Fine Foods Group Food Branding and Packaging Design Workshop
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Presentation slides for the Fine Foods Group Workshop held on 6/18/2013, with panelists Linda Frost, Laura Missiorek and David Bernard.
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Fine Foods Group Food Branding and Packaging Design Workshop
- 1. Branding and Packaging Design © 2013, Michel Algazi. All rights reserved.
- 2. Agenda © 2013, Michel Algazi. All rights reserved. • Introductions • Brand Positioning Review • Packaging • The Environment • Dos - Don’ts • The creative brief • Examples • Hands On:Your packaging
- 3. Brand positioning is important because it spells out the “what?”, the “For Whom?” and the “Why?” of a brand, among other things. It also substantiates the relative pricing level of a product or product line - it serves as a basis for comparison. Brand Positioning
- 4. Introduction to concepts and terms Brand Image Brand Identity Brand Position How the brand is now perceived How we would like to brand to be perceived (ideal) The part of the brand identity and value proposition to be actively communicated to a target audience
- 5. Brand Identity A unique set of brand associations that the brand owner aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers. Brand Customer Relationship Created by the value proposition of the brand Benefits
- 6. Brand Identity: Core and Extended Core Identity Extended Identity The core identity represents the timeless essence of the brand (it contains the associations that are most likely to remain constant as the brand expands) The extended identity includes elements that provide texture and completeness.
- 7. Brand Associations • A brand association • Is anything that is linked in memory to a brand • Should be strong and positive to lead to a purchasing impulse and long-term brand loyalty • Becomes stronger when a customer is exposed to it multiple times • Can create value by • Helping to process info (facts and specs) • Creating differentiation • Generating a reason to buy • Creating positive attitudes and feelings • Creating a basis for extensions Brand Image a set of associations, usually organized in a meaningful way (clusters)
- 8. Brand Associations Brand Name and Symbol Product Attributes Intangibles (“Healthy”) Customer Benefits Relative Price / Competitors Personality / Lifestyle / Celebrity Product Class User / Customer Country of Origin / Geography
- 9. Case Study Gourmet Baby Food Brand
- 10. Brand Associations Emotional Benefits Brand Personality Product Attributes Health Geographic Functional Benefits •Feel good about themselves - able to give good food to children •Early adopter - cool, current •Safe •Quality •Family time - less time taken cooking •More personal time •Traditional Foods •Wide pallate - educate children •Cause - doing good •Explorer •Adventurous •Well traveled •Early adopter •Educated •World-aware •Fun of learning •Ethical •Treat others well •Young at heart •Healthful •Socially Conscious •Innovative •Tolerant •Modern yet embracing traditions •Friendly •Quality •One-serving package •Pre-cooked •Ready-to eat •Spices and flavors •Convenient •Wheat free •Gluten free •Kosher •Organic •No- preservatives •No added sugar •No added salt •Anti-oxidant rich •Traditions and ingredients from... •The best the world has to offer our children •World without borders •Organic •Kosher •Packaging (hygiene, flexibility, convenience) •Safe •Ready to eat
- 11. Brand Values Map Modern Established Rational Emotional Organic Functional Quality Fun of Learning Ethical Adventurous World Aware Social Cause Young at Heart NOSTALGIA Safe
- 12. Competitive Set Feature Table Sprout Earth’s Best Ella’s Kitchen Happy Baby Plum Organics Homema de Baby •Sophisticated •Gourmet •Made by celebrity chefs •Good Packaging •Nationwide distribution (mass & specialty) •Established •Widest distribution •Negative: packaging •Sesame street characters •Lid not BPA- free •UK-based (European distribution) •Good packaging •Kid-centric (spokesperson / voice) •Fun, playful •Specialty store distribution •Breadth of product categories •Strong packaging and identity •Some products are multi-serving or larger sized •Nationwide distribution (mass / specialty) •Boring / staid packaging •Some mass distribution •Breadth of products (range) •Organic •Potential access to more capital due to recent acquisition •Fresh •Not processed •Limited shelf life (distribution challenges) •Organic •Kosher •Local to So Cal •Own manufacturing faciltities (cost implications?)
- 13. Positioning Map $$ $ Everyday Special Earth’s Best Happy Baby Plum Organics Ella’s Kitchen Sprout Homemade Baby Brand X Positioning
- 14. Positioning Statement - Elements • What are you making? • For Whom? • Functional Benefit • Emotional Benefit • Self-expressive Benefit Value Proposition
- 15. Exercise - Maps & Positioning Statement • What are you making? • For Whom? • Functional Benefit • Emotional Benefit • Self-expressive Benefit
- 16. Positioning Statement Brand X is a new line of healthy and delicious functional foods - for babies 6 to 12 months of age - that is the best the world has to offer. Mothers who buy this line are early adopters. They are discerning, world-aware consumers, who lead busy lives and who think Brand X products are the only acceptable alternative to home-made food. In addition to their organic certification and convenient form factor, Brand X products afford babies superior nutritional value and a variety of flavors and textures -- drawn from other cultures -- that will broaden their palates as they grow. Brand X mothers like to extend their socially-conscious lifestyle to the products they purchase. For them, Brand X does good by donating a portion of profits to support healthy nutrition for children.
- 17. Communication - Start with Brand Associations Emotional Personality Product Attributes Health Geographic Functional Benefits •Feel good about themselves - able to give good food to children •Early adopter - cool, current •Safe •Quality •Family time - less time taken cooking •More personal time •Traditional Foods •Wide pallate - educate children •Cause - doing good •Explorer •Adventurous •Well traveled •Early adopter •Educated •World-aware •Fun of learning •Ethical •Treat others well •Young at heart •Healthful •Socially Conscious •Innovative •Tolerant •Modern yet embracing traditions •Friendly •Quality •One-serving package •Pre-cooked •Ready-to eat •Spices and flavors •Convenient •Wheat free •Gluten free •Kosher •Organic •No- preservatives •No added sugar •No added salt •Anti-oxidant rich •Traditions and ingredients from... •The best the world has to offer our children •World without borders •Organic •Kosher •Packaging (hygiene, flexibility, convenience) •Safe •Ready to eat
- 18. Practical Applications of Brand Positioning • Explicit (copy) • Primary • For healthy families (Organic) • Multicultural • The best the world has to offer our children • Convenient (pre-cooked) • Secondary • No-preservatives • No added sugar • No added salt • No wheat • No Gluten • Allergen friendly • Tertiary • Cause (secondary packaging panel, front flash on packaging) • Implicit (senses) • Through attributes (look & feel - perception) • High quality (form factor, visuals, tone, voice) • Convenient (form factor) • Hygienic (form factor) • Flexible (form factor) • World-aware (ingredients / spices) • Parents feel good about themselves - able to give good food to children • Through visuals: consumer profile: • Want high quality • World-aware (world without borders) • Early adopters • Educated
- 19. Packaging Design
- 20. The Environment
- 23. Dos and Don’ts
- 24. DESIGN COMPARISON... Does the package clearly communicate what’s inside? Does the package attract attention? Does the package instill confidence? LAURA
- 25. Dried Mushroom Packaging Poor Brilliant LINDA
- 26. David
- 27. David
- 29. Project Overview 1.) Please give an overview of the companies history and in particular it’s design strategy over each period. 2.) Please give examples of previous designs (if any) – and in particular the reasons for the changes along the way. 3.) Please describe your future objectives for the next 5 years. 4.) Please list the final deliverables your require from the designer. 5.) Please indicate your ideal deadline for each item. 6.) Please indicate your budget, if possible. 7.) What will you be providing the designer with? -- Product shots, photographs, fonts, copy, etc. Branding 1.) What are your unique selling points (purchase factors) of your services or products? 2.) What are their tangible and emotional benefits to the target audiences? 3.) What is your unique selling points (purchase factors) over your competitors? 4.) What are their tangible and emotional benefits to the target audiences? 5.) In those target audiences, please define if there are any influencers or decision makers and how you’d expect them to make a decision to buy your product. Logo Design 1.) Do you have current packaging, business cards or an online presence (website)? 2.) What do you want the new logo design to convey to the target audience? 3.) Do you have a color preference or preferences? 4.) Are there any colors or shapes that you feel would be perceived negatively in your companies’ line of business? Creative Brief Example
- 31. LAURA
- 32. LAURA
- 33. LINDA
- 34. DAVID
- 36. DAVID
- 38. DAVID
- 40. DAVID
- 41. Your Packaging