A few days ago, browsing TheDieLine to see the news in the sector, I found an interesting post by Lisa Desforges, Strategic Director of B&B Studio, and having won awards in terms of packaging and brand identity, it seemed to me to be an interesting post to bring to the blog, especially for those who want to create their own brand but are afraid to fail, especially from the point of view of packaging. So let’s see together what Desforges tells us.
The Director begins by talking about how nowadays, brands no longer value success only for sales, but also for engagement, which is why they should try to create a brand history and a personality that is transmitted through the packaging. Curiously, the ones that set the pace in this are the small companies -SMEs (PYME) in Spain-, since having a smaller structure means they can adapt faster to changes, something that costs more in the bigger ones.
It is also necessary to consider many elements external to the brand itself, which affect and condition it to a large extent, such as legislation or changes in the behaviour of the client or competitors.
Desforges puts forth 3 examples that we are going to discuss together, of how a brand must, rather than asking the customers they want, and doing it, believe in something that changes the world and make customers accompany them on the trip.
The case of Pip&Nut, created in the United Kingdom in 2015, is interesting to see, since it tells us how the core of the brand is neither more nor less than the enthusiasm of its founder, Pippa, which has infected society and become a lifestyle.
Pippa’s mission was to turn “nuts” into a healthy snack, and to communicate this, she put her logo on everything they made, with a very energetic message, accompanied by the packaging, with an image of a squirrel running across it. Her desire for her project spread to the public, which decided to trust her and her product.
As for BEAR, Desforges tells us how even if a brand is fine as it is, getting sales and being successful, it cannot remain still, static. Although the core of the brand must be the same, the packaging and identity must evolve and adapt to both new customers and new times. It must be an interesting brand that provides new things for customers.
BEAR was born with the intention of offering healthy snacks for children, something that is saturated in the market, so they had to focus on packaging. They turned this into part of the fun, with beautiful and funny designs, and offering cards with outdoor games, a fact that reinforced its main mission of being healthy and fun for children.
Kabuto Noodles, created by an independent entrepreneur in 2011, wanted to open a space in the instant noodle market, which was totally dominated by Pot Noodle –called Gallina Blanca in Spain.
Obviously, the expectations of success were not very high; however, what Kabuto did very well was its positioning. This offered a premium product without preservatives, which made it a new product on the market in a bold position with respect to Pot Noodle. So, bringing the product together with the founder’s vision and that of doing something different from what had already been established, the brand was a success.
A complex task
Even after having seen how to transmit the core of the brand with Pip&Nut, how to evolve in the sector with BEAR, and how to offer something different with Kabuto Noodles, getting a brand to succeed is not a simple task, and it can take years of hard work before it comes to fruition.
However, small businesses and entrepreneurs must set goals and fight to achieve them, and convey through their brand that purpose and personality, reflected in the packaging. It is necessary to show cohesion in all aspects of the brand, so that customers not only buy the brand, but also believe in it and accompany it on its journey.