adjustments
agencies pitch (positioning) from advertising guidelines
3 6 9 10 13
1 4 7 12
Problem Positioning Positioning BTL work
started finalized begins
2 5 8 11 14
Brief ad agencies Ad agency wins Adjustments Adjustments from Communication
pitch (positioning) design Technical
guidelines

Purpose of a brand identity
2 types of packaging briefs we receive
“we have a nice product”
1 2
“make us some nice packaging”

Purpose of a brand identity
2 types of packaging briefs we receive
Consideration of the brand identity is
non-existent or it is not synchronized
for optimal output

Typical process for brand identity development
Is there a more practical method?

e steps
5 steps to consider
Before you begin your packaging design

1
e steps
Business Objective

What do we hope to gain out of this brand/re-brand?
What are the conditions that led us here?
What are next steps if those conditions change?
What are our resources and limitations?
work
d how is this
an
ess objective
usin
What is our b
it?
lp us achieve
going to he

2
e steps
Positioning

Key Values \"
and\"
Brand Models

Brand Stories,\"
manifestos\"
and\"
Creeds

Build the best product, cause no
unnecessary harm, use business to
inspire and implement solutions to the
environmental crisis.\"
Patagonia's Mission Statement

Positioning is conveyed
through good \"
packaging design

3
e steps
Key Visual Equity

Key visual equity
What is the key visual \"
metaphor by which we can \"
communicate our positioning?

Key visual equity
The
Key Visual Equity
can be an icon
or a theme

Key visual equity
The
Key Visual Equity
workshop
Because explaining \"
does not equal \"
co-creating!

Key visual equity
The advantages of the workshop stage:
 KVE that works across all platforms
 Better understanding of the brand
 More powerful/meaningful/unique imagery
 Stakeholder buy-in

Key visual equity

Key visual equity
Key Visual Equity \"
leveraged across\"
packaging

4
e steps
Visual Identity

type icons colors materials

logo
music pattern
…and more!

Primary and secondary elements

Visual Identity

5
e steps
Brand Book

Content includes and \"
explains our previous work:
Business objective
Positioning
Key visual equity
Visual identity
Also examples of pack design and communication

The brand book should:
Inform why choices were made
Instruct in basic use of the brand
Inspire with what a great brand we have!

Optimized process\"
for brand identity \" Communication
C
and packaging design
1 2 3 4 5
Business Positioning
Key Visual Visual Brand
Objective
Equities
Identity
Book
P
Packaging

What we’ve learned…
1+1+1+1+1 > 5

Thank you
Douglas Kaufman
Head of Brand Strategy
cocoon – brand advice and design solutions
t. +420 224 815 985 f. +420 224 814 934
U Pruhonu 13, 170 00 Praha 7, Czech Republic
http://www.cocoon-agency.com
17 April 2009