Truly Deeply/Madly

The Role of Brand Per­son­al­ity
We often talk about the role of design in express­ing dif­fer­ent per­son­al­i­ties for a brand. We work in the space every day, but rarely get the oppor­tu­nity to really explore the expres­sion of mul­ti­ple brand per­son­al­i­ties for the one prod­uct type and the dif­fer­ence that makes to its on-shelf per­sona. To see just how much dif­fer­ence brand per­son­al­ity and brand propo­si­tion can make to a prod­uct when com­mu­ni­cated through brand design, we recently set our­selves the task to develop five unique, pack­ag­ing designs based upon and iden­ti­cal prod­uct – a range of very deli­cious nat­ural fruit cordials.

The Method
Brand iden­tity can be many things. For every brand, the mix of ele­ments that make up its iden­tity is unique. Hav­ing 5 iden­ti­cal prod­ucts and cre­at­ing a dif­fer­ent brand per­son­al­ity and brand propo­si­tion for each one really begins to high­light the power of brand visual lan­guage and how it can evoke dif­fer­ent emo­tions and attract dif­fer­ent mar­kets. We began by estab­lish­ing five sim­ple brand briefs, each with a dif­fer­en­ti­ated mar­ket propo­si­tion (brand posi­tion­ing, a brand essence and defined brand per­son­al­ity. For each brief we designed the brand and pack­ag­ing from the ground up, allow­ing brand voice and visual lan­guage to work har­mo­niously to deliver strong mar­ket mes­sag­ing and on-shelf posi­tion­ing loaded with per­son­al­ity. We would like to share the results with you, invit­ing you to think about how per­son­al­ity and visual lan­guage can dra­mat­i­cally change the mes­sage that you are send­ing out, even when the prod­ucts them­selves are all-but identical.

The Out­come
Here is a sneak peek at the out­comes, each brand brief get­ting a dif­fer­ent solution.

Brand Brief 1

Brand Posi­tion­ing
Hand made, nat­ural ingre­di­ents, fresh from the orchard

Brand Essence
A burst of taste from Mother Nature

Brand Per­son­al­ity
Hon­est, real, whole­some, gen­uine, cheer­ful, happy, spir­ited, lively, passionate

Brand Brief 2

Brand Posi­tion­ing
Made from the finest ingre­di­ents, and exquis­ite fla­vors for the sophis­ti­cated palette

Brand Essence
The fine art of cor­dial making

Brand Per­son­al­ity
Imag­i­na­tive, sur­pris­ing, artis­tic, upper­cass, sophis­ti­cated, glam­orous, Charm­ing, smooth

Brand Brief 3

Brand Posi­tion­ing
Imported, span­ish cor­dial, a fiesta of flavour

Brand Essence
A deli­cious taste of Spain

Brand per­son­al­ity
Cheer­ful, warm happy, spir­ited, cool, lively, pas­sion­ate, imag­i­na­tive, unique, artis­tic

Brand Brief 4

Brand posi­tion­ing
Fun, play­ful, fruity burst­ing with per­son­al­ity — the “Inno­cent Drinks” of the cor­dial world

Brand Essence
As much fun as you can have with fruit

Brand Per­son­al­ity
Dar­ing, off-beat, provoca­tive, spir­ited, cool, lively, out­go­ing, imag­i­na­tive, humor­ous, sur­pris­ing, fun

Brand Brief 5

Brand posi­tion­ing
Tra­di­tional goodness

Brand Essence
Cel­e­brate nature’s bounty

Brand per­son­al­ity
Whole­some, orig­i­nal, gen­uine, old-fashion, sen­ti­men­tal, warm, happy, relable, hard­work­ing, trustworthy

I’m sure you’ll agree, the results speak for them­selves — five dis­tinc­tive and dif­fer­en­ti­ated brand propo­si­tions, each with a unique feel, each with a pre­mium brand image, each with the iden­ti­cal bot­tle and prod­uct inside. A great demon­stra­tion of the role brand per­son­al­ity and brand design can play in dif­fer­en­ti­at­ing a prod­uct and posi­tion­ing it evoca­tively to com­mu­ni­cate a brand propo­si­tion and appeal to a market.

If you would like to talk about how brand per­son­al­ity can make your brand shine, drop us a line.

Lach­lan McDougall
Not just a Designer

Tags: Brand Agency, Brand Design, brand designers, Brand Experience, Brand Identity, Brand Personality, brand proposition, Brand Strategy, brand-designers-Melbourne, cordial, cordial packaging, Corporate Image, Creative Ideas, Graphic Design Melbourne, Melbourne Brand Strategy, Packaging, Packaging design, packaging design that stands out, packaging designers, packaging designers Melbourne, packaging with brand personality, Visual Language

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