How To Create Successful Food And Beverage Packaging
So you have an amazing product, you have developed the story and brand messaging around it, you have chosen a name that reflects the brand, and you have trademarked it. You then moved into the brand identity and have a great logo to launch your social and start your packaging. Congratulations, you have laid an amazing foundation for the future success of your brand!
1. Communicate Your Brand
Correctly communicating who you are as a brand is vital in getting your target to pick it up.
When diving into design, this is where you pull out the brand work you did at the beginning. Who are you appealing to (target market), what should your brand communicate (personality, tone). Your package design should reflect all of this. Are you trying to be fun and friendly? Are you trying to be chic and elegant? Strong and bold? Design choices like typography, color palette, and illustration style can create these feelings and reactions in your customer at shelf.
In those earlier brand steps, you should have also worked on your brand messaging. This is important, as you now know what you want to say on the package - in the most succinct way possible. The front copy should be limited to what is essential - in a few words - what is unique about you? Or if on the back, this should be near the top. You only have seconds to convince your customer to purchase - why should they? Wrap these words in your brand’s tone and personality to make your customer feel like you are speaking to them in person.
2. Understand context
Where will your product be sold?
The first thing you have to do is grab someone’s attention. That shelf is likely crowded and you have to convince someone to pick up YOUR product first. I’m sure your product is amazing and you consider it the best in your market, but that does not matter until someone tries it. Once they try your product, you can convince them to buy again based on taste and quality, but if they have not heard of you or tried your brand before, it is all up to your package create the first impression and convince them to purchase.
You can do this a number of ways, but a great place to start is checking out the market in which your product will be sold. This means literally visiting that store and taking pictures of the existing shelf. Who will you be placed next to, what is popular and how can you differentiate from all of that so that you stand out?
Understanding your market prior to package design is vital. This helps define the space your design should live in, from package shape and size, and color palette to typography. Before you start decorating the package, stop and consider whether a different shape or substrate can help set you apart before you even begin design. Something different will stop someone in their tracks and at least make them wonder why - that is your chance to seal the deal with the design of the package.
After this, you dig into the details, making your package government approved and ready to sell. If you have the funds to market test, all the better to confirm the decisions you and your design team have made. If you do not, don’t be afraid to vet your chosen package with a target market you gather yourself.
3. choose the right Partner
There are so many choices along the way from where to start in the brand process to finding your container and on into the design of the outer packaging. Choose a partner who has the experience to help you successfully navigate vendor and material selection as well as someone who knows the rules so that your product gets approved for sale. This will save you time and money in getting it right the first time, allowing you to get out there and sell and succeed!
Allow yourself at least 6 months and even better if you have a year to move through this process.
Best of luck in your beverage and food adventures!
Over the last 12 years, Darcey Lacy has grown Watermark Design into an award-winning branding and package design studio, delivering exceptional artistry for craft beverages & premium goods internationally, and gathering accolades from The Dieline, Harper’s Wine & Spirits UK, and the San Francisco Chronicle Wine Competition, among others. As creative director, her background in marketing shapes Watermark’s approach to design, considering not only the aesthetics, but also the sales and strategy needs important to the long-term success of the brand. Watermark Design is based in Charlottesville, Virginia.