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Introduction
This book is one of ve that aims to explore
the many techniques, traditions and sectors
that branding has, is and will continue to
thrive in.
The focus of this book is FMCG.
FMCG [:F-M-C-G}
abrv
Fast Moving Consumer Goods (FMCG)
are products that are sold quickly at
relatively low cost.
Examples include non-durable goods such as
crisps, cans and tins.
About
My design practice has always had a
strong focus on packaging and FMCG design.
I like the way that print can work work
three dimensionally aswell as the a box
is construted and also the way it is
interacted with.
This publication has sourced work from seven
of the best FMCG branding companies of the
modern day. It explores how one has to takemore into consideration when designing
packaging such as how much a product stands
out on shelf.
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Making The Most Of Ones Assets
Molton Brown was turning thirty and feeling its
age. The excellence of its products was being let
down by anonymous and apologetic packaging.
We were to begin with overhauling the brand
image. Over the subsequent nine years this was
to form the basis of much innovation and range
extension, and a hugely successful gi box, re-
vamped annually.
The Brief
Make Molton Brown a marque of excellence.
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Studio:JonesKnowlesRitchie
Sourc
e:http://www.j
krglobal.com
The Solution
The original branding had one key asset a
characterful wordmark. We amplied this to
epic proportions, and applied it colourfully
and condently in a manner which made it
the core graphical architecture of the packs.
We began with the simply-branded core
products, using innovative structural design
such as the oating eye-shadow. This gave
way to new scents, ranges for men and even
baby products.
From 2002 onwards, we have annually
created Christmas gi packaging, sales
of which increase every year. They have
become a distinctive feature on the cosmetic
oors of major department stores, and oer
those looking for a ready-made gi solution
something they dont need to wrap.
The benet for the stores is packaging
which also acts as its own display material.
Along with the Molton Brown stand, we
had a secondary site in Selfridges. Floor
managers noted how visually engaging the
gi boxes were with the bright colours and
bold branding. In a large cosmetics hall
like Selfridges you are side by side with
competitors so you have to be dierent in
order to stand out and attract customers.
Store Manager
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Mahiki
This Tiki-inspired nightclub was already hugely popular and
frequented by celebrities and young royals, when its owners,
Brompton Group, decided to introduce a new, premium, coconut
liqueur into their Dover Street club and high-end fashionable
retailers, such as Selfridges. Working with the Diageo Design
Management Team, we were asked to encapsulate the
very essence of Mahiki in order to extend this aspirational
yet accessible brand. We needed to capture this unique,
premium brands personality, without resorting to clich
or excessive kitsch.
Solution
With the emphasis on authenticity, we turned to original
Hawaiian prints and fabrics, scouring vintage clothing shops...Studio:D
esignBridge
Source:http://www.designbridge.com
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...for our main inspiration and literally
dressed the Mahiki bottle in a classic
Hawaiian shirt. Our three dierent
designs depict key symbols of this fun and
escapist but oen misrepresented and
misunderstood culture: the South Pacic
sea and landscape, the hibiscus motif and
Polynesian carvings and statues.
They also add an inviting collectability
factor. The designs tactile matt nish not
only creates a premium feel, it echoes the
textures of the genuine articles coconut
buttons and rayon. The challenging
print and production process gave us the
opportunity to develop our theme to the
last detail - with mock stitching to conceal
shrink sleeve joins and a garment label to
carry the barcode and legal information.
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The Brief
Rowse was in a sticky situation. Although
it was a 37m brand, and had a massive
presence on the xture, at brand level
it had little saliency, with very few
customers even recognising that they
were buying Rowse. The brief was to
create an iconic identity for the brand,
allowing it to behave as the market leader
and develop a clear brand architecture for
easy shelf navigation.
Stu
dio:Brandopus
Sou
rce:http://www.brandopus.com
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Solution
We evolved familiar honey devices into ownable
equities for Rowse: the angles of the hexagonal
jar structure and label were soened to become
Rowses own take on the honeycomb. Another
nod to founder Tony Rowses love of beekeeping
are his initials forming the wings of the Rowse
bee. The bee is embossed into the jar structure,
continuing to reect the brands passion for
honey long aer the product has been enjoyed.
Results
Our redesign restored Rowse as the UKs
leading honey brand. The brand now has strong
competitive standout on shelf, buzzing high
quality natural honey, whilst the claried brand
architecture opens up the world of honey for
consumers to explore.
+ 5%
Sales increase
The new design enabled NPD launches which
added 5% additional retail sales to the brand.
+ 11%
Distribution Increase
The design caused an 11% increase in
distribution to major accounts.
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Peroni Leggera Drinks Packaging Design
Aim: To build brand and product awareness, supporting the
launch of SABMillers new light beer Peroni Leggera lower
in carbohydrates and calories yet still delivering the same
taste and style of its mother brand Peroni Nastro Azzuro.
Peroni Leggera launched globally in Australia, February
2009, where at the time the light segment was the fastest
growing category in the beer market.
Strategy & Tactic: One brand, two products. SABMiller
needed to promote and educate suppliers and resellers
about their new light beer, whilst retaining its associations
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with the original product and brand heritage.
A stylish and premium packaging format
was required that would compliment the
Peroni brand which is synonymous with
Italian style, passion and association with
design appreciation.
Target Audience: Alcohol suppliers and
resellers. The new sociable larger was being
marketed towards targeting a consumer group
of 20-34 year old premium beer drinkers.
Design: Utilising Burgopaks patented sliding
mechanism, the clever Le and Right
opening allows for two halves of the samestory. Promoting Peronis rst brand and
product extension, the design delivered a clear
juxtaposition of the new Leggera and classic
Nastro Azzuro products, reinstating the main
marketing message of less calories but with
your same favourite taste. With a strong
and clear emphasis placed upon the brand
values of eortless style and air, the slick
packaging format allows the two bottles to besimultaneously stored and displayed alongside
clear brand communication and product
information. The intelligent linkage system
and luxurious appeal further compliments the
green embossed Peroni bottle, a design that has
become an international Italian icon.
End Result: Well-executed pre-launch product
promotion is a key aspect of broader marketingstrategies, ensuring suppliers and resellers have
a clear understanding of the products benets
and value to drive positive sales. Peroni Leggera
was launched to build on Peroni Nastro Azzuro
brands growth and open the brand up to new
international consumers.
Studio:Burgopak
Source:http://www.burgopak.com
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Task
Packaging and brand identity refresh to
visually strengthen the brand architecture
creating ownable equities.
Scope
Brand strategy, identity design,
graphic design.
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Solution
A rened identity with a color coded, embossed pill shape to
make the overall brand architecture visually stronger, giving
better stand-out. Nathan Frank, Founder of Help Remedies
comments, our packaging is our most important piece of
communication. Pearlsher has done a great job in enhancing
our identity so that it communicates everything we have to say
without having to spell it out, literally. Winner of American
Packaging Design Award.
Studio:Pearlfsher
Source:http://www.pea
rlfsher.com
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Extra
The Wrigleys Extra brand was introduced in
Germany and Scandinavia in the early 1990s
and is now one of the most popular brandsin both markets, with name recognition of
roughly 97 percent.
Interbrand was commissioned to modernize
the brand identity, which had remained
virtually unchanged since its introduction.
The idea was to enhance the brands visibility
on store shelves and to standardize the visual
identity for the expanded product portfolio.Although Wrigleys Extra is positioned very
dierently in Germany and Scandinavia, the
new design would be called upon to support
the brand in both regions. As is the case
with most impulse-buy packaging, the logo
and a high-contrast graphic dominate the
Studio:Interbrand
Source:
http://wwwinterbrand.com
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Wrigleys Extra design. The new visual identityemphasizes both the brands distinctive avors
and its benets for oral health. The predominant
graphic element is an iconographic oval curve
that enhances the brands visibility and unies
the product portfolio while allowing for a
range of variations. The copy style, typography,
symbols, and colors were also modernizedand harmonized. The Wrigleys Extra visual
identity was successfully updated and unied.
At the same time, the new look underscores
the brands oral hygiene competence and
excellent taste, thereby strengthening the
brand perception in Germany and Scandinavia.
It represents an eective synthesis of function
and aesthetics. Visibility at the point of sale
was increased considerably. Test resultsconrmed that consumers nd the new look up
to 30 percent more appealing.
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A Stiff Challenge From Smirnoff
Situation: Smirno wanted to educate bar managers across
the world about Black No.55, a vodka thats faithfully
reproduced from a century old method craed in 150 year-
old copper pot stills. But they didnt want it to be talked
about as being better than Smirno Red... just dierent.
Solution: Do you prefer powerboats or sailboats? Paris
or Venice? Acoustic or electric guitars or both? No trick
questions, no wrong answers. Whatever your preference, it
all distills down to A Matter of Taste.
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Studio:Taxi Studio
Source:http://www.taxi.co.uk
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Molton Brown
Studio: Jones Knowles Ritchie
Mahiki
Studio: DesignBridge
Rowse
Studio: Brandopus
Peroni
Studio: Burgopak
Help
Studio: Pearlfshe
Extra, Wrigleys
Studio: Interbrand
Smirnoff Black
Studio: Taxi Studio
2-3
4-5
6-7
8-9
10-11
12-13
14-15
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Designed by:
Ben Harwood
Published:
May 2013
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