Brand Manual on Packaging

WE MAKE THEM TALK ABOUT YOU

Packaging

WE MAKE THEM TALK ABOUT YOU

Dan Mikkin

thebrandmanual.com

thebrandmanual.com

It was no accident. It was done by design.

Sherlock Holmes

producer user designer

producer user designer

It’s not just the package…

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PRESS

POSTER

POS

BAR FURNITURE

MERCHANDISE

BOTTLE

VOLUME PACKAGING

VEHICLES

IDENTITY

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eristuvus

äratuntavus

järjepidevus

Recognisability

Distinction

Consistency

Trust

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Recognisability

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„Cab”

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Distinction

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„Cab”

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„The cab”

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Trust

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„The right cab”

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„Cab, sort of”

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Consistency

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1992

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1996

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2015

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eristuvus

äratuntavus

järjepidevus

Charlie

Purpose

Logo

Identity

Trade mark

Behaviour code

…Communication

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Package

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First contact

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The right package lifts the value of your product

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Crappy package lets your product down

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Travel Sim

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The Process

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Brief / Discovery • What? – the product • How many? – product architecture • Why? – ambition and goal • What for – business target • Where? – context / competition • How? – uniqueness, emotional charge

thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013

What’s this information good for?

distinction distilled taskdiscovery it idea solutions applications

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Name

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A computer company called Banana

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An energy giant called Lobster

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A luxury car called Mathilde

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Logo

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Logo • A visual key of distinction • Sets the mood of the whoe brand • For good’s sake, don’t change it

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Colour

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Colour Identity vs. product tree

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Identity

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• Would I be recognisable in 5 years? • In 10 years? • What does my identity stand on?

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Identity reflects your product’s value

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Luxury item

thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013thebrandmanual.com

Identiteet on firma ambitsiooni väljendus.

Looks more

expensive than

is

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Total recall

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Story

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• What is your brand talking about? • Is your visual supporting the story?

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Attitude

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What do I stand for? What do my customers say with my product?

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Moodboard

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Moodboard is a tool that helps all parties to reach a common understanding on: • your Tone of Voice • the life brand will live in the future • its emotional charge and values • communication language • target groups

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Start with a draft

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First visualised graphical directions to make a choice on: • context • imagery • application demos • competition juxtaposing

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A few rules

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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com

Check your spelling!

thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com

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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com

Estonia is not a test market!

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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com

Understand the cultural context

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luxury

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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2012thebrandmanual.com

Be consistent!

PRESS

POSTER

POS

BAR FURNITURE

MERCHANDISE

BOTTLE

VOLUME PACKAGING

VEHICLES

IDENTITY

1876 - 2010

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Don’t

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Don’t meet the expectations

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Don’t try to please everyone

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Don’t blend in

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Don’t overdo

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Less is more.

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Less.

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Final criterias

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Did you hit her?Does it stand out?

What’s the story?Is it real?

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www.issuu.com/thebrandmanual/docs

A quick read

Tänan!