5 Steps to consider before your packaging design

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A short presentation given at Prague's Art of Packaging conference hosted by Syba and the embassy of the Netherlands. It concerns creating a brand identity before your packaging or communication.

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5 Steps to consider before your packaging design

  1. 1. 5 steps to consider Before you begin your packaging design 17 April 2009
  2. 2. 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
  3. 3. 5 steps to consider Before you begin your packaging design 17 April 2009
  4. 4. Purpose of a brand identity Why do we need a quot; brand identity?
  5. 5. Purpose of a brand identity Makes your company or product Recognizableı
  6. 6. Purpose of a brand identity Lends authority and credibility to your brand
  7. 7. Purpose of a brand identity Conveys your brand values
  8. 8. Purpose of a brand identity You can’t just tell people to buy your products (any more)
  9. 9. Purpose of a brand identity People are cynical and ad-savvy
  10. 10. Purpose of a brand identity Media has splintered
  11. 11. Purpose of a brand identity Your competition is offering the same exact product
  12. 12. Purpose of a brand identity And not only your competition!
  13. 13. 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?
  14. 14. 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!
  15. 15. 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
  16. 16. Purpose of a brand identity 2 types of packaging briefs we receive “we have a nice product” 1 2 “make us some nice packaging”
  17. 17. 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
  18. 18. Typical process for brand identity development Is there a more practical method?
  19. 19. e steps 5 steps to consider Before you begin your packaging design
  20. 20. 1 e steps Business Objective
  21. 21. 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
  22. 22. 2 e steps Positioning
  23. 23. Key Values quot; andquot; Brand Models
  24. 24. Brand Stories,quot; manifestosquot; andquot; Creeds
  25. 25. Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.quot; Patagonia's Mission Statement
  26. 26. Positioning is conveyed through good quot; packaging design
  27. 27. 3 e steps Key Visual Equity
  28. 28. Key visual equity What is the key visual quot; metaphor by which we can quot; communicate our positioning?
  29. 29. Key visual equity The Key Visual Equity can be an icon or a theme
  30. 30. Key visual equity The Key Visual Equity workshop Because explaining quot; does not equal quot; co-creating!
  31. 31. 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
  32. 32. Key visual equity
  33. 33. Key visual equity Key Visual Equity quot; leveraged acrossquot; packaging
  34. 34. 4 e steps Visual Identity
  35. 35. type icons colors materials
  36. 36. logo music pattern …and more!
  37. 37. Primary and secondary elements
  38. 38. Visual Identity
  39. 39. 5 e steps Brand Book
  40. 40. Content includes and quot; explains our previous work: Business objective Positioning Key visual equity Visual identity Also examples of pack design and communication
  41. 41. The brand book should: Inform why choices were made Instruct in basic use of the brand Inspire with what a great brand we have!
  42. 42. Optimized processquot; for brand identity quot; Communication C and packaging design 1 2 3 4 5 Business Positioning Key Visual Visual Brand Objective Equities Identity Book P Packaging
  43. 43. What we’ve learned… 1+1+1+1+1 > 5
  44. 44. 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

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