1. 14

2. .
Impactful brands drive purchase
Packaging drives purchase more than TV ads,
online reviews and recommendations from friends
Effective Packaging
Impacts the Online World
A global study of 2014 revealed that: because of effective packaging
29% researched more information about a product, 20% friended or
became a friend of the brand/company on social networks, 22 wrote
an online review that mentions packaging and 18% posted
something about a product on social media.
PACKAGING
37%
TV ADS
27%
ONLINE REVIEWS
31%
FRIENDS
31%
When it comes to being satisfied with a product,
the average consumer ranks the products
packaging almost as important as the brand itself.
BRAND
12%
PACKAGING
10%
© PERSPECTIVE: BRANDING

3. Seductive packaging that sells.
.
What drives us at Perspective?
© PERSPECTIVE: BRANDING

4. We believe the worlds most successful brands are V.V.M.
Creates a positive emotional
reaction with consumers resulting
in a preference.
Visceral Memorable
Pass the memory sketch test?
“it’s the one with the ... “
Visible
Stands out from the
competition and have
stopping power.
© PERSPECTIVE: BRANDING

5. © PERSPECTIVE: BRANDING
Case histories
© PERSPECTIVE: BRANDING

6. Lay’s Potato Chips
A natural progression
1996 2000 2003
2006 to present
Deliverables
- Global brand identity and packaging
- Brand architecture
- Brand look and feel
- Global brand guidelines
Packaging drove double digit sales growth for the brand.
SVP Marketing, Pepsico Global
© PERSPECTIVE: BRANDING

7. Mikes Hard Lemonade
Building an adventorous look
Deliverables
- Positioning
- Brand identity design
- Brand architecture
- Packaging design
- Structure
- New porduct development
AfterBefore
The quality of the work has consistently proven itself both in research as well as driving in-market
performance, with our Mike’s redesign seeing a 26% increase in sales over the past year.
Head of Strategy/Brand Innovation - Mark Anthony Brands
© PERSPECTIVE: BRANDING

8. International Delight
Awakening the brand’s personality
Deliverables
- Brand positioning
- Research (positioning and design)
- Brand identity design
- Brand architecture
- Package design
- Sub-brand refresh
- Structure
Before
After
You know when you have created something special, when the market
leader is forced to change their packaging because of yours!
SVP Marketing, WhiteWave Foods
© PERSPECTIVE: BRANDING

9. Deliverables
- Packaging design
- Appetite appeal
- Packaging architecture
Mission Foods
Building a family over time
After
Before
© PERSPECTIVE: BRANDING

10. © PERSPECTIVE: BRANDING
Deliverables
- Brand architecture
- Brand Identity refresh
- Sub-brand redesign
Quaker Oats
Putting the hero at the center of the brand
Before
After

11. Deliverables
- Packaging structure
- Fresh new packaging line up
- Portfolio architecture
TGIF cocktails
Class in a glass
© PERSPECTIVE: BRANDING

12. Deliverables
- Brand Identity
- Packaging
- Copywriting
Jakes Lemonade
Getting a small brand going
© PERSPECTIVE: BRANDING

13. Deliverables
- Packaging architecture
- Appetite appeal
- Packaging refresh
Fresh Gourmet
Refreshing the system
Before
After
© PERSPECTIVE: BRANDING

14. Deliverables
- Brand architecture
- Packaging design
- Core look and feel
- Character creation
Bonafont Kids
Putting the character back in Danone’s brand
© PERSPECTIVE: BRANDING

15. Deliverables
- Brand identity refresh
- Packaging design
- Character development
- Global implementation
- Brand guidelines
Cheetos global redesign
Contemporizing a global snack
Before
After
© PERSPECTIVE: BRANDING

16. Deliverables
- Brand identity refresh
- Packaging design
- Character development
- Global implementation
- Brand guidelines
Rockaleta
Putting a new face on Mexico’s #1 candy
Before
After
© PERSPECTIVE: BRANDING

17. WavenDean Fernandes - Director of Brand Development
Studio +1 510 450 0500 / Mobile +1 415 603 8445
wavendeanf@perspectivebranding.com