Brand Manual on Packaging

WE MAKE THEM TALK ABOUT YOU

Packaging

http://www.thebrandmanual.com

WE MAKE THEM TALK ABOUT YOU

Dan Mikkin


thebrandmanual.com


thebrandmanual.com

It was no accident. It was done by design.

Sherlock Holmes


producer user designer

It’s not just the package…

thebrandmanual.com

http://thebrandmanual.com

PRESS

POSTER

POS

BAR FURNITURE

MERCHANDISE

BOTTLE

VOLUME PACKAGING

VEHICLES

IDENTITY

thebrandmanual.com

eristuvus

äratuntavus

järjepidevus

Recognisability

Distinction

Consistency

Trust


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Recognisability


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„Cab”


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Distinction


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„Cab”


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„The cab”


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Trust


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„The right cab”


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„Cab, sort of”


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Consistency


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1992


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1996


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2015


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eristuvus

äratuntavus

järjepidevus

Charlie

Purpose

Logo

Identity

Trade mark

Behaviour code

…Communication

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Package


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First contact


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The right package lifts the value of your product


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Crappy package lets your product down


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Travel Sim


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The Process

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Brief / Discovery • What? – the product • How many? – product architecture • Why? – ambition and goal • What for – business target • Where? – context / competition • How? – uniqueness, emotional charge


thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013

What’s this information good for?

distinction distilled taskdiscovery it idea solutions applications


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Name


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A computer company called Banana


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An energy giant called Lobster


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A luxury car called Mathilde


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Logo


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Logo • A visual key of distinction • Sets the mood of the whoe brand • For good’s sake, don’t change it


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Colour


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Colour Identity vs. product tree


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Identity


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• Would I be recognisable in 5 years? • In 10 years? • What does my identity stand on?


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Identity reflects your product’s value


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Luxury item


thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013thebrandmanual.com

Identiteet on firma ambitsiooni väljendus.

Looks more

expensive than

is



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Total recall


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Story


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• What is your brand talking about? • Is your visual supporting the story?


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Attitude


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What do I stand for? What do my customers say with my product?


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Moodboard


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Moodboard is a tool that helps all parties to reach a common understanding on: • your Tone of Voice • the life brand will live in the future • its emotional charge and values • communication language • target groups


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Start with a draft


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First visualised graphical directions to make a choice on: • context • imagery • application demos • competition juxtaposing


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A few rules

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Check your spelling!



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Estonia is not a test market!



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Understand the cultural context



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luxury


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Be consistent!



PRESS

POSTER

POS

BAR FURNITURE

MERCHANDISE

BOTTLE

VOLUME PACKAGING

VEHICLES

IDENTITY

1876 - 2010

thebrandmanual.com

Don’t


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Don’t meet the expectations


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Don’t try to please everyone


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Don’t blend in


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Don’t overdo


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Less is more.


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Less.


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Final criterias


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Did you hit her?Does it stand out?

What’s the story?Is it real?


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www.issuu.com/thebrandmanual/docs

A quick read

http://www.issuu.com/thebrandmanual/docs

Tänan!

Brand Manual on Packaging

Business

Transcript of Brand Manual on Packaging