Branding and Packaging for Export

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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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Proposal

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Route 01 Route 02 Route 03

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Client Brand

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Deep Dive / Research

MASTER

FILES

PRODUCT MOCK-PUS

Chosen Product

Range

How We Approach Brands | Our Design Journey

Discovery

Phase

Concept

Exploration

Concept

Development

Design

Development

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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…

• Know your Export Market

• Identify your Opportunity

• Create your brand strategy and USP

• Maximise your packaging Effectiveness

• Meeting the Market Expectations

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A Deeper look at some of our processes

in relation to Branding, Packaging and

Labelling for Export…

Key Areas to Address | Export Checklist

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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

Magazines

- Latest diet trends

- Latest trends in cooking and ingredients

- Food photography/photographers

- Food advertising

- Insight into a target audience

Online

- Food packaging trends

- Packaging design competitors

- Food brand web/social presence

- Accessibility to see what the global trends and

competitors are doing

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Supermarkets | Research Methods

Big Supermarket Bespoke Shops Vs Sainsburys, Asda, Lidl, Morrisons, Tescos,

Waitrose, Marks & Spencer

Selfridges, Harvey Nichols, Fortnum & Mason,

Harrods, Galeries Lafayette

- Very broad range of everyday household produce

- Large range of brand

- Very affordable

- Very select, high end produce range

- Mainly Bespoke and in house brands

- Premium price tag

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Supermarkets | Research Methods

Duty Free / Departure Lounge

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

- Larger range of bespoke and limited edition packaged goods

- Bespoke advertising spaces and POS

- Brand outreach and tasting opportunities

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Consumer | Research Methods

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Consumer Research

- Product taste testing

- Focus groups

- Distributor outreach

- Target market research

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General Packaging | Trends

Visual Authenticity

- Handwritten, raw, freeform, or sketchy typography

- May include vintage inspired references or typography

- Hand rendered, simple illustrations

- Natural color palettes

What You See Is What You Get

- Subtle, understated design cues

- Tactile textures

- Soft, understated color palettes

- Hand drawn icons, emblems, or graphic elements

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

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














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General Packaging | Trends

Pure

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

- Straight forward and stark design

- No traditional logos, generally a minimal word mark

- Abstract, geometric shapes, patterns, or graphic elements

Eco

- New innovative substrates made from natural materials

- Inspired by the biology of nature

- Edible packaging substrates

- Carbon Neutral

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















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Chocolate | Trends

- Chocolate containing vegetables

- More citrus and unusual fruit infusions

- Flavour Layering (including beers)

- Unusual flavours such as Quinoa

- Rare chocolates

- Dessert flavoured chocolates

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

Trends

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

- Shawarma seasoning

- Japanese 7 Spice Blend (Shichimi Togarashi)

- Umami

- Flavoured and sour salts

- Smoked spices

- Middle Eastern Meze

- Cooking Paper

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

Spice Trends

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

Phase Our Brand is the ONLY _______

that ____________________

WHAT is your category? ________________

HOW are you different? ________________

WHO are your customers? ________________

WHERE are they located? ________________

WHY do they want you? ________________

WHEN do they need you? ________________

Statement of Onliness | Your Brand Strategy

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


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Relationship

Mapping

Phase

Relationship Mapping | Your Brand Strategy

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PACKAGING EFFECTIVENESS

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Phase

Masterfile

Visualisation

Areas to Consider | Packaging Effectiveness

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Types of Packaging

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


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Types of Packaging



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Packaged Product Lifecycle



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Optimum Pack Design



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£ ££ £££

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Optimising packaging for export


100% Pain use of a stock alcohol

bottle reduced cost and gave unique

shelf presence.

Red Bull initially used a small

can to reduce product cost for

a more expensive beverage.

Optimising Packaging | Packaging Effectiveness

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Optimising packaging for export


Apple reduced packaging size to fit more

products on the same palette size, and

making it more environmentally friendly

Unilever Compressed the same amount of product

into a smaller can, increasing convenience and

reducing cost and becoming

more eco-friendly

Optimising Packaging | Packaging Effectiveness

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MARKET EXPECTATIONS

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Phase

Masterfile

Creation

Key Labelling Requirements | Packaging Effectiveness

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10 Food and Beverage Labelling Rules


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Name under which the product is sold

Quantity of ingredients

List of ingredients

Net Quantity

Date of minimum Durability

Storage conditions

Manufacturer / Distributor details

Place of origin

Instructions of use

Alcoholic content


2015 © *For guidance use only, please refer to standards by country for more information


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Mandatory by country


1 Name under which the product is sold

10 Alcoholic content

9 Instructions for use

8 Place of origin

7 Manufacturer / distributor details

6 Storage conditions

5 Date of minimum durability

4 Net quantity

3 Quantity of Ingredients

2 List of ingredients


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A BRAND IS MORE THAN PACKAGING

Considering all this:

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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

Documents

Branding and Packaging for Export