THE TOTAL PACKAGE Are you considering a fresh new look for your product? Here are a few expert tips and contacts to get you started.
One of Onfire's World Brand Design Society Award Winning Projects
How often should you refresh your branding or packaging designs? Changing or redesigning your packaging is particularly important: Many companies have focused on navigating through a challenging • When retailers are telling you that you need to make changes. year, so it’s understandable if the branding elements or packaging design • When your palette/design looks dated. was the least of their priorities in 2020. It is however important to • When your competitors have changed their packaging. consider if the market has changed and when it is a good time to revisit • When the market around your product has changed. branding and packaging designs. • When the breadth of your products has expanded. According to www.thebrandleader.com, even brands that are established household names tend to New Firestarter at Onfire Design go through a major brand overhaul every 7-10 years With expanding business in Australia and Asia, and smaller refreshes more frequently. Auckland based Onfire Design has a new firestarter. Packaging designs need to be revisited at regular Jade Woods, previously of Brother Design, has been intervals to ensure the designs meet the changing appointed as Account Manager at Onfire. market and have the appropriate call outs and Following on from several successful years messages to retain or gain the consumer’s attention working across a variety of FMCG projects, Jade on crowded market shelves. has been brought on board to help manage Onfire’s In fact, you have only about three seconds to increasing portfolio. catch the consumer’s attention and ‘’explain’’ your Onfire’s Managing Director Sam Allan said: “Jade product to them. This can be achieved with bold is a true firestarter – she’s passionate about great colours, catchy words, and packaging that is easy to design that ignites brands and makes sure projects Jade Woods, Account Manager, Onfire Design understand, for example. are on time, on budget and on fire! With the 24
FMCG BUSINESS - FEBRUARY 2021
