by Cara Harris
Last month I had the opportunity to attend the Dieline Conference and hear from industry professionals on the topics of packaging, branding and design. One such session was given by Min Lew of Base design agency. Lew’s session was titled Packaging is Strategy and she shared examples of packaging and branding work Base has created over recent years. Here I will share with you three takeaways from this session.
1.) Your brand is like you?brands are like a person. Brands have an identity that is permanent, but their personality is constantly growing and evolving. Don’t be afraid to explore your brand’s personality. Just don’t abandon its identity!
Part of this is embracing your local culture. For example, if you make home brewing kits in Brooklyn, you may want to include the words Brooklyn in your packaging or even your logo.
?If you want to go global, you have to link [your brand] to your local identity.? ?Min Lew
Brooklyn Brew Shop is a great example of using your local culture as part of your brand:
2.) Don’t design your label for others in your industry?design your packaging with your customer in mind. What speaks to your target market? Do that! Even if it is the opposite of what everyone else in your industry is doing.
3.) Your packaging is your brand ambassador. The label and package of your product is the first thing your customers see. It’s at that moment they decide whether to engage or to walk away. Use your package to speak boldly about what you offer and to communicate your mission.
We would love to help you with any packaging projects that you have brewing. Give us a call at 877-2774682 or click the “Live Chat” link at the bottom of this page to ask questions or receive help.