Making your packaging work harder

Make your packaging work harder Creating an effective packaging design system for complex brand architectures and product lines.

Welcome

The time has come to revisit and think beyond the long-standing conventions of packaging design as a branding discipline.

In our opinion, today’s pressure to improve the performance of brand portfolios and related product assortments requires in many instances a truly holistic and systematic approach to packaging design.

Over the last decade, Interbrand has specialized in developing comprehensive packaging design systems for major brands and their product lines. Our approach has been recognized to be a proven formula to sucessfully conduct large-scale packaging design projects.

We would like to introduce our conceptual thinking and approach to packaging design. Our solution will make your packaging work harder for your brand and business success.

Discovering the power of packaging

The pack is the brand in your hand Packaging is the most important single touch point of a packaged goods brand.

The pack is the brand’s messenger The pack delivers key messages about the brand and product during the purchase decision.

The pack is the bridge to product experience The pack is the interface between the brand and the actual physical and functional product experience.

The pack is the brand’s sales tool The pack creates attention and sympathy, thus able to trigger shopper preferences for the brand and product.

The pack is the brand’s anchor of recognition In a busy retail environment, a distinctive and consistent pack design ensures fast recognition for clear orientation.

The pack stimulates emotional bonding The pack can stimulate and sustain the emotional bond between the consumer and the brand through its look, communication and texture.

Transfer effects are realized through systemization

Systemized packaging design lowers costs Increased efficiency in design creation and management reduces costs due to shared design platform and economy of scale.

Systemized packaging design boosts your sales Cross-referencing via shared design principles leverages the interest for other products.

Systemized packaging design enhances brand awareness The increased frequency of repeating a visual pattern supports the presence of the brand and its offers.

Static design systems and market dynamics don’t mix

Most people think that the purpose of packaging design systems is to standardize packaging design and communication elements – including brand and sub-brand identities, design architecture, imagery and key product communication.

Today’s fast-moving and constantly changing markets require dynamic and highly responsive product portfolios. Companies need to focus on continuous innovation while dealing with existing and often complex brand architectures at the same time.

Modern packaging design systems face a very difficult balancing act. They need to incorporate visual and verbal elements to ensure consistency across all brand packaging. At the same time, they require the flexibility and creativity to make the brand’s products appealing to consumers.

Our approach to creating packaging design strategies

Our packaging design system model provides a framework of design objectives that facilitates the formulation of an appropriate design strategy with two key dimensions: ‘managing complexity’ and ‘utilizing new opportunities’.

Each quadrant has a particular focus, but overlaps and connections are possible, reflecting the complexities and interactions in a product assortment.

Based on market insights we identify where to play in line with your business goals.

Design evolution Evolving existing equities Systemization & architecture Rationalizing proliferation & roadmap for expansion Design innovation Creating new equities Innovative system Re-inventing expression & creating a new experience

Utilizing Utilizing new new opportunities opportunities Utilizing new opportunities

Design innovation

Innovative system

Design evolution

Systemization & architecture

Managing Managing Managing complexity complexity complexity

Example of design evolution: Wrigley’s Extra We strengthened the iconography and homogenized the visual identity The brief was to modernize the packaging to increase shelf impact and give clear guidance to shoppers. We found a cluttered portfolio design as well as different levels of brand awareness: from a functional brand in Germany to a very popular mega brand in Scandinavia.

Our idea: ‘The healthy confectionery’ The Oval Curve is a high-impact symbol that communicates taste, health and beauty. As a leading brand, Extra now has a visually iconic, inviting and category-leading look with an Managing immediate appeal to consumers and shoppers. Research has complexity confirmed about 30 % increased interest and brand awareness.

tilizing new portunities

Example of systematization & architecture: Roche We harmonized the communication hierarchy according to pharmacists’ and nurses’ search Managing criteria and developed a supporting color system complexity

The old packaging design solution featured confusing labels that caused medical errors. It was necessary to standardize the information and navigation system on the pack to make each product easy to read and locate. A comprehensive color-coding system was introduced to clearly identify and distinguish between product families and dosage. The new packaging was approved by the FDA and EMA. The whole portfolio hab been converted within two years. The new design is the leading example for the pharmaceutical industry.

Utilizing new opportunities

Example of design innovation: Studena, Podravka We built a contemporary brand with a fashionable style for urban achievers Studena was launched on the Croatian market as the first non-carbonated water, replacing tap water. It was introduced as an addition to Studenac, a carbonated water, mainly used in spritzers. Both brands lacked distinctive identities. The only difference between both of them was the C at the end of the name. Studena was outperformed by its major competitor Jana with its female positioning.

We recommended a unique positioning for Studena to further follow the Managing complexity segmentation of the water business. We positioned the brand for an unisex target group as ‘the water for urban achievers’. We developed a new bottle shape and an active, vital and fashionable brand identity. The visual style gave the brand an outstanding, iconic presence and consistency in communication.

The new positioning was supported by the introduction of new products.

The bottle shape and the iconic design supports the positioning of a new generation of still water.

For many years, flavored waters have been part of the successful Studena product range on the Croatian market.

The company introduced functional waters following ou recommendation.

They provide an additional benefit and underscore the brand idea.

Professional The expert range for skilled chefs

Contemporary A wide range of savory products that enable chefs to create menu variations

Essential An extensive range of savory products that help operators cook more efficiently

Example of an innovative system: Knorr, Unilever Food Solutions Communicating the target group-based segmentation with a corresponding pack design language Knorr is both a strong global consumer brand and one of the most successful B2B culinary brands. As such, Knorr is one of the very few brands that is able to successfully stretch its offerings across all major quality and price segments while also addressing the distinctive needs of culinary professionals.

Research shows that food service professionals have very different needs and ways of using these products. Based on these global insights, we developed a new segmentation model with three clearly differentiated pillars. This provides greater latitude to position new products and innovations.

Translating the new segments into a compelling design vocabulary of visually distinctive styles was crucial to establishing each pillar.

Managing complexity

A successful packaging design system …

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… supports the brand strategy

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… builds brand equities

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… responds to external factors

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… makes space for lighthouse products

The packaging design system should play a key role in implementing the brand strategy.

The packaging design system should leverage visual and other brand equities to make the brand more authentic and boost recognition.

The packaging design system responds to specific category characteristics and market dynamics.

The packaging design system should accommodate highpriority sub-brands or product ranges to attract attention and interest in the brand.

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… generates sales The packaging design system should inspire consumers to make positive purchase decisions in favor of the brand.

… helps shoppers find what they’re looking for The packaging design system should provide shoppers with a clear point of reference and make it easier for them to find

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products on the shelf.

… allows flexibility The packaging design system should simplify product ranges where possible while providing enough flexibility to distinguish

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and position unique offerings, e.g. limited editions.

… fosters product line growth The packaging design system should allow for different growth strategies, e.g. extending existing product ranges,

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introducing new ones and adding segments.

… is an integral part of the customer journey The packaging design system should be an essential component of the brand identity system, helping to ensure consistency

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throughout the entire customer journey.

… ensures longevity The packaging design system should promote the development of visual assets that are designed to last.

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Your packaging design system experts at Interbrand

Richard Veit Chief Client Officer, CEE

Ronald Bartikowski Creative Director CPG, CEE

Richard is Chief Client Officer for Interbrand in the CEE Region. He previously served as Managing Director of the Hamburg office, which he founded back in 1991. Richard has a degree from Lund’s University in Sweden. He started his career as a consultant in an international management consultancy. In 2002, he opened the Consumer Packaged Goods Practice in the Hamburg office. Ever since he had a particular interest in FMCG brand strategy and packaging tasks. During these years he has worked for a variety of consumer packaged goods producers and retailers not only in Germany, but also in Switzerland, Poland, Croatia and the Netherlands.

Ronald is Creative Director in our Hamburg office.

He is responsible for the quality of the concepts for consumer brand identities and consumer packaging goods. After graduating with honors from the College of Design at the Hamburg University of Applied Sciences, he began his career developing brands for retail companies and worked as an Art Director for international brands. Before joining Interbrand, he was Creative Director in an international design and branding agency network.

He has also lectured extensively at professional branding and packaging forums.

Brands and companies he has worked for include: Unilever (Knorr), GE, JTI (Camel), Podravka, Cadbury Wedel, OBI, Beiersdorf (Nivea), Merck, Bayer, Melitta, Symrise, Agrokor, Kras, Krombacher and Philips.

Brands and companies he has worked for include: Agrokor, Beiersdorf, OBI, GE, Deutsche Telekom, Novartis, Nintendo, JTI, Scandinavian Tobacco, Unilever (Knorr), Boehringer Ingelheim, Roche and Wrigley.

At Interbrand since 1991.

At Interbrand since 2002.

If you have any question, please contact: Nicole Heise Business Development Manager Tel: +49 160 963 10 825 Mail: nicole.heise@interbrand.com

We’re there for you Interbrand is a part of the Omnicom Group, a leading global advertising and marketing communications company. Our dedicated employees at our four offices of Interbrand Central and Eastern Europe, as well as those in our worldwide network, are proven experts in the fields of brand creation, brand management, brand experience and brand valuation.

We are happy to advise you in your local market and can provide you with expert guidance on a global level.

Our disciplines – Analytics – Brand Engagement – Brand Strategy – Brand Valuation – Corporate Design – Digital Branding – Digital Brand Management – Health – Naming – Packaging Design – Retail Design – Verbal Identity

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