A Slice Of - Packaging Design – Détails, épisodes et analyse

This episode is an offshoot to the normal podcast. Instead of critiquing specific brands we going to look at more general advice for brand owners looking to make their brands stand out.

I plan to do one of these each month as an extension to the usual podcast.

In this episode we look at how to choose a packaging design agency to best suit your brand.

If you are responsible for a brand, you have probably found yourself in the situation where you either need to select a new packaging design agency or shortlist an agency from those available on the wider company roster.

With the wealth of offerings among agencies, how do you best decide which one is the right fit for your brand?

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

Branding & packaging design for Amazon Savers & the need for private label products to have personality.

In today’s podcast, we delve into one of the most competitive spaces in retail – private label grocery essentials. In light of rising living costs, consumers are looking for ways to stretch their cash without compromising on quality.

Amazon, the global e-commerce giant, has entered this space with its new line of essentials under the banner "Amazon Saver." The question is, has Amazon cracked the code for affordable yet appealing groceries, or is there room for improvement?

In this episode, we’ll explore the packaging, strategy, and overall marketing implications of Amazon's Saver products. Plus, we’ll talk about some design watchouts that could potentially hurt Amazon’s ability to connect with consumers on an emotional level.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #amazon #amazonsavers #groceries #drink #food

Branding and packaging design for shelf ready trays and the issues faced by FMCG brands with creating design systems.

This week I wanted to have a look at a common mistake many brands make when they bring their brand and pack design onto the shelf, so it’s less a look at a specific piece of packaging and more a comment on a particular format.

Many products when stacked on the supermarket shelves are placed in shelf ready packaging or SRP’s as we lovingly know them in the trade. A common issue we often find is that these SRP’s are not designed in sympathy with the pack design. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #srp #srps #impact #standout

Branding and packaging design for Coca Cola 3000 and the issues faced by FMCG brands using AI for design.

The rise of artificial intelligence is changing the world of product branding and packaging design in fascinating ways. Coca-Cola recently launched a limited-edition beverage called Coca-Cola Zero Sugar 3000 that was co-created using AI technology. This provides an interesting case study into how consumer brands are beginning to leverage AI as part of their marketing and product development strategies.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #cocacola #drinks #coke #softdrinks #ai #artificialintelligence

Branding and packaging design for Pepsi and the issues faced by FMCG brands rebranding classics.

At the beginning part of 2023, most of the social media feeds were flooded with a brand new take on packaging design classic.

The last time the brand had had a revamp was back in 2008 and with it pending 125th Anniversary, it was probably high time for a refresh so today I wanted to talk about that icon. Soft drinks that is Pepsi

It’s something that cause much debate across LinkedIn and plenty of debate in my DesignStudio.

Now that we’ve lived with the Design for the last six months or so, it would be great to look at it and reevaluate it in advance of his pending launch, and I thought he better than my old boss from Futurebrand Bill Wallsgrove

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠https://slicedesign.co.uk⁠ #packagingdesign #packdesign #packaging #branddesign #branding #pepsi #drinks #carbonates #softdrinks

Branding and packaging design for Good Sh*t Cola and the issues faced by FMCG brands using humour to sell.

If you make a consumer smile, you have tapped into an important human emotion and engaged them, so this week we are going to be taking a look at a brand that does just that, it’s that cheeky little upstart from the world of soft drinks, Good Sh*t Cola.

I hadn't actually seen the brand before as it has not yet made it over to the UK. In fact, one of my LinkedIn connectons sent it over to me along with the note - You are gong to love this!

It made me smile enough to want to look it up online and in doing so instantly highlighted an issue. Sure its fun but what is it and why do I need it?

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #cocacola #drinks #coke #softdrinks #fun #humour

Branding & packaging design for Festive products & the issues faced by FMCG brands protecting brand logos.

I’m seeing the example on the image quite a lot recently. Brands are challenging and changing their logo in order to fit a seasonal offering.

Hovis has transformed to ‘Ho Ho Hovis’ and Warburtons, rather more subtly has become ‘Warbrrrtons’.

Whilst this may seem fitting, it removes recognition from previously strong branding. Importantly, maintaining brand consistency also strengthens the legal case from private labels and discounters trying to copy hard fought assets and equity.

Now, many people may say, it shows the power of a good logo and how it can be flexed. The truth is, it doesn’t show flexibility, it shows dilution, and that is not what a successful brand should do.

Simply put, you don’t muck about with the logo and that’s exactly what I said on my recent LinkedIn post which is prompted quite a lot debate.

So why is this? why is the brand logo sacrosanct, let’s dive in.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #christmas #xmas #baking #bakery #bread

Branding and packaging design for Red Bull and the issues faced by FMCG brands creating masterbrands.

If you have invested time and energy in an instantly recognisable, master brand, it’s advantageous to use this navigational aid across the entire portfolio.

This consistency creates reassurance for your consumer and links the wider portfolio together.

It also ensures that your product looks like it is from the brand leader rather than one of the copycat discounters.

This inconsistency creates sub ranges and product lines that don’t seem as though they are part of the portfolio and so risks them disappearing into the background on the shelf.

A robust masterbrand serves as a beacon to reassure the consumer of their choice. If you have one, use it or risk losing out to the competition.

So, today, we're talking about the power of masterbrands and why consistency is key when it comes to product packaging across a brand's portfolio.

One of the best cases in point here Red Bull, and specifically how they seem to have forgotten that unique checkerboard identifier from the parent pack when extending the range.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #energydrinks #drinks #energy #softdrinks #masterbrand

Branding and packaging design for Spontex cleaning products and the issues faced by FMCG brands with large ranges.

If you have a large portfolio of products, one of the biggest challenges you have from the packaging design point of view is making sure that the brand architecture is consistent enough to hold all the products under one umbrella, but flexible enough to allow differentiation of individual products within the range. 

This is especially important when you have wide variety of different product formats that span different shapes, sizes and are often located in different areas in the store.

So this week I’d like to look at a brand that faces this exact challenge, and that is household cleaning brand, Spontex. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #spontex #cleaning #household #sponge #home #range

Branding and packaging design for Purina Go-Cat pet food and the issues faced by FMCG brands with busy packs.

Have you ever wondered why some brands excel at capturing our attention while others seem to get lost in the crowd?

Well, one crucial aspect of successful branding lies in the packaging design, specifically in making sure that the front and back of the pack work harmoniously to convey a clear and impactful message.

Importantly, that both the front and the back each have clear and distinct roles. 

So today, we’re going be looking at the petfood aisle and talking about a particular piece of packaging that struggles with this Purina Go-Cat. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #petfood #pets #pet #cat #food #BOP #backofpack