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.

1. 5 steps to consider
Before you begin your packaging design
17 April 2009

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

4. Purpose of a brand identity
Why do we need a quot;
brand identity?

5. Purpose of a brand identity
Makes your company or product Recognizableı

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

7. Purpose of a brand identity
Conveys your brand values

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

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

10. Purpose of a brand identity
Media has splintered

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

12. Purpose of a brand identity
And not only your competition!

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

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

20. 1
e steps
Business Objective

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. 2
e steps
Positioning

23. Key Values quot;
andquot;
Brand Models

24. Brand Stories,quot;
manifestosquot;
andquot;
Creeds

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. Positioning is conveyed
through good quot;
packaging design

27. 3
e steps
Key Visual Equity

28. Key visual equity
What is the key visual quot;
metaphor by which we can quot;
communicate our positioning?

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

30. Key visual equity
The
Key Visual Equity
workshop
Because explaining quot;
does not equal quot;
co-creating!

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. Key visual equity

33. Key visual equity
Key Visual Equity quot;
leveraged acrossquot;
packaging

34. 4
e steps
Visual Identity

35. type icons colors materials

36. logo
music pattern
…and more!

51. Primary and secondary elements

52. Visual Identity

53. 5
e steps
Brand Book

54. Content includes and quot;
explains our previous work:
Business objective
Positioning
Key visual equity
Visual identity
Also examples of pack design and communication

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

57. 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

58. What we’ve learned…
1+1+1+1+1 > 5

59. 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