You’re in a hurry. There’s a deadline, perhaps a category review with your primary retail partner. Or maybe a new CMO wants to put their stamp on the product. So you want a new package design for your food and beverage product, and you want it now.
A new package or identity is exhilarating. It can make a splash in the market. But it’s oh so temporary. If your creative isn’t doing the heavy lifting of translating your brand strategy, you aren’t winning.
The secret to great packaging and identity is strategy, not beautiful design. Strategy and creative execution are joined at the hip.
Great creative without great strategy is wallpaper that will be wildly outdated in 18 months. Great strategy without great creative is a binder that sits on your conference room shelf.
Skip the strategy part and go straight to playing with typography and color, and someone else in your category will make the same moves within about six months. So you’ll have to redesign all over again.
Unless you do the strategy work first.
Brand Strategy Is the Foundation for Packaging Design
In the world of consumer goods, great design is table stakes. But what makes creative last is a strategy that looks beyond your management team’s understanding of the universe. A brilliant brand strategy allows you to ignore what your competitors are doing (moves that often inspire a we-gotta-do-this-NOW approach to redesign) and build a deep and powerful relationship between your brand and your audience.
Strategy, of course, isn’t just a marketing activity. All roads lead back to your WHY: your brand’s unique point of view and the promises you make. It’s a risk-management and resource-management philosophy. Strategy drives every decision your organization makes: the products you launch, the channels you sell through, the audience you attract, the opportunities you don’t pursue. And yes, the way you package and present your products.
This is the reason we audit a client’s brand positioning against the category and all adjacencies — before we start any design work.
Sometimes, this takes a bit of convincing. Prospective clients who come to our firm for a packaging design makeover may want to skip the strategy — perhaps because they don’t understand its importance and value, or they have limited time or money (or think they do). We explain that taking 8 to 10 weeks to do it right means they won’t have to redo the design in 12 months.
That was the case with our clients at Russell Stover. They came to us seeking a packaging refresh for their sugar-free line, which once dominated the category but had lost momentum. During an early meeting, we showed them how to think beyond a packaging facelift to bigger strategic moves that would bridge the gap between the brand’s heritage and a modern better-for-you consumer. They committed there and then to large-scale changes … and once that ball was rolling, we tackled a new packaging system. Not a quickie design fix, but a strategy-led solution that resonated with young consumers and reversed a three-year sales decline.
What Do You Need, Really?
The output of strategy is a defined framework for making decisions, including creative. Brand strategy is creative’s superhero suit—it repels competitors, fends off trends, flashes a signal that summons fans. It allows you to make the right moves that will disrupt your category and remain a force for 5 years or more.
So if you think you need packaging, how do you know you need strategy?
· If something is broken but you don’t quite know what it is
· If you sense that your brand’s relevance is eroding and your sales are trailing off (this is not something packaging alone can fix)
· If you’re pretty confident that you know your audience well (you may know your current people, but who are you not selling to that wants your product?)
· If your sales trajectory is inconsistent with your competitors’ and you aren’t sure why
· If redesigning is just a thing you do every X years
Design Follows, It Doesn’t Lead
Some marketers believe that doing the design work will answer the bigger questions, that they’ll turn up the strategic stuff as they go through the design process. But letting design lead the initiative is a lousy move because the brand team will get emotionally invested in visuals before they get invested in the strategy.
The discipline of package design will never illuminate a new audience or new product or channel strategy or pricing structure; those are all things that only brand strategy can do.
Repeat after me: Creative is always the output of strategy. They’re always done sequentially, not in tandem.
Which isn’t to say that your design team shouldn’t be involved in the strategic work. Inviting senior creative people to the table is a real time-saver. (And if you’re up against a deadline, a pretty great reason to make time for strategy.) When you bring senior creative people in to ride shotgun on strategy, they can get to the solve in just a round or two of ideation. It brings alignment and prevents burnout … “We’re on Round 37!” You’ve created a North Star that provides guardrails for design exploration, focuses feedback, and drives decision-making.
Early in my career, I was guilty of making really beautiful stuff that was so transformative that it pointed my clients’ business in a new direction … and then I came to understand that beautiful stuff doesn’t really cash the check. So our team’s work always starts with our competitive audit – a benchmarking exercise that informs brand strategy and identifies opportunity. Armed with that insight, leaders can make really bold moves that only your brand can make. Including packaging design that doesn’t copy what’s already on the shelf — but transforms the shelf. Ready for a smarter approach to your brand’s creative expression? Let’s have a conversation.
