How to Use Form Factor to Powerfully Transform Your Brand and Disrupt Your Industry11.08.17 / Eric Wyttenbach
Form factor can either be part of your brand’s selling mechanism or integral to the functionality of the products. In either case, it dramatically impacts how customers are attracted to and interact with your brand.
We can all recognize Coca-Cola’s signature glass bottle silhouette anywhere and can spot a Pringles can from a mile away. Coca-Cola’s glass bottle was created to sell. They wanted to disrupt on-shelf and throw off copycats. The company wanted to be so memorable, someone could feel it in the dark and instantly recognize the brand. The classic Pringles can, on the other hand, was born out of necessity. They wanted a resealable chip vessel to keep their product fresh and a cylindrical, structured shape so their chips would remain aligned and avoid being crushed.
Strategy-driven form factor does not always look this dramatic. Small, subtle changes can influence consumers on a large scale and revolutionize your brand or even your industry. The following examples of how brand strategy can translate into form factor show both sides of this.
Form Follows Function, Right?
Hilary’s Eat Well veggie burgers had a form factor problem the aisle audit revealed during our brand strategy work. Hilary’s veggie burgers were packaged in two-pack, freezer safe pouches. Once the customer purchased a package, the remaining pouches on the shelf fell over (often face-down). This posed a very large problem in terms of visibility on-shelf .
And while the company was aware of this issue, their previous attempts to remedy the situation were engineered too costly and received push-back from Whole Foods and other natural grocers.
The outcomes and goals identified during brand strategy drove the design of the simple recyclable box. This solution improved sustainability (after all, it is a vegan brand), shopability, flavor appeal, and provided room to tell the more compelling story of the brand’s true point of differentiation. The packaging educated customers about the product being convenient culinary and made free-from common food allergens. Who knew a cute little chipboard box could do all that?
Form Informs a New Way to Effectively Reach Your Target Audience
Reaching new audiences is all about understanding how consumers interact with your product. DRY wanted to be known as the go-to sparkling beverage for tastemakers but struggled to gain traction with key bartenders and chefs. This wasn’t because these culinary masters didn’t like the product or refused to use it, no. It was because of the limiting form factor. The small, non-re-sealable 12-ounce bottles made it difficult to work within a hospitality setting. To combat this, DRY created a larger resealable bottle.
Not only did DRY’s new form take off in the hospitality industry, but major retailers took notice as well. Now consumers who wanted larger bottles for parties or entertaining could purchase a re-sealable bottle as well. By changing the form factor, DRY reached new, powerful audiences and provided them with new ways to consume their product.
Form Informs Emotional Connections
Form factor can also be effective in communicating practical uses of products through storytelling. For example, Ruffwear’s mission was to create a deeper bond between people who love the outdoors and their dogs – allowing their companion to accompany them on their epic outdoor adventures. They made mountaineer-quality gear for dogs, but nobody knew this because they cost-engineered their packaging to be as thin and small as possible. It didn’t tell the story. Our brand strategy pulled at the powerful bond between owner and pet. Through emotion-driven customer education on the product attributes, we told their story.
Form Informs the Revolution of Your Industry
The wine industry notoriously feels stuffy – embracing exclusivity and the culinary elite. The beer industry’s reputation, on the other hand, feels more inviting and approachable. A large part of this is form factor of the two beverages. Canned beer is portable and seen as less sophisticated. Wine is known for being bottled and corked; saved for fancy glasses and sit-down dinners.
Underwood effectively flipped this norm on its head. The brand saw the craft beer industry beginning to infiltrate wine’s territory by becoming more of a gourmet, culinary experience – even paired with food on occasion. As the craft beer industry threatened to steal market share, Underwood decided to steal it back by canning their wine – subsequently making it approachable, portable, and unstuffy. Younger audiences can now have quick, adventurous experiences that involve wine without the barriers typically preventing them from consuming wine conveniently. Underwood used form factor to completely upend the industry.
“[Changing wine into a can] is proof that packaging design can give birth to a new category capable of shifting the identity of an industry.”
— Mark Wilson
Califia revolutionized their industry as well through form factor. Any shopper can recognize their signature bottle shape with just a quick glance. Their unique, elegant plastic bottle shape disrupted the milk category because the product no longer lived in just the paper carton anymore. The brand wanted to move into the natural, organic, alternative milk category, so their form factor emulated characteristics that would communicate those qualities and shared values to customers. The graceful and iconic shape feels reminiscent of glass milk bottles – evoking a feeling of farm-to-table and reminding customers of the benefit of organic farming. The brand elicits this emotion right from the aisle. Now, customers can find everything Califia (from cold brew to almond milk to juice) in the same form – building a brand connection between completely different areas of the grocery store.
We often get so caught up thinking about graphic design or digital experiences that we forget about the engineering of products and the vessels they live in. Form factor plays just as large of a role – if not more – in influencing consumer’s purchase decisions. It provides the canvas for storytelling and the correct mechanics to optimize performance. Shape, structure, and function can revolutionize an entire brand and even an entire industry.