Packaging & differentiation
Good graphic design is inexpensive. Sure, hiring a visual branding outfit and doing the unexpurgated positioning exercise is expensive, but if you already know who you are, a smart graphic designer can get you close for 1/10th of the price. So it’s surprising to me how many products in the supermarket don’t even look like they’ve had the benefit of a graphic designer. Given the huge proportion of decisions being made in the “last six feet”, design that makes the customer feel good could be the most cost-effective marketing you could do. Here’s some things I bought on a recent weekly trip to Thomas Dux that are ahead of the pack:
Salty Dog Chips. I love how the dog looks like it’s doing something naughty. I think that resonates with the furtive naughtiness of eating crisps.
Nudie’s whole direction is so cute, spirited and cheerful.
It kinda looks like the brand is “I WANT” but Commissary Kitchen is responsible for this one. Why make the consumer turn it over when you can talk to them on the front? Use of “I” engages the consumer’s higher level wants.
Great form factor and stylish packaging. It wouldn’t really matter if the tea was shit, which given the flavour of Darjeeling Cherry, it probably is.
Can’t immediately think of a more bullseye execution than this. Brilliant.
Great sense of locality and craftsmanship but executed in a modern way, rather than Ye Olde or Down Country design. Actually the cheese is only slightly above average and tastes relatively mass-produced, so they are investing a bit in dis-satisfaction here, but in terms of getting into my trolley, it’s full of win.
