Branding and Packaging for Export

BRANDING AND PACKAGING FOR EXPORT A Brief Introduction

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AGENDA • Process and Approach

• Branding and Packaging Checklist • Tools for Success • More than just Packaging

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PROCESS AND APPROACH

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How We Approach Brands | Our Design Journey

Client Brand Proposal

P H A S E

Discovery Phase

Chosen Product Range

1

Deep Dive / Research

Route 01

Route 02

P H A S E

Route 03

Concept Exploration

2

P H A S E 3

Concept Development PRODUCT MOCK-PUS

P H A S E 4

Design Development MASTER FILES

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EXPORT CHECKLIST

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Key Areas to Address | Export Checklist

Key areas to address when readying your brand for the export market…

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Know your Export Market

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Identify your Opportunity

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Create your brand strategy and USP

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Maximise your packaging Effectiveness

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Meeting the Market Expectations

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Key Areas to Address | Export Checklist

A Deeper look at some of our processes in relation to Branding, Packaging and Labelling for Export‌

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KNOW YOUR EXPORT MARKET

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Deep Dive / Research | Know your Export Market

Deep Dive / Research Phase

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Magazines | Research Methods

Online

Magazines

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Latest diet trends

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Food packaging trends

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Latest trends in cooking and ingredients

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Packaging design competitors

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Food photography/photographers

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Food brand web/social presence

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Food advertising

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Accessibility to see what the global trends and

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Insight into a target audience

competitors are doing Š

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Supermarkets | Research Methods

Big Supermarket Vs Bespoke Shops Sainsburys, Asda, Lidl, Morrisons, Tescos, Waitrose, Marks & Spencer

Selfridges, Harvey Nichols, Fortnum & Mason, Harrods, Galeries Lafayette

- Very broad range of everyday household produce

- Very select, high end produce range

- Large range of brand

- Mainly Bespoke and in house brands

- Very affordable

- Premium price tag

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Supermarkets | Research Methods

Duty Free / Departure Lounge

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Broad Range of confectionary and alcohol brands competing in the same space

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Larger range of bespoke and limited edition packaged goods

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Bespoke advertising spaces and POS

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Brand outreach and tasting opportunities

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Consumer | Research Methods

Consumer Research

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Product taste testing

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Focus groups

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Distributor outreach

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Target market research

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General Packaging | Trends

Visual Authenticity

What You See Is What You Get

- Handwritten, raw, freeform, or sketchy typography

- Subtle, understated design cues

- May include vintage inspired references or typography

- Tactile textures

- Hand rendered, simple illustrations

- Soft, understated color palettes

- Natural color palettes

- Hand drawn icons, emblems, or graphic elements

*www.thedieline.com/blog/2015/1/13/4-emerging-package-design-trends-of-2015

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General Packaging | Trends

Pure

Eco

- Monochromatic or dichromatic, generally no more than 2-3 colours

- New innovative substrates made from natural materials

- Straight forward and stark design

- Inspired by the biology of nature

- No traditional logos, generally a minimal word mark

- Edible packaging substrates

- Abstract, geometric shapes, patterns, or graphic elements

- Carbon Neutral

*www.thedieline.com/blog/2015/1/13/4-emerging-package-design-trends-of-2015

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Chocolate | Trends

Trends -

Chocolate containing vegetables

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More citrus and unusual fruit infusions

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Flavour Layering (including beers)

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Unusual flavours such as Quinoa

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Rare chocolates

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Dessert flavoured chocolates

* http://www.mintel.com/blog/food-market-news/chocolate-innovation-the-top-10-trends-driving-the-global-chocolate-confectionery-market

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Spice | Trends

Spice Trends -

Shawarma seasoning

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Japanese 7 Spice Blend (Shichimi Togarashi)

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Umami

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Flavoured and sour salts

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Smoked spices

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Middle Eastern Meze

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Cooking Paper

* http://www.mccormick.com/Flavor-Forecast-2015

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IDENTIFY YOUR OPPORTUNITY

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Opportunity Mapping | Identify you Opportunity

Opportunity Mapping Phase

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YOUR BRAND STRATEGY

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Brand DNA | Your Brand Strategy

Brand Semantics / DNA Phase

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Statement of Onliness | Your Brand Strategy

Statement of Onliness Phase

Our Brand is the ONLY _______ that ____________________ WHAT is your category?

________________

HOW are you different?

________________

WHO are your customers?

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WHERE are they located?

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WHY do they want you?

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WHEN do they need you?

________________

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Statement of Onliness | Your Brand Strategy

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Statement of Onliness | Your Brand Strategy

Our brand is the ONLY fizzy drinks company that energizes and inspires people to be extreme.

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Statement of Onliness | Your Brand Strategy

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Relationship Mapping | Your Brand Strategy

Relationship Mapping Phase

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PACKAGING EFFECTIVENESS

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Areas to Consider | Packaging Effectiveness

Masterfile Visualisation Phase

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Areas to Consider | Packaging Effectiveness

Types of Packaging

*For guidance use only, please refer to standards by country for more information

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Areas to Consider | Packaging Effectiveness

Types of Packaging

*For guidance use only, please refer to standards by country for more information

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Areas to Consider | Packaging Effectiveness

Packaged Product Lifecycle

*For guidance use only, please refer to standards by country for more information

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Areas to Consider | Packaging Effectiveness

Optimum Pack Design

*For guidance use only, please refer to standards by country for more information

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Areas to Consider | Packaging Effectiveness

£

££

£££

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Optimising Packaging | Packaging Effectiveness

Optimising packaging for export

100% Pain use of a stock alcohol bottle reduced cost and gave unique shelf presence.

*For guidance use only, please refer to standards by country for more information

Red Bull initially used a small can to reduce product cost for a more expensive beverage.

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Optimising Packaging | Packaging Effectiveness

Optimising packaging for export

Unilever Compressed the same amount of product into a smaller can, increasing convenience and reducing cost and becoming more eco-friendly

*For guidance use only, please refer to standards by country for more information

Apple reduced packaging size to fit more products on the same palette size, and making it more environmentally friendly

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MARKET EXPECTATIONS

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Key Labelling Requirements | Packaging Effectiveness

Masterfile Creation Phase

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Key Labelling Requirements | Packaging Effectiveness

10 Food and Beverage Labelling Rules 1 2 3 4 5

Name under which the product is sold

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Storage conditions

List of ingredients

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Manufacturer / Distributor details

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Place of origin

Quantity of ingredients

Net Quantity

Date of minimum Durability

*For guidance use only, please refer to standards by country for more information

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Instructions of use

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Alcoholic content

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Key Labelling Requirements | Packaging Effectiveness

*For guidance use only, please refer to standards by country for more information

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Key Labelling Requirements | Packaging Effectiveness

Mandatory by country 1 Name under which the product is sold 2 List of ingredients 3 Quantity of Ingredients

4 Net quantity 5 Date of minimum durability 6 Storage conditions 7 Manufacturer / distributor details 8 Place of origin 9 Instructions for use

10 Alcoholic content

*For guidance use only, please refer to standards by country for more information

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Considering all this:

A BRAND IS MORE THAN PACKAGING ©

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Brand Touchpoints | Pierre Marcolini

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Brand Touchpoints | Willie’s Cocao

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Summary Know your customer

A brand is NOT WHAT YOU SAY, IT’S HOW PEOPLE feel ABOUT YOU Process is essential A good story well told

Great design is never accidental So it essential to use business innovation experts ©

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