Brandhub Discuss How to Use Branding in Packaging

Brandhub is a specialist brand and packaging agency, and this month they explain how to use branding in packaging. Powerful branding in packaging is the first and last word in customer engagement, and everything from the shape of the packaging, to the colour, copywriting, feel of the product in the hand and ingredients, come together to form the perception of a product. This brand storytelling will either resonate with your target audience or literally be left on the shelf.

When designing packaging for clients, Brandhub takes a 360 degree approach to design, as they have a deep understanding of the multi-sensory experience of consumer branding. However, this highly competitive arena requires more than simply a good eye for design. There are many more complex elements at play in brand packaging.

First and foremost, it’s your brand story, the way in which you communicate, and it’s critical to get it right as it influences everything, from your logo, to packaging design and the channels you sell though. Brand strategy is always the starting point at Brandhub. Sometimes it exists already and is solid, and other times it’s the first thing we work on with their clients.

As a rule, it pays to be bold and different from the pack with product packaging. People are faced with a barrage of brands while shopping, so the only way to stand out is to announce the quirky, authentic elements of your brand loud and clear. A product’s messaging should clearly and simply announce its functional purpose, i.e. what it’s used for. Secondly, brand packaging should denote the brand itself, the brand story and the people behind it.

In order to achieve market dominance on a crowded shelf of competitors, it takes a unique and clear approach to branded packaging. That’s what keeps the design team at Brandhub awake at night. There is never a one-size-fits-all approach to packaging design, so for more information on creative packaging design, box packaging design and food packaging design please go to http://brandhub.co.nz .