BRANDING AND PACKAGING FOR EXPORT. A Brief Introduction

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Dora Thomas
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1 BRANDING AND PACKAGING FOR EXPORT A Brief Introduction

2 AGENDA Process and Approach Branding and Packaging Checklist Tools for Success More than just Packaging

3 PROCESS AND APPROACH

4 How We Approach Brands Our Design Journey Client Brand P H A S E 1 Proposal Chosen Product Range Discovery Phase Deep Dive / Research Route 01 Route 02 Route 03 P H A S E 2 Concept Exploration P H A S E 3 PRODUCT MOCK-PUS Concept Development P H A S E 4 MASTER FILES Design Development

5 EXPORT CHECKLIST

6 Key Areas to Address Export Checklist Key areas to address when readying your brand for the export market Know your Export Market Identify your Opportunity Create your brand strategy and USP Maximise your packaging Effectiveness Meeting the Market Expectations

7 Key Areas to Address Export Checklist A Deeper look at some of our processes in relation to Branding, Packaging and Labelling for Export

8 KNOW YOUR EXPORT MARKET

9 Deep Dive / Research Know your Export Market Deep Dive / Research Phase

10 Magazines Research Methods Magazines Online - Latest diet trends - Latest trends in cooking and ingredients - Food photography/photographers - Food advertising - Insight into a target audience - Food packaging trends - Packaging design competitors - Food brand web/social presence - Accessibility to see what the global trends and competitors are doing

11 Supermarkets Research Methods Big Supermarket Sainsburys, Asda, Lidl, Morrisons, Tescos, Waitrose, Marks & Spencer Vs Bespoke Shops Selfridges, Harvey Nichols, Fortnum & Mason, Harrods, Galeries Lafayette - Very broad range of everyday household produce - Large range of brand - Very affordable - Very select, high end produce range - Mainly Bespoke and in house brands - Premium price tag

Supermarkets Research Methods Duty Free /

limited edition packaged goods - Bespoke

12 Supermarkets Research Methods Duty Free / Departure Lounge - Broad Range of confectionary and alcohol brands competing in the same space - Larger range of bespoke and limited edition packaged goods - Bespoke advertising spaces and POS - Brand outreach and tasting opportunities

13 Consumer Research Methods Consumer Research - Product taste testing - Focus groups - Distributor outreach - Target market research

14 General Packaging Trends Visual Authenticity - Handwritten, raw, freeform, or sketchy typography - May include vintage inspired references or typography - Hand rendered, simple illustrations - Natural color palettes What You See Is What You Get - Subtle, understated design cues - Tactile textures - Soft, understated color palettes - Hand drawn icons, emblems, or graphic elements *

15 General Packaging Trends Pure - Monochromatic or dichromatic, generally no more than 2-3 colours - Straight forward and stark design - No traditional logos, generally a minimal word mark - Abstract, geometric shapes, patterns, or graphic elements Eco - New innovative substrates made from natural materials - Inspired by the biology of nature - Edible packaging substrates - Carbon Neutral *

16 Chocolate Trends Trends - Chocolate containing vegetables - More citrus and unusual fruit infusions - Flavour Layering (including beers) - Unusual flavours such as Quinoa - Rare chocolates - Dessert flavoured chocolates *

17 Spice Trends Spice Trends - Shawarma seasoning - Japanese 7 Spice Blend (Shichimi Togarashi) - Umami - Flavoured and sour salts - Smoked spices - Middle Eastern Meze - Cooking Paper *

18 IDENTIFY YOUR OPPORTUNITY

19 Opportunity Mapping Identify you Opportunity Opportunity Mapping Phase

25 YOUR BRAND STRATEGY

26 Brand DNA Your Brand Strategy Brand Semantics / DNA Phase

27 Statement of Onliness Your Brand Strategy Statement of Onliness Phase Our Brand is the ONLY that WHAT is your category? HOW are you different? WHO are your customers? WHERE are they located? WHY do they want you? WHEN do they need you?

28 Statement of Onliness Your Brand Strategy

29 Statement of Onliness Your Brand Strategy Our brand is the ONLY fizzy drinks company that energizes and inspires people to be extreme.

30 Statement of Onliness Your Brand Strategy

31 Relationship Mapping Your Brand Strategy Relationship Mapping Phase

32 PACKAGING EFFECTIVENESS

33 Areas to Consider Packaging Effectiveness Masterfile Visualisation Phase

34 Areas to Consider Packaging Effectiveness Types of Packaging *For guidance use only, please refer to standards by country for more information

35 Areas to Consider Packaging Effectiveness Types of Packaging *For guidance use only, please refer to standards by country for more information

36 Areas to Consider Packaging Effectiveness Packaged Product Lifecycle *For guidance use only, please refer to standards by country for more information

37 Areas to Consider Packaging Effectiveness Optimum Pack Design *For guidance use only, please refer to standards by country for more information

38 Areas to Consider Packaging Effectiveness

Red Bull initially used a small can to reduce product cost for a more expensive

39 Optimising Packaging Packaging Effectiveness Optimising packaging for export 100% Pain use of a stock alcohol bottle reduced cost and gave unique shelf presence. Red Bull initially used a small can to reduce product cost for a more expensive beverage. *For guidance use only, please refer to standards by country for more information

increasing convenience and reducing cost

40 Optimising Packaging Packaging Effectiveness Optimising packaging for export Unilever Compressed the same amount of product into a smaller can, increasing convenience and reducing cost and becoming more eco-friendly Apple reduced packaging size to fit more products on the same palette size, and making it more environmentally friendly *For guidance use only, please refer to standards by country for more information

41 MARKET EXPECTATIONS

42 Key Labelling Requirements Packaging Effectiveness Masterfile Creation Phase

43 Key Labelling Requirements Packaging Effectiveness 10 Food and Beverage Labelling Rules 1 Name under which the product is sold 6 Storage conditions 2 List of ingredients 7 Manufacturer / Distributor details 3 Quantity of ingredients 8 Place of origin 4 Net Quantity 9 Instructions of use 5 Date of minimum Durability 10 Alcoholic content *For guidance use only, please refer to standards by country for more information

44 Key Labelling Requirements Packaging Effectiveness *For guidance use only, please refer to standards by country for more information

Key Labelling Requirements Packaging Effectiveness Mandatory by country 1 Name under which the product is sold 2 List of ingredients 3 Quantity of Ingredients 4 Net quantity 5 Date of minimum

45 Key Labelling Requirements Packaging Effectiveness Mandatory by country 1 Name under which the product is sold 2 List of ingredients 3 Quantity of Ingredients 4 Net quantity 5 Date of minimum durability 6 Storage conditions 7 Manufacturer / distributor details 8 Place of origin 9 Instructions for use 10 Alcoholic content *For guidance use only, please refer to standards by country for more information

46 Considering all this: A BRAND IS MORE THAN PACKAGING

47 Brand Touchpoints Pierre Marcolini

48 Brand Touchpoints Willie s Cocao

50 Summary Know your customer A brand is NOT WHAT YOU SAY, IT S HOW PEOPLE feel ABOUT YOU Process is essential A good story well told Great design is never accidental So it essential to use business innovation experts

2017 FMCG PRIMARY RESEARCH

2017 FMCG PRIMARY RESEARCH Using mobile data and insight to understand the supermarket shopper AND HOW DIFFERENT MEDIA INFLUENCES SHOPPER BEHAVIOUR WHO SUPERMARKET SHOPPER PROFILES WHO MUM MILLENNIALS