Skip to content

Archive for November 2012

Food, glorious food!

Pancakes with syrup and butter

Apologies for the rather long gap between this blog and the last. Over the past few months I’ve been doing a lot of writing for marketing publications, sharing practical knowledge built up on recent projects. I’ve already recycled opinion pieces on Packaging for Kids and Authentic Packaging into blogs, and coming soon it will be…

Read More

Talking about flavour

Cup a Soup packs on shelf in The Netherlands

Here’s a perfect example of the food shot dilemma – is this a stronger brand when we don’t see the final product steaming in the mug? Instead of showing us how good it will taste, a smiling mug tells us a story of how we might feel about this flavour – ‘Ooh la la’ in the…

Read More

Back to basics

New Covent Garden pioneered the soup carton, borrowing a metaphor from milk and juice to communicate freshness – at that time a real innovation for soup. Nowadays most competitors seem to favour tough-as-old-boots plastic cups, but NCG sticks to its guns admirably. Graphics tend to change pretty often though, and in the latest design we see a…

Read More

Pure and simple charm

Whitworths range of sugar packages on shelf

Sugar was never sweeter than this. Can’t you just imagine the scene, the kids getting out the flour, sugar, eggs and cupcake holders for a fun family morning in the kitchen? A highly emotional benefit driven by brand packaging, and one of my favourites. OK, you can lick your fingers now.

Read More

More is less?

Ready meals on shelf

With perhaps the biggest surface area of any piece of food packaging in the supermarket, fresh pizza can do poster-sized product visuals to tempt our tastebuds from 5 metres. Of course we still want to see the uncooked real product inside the box, so we can check on the level of exaggeration. How can a brand…

Read More

A drop of magnificence

Heinz mayonnaise glass jars on shelf

After years of wondering how to take on the ‘Reality’ of Hellmann’s mayonnaise, at last here’s a Heinz design that we can believe in. Cool and simple authority blend well with an imaginative take on tamper evidence, in fact it’s the drop that really catches the eye and makes the product feel more appetising. In contrast Hellmann’s…

Read More

Star performance

Ice cream cones packages

If pizza offers the biggest pack in the supermarket, then ice cream cones must have the highest pack to product weight ratio. This Askey’s design punches well above its weight, complementing its simple but well-crafted product with all the fun and fantasy of the ice cream world. This is a deceptively simple and hence easy to…

Read More

My foam is deeper than your foam…

Ever since this category (powdered instant milky coffee) came into existence it’s struggled to believe in itself, at least from where I’m standing (that’s in front of the shelf). Great big generic product shots on bland backgrounds promise a bland, generic experience. Somewhere as an afterthought there are claims about Baristas and Café Menus, but I’m not…

Read More

Garnishing the truth

Given the choice, people like to see what they’re going to buy, especially when it claims to be fresh. Selling sliced meat or cheese presents several challenges – including approximating a fresh look in a plastic tray covered in a plastic film. Coloured trays, including some in convincing wood effect patterns can help, but it was the…

Read More


Standing out from a wall of pretty boring square multipacks, this pack just screams taste through its use of more curves than you can point a curved stick at. Softer than a goose down duvet, this little pot carries on working in your hand, adding to the perception of indulgent creaminess, so that even the highly functional…

Read More