The Power of Packaging
Packaging. It’s the very first tool that is used by brands to draw us in and persuade us to buy their products. It’s a key element of the whole marketing mix and definitely not something that should be forgotten.
Packaging creates that initial opportunity for you to make an impact on your targeted consumer, compel them to pick your product up off the shelf and take it home to try.
It’s that ‘First Moment of Truth’, where a customer is confronted with the product in-store or in real life and makes that all-important decision whether to pop it in their basket or not. Packaging fulfills many roles. The functional role, ensuring that it will contain and protect its contents; to carry important information such as ingredients, nutritional values and usage instructions; to entice new customers, which is where branding plays its part and of course to influence the consumer.
Sometimes referred to as ‘the silent salesman’, your packaging is required to act as a form of communication or ‘storytelling’, as it were.But it will also allow you to demonstrate not only personality with its visual presence, but also lead the way in of positioning and the values of your brand.
With our Milestone Brand Xperience process, we take all of these fundamental elements into consideration to ensure that the packaging we create for our clients is on brand, conveys the right message, and tells a story; as well as being aesthetically pleasing. From the Discovery phase where we will take a business and look at it using a 360° perspective, truly getting under the bonnet of the company, to the Create stage, this vital groundwork can then be translated into creative in the Deliver phase. Creative that is coherent and importantly consistent in presentation and messaging, and is truly engaging and stands out from the mediocrity in the rest of the marketplace when delivered through their relevant channels.Great examples of packaging that we’ve delivered by taking our brands through this important branding process, is the work we have done for our clients Diamond UHT Juice, Wacoal, Mr.W and Francis Artisan Bakery. At completely different ends of the branding spectrum, we have captured the essence of their product and their brand through really pinning down the essence of their businesses and looking at the bigger picture from an outsider’s perspective.