Branding and Packaging design

Pune | Mumbai | London An ISO 9001:2008 Company

CREATING INTELLIGENT DESIGN SYSTEMS

BRANDING AND PACKAGING DESIGN Pune | Mumbai | London An ISO 9001:2008 Company

www.intericsdesigns.com

"Everything you do creates the brand experience. Ergo, design is your brand." - Robert Brunner

(Designer and Author)

PACKAGING DESIGN Packaging design is a natural and crucial platform to build brand and promote identity. It’s a means of communicating a brand’s value proposition — who your product is for and why it’s better and different than others on the market today. Branded packaging can enhance your product, communicate your brand values and persona, and carry your brand story to your customer. In the present age of globalisation where the customer has a huge number of brands to choose from, effective product branding with design ‘stand out’ is an ongoing challenge. © 2020 Interics Designs Pvt. Ltd | All rights reserved

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BRAND CREATION Whether launching new brands or refreshing old ones, it requires creativity and strategic thinking to achieve brand differentiation. For established brands: Marketers need to evaluate market dynamics and take measures about the product and its packaging. Marketers could fine tune look and feel, upfront a particular feature and drop another, introduce a variant or new messaging, etc. to refresh and re-launch the brand.

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BRAND CREATION FOR NEW PRODUCTS Starts with brand identity which involves designing name, symbol and logo for the product. Companies need to give their product a unique name that will provide distinction from similar products being offered by competitors. A good name is one that registers quickly, resonates with consumers, is memorable and positions itself above the competition in the consumer's mind. So how does one arrive at the 'perfect' name? There's no magic formula or sure-shot method to generate a brand name. It has to be worked on, through a carefully prepared strategy, with a lot of study, research and creativity. Given the mind-boggling number of brands in our globalised world, itâ€™s a complex and difficult process. It also involves stringent legal checks.

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be catchy and easy to recall

BASIC CONSIDERATIONS FOR PRODUCT BRANDING

suggest product benefit

have a distinctive appeal

be such that it can be registered as a trade mark

For a brand name to be effective, these are a few points to remember. It should: be catchy and easy to recall

have a distinctive appeal

suggest product benefit

be such that it can be registered as a trade mark

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PRODUCT BRANDING AND PACKAGING DESIGN

INFORMATION ARCHITECTURE Decide the one main thing you want customers to know. It could be the catchy name, a witty tagline, a beautiful photo of your product - pick what you think is most important and make it the hero of your design.

BRAND PROMINENCE Especially if it is a new brand launch, brand identity should be bold and clear on your packaging landscape. Legible and appealing from a distance, if sold at retail stores.

CLARITY ABOUT YOUR PRODUCT At one glance, it should be clear what the product is and what it does.

After product branding, packaging is key to attracting the right customers. Packaging is an excellent opportunity for your identity design to shine. Maybe you have some great ideas for packaging design but it helps to keep a few things in mind:

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HONESTY OF REPRESENTATION Ideally, any photos you use in the packaging design should be actual ones of the product, naturally made as attractive as possible. Misrepresentation could leave the customer feeling cheated. Or you could build in a â€˜transparent window so customers can see what they are buying.

SHELF IMPACT Consider how much of your packaging will be visible on crowded retail shelves; is your most important information on that face; how does it compare with the competition; when lined up or stacked together, do you want to create a pattern; etc.

EFFECTS & FINISH Brand experience is built with textures, fonts, colours, compositions on a package. Your design and finish should reflect the brand persona and the position you want for your brand. A premium position will warrant distinctive features and high quality printing; bright youthful graphics will inspire positivity, customised illustrations will imbue uniqueness, etc.

PRODUCT BRANDING AND PACKAGING DESIGN

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Clearly communicate who you are and what you value as a brand

BRAND IDENTITY

Be classic, not trendy: your logo design should have longevity

Be visually appealing: aim for simple, clean and uncluttered

Make a lasting impression on your audience.

Logo design is the cornerstone of brand identity. It should: Clearly communicate who you are and what you value as a brand

Be classic, not trendy: your logo design should have longevity

Be visually appealing: aim for simple, clean and uncluttered

Make a lasting impression on your audience.

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CONCLUSION Packaging is an integral part of branding and vice versa. Branding gives identity and image to a product, and packaging design promotes and enhances branding. Whether enjoying their favourite snack, having a refreshing drink, cooking with packaged products or using everyday household products, consumers come into contact with packaging every day. Packaging is the first line of communication between the customer and your product and is thus, a crucial marketing tool for your business. ÂŠ 2020 Interics Designs Pvt. Ltd | All rights reserved

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ABOUT INTERICS DESIGNS

Interics Designs is an Interdisciplinary Design Consultancy offering holistic and integrated solutions, for strong and Sustainable Brand Building. From brand naming and label design to structure design, our Packaging design methodology helps develop your brand to stand out in the crowd, and create a memorable brand experience for the customer. As a top branding agency India, and strategic brand consultants with over 25 years of rich experience in brand building and graphic design, we harness market research, design intelligence and brand strategy to create effective Packaging Design that attracts and communicates with the consumer with compelling design thatâ€™s functional, aesthetic and clutter-breaking.

www.intericsdesigns.com

To build and promote your brand with strategic thinking, creativity and assured results,

CONTACT US.

CREATING INTELLIGENT DESIGN SYSTEMS

020 4630 4200 | +91 8744819236 www.intericsdesigns.com

DISCLAIMER : This document is intended for presentation purpose only. It contains information that is strictly confidential. You are notified that any use, dissemination, distribution or copying of its images, concepts and content of any slide, is prohibited.

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Branding and Packaging design

Published on Sep 9, 2020

Interics - InBrands

Interics Designs is an Interdisciplinary Design Consultancy offering holistic and integrated solutions, for strong and Sustainable Brand Building. From brand naming and label design to structure design, our Packaging design methodology helps develop your brand to stand out in the crowd, and create a memorable brand experience for the customer. As a top branding agency India, and strategic brand consultants with over 25 years of rich experience in brand building and graphic design, we harness market research, design intelligence and brand strategy to create effective Packaging Design that attracts and communicates with the consumer with compelling design that’s functional, aesthetic and clutter-breaking.