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Archive for February 2013

How brands grow… on shelf

how brands grow

Recently I read one of the (buzzword approaching) go-to books in Marketing right now – Professor Byron Sharp’s ‘how brands grow – what marketers don’t know’. I was so impressed that I’ve been giving away copies to clients, often finding that they already have one. Never mind, my advice is to read it again and…

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Circles and Squares

Here’s the best example in years of a brand rediscovering a highly recognisable and much-cherished brand asset. They didn’t have to look far, but they did need to understand what they were looking for. Half the world knows the original Nivea creme product in its simple round blue and white tin. Now every Nivea product…

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Finger on the pulse

Kit Kat Chocolate Snacks on Shelf

Nestlé sure know how to milk their assets, especially their milk chocolate ones. The unique product structure and mouthfeel of the four-fingered chocolate covered wafer had made Kit-Kat the UK’s favourite countline bar long before they acquired the brand. But after a few false starts, they’ve now got a firm handle on the design strategy…

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I can’t believe it’s not Italy

Bertolli Margarine Packages on shelf

If you’re going to do a cliché then do it well. Unilever’s Bertolli sends us a picture postcard from Tuscany which brings the rich world of olive oil to something as mundane as margarine. Distinctive, memorable, believable and travels well.

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I can’t believe it’s Italy

Oh dear, do these look like they ran down the same factory line this morning or what? Mazola feels like the true owner of a bottle (albeit cost-optimised  to obscurity) based on its corn heritage. Sharing a bottle has benefits of course, but here we’re seeing mainly the drawbacks – no system to explain how…

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Pretty vacant

Beer Bottles on shelf focusing on Brew dog bottles with 70's reminiscences

I can’t praise Brew Dog enough for their design-led assault on the beer world. Stealing with pride the exact same message that The Sex Pistols, The Buzzcocks and The Clash brought to the bloated world of 70’s stadium rock, they have built a rich set of visual equities by metaphor and analogy. One colour labels…

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The breakfast bandwagon

Well I wasn’t sure that the Brits would take to breakfast biscuits, but a £40 million Belvita brand built from scratch says that we have. It’s managed this by cleverly borrowing breakfast cereal imagery, not just with wheat ears and sunshine but also through format where the tall box plays its part. The standing biscuit…

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Absolut suicide

I know it must be hard to dream up innovation after innovation when your packaging is so iconic that they all start to look the same. The glowing orange punt for Absolut Mandrin was a subtle but effective way to create difference at the time, but some more recent examples (like its neighbour in this…

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Loud and proud

Plenty of LU’s biscuit brands have cheaper Private Label copies, but Bastogne has been especially successful at maintaining a strong market share. When we created this pack 4 years ago we strengthened the signature blue and yellow colours of the Original pack, and added a bit of an edge to make sure consumers picked up…

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See what you saw

Toffifee Candy Package

This pack is quite literally the end frame of the TV advertising – it’s like there’s a tray of miniature TV sets on the shelf. Of course the unique product form and manufacturing story support this synergy, but I reckon some well-planned extensions could also take advantage. By now Nestlé would probably have 10 size,…

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