1. At Bullseye we design distinctive food packaging
that captures the truth at the heart of each
brand. We express this with a creative blend of
facts and emotion to deliver powerful packaging
that will stand out on shelf and drive sales.
“
bullseye
Unit 1G, The Atrium,
Blackpool Business Centre,
Blackpool, Cork, Ireland
T +353 (0)21 4776644
E info@bullseye.ie
W www.bullseye.ie
Bullseye Food
succeed in
competitive advantage
©
food
brand & packaging
design tips
bullseye
the food brand builders
©

2. invest in
professional brand design
To make the most of all your brand design, get professional help! Your
packaging design IS your brand - your silent salesman on shelf! It is your
primary source of brand communication. Your packaging is your first, best,
and often last chance to make a sale!
It is an opportunity to:
Tell your “brand story” to the consumer when you are not there
Create an expectation of the food product quality inside and the Unique
Selling Point
Attract consumer attention and standout on a very crowded shelf space
Appeal to the Heart (Emotion), Mind (Rational), & Mouth (Taste Appeal)
Sell your food brands Unique Selling Points
So to get it right FIRST TIME then always hire a professional. Just like you
would hire a solicitor for a legal issue or an accountant for an accounting
issue it is best practice to hire a professional food brand designer for create
effective food branding & packaging that works on shelf. This is a long term
investment for your food business and a good design will last many years if
created properly at the beginning of your brand journey.
shelf impact
Food Retail is a very competitive environment. Retail stores are fast moving
businesses with limited shelf space. Consumers are confronted with over
70,000 individual food lines in a modern multiple store. So it is vital that
your packaging design and structure stands out form the crowd on shelf to
grab your target consumers attention.
stand out from the crowd
Step one should always be to study your competitors on shelf to see what
they are doing. If they are all going one way then you need to go the other
to stand out. If they ‘Zig’ then you need to ‘Zag’! 70% of purchase decisions
are made at point of purchase in front of the shelf. So you have seconds to
grab your target consumers attention to get them to pick up your brand.
Remember first impressions last!
TO MAKE SURE THAT YOU HAVE A DISTINCTIVE PACK DESIGN MAKE
SURE THAT….
Your logo stands out from a distance (The 10 foot test)
That it is easy to read your product name and description underneath?
That the overall pack design is appealing to your target consumer?
Is it the right style of design for their age group?
Is the colour coding or overall design colouring correct for your
food category?
Does your pack structure and design stand out like a sore thumb from
the competitors without being too off the wall?
DON’T IMITATE COMPETITORS -
BE UNIQUE, BE DISTINCTIVE, BUT DON’T BE A CATEGORY ODDITY!
first impressions last
You only get one chance to make a first impression. A cliché perhaps,
but particularly true in the case of food packaging design. Especially if
you are a small food company, just starting out.
Brands are just like people. Each brand possess a unique brand personality
which is what makes them just so interesting. Just like clothes on a person,
packaging is a reflection of your brands personality. The consumer percep-
tion of your brand is greatly effected by your “brand look”. And when it
come to branding - Perception is reality!
packaging -
the silent salesman
Packaging design has a huge impact on food sales. After all, it is the first
thing seen before making a purchase decision. The purchase decision time
for groceries is approx 5-10 seconds. Packaging design is vital in capturing
initial consumer interest and in closing a final purchase decision.
Over 70% of purchasing decisions are made at the shelf, or at the point of
purchase in the grocery store. So a strong distinctive brand identity design
is vital. Packaging design heavily influences the overall consumer brand
perception of a food product and hence the brands positioning. Therefore,
packaging which creates differentiation and a strong brand identity is
very important to a brands long-term success. Packaging is also the key
to quickly communicating the Unique Selling Points of your food brand to
initiate a purchase decision!
consumers buy on emotion
and then justify with facts
First impressions of your food product make all the difference. Before
consumers actually read your packaging text, or taste your food product,
they will have formed a “gut feeling” about the product based on the look
and feel of your food packaging and branding. And it’s the consumers
“gut feeling” that really matters most initially!
importance of packaging
WHY IS PACKAGING SO IMPORTANT?
Packaging is the single most important means of communicating with
your customer. Many companies don’t have the luxury of big marketing
or advertising budgets and so their packaging has to work really hard on
many levels to win the hearts and minds of customers. Here are just some
of the roles packaging:
PHYSICAL ROLE: Protecting goods from getting damaged or
contaminated, prolonging your product’s shelf life and making sure
the product doesn’t spoil.
LEGAL ROLE: Packaging also houses legal requirements such as
ingredients, weight, nutritional and allergy information.
SHELF IMPACT ROLE: Packaging can be hugely effective in helping to cut
through the visual clutter consumers are faced with, helping your product
to gain vital shelf standout.
BRAND RECOGNITION ROLE: Packaging needs to reflect what you are all
about. It should encompass your story, your personality, your values and
beliefs. This will help to strike a chord with the consumer and create new
fans for your brand.
be different - get noticed
Small brands no not have the benefit of a large ‘above the line’ marketing
support campaign on TV or Radio or Press. But, small, innovative, new food
brands can have huge advantages over older more established food brands
in the area of packaging design. New brands have no historic visual
baggage, and often no existing packing line constraints.
Innovative packaging design by a small nimble food company can break
the mold and really get your new brand noticed on shelf. You should aim
to design food packaging that is impossible to ignore!
Here are some of our tips on how best to do this….
©
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie
0302

3. 04
consumers natural in-store reaction…the first 4 steps take less than 5 seconds!
a clear brand message + distinctive impactful design = A strong brand!
©
©
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie
05

4. use colour effectively
Of all the forms of non-verbal communication, colour is the most
instantaneous method of conveying messages and meanings. Colour
stimulates and works with all the senses, symbolises abstract concepts
and thoughts, recalls another time or place and produces an aesthetic or
emotional response. The use of certain colours leads to differing emotive
responses. Colour contrast in packaging is key to ensuring shelf stand-out
and capturing consumer attention, (primary colours for food).
Packaging Colour and shape can be used to create contrast with key
competitors on shelf. Strong visual cues on packaging can achieve shelf
stand-out in cluttered retail environments. For example photography can
shape consumer perceptions more rapidly than just textual information.
avoid clutter
Put the information in order of importance (hierarchy) from the top to
bottom on the front of the food pack
Show the product inside when possible by means of a window, this says
premium handmade (unless the product is unsightly!)
Keep the front face uncluttered, use the back of the pack or inside label
for additional information ie. barcodes, storage cooking instructions,
nutrition, ingredients
Put the unique selling points (USP’s) of the product on the front of the
food pack, in a clear highlighted panel with ticks
Use colour coding to convey different flavours and varieties
make it easy
for the consumer
FRONT
Brand Name
Product Name
Product Photograph
Serving suggestions
Product Description
Product Window
Unique Selling Points
Cooking Time
Number of units inside
Servings/Portions
Use by/Shelf life
Made in Ireland
Product Weight/Volume
BACK
Nutritional info
Ingredients
Cooking instructions
Storage instructions
GDA’s
Barcode
Factory Code/Batch No
Contact details/web
Recycled logo
Allergy Advice
For legal label info
go to www.fsai.ie
top 12 items looked for
by consumers on packaging
Brand Name
Best Before Date
Price
Weight/Portion Size
Country/County of origin
Storage instructions
Nutritional Information
Local - Food Miles
Sustainable / In Season
Ingredients list / Natural?
Cooking Instructions
Allergy advice
top nutritional fats
looked for by consumers
on nutritional panels
Fat
Salt / Sodium
Sugar
Energy / Kcals
Protein
Saturates
Carbohydrates
Fibre
Saturates
NOTE: For the most up to date legal food label information go to www.fsai.ie
do your market research
Research your chosen food market category and find out what packaging
attributes appeal to the customers you are targeting. Analyse all your
competitors food packaging and make sure your food packaging will employ
the key characteristics that appeal to your target consumer market. Watch
where people shop for your food product in store and know your target
customers current buying trends habits.
Understand how your food packaging will be used by the consumer and keep
abreast of any new food packaging technologies. Go to lots of food trade fairs
abroad for inspiration. US, EU..etc. Keep pace with “hot” packaging issues. i.e.
Environment and excess packaging, Bio-degradable, Reusable, QR Codes,...etc.
Competition for packaging materials is increasing and prices are increasing –
So cost carefully before deciding on your final packaging choice!
some quick questions
to ask yourself
Once you have researched and chosen your proposed packaging type
you should ask yourself a few questions BEFORE you start to design:-
Will it give me the shelf-life my food product category requires?
Will it protect my food product during transport and storage?
Is it tamper evident?
Will it prevent spillage or spoiling of any type?
Is it convenient to use?
Is it the right height, size, and shape for my category shelf space in store?
Is it “food grade” material that will not contaminate the product in any way?
Is it damp proof or freezer grade if it is to be used in chill or frozen cabinets?
Can I overprint further information if required?
(i.e. Best Before, Batch code, barcode, product descriptor....etc)
Does it reflect my chosen brand personality / positioning?
Will it appeal to my target market?
Will it work in the home fridge or cupboard environment conveniently?
Is it affordable as packaging for my food brand long-term?
Can I get packing speed efficiencies’ into this type of packaging as my
food business grows?
principles for
naming your brand
criteria for a good new food brand name
Distinctive / Memorable
Brief / Short
Appropriative to your food category
Easy Spelling and pronunciation
Likeable
Extendable
Protectable (Go to www.patentsoffice.ie)
Has Personality - Try and make it Personal
Has Provenance - Geographic? Family?
characteristics of a
well designed logo
Unique - Distinctive - Iconic - Symbolic
Impactful / Powerful - Stands out from the crowd
Versatile - Extendable into other food sectors?
Has longevity - Will stand the test of time
Has Provenance / Credibility-based
Has Instant recall with consumers
An embodiment of the brand’s Essence/Positioning
A visual interpretation of the company’s personality:
Business ethos, character, attitude, quality, principles
Designed in a way that can be registered as a trademark
don’t mimic
Many new brands make the mistake of simply copying other brands and
offering purely superficial differences to product already on shelf. When a
category is growing, new brands often appear, that mimic the successful
brands in the category - not really offering anything different from either a
product or a pack design perspective. Far from giving the consumer more
choice, they just “blend in” and make brand choices more difficult.
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie
07
GLASS
BOTTLES
JARS
PLASTIC
FILM
BOTTLES
POUCHES
TRAYS
TUBS
PAPER
BAGS
WRAPPING
LABELS
CUPS
CARDBOARD
BOX / TUBE
TRAY
BOARDS
CARTONS
TUBES
METAL
CANS
TRAY
FOIL
BOTTLES
POUCHES
ECO-FRIENDLY
FILM
POUCHES
BAGS
TRAYS
WOOD
BOX
TRAY
SLEEVE
FOOD PACKAGING
OPTIONS
©
06

5. brand consistancy
Consistent Brand Design is vital! You need to have a consistent distinctive
brand design on ALL your packaging and point of sale materials in order to
create strong brand recognition on shelf. This makes it easier for consumers
to find your brand on shelf quickly and become brand loyal. The packaging
should make sure that they NEVER choose another brand by mistake.
Your packaging is your “SILENT SALESMAN” on shelf and in many cases
is your only consumer communication mechanism at point of sale.
BE HONEST - Your packaging design should be a reflection of your brand
personality and brand values. Just like people, the “clothes” that your brand
wears on shelf will convey a certain message about your brands personality.
SO it is important to get it right first time and convey the right message as
FIRST IMPRESSIONS LAST! Your brand design should be consistent across
the range of packs (logo, name, colouring, font style and size, colour coding,
packaging material) giving a uniform brand message across the range.
CONNECT WITH YOUR TARGET AUDIENCE - Design packaging that your
target consumers can understand and connect with, don’t alienate them
with too far out wacky design style for the sake of just being different. It is a
balancing act. You want to stand out but not be the “punk in a room full of
suits”! Your overall design should reflect the personality and positioning of
your brand and the food product inside.
HIGHLIGHT YOUR UNIQUE SELLING POINTS - Why exactly should a
consumer pick your brand over the competition on shelf? Tell them clearly
concisely with both Facts and Emotion. Make the Unique selling points
short and concise bullet points easy to understand! Reinforce emotional
positioning with a story and relevant brand imagery that reinforces your
brands heritage and provenance.
protect your brand
You should always protect your new
brand with a trade mark registration
through the www.patentsoffice.ie
for about €70 per food classification
(there are many classifications under
the NICE convention so make sure
you register your mark under the
correct one!)
A registered trademark is a word,
name, symbol or device that
identifies the source of the goods and
distinguishes them from competitor
goods. It prevents your competitors
from using a similar mark or logo, but
can’t stop them from selling the same
product under another brand or name.
You can register just for Ireland or for
the EU, the choice has cost implications.
It can take a year to get full registration
but better to be safe than sorry!
final top 10 design tips
Be passionate about your brand at all times-so the designer can be too
Have a good look around before choosing one designer
Set the sign-off, packaging print lead times budget in stone at the start
Have a direct link to the design “Creatives” in the design agency,
not just the account handler
Insist on a two-way dialogue with the designer throughout the process
Allow the designer to have direct access to you to clarify any points
during the design process
Spend lots of time at the start preparing a detailed design brief
Check the final design as a “mock-up” on shelf and in a target
consumer focus group if possible - will it work in the real world?
Get a copy of your final artwork as an .eps or .ai illustrator, layered,
vector file, with pantone references, so that you can give your artwork
to printers or other designers in the future, as required
Always get a “proof” of the final design from the printer before it goes
to press, so that you get the final packaging that you expect to get
And attend the first print run with the printer if possible?
©
Get professional
photography taken
Get photography taken professionally or purchase
good quality shots that can be used to tell a story
about the brands quality and artisan pedigree
top health USP’s looked
for by consumers
on food packaging
Low in Calories
No Colourings
No Sweetners
No E-Numbers
Low in Cholesterol
High in Fibre
Low in Sugar
Low Fat / No Fat
No Additives
Low Salt
No Preservatives
Organic
Gluten Free
Lactose Free | Dairy Free | Soya Free | Egg Free
Trans Fat Free
Added Vitamins - A, C, D, E, Folic, Iron....etc.
make the
storage
cooking
instructions
simple to
understand
become eco-friendly
SUSTAINABILITY:-
Sustainability is becoming a key lifestyle priority and impacts
shopper attitudes towards brands and their packaging
Packaging will continue to be targeted as wasteful
Eco-Friendly sustainable packaging that is recyclable, reusable/refillable,
and/or made of biodegradable materials will be more sought after
New research just out in the US:-
Key consumer drivers are health and safety, corporate honesty,
eco-friendliness, promoting local producers, and convenience
If a company commits to environmentally friendly practices and
packaging, 87% of consumers said they were more likely to buy
goods from that manufacturer
sustainable packaging tips
Remove unnecessary packaging
Investigate more efficient/sustainable materials
Pursue opportunities in compostable/ biodegradable packaging
Use as much recycled material as possible
Use ‘light-weighting’ packaging alternatives where possible
Demonstrate a commitment to reduce your packaging footprint
by reducing material waste
If waste can be ‘recycled’ in to other things, find an appropriate partner
Devise innovative, unique, packaging design to show your brands strong
commitment to sustainability
Avoid falling into the trap that premium must always be heavily
packaged to stand-out from cheap value brands - less is more!
Make packaging work harder by identifying dual-function components
Give packaging a ‘second use’ to enhance reusability
Educate and inform consumers about your sustainable credentials
Use your packaging design, and in-store signage, to educate
consumers about your brands environmental credentials
©
0908
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie

6. STEP 3
RESEARCH
ANALYSIS,
MOODBOARDS
STEP 4
CONCEPT DESIGN,
SKETCHES
BRAINSTORMING
STEP 5
CLIENT FEEDBACK
DESIGN
DEVELOPMENT
STEP 6
FINAL DESIGNS
APPROVAL
SIGN OFF
STEP 7
ARTWORK OF FILES
PRINT SUPPLY
step 3
research analysis, moodboards
Some research and analysis are undertaken to identify and become familiar with:
Client brand story to date, identifying comparisons and similarities in the marketplace
The product(s) and their UPS’s (unique selling points)
The current competition in the marketplace for the same/similar products
After exploring competitors in the marketplace niches/gaps for brand visual position
are identified
Specific target audience and key message are more clearly defined
Visual direction - Moodboards are created to help clarify possible style directions to suit
target audience
step 4
concept designs, sketches brainstorming
Once the research above is complete we can start sketches and getting ideas down on paper:
Possible concepts are explored - the top 2 options are chosen for development
Possible style choices (e.g Photographic/Illustration/Typography) are also explored
2 directions are carried forward for PDF presentation including Research,
Moodboard Sketches
step 5
client feedback design development
A meeting to discuss the 2 concepts is arranged - All feedback is welcome and considered
Positives and negatives are identified and discussed
Possible routes for further exploration are identified - Preferable 1 option is brought forward
If the client is unhappy with the concepts at this stage, we take a step back to the research
and moodboards and identify a new direction. We do not move forward from stage 2 until
‘one’ direction is agreed. We ‘do not’ return to stage 2 once we have moved on. Open positive
feedback and discussion allows us to progress very easily.
WEEK 3 - 5
stage 2
step 6
develop final direction
approval artwork of files
The chosen direction is agreed and changes and/or
developments are made and represented.
All final designs are proofed and approved and signed off
by the client in writing
Consideration of printing materials, finishing and production
are discussed
Artwork files prepared:
Note: Balance of payment is due, prior to sending to printer.
step 7
supply for printing
A list of printers can be provided at this stage and the
client may look for quotations independently
Print management fees and/or mark-up of printing applies
if the print is sourced through Bullseye
Bullseye is committed to assisting in any way with
sourcing of printing by providing visuals and spec sheets
to any printer and liasing with the client on all aspects of
print finishing
WEEK 6 - 8
stage 3
©
©
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie
11
how to prepare a
good design brief
The design brief needs to be adapted to suit your specific
food product, it should include:
Background to your Company/Brand
History, product range, ownership, company structure, heritage,
provenance, management, decision makers, contact details
Product Details
Fill in the Bullseye technical sheet:
The exact food product to be branded? USP’s? Product features?
Packaging Type? Pack Size/weight? Ingredients? Nutrition?
Storage instructions? Cooking instructions? Recipes? QR codes?
Barcodes? GDA’s? Allergy advice? Product Photos? Factory code?
Colour coding?
Specify the exact Brand name and any sub-brands involved
Does a new brand name need to de developed and registered
as a trade mark and web site?
Specify the regional scope of the design Project
Which Region/Country/Sales Channel is being targeted?
Retail or Foodservice? Domestic sales or export sales?
Objectives Expectations
What exactly are you hoping to achieve with this new design?
What are the marketing objectives for the brand as a result of
this new design? What deliverables do you expect from the
designer? Logo? Label? Sleeve? Bag? Film? Box?..etc.
The Brand Positioning Chart
Fill in the Bullseye brand positioning template and try and identify
the Emotional and Rational Unique Selling Points of your food
brand. What is the Essence of your brands positioning?
Market, Category Competitor information
Detail any information about your food market or category that
is relevant. i.e. Market size and sector trends, Competitor
packaging, category trends, NPD trends within your category,
packaging trends, competitors price and pack size positioning, how
is the product distributed? Where will it be merchandised on shelf?
Market research
Detail the findings of any market research you have carried
out? Price audits? Focus groups? Taste panel research?
Consumer information
Who exactly is the design targeting? What demographic consumer
grouping? Age? Sex? Income? Why is the purchase occasion –
Where exactly will it be bought? How will it be used when it gets
home? Who will use it at home? How will it be stored at home?
Design I LIKE / Design I do NOT LIKE
Pull together all the designs that you have come across that you
like in the marketplace and all the design that you do not like so
that the designer has a clear “direction” as to what you expect
from the process. Create a mood board if you like. Trade shows are
also a great sources of inspiration.
Budget And Timing
When does it need to be finished by? What is the budget?
What exactly does each stage cost? What are the payment stages
and terms?
Judging Success
List the success criteria you will be using to judge the success of
the final design. Focus groups? Buyer reaction? Target consumer
reaction? On Shelf test? Sales levels? Listings?
bullseye design process©
step 1
create a brief
Initial Client Meeting - Fill out the “Client Brief Sheet”
Answer all Questions / Elaborate where possible
Discuss existing Branding and/or Packaging
Compare with other Branding and/or Packaging
Discuss possible directions on style and content
step 2
quotations timeframes
A quotation is supplied for consideration based on
the brief created at the initial meeting
An agreement is made and the quote is approved by
the client. A hard copy is sent to the client
Timeframes are agreed on, deadlines are identified
on both sides
The client sends a deposit on approval of quotation
and the project can begin. The project will only
commence once a deposit is paid
WEEK 1 - 2
stage 1
STEP 1
CREATE BRIEF
STEP 2
QUOTATION
TIMEFRAMES
10

7. 01 research
competitors
other markets
behaviours
attitudes
02 design the brief
03 select an agency
04 brand development naming
05 design the packaging
06 register trademark
07 prepress production
photography
food styling
tone of voice development
08 proofing
review range consistancy
09 press passing/printing
10 packing/production
11 post project review
the bullseye
design process©
©
13
V Ingredients List
Please list in the order it will appear on the packaging
i.e. In descending order of quantity and include all additives,
specify name and function and indicate ‘e’ number where applicable
V Product Description
V Unit Weight / Size
If variable are you using ‘e’ symbol after weight?
V Best Before | Use By | Display Until Information
V Storage Instructions
i.e. Keep Refrigerated Between 0–4°C, Use Within Shelf Life...
Once Opened, Use Within...
V Cooking Instructions
If applicable/or if ‘Ready to eat’ needs to be included?
V Nutrition Information
Per 100g/Nutrition Information: Per Serving
V Information Pertaining To Product Claims
e.g. Free From Additives/Gluten Free/Suitable For Coeliacs/
Low in sugar/Low In Fat/100% Natural Ingredients etc.
V Allergen Information
e.g. Contains Nuts
V Guideline Daily Allowance (GDA) For The Average Adult
(If your including this)
V Batch Traceability Code
V Barcode Number
V Place Of Origin/Address of Co./Co. No./EU Reg. Number
V Any Quality / Awards Marks
Love Irish/ Bridgestone Etc.
V Mini Brand Story/Short Message/Serving Suggestion
V Any Other Relevant Information
the bullseye
design checklist©
©
12
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie

8. We manage the entire process
from concept to launch…
Samples of successful brand design by bullseye
©
14
Copyright © by bullseye 2015. All rights reserved. www.bullseye.ie
15