In the Food & Beverage world, “Branding” is really the total image and impression your branded product conveys to shoppers. With Food & Beverage retail products, this critical communication usually comes from the most immediate consumer touchpoint – your package design.
Branding does include your logo, which should work toward giving the desired impression you want for your brand, but the logo itself is only one part. Every visual element on a package design says something about your brand. Through thoughtful positioning and brand strategy, every element, color, and nuance should be designed to communicate the message and impression you want shoppers to have about your brand and the product inside the packaging.
Just like people… brand package designs visually create personalities, identities, feelings and narratives about the product and the people who make it. Successful branding and package design conveys the specific desired positioning messages that marketers believe will help make their particular products uniquely appealing to their target shopper.
So, Food & Beverage branding is really visual storytelling – done in just 6 seconds, in a cluttered and busy environment, right next to the competition. Done well, it is both art and science, requiring experience and understanding of human psychology blended with creativity, finesse, and design talent. Good branding is the difference between a product being put in the cart… or left sleeping on the shelf.
Here are a few before & after examples where we changed the logo and package design to tell a new brand & product story that was more appealing to the target audience. It’s partially due to re-branding work like this that Design Rush has named us as one of their Top Branding Agencies.