A Truly Deeply, natural cordial packaging design project.
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 explore the expression of multiple brand personalities for the one product type. We decided it was time to walk the talk and set ourselves a challenge; to develop five unique, integrated packaging strategies based upon an identical product – a range of (very delicious) natural fruit cordials.
Working from set brand definitions, each creative was set the task to strut their skills as brand creators by developing a brand name, palette of brand visual language and packaging solution to differentiate the brand position of their product. The range of work that resulted is a rich and evocative demonstration of what can be achieved by skilled (and we think rather talented) brand creators in developing distinctly differentiated brand packaging stories. The project has proven to be such a great illustration of what we do that we decided to produce the bottles of cordial as Christmas gifts this year, and to tell the story of the creative process.
Brand identity can be many things. For every brand,
the mix of elements that make up it’s identity is unique.
For many brands packaging is the only communication tool they have. In the big, colourful picture of an integrated brand, the packaging takes-on a crucial role as communicator of brand messages, teller of the brand story, and reflection of the brand personality.
Often we find packaging is the forgotten canvas. It can represent an untapped opportunity for greatness. Packaging that is on-brand is no more expensive than packaging that is off-brand. For brands who don’t have the resources to command highest share of voice in advertising; there’s no reason why you can’t have the most impactful voice at point of purchase. Why shouldn’t marketers aspire to be the stand-out packaging in any category they exist in?
Brand brief 01.
Hand made, natural ingredients, fresh from the orchard
A Burst of Taste from Mother Nature
Honest, Real, Wholesome, Genuine, Cheerful, Friendly, Happy, Spirited, Lively and Passionate
Brand brief 02.
Made from the finest ingredients, and exquisite flavours for the sophisticated palette
The Fine Art of Cordial Making
Imaginative, Surprising, Artistic, Upper class, Sophisticated, Glamorous, Charming and Smooth
Brand brief 03.
Imported, Spanish cordial, a fiesta of flavour
A delicious taste of Spain
Cheerful, Warm, Happy, Spirited, Cool, Lively, Passionate, Imaginative, Unique, Artistic
Brand brief 04.
Fun, playful, fruity personality – the ‘Nudie’ of the cordial world
As much fun as you can have with fruit
Daring, Off-beat, Provocative, Spirited, Cool, Lively, Outgoing, Imaginative, Humorous, Surprising and Fun
Brand brief 05.
Traditional recipe, traditional goodness
Celebrate nature’s bounty
Wholesome, Original, Genuine, Old-fashioned, Sentimental, Warm, Happy, Reliable, Hardworking, Trustworthy