Creating Packaging that Grows Market Share
Anyone who’s ever launched, marketed, owned or managed a brand in the FMCG space knows just how critical and how complex packaging can be. With retail shelf space becoming more and more hard fought, that small piece of real estate that is your product’s package needs to;
• Stand-out from the competition,
• Catch the attention of your specific consumer,
• Create desire,
• Communicate your brand’s value proposition,
• Tell your brand’s story,
• Protect and present your product,
• Carry all the requisite product information, and
• Build customer connection.
But before your product even hits the shelf it must often pass its first critical test – to capture the imagination of the buyer who may well be the person most critical to the success of your business. For buyers, your packaging must not only tell an engaging brand story, but it must position your product/s in a market gap that represents the clear potential for additional store sales and not the cannibalisation of existing spend.
A packaging focused brand agency – Now there’s a grand idea
It takes a specific set of skills to deliver on this kind of challenge; a combination of Market Research, Brand Strategy, Brand Identity, Packaging Design, Brand Story Writing and Production. As the snapshot of our work illustrated below demonstrates, we have these skills in spades and the experience to match.
It all starts with strategy
And that’s why brand strategy should be the best friend and valuable kicking-off point for all packaging design. Understanding the consumer and having absolute clarity around your value proposition to both buyer and end customer is critical to developing effective packaging design.
Then comes creative design
Once strategically directed, the role of design is to translate existing market cues and evocative visual language to make the pack ‘POP’ off the shelf, and push all the right emotive buttons for your consumer. It’s important to remember, all packaging wont appeal to all markets – the only people who need to fall in love with your product in-store is your defined target market.
And brand story telling
Once your product is in your consumers hands, the opportunity arrived to build connection through layers of brand story telling. The physical form of packaging allows for a gradual reveal of your brand story as your customer stores, handles, opens and pours. This reveal provides engagement, a critical step towards brand loyalty, word of mouth and repeat purchase.
We’d love to talk with you about your packaging needs and how we might help you build consumer engagement and market share for your business. Drop us an email or give us a call to find out more about how we might work together.
We’ve worked with clients across many categories from dairy to cleaning products, soup to conserves and muesli to wine. Each client with their own particular market challenges and brand story to tell. You’ll find many of these stories as case studies on our site, or we’re just as happy to share them with you face-to-face over a cup of coffee.
Recently we’ve been working with global health brand; Jenny Craig on the packaging for their extensive range of food and beverages. Here’s a small snapshot of the 30 products we’ve packaged so-far with more to come over the months ahead.
So if you have any questions about our packaging strategy and design process or are just interested in leaning a little on our experience, drop us an email or give us a call, we’d love to hear from you.