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C R E A T I N G P A C K A G I N G T H A T S E L L S A N D S E L L S www.touchpackdesign.com P A C K A G I N G F O R B R A N D S INSIGHT. INNOVATION. STRUCTURAL.

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Presentation on theme: "C R E A T I N G P A C K A G I N G T H A T S E L L S A N D S E L L S www.touchpackdesign.com P A C K A G I N G F O R B R A N D S INSIGHT. INNOVATION. STRUCTURAL."— Presentation transcript:

1 C R E A T I N G P A C K A G I N G T H A T S E L L S A N D S E L L S P A C K A G I N G F O R B R A N D S INSIGHT. INNOVATION. STRUCTURAL DESIGN.

2 Packaging is fundamental to the brand experience. Brand+Graphics+Structure = The Holy Trinity of packaging design!

3 Does your brand look good naked?

4 More importantly: Is it differentiated? Is it ownable? Does it deliver your brand proposition? Does it function well and deliver a great consumer experience? Denuded of graphics & labelling, is it the physical embodiment of your brand?...because if it’s going to sell and sell, it’s packaging needs to do all these things.

5 Touch specialise in innovation & structural packaging, working across a broad range of clients & categories. Our highly experienced & commercially astute, innovation & design team are pragmatic & professional, friendly, & enthusiastic - & we love what we do! We design your products to look great, and ensure they feel great and are a pleasure to use...so that your customers buy your products…...again and again. UK | Europe | Scandinavia | US | Russia | Africa

6 ROAD TEST DEVELOP VALIDATE DESIGN INNOVATE DISCOVER Creating packaging that sells and sells requires a thorough & rigorous process, bringing consumers & designers together on the journey Insight. Innovation. Design

7 Primary Product Structural Design Brand styling Brand values Functionality Materials Product Interface Ergonomics Environmental Manufacturing & Supply Suppliers Production & Filling Commercially viable Consumer / Brand Needs Emotional & Functional Distribution Retail Secondary Packaging Primary packaging Merchandising Environmental Explore consumer, brand, commercial & technical considerations

8 Bringing Brands back to their senses. Structural striptease - Does your brand look good naked? Putting structural packaging at the heart of innovation Building emotional engagement & brand loyalty through sensorial planning Using established rituals & fresh insights to drive killer structural packaging concepts Pragmatic + Sensorial

9 Your product isn’t just the ‘thing’ or ‘stuff’ inside the packaging. It’s intrinsically part of it - a synergistic, inseparable combination of product; branding; graphics and structural packaging. We engage & build relationships with brands & products based on ALL of our senses. It’s all about emotion, ritual & involvement. So to fully engage consumers emotionally, we need a complete visual, physical, & sensorial experience that differentiates your product from everybody else’s... & makes your brand truly distinctive and worth paying for. Brand packaging should seduce the senses...

10 Structural striptease...

11 Structural striptease...is it still your brand?

12 Structural striptease...is it ownable? BEFORE…

13 Building emotional brand engagement & brand values. Minimal factory changes, 50% reduction in packaging cost, no ATL support 103% uplift! Structural striptease...is it still your brand? AFTER…

14 Structural striptease...is it differentiated? Does it work?

15 Explore ergonomics across age groups. New design allows for a better 4 finger grip and improved pouring dynamics. BeforeAfter Structural striptease...improved functionality

16 Structural striptease...effective differentiation Ask your agency to work directly with the packaging manufacturers to ensure designs are optimised

17 Bringing premium brand values to a commodity No line modifications required – minimal Cap Ex for design implementation. No bottle on cost – same weight as the previous bottle. Research shows that consumers really see the added value, voting nearly 9 to 1 in favour of the new bottle. 14% up lift in sales – improved pour performance and a differentiated design in a competitive market place. ‘This is what a brand leader should do.’ 35% growth in Tesco.

18 Putting structural packaging at the heart of innovation…

19 Structural packaging has the power to: 1.build ritual & emotional engagement, 2.turn commodities into premium brands, 3.create new usage occasions, 4.drive categories, 5.disrupt the fixture, 6.reduce unit costs (- yes, really!) 7.and, ultimately, drive sales!

20 Individual jars/pots & multipacks to family sized pots & new pack formats. New formats driving new occasions, allowing yoghurt to move out of the home, into lunchbox, breakfast on the go, & into cooking. Create new usage occasions…

21 Building emotional engagement & brand loyalty through sensorial planning

22 We develop & use perceptual defenses to manage our cognitive capacities so they are not overwhelmed by stimuli in the marketplace. Perceptual Selection, is a defensive mechanism. To avoid a capacity overload, consumers only attend to a small portion of the stimuli to which they are exposed... …which is why although we are experiencing the world with ALL our senses at once, we rely predominantly on sight. Sensorial Planning leverages ALL sensorial attributes, bringing them to the fore to create ownable packaging design equities.

23 Sensorial Planning = Building an ownable design signature, & packaging that actually works, through sensorial engagement... That might be by : Touch, Sight, Sound, Smell, Taste The product experience is multi-sensorial: We use sensory deprivation exercises to help focus on often subliminal attributes, dialling them up or down to optimise the experience.

24 Blindman’s Brands! Consider these well-known brands, and their sensorial attributes. You’d be amazed how people can identify a brand by touch or smell alone. The packaging is integral to the ritual & brand experience. 10 pairs – 2 products each

25 In sensorial planning workshops we may explore: Sight - How it looks – overall bottle impression, bottle & label shape, label positions & hot spots, the beer, the pour. Touch - How it feels in the hand – shape, weight, texture, balance, grip, temperature. Sound - How it sounds – the glass, the cap, the opening. Smell - When the smell hits you. Taste - Mouth & lip feel. The observations, language, feelings, imagery, visuals, etc, inform and serve as direct inspiration. Later clustering of these visual & verbal articulations will guide us to our design platforms.

26 © touch design...sound has great impact on sensorial engagement. The power of the positive reclose… Consider sound of materials…

27 Smell… 75% of our emotions are generated by what we smell! Smell is a powerful trigger to emotional memory. Consider the point at which the smell hits you & ensure the smell of the packaging material supports the brand experience.

28 Touch – Blindfold Pass the Parcel! Explore: alternative formes, labelling methods & material textures. Consider how it feels in your hand. Guess the brand? What is the brand is and your perception of quality & freshness? Test different materials & labelling techniques.

29 The power of ritual & insight – everybody’s different! A unique usage experience or ownable ritual is the Holy Grail – so create one!

30 Pre-consumption ritual & sensorial engagement... Slide bar out of wrapper... Caress the foil... Slide nail under seam & slide up to gently lift foil... Unwrap slowly to reveal chocolate... Carefully re-wrap... Maybe even slide back into wrapper & save for later......Oooo...

31 The curse of the flow wrap on ritual & sensorial engagement...

32 Uncover existing rituals & actions... It’s all about interaction and pace. Some things just aren’t meant to be rushed! To create great packaging concepts you need to study the situation under which the products are used, and then designers need to ask the right questions. Consider the cooking process itself…

33 © touch design squeezing splashing whipping grating peeling crumbling toss chopping sprinkling turning Cooking is physical & sensorially loaded – magnify actions to become a unique or ownable part of your packaging & brand experience – build them into design brief! smelling tasting grinding Get Stuck In!

34 © touch design This is a slow intimate experience with food......with an extraordinary number of emotionally satisfying steps...gentle peeling, spooning, pouring & stirring...rich with sound & smell...all because you care... Emotional in use exploration - home cooking: stock is sexy!...

35 Spoon, splash or squelch? So what dispense action and packaging format works best for your product? Convenience = quick. But lacks the depth of emotional engagement. The secret is the action & the sound. A quick ‘splash’ & flick of the wrist feels good A quick squirt = applied pressure, accompanied by a ‘squelch ‘.

36 © touch design Ritual & pace... Quick splashes are convenient & exciting, but slow spooning is more engaging & intimate...more caring... You can’t rush this. It’s gooey, unctious & dribbly. It draws you in....it’s about pace.

37 © touch design In the context of real stock... And real stock is slow......slow, gentle simmering & reduction So the packaging format needs to reflect this.

38 Conversely…some things definitely ARE meant to be rushed! For frequent use products the packaging needs to be grabbed, opened, dispensed, resealed, and returned to the fridge, cupboard or breadbin in under 20 seconds!!!

39 Build on existing rituals.. ”If I’d asked people what they wanted, they’d have said faster horses” Use research to inspire rather than dictate design direction

40

41 Don’t overplay the packaging… Don’t overlook the obvious. Rise to the production challenge! Use familiar rituals & behaviours.

42 The moral of the story To create packaging that sells and sells, you need: a compelling concept, built on a genuine insight, translated into the product packaging itself. So packaging design is not just about graphics & image, it’s about: sensorial layering, embracing behavioural, functional, and action-orientated rituals, & engage consumers emotionally.

43 Does your brand look good naked?


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