Before you begin your packaging design 5 steps to consider

17 April 2009

12 years developing complex brand and identity solutions for the entire CEE region.

Offices in Prague, Moscow, and Bucharest

The eastern half of the BR-ND People network.

International brand advice and design solutions

Who we are

Czech Republic

Netherlands

Russia

Romania

(with a focus on the CEE region)

Before you begin your packaging design 5 steps to consider

17 April 2009

Purpose of a brand identity

Why do we need a "brand identity?

Purpose of a brand identity

Makes your company or product Recognizableı

Purpose of a brand identity

Lends authority and credibility to your brand

Purpose of a brand identity

Conveys your brand values

Purpose of a brand identity

You can’t just tell people to buy your products (any more)

Purpose of a brand identity

People are cynical and ad-savvy

Purpose of a brand identity

Media has splintered

Purpose of a brand identity

Your competition is offering the same exact product

Purpose of a brand identity

And not only your competition!

Purpose of a brand identity

If you were the CEO of Nokia, would you have guessed 10 years ago that Apple would be one of your biggest competitors?

In this context, non-verbal or metaphorical communication (design and brand identity) becomes even more important for getting and

holding

people’s

attention!

Purpose of a brand identity

Purpose of a brand identity

2 types of packaging briefs we receive

9

1

3 6 10

2 5 8 11

4 7

13

14

12 Problem

Brief ad agencies

Brief design agencies

Design agency wins

pitch

Ad agency wins pitch

Positioning finalized

Positioning started

Adjustments (positioning)

Adjustments (positioning)

Adjustments from advertising

Adjustments from design

BTL work begins

Packaging Technical guidelines

Communication Technical guidelines

Purpose of a brand identity

1 2 “we have a nice product”

“make us some nice packaging”

2 types of packaging briefs we receive

Purpose of a brand identity

Consideration of the brand identity is non-existent or it is not synchronized for optimal output

2 types of packaging briefs we receive

Typical process for brand identity development

Is there a more practical method?

!e steps

Before you begin your packaging design 5 steps to consider

!e steps

Business Objective

1

What is our business objective and how is this work

going to help us achieve it?

What do we hope to gain out of this brand/re-brand?

What are the conditions that led us here?

What are next steps if those conditions change?

What are our resources and limitations?

!e steps

Positioning

2

Key Values "and"

Brand Models

Brand Stories,"manifestos"and"Creeds

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."

Patagonia's Mission Statement

Positioning is conveyed through good "packaging design

!e steps

Key Visual Equity

3

What is the key visual "metaphor by which we can "

communicate our positioning?

Key visual equity

The

Key Visual Equity

can be an icon

or a theme

Key visual equity

The

Key Visual Equity

workshop

Because explaining "does not equal "

co-creating!

Key visual equity

Key visual equity

The advantages of the workshop stage:

  KVE that works across all platforms

  Better understanding of the brand

  More powerful/meaningful/unique imagery

  Stakeholder buy-in

Key visual equity

Key visual equity

Key Visual Equity "leveraged across"packaging

!e steps

Visual Identity

4

type icons colors materials

music pattern

logo

…and more!

Primary and secondary elements

Visual Identity

!e steps

Brand Book

5

Content includes and "explains our previous work:

Business objective

Positioning

Key visual equity

Visual identity

Also examples of pack design and communication

The brand book should:

Inform why choices were made

Instruct in basic use of the brand

Inspire with what a great brand we have!

1 2 3 4 5

C

P

Business Objective

Positioning Key Visual Equities

Visual Identity

Brand Book

Communication

Packaging

Optimized process"for brand identity "and packaging design

1+1+1+1+1 > 5

What we’ve learned…

Thank you

17 April 2009

Douglas Kaufman Head of Brand Strategy

cocoon – brand advice and design solutions t. +420 224 815 985 f. +420 224 814 934

U Pruhonu 13, 170 00  Praha 7, Czech Republic http://www.cocoon-agency.com