Brand Stories: Buzzfeed

BuzzFeed is an American “social news and entertainment company” with a focus on digital media and digital technology. It has expanded from quizzes and lists to become the “first true social news organization”. What is now “the web’s most beloved new media brand” was once a small “viral lab” side project for founder Jonah Peretti. Since the inception in 2006, they’ve also progressed from kittens and internet memes to serious reporting (with plenty of kittens and internet memes still sprinkled in).

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While they commit the majority of their resources to videos and entertainment, BuzzFeed News has also become a trusted, engaging news source for millennials. The site tackles hard-hitting issues and presents them in layman’s terms, and their coverage of last year’s campaign season was so well received that CNN poached an entire Buzzfeed investigative team in October.

 

It All Started with a Chain of Emails

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 The idea for BuzzFeed started early on when Peretti was communicating with a Nike representative after they denied his request to customize a pair of shoes with the word “sweatshop” on it. He forwarded the email chain of messages exchanged with Nike to 12 friends around the globe. The email chain was forwarded on and went viral. Peretti was flooded with media inquiries regarding the viral messages, as well as his stance on labor practices.

After working with Arianna Huffington to launch the Huffington Post in 2005, Jonah Peretti decided to form BuzzFeed in 2006. He always had an interest in how and why people share things through the web and experimented with viral projects.

BuzzFeed Labs first experimented with BuzzBot, which used algorithms to message users with targeted links. They also used a site to highlight some popular links that BuzzBot found, but the company wouldn’t hit its true stride until they hired human editors.

 

Finding Success Through Social Media

 

Successful social media marketing, social sharing, and content creation can have a tremendous effect on any business. BuzzFeed is a prime example of this. They found enormous success by focusing more on sharable content, rather than trying to stay within Google’s stringent guidelines. Finding content that users want to share with their friends and family has always been BuzzFeed’s ultimate goal.

 

Avoiding Banner Ads

 

While many sites rely primarily on banner ads for income, BuzzFeed doesn’t have a single banner ad on its site. Instead, they generate revenue by working directly with brands’ chief marketing officers to create unique advertising campaigns that people will want to share and talk about. They have been remarkably successful in using content as the primary advertising strategy.

 

Branding You Can’t Ignore

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The bold red logo and simplistic, clean design and user interface are hard to ignore amongst an ocean of Old English-type news source branding. The bright yellow buttons featuring fun, social buttons like “WTF”, “LOL”, and “OMG” in place of the standard “Like” makes the site feel more like a gossip mag than Peretti’s original venture, The Huffington Post (which is now commonly known as HuffPost). The red trending arrow icon from the BuzzFeed logo is also used to represent when something is trending or “buzzing” to give further meaning to the logo.

 

The Future of BuzzFeed

 

BuzzFeed Community allows BuzzFeeders to now contribute content to the site that’s approved by editors. This allows BuzzFeed to capitalize on free sharable content. In order to stay successful, Peretti said, “we have to continually surprise people, we’ll have to continually evolve and change what we do”.

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 After publishing an unverified dossier pertaining to Trump’s ties with Russia in January, Trump responded by deeming BuzzFeed a “failing pile of garbage”. But with a $1.5 billion valuation, over 200 million monthly unique visitors, and 75% of the traffic generated from social referrals, it doesn’t seem like BuzzFeed has anything to worry about.

Package Design Trend: Dramatic Callouts

As consumers become more resolute in their preferences for trends that have been growing over the past few years (“simple” ingredients, environmentally-friendly production practices, etc.), brands are responding by dramatically highlighting these traits in their packaging. This has proved successful for many breakout brands, and this strategy should be considered in order to show potential consumers that their needs are the primary concern of the company.

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Protein bar manufacturer RXBAR took a pretty big gamble when they shrunk their logo by 60% in their 2017 package redesign. Their risk paid off enormously – by making the ingredients (which are easy for buyers to understand, a valued feature for modern shoppers) the star of the design, they launched their product into third place in its category.

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KIND chose a similar strategy with their line of pressed bars, minimizing their brand name in order to free up room for the ingredients to shine. The company states that each bar adds two servings off fruit to one’s daily routine, and that the snack is made with just fruit and vegetables or fruit and chia. The packaging callouts emphasize this “simple” makeup.

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This packaging from design agency mousegraphics reads like a recipe, taking what RXBAR has done a step further. While the funky hand-drawn typeface is a little difficult to read, the flavors are easily distinguished because whichever ingredient is most present in each bar gets a corresponding color and small illustration at the bottom. The project won a 2017 Dieline Award for Outstanding Achievement.

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Halo Top majorly disrupted the ice cream category with its loud display of its outrageously low calorie count. The treat is made with stevia instead of sugar, meaning that the brand is able to differentiate themselves from fatty, indulgent competitors. Here, this fact is the hero of the packaging, as the calories-per-pint count is the first thing that draws the consumer’s eye.

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Water for Change, which donates 10 liters of water to villagers in need for every carton purchased, won an A’Design Award for this packaging. The hand-to-hand illustration clearly calls out the value that the product offers beyond its basic function, and floating words like “eco friendly” and “sustainable” further express the image of environmental health that the brand is trying to promote.

 

 

The Present and Future of Alcohol

Alcohol is a multibillion-dollar market in the US, one that must constantly evolve in order to keep up with changing consumer needs. The category has seen some serious innovation so far this year, and our understanding of where the industry is now has provided us with some pretty significant clues as to where we can expect it to go in the near future.

The Present: Millennials Don’t Have Brand Loyalty

 

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According to a recent Nielsen study, last month only 24% of millennials knew what brand they wanted to purchase when they entered a liquor store. This is in stark contrast to 52% of baby boomers, who tend to have more developed, concrete preferences in this category. The study also found that just 11% of millennials bought alcohol on impulse.

What This Means for the Future

 

Alcohol brands can look at millennials’ lack of brand loyalty as an opportunity to have greater influence in-store, which means more investment in assets like package design and in-store advertising. Additionally, brands can be expected to make stronger attempts at building relationships with consumers via social media engagement.

The Present: Heineken Just Debuted a Non-Alcoholic Beer

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Heineken just released “Heinken 0.0” in order to compete with industry giants like AB InBev, which has made it their goal for 20% of their beer to be low- or zero-alcohol within the next eight years. Non-alcoholic beer manufacturers are also seeing the product as a potential rival to soft drinks, which have been losing retail momentum to lower-calorie options (Heineken 0.0 has half the calories of Coca-Cola).

What This Means for the Future

 

Beer brands – as well as other alcohol manufacturers – are going to start considering the financial promise of alternative markets. While producing non-alcoholic beverages may seem like an odd departure from convention for Heineken, research has shown that the European market for non-alcoholic beer has grown over the past five years as the overall beer market shrank. In Spain, zero-alcohol beers have as much as 10% market share. The future of the alcohol industry is going to depend on identifying and supporting niche trends like this that show potential for going global.

 

The Present: “Poptails” are Taking Off in the US

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The recent trend of “sloshies” (frozen alcoholic slushies, usually with a white wine base) has now evolved into “poptails”, frozen alcoholic popsicles. Initially introduced into the UK market, the treat has just become available in the US through brands like FrutaPop. Each pop in this particular brand has 5% alcohol and comes in thirteen flavors, including Sparkling Prosecco, Cranberry Mojito, Pina Colada, Rum Punch, and White Coconut Sangria.

What This Means for the Future

 

Innovation in the alcohol industry is trending towards understanding the consumer’s environment. Both poptails and sloshies appeal to young people drinking outdoors – summertime parties, poolside lounging, and beach trips are all served well by these products. Additionally, freezing the drink allows brands to incorporate the kind of special cocktail features that one could find in a bar, like the sprig of mint encased in the boozy Watermelon Mint Lemonade Pop. Finding ways to include these types of added-value traits is going to be imperative for new product development.

 

The Present: e-Commerce is Changing the Game

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The explosion in popularity of both online shopping and subscription box services is affecting the way that alcohol brands are packaging their products. Bulky, heavy glass bottles were never especially ideal for shipping from warehouses to retail locations, and they are doubly impractical for direct mailing. UK startup Garcon Wines has been in the news lately for their ingenious flat bottle design, intended to make the wine easier to fit through a traditional English letterbox.

 What This Means for the Future

 

Alcohol manufacturers (particularly wine companies) will begin straying from classic bottle designs and will start looking towards new solutions that preserve the product in a lightweight, yet functional way. It can be as simple as following Garcon Wines’ example with more compact structures, or brands can go as far as Bota Box has with their award-winning cartons, which are both much lighter and far less prone to breaking than standard wine bottles.

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As more brands begin to focus their attention on e-commerce rather than retail, design strategy will move away from what looks best on the shelf and will instead consider what will provide the easiest means of quickly transporting the alcohol to the consumer.

 

Brand Equity is Overrated

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Andy Warhol once famously claimed that America’s tradition of mass production was what made it a great country. He said:

“You can be watching TV and see Coca-Cola, and you can know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke…all the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it…and you know it.”

This kind of thinking, that every unit of a product should be exactly alike forever, has been part of the foundation of branding strategy for decades. Consumers had, in the past, relied on consistency as a measure of quality. But in 2017, the relationship that shoppers have (and what they want to have) with the brands that they buy has changed. Consumers are less trusting of big brands, and overreliance on sameness may be costing companies business with modern shoppers who are looking for more personal experiences.

Even Coca-Cola, Warhol’s shining symbol of mass production, is embracing the trend towards customization in their bottle designs. They took a huge risk with their enormously successful “Share a Coke” campaign, where they replaced their legendary logo with 1,000 different names.

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Not only did this create a smart, personalized experience for consumers, it also showed that the company understood the need for branding that lends itself to social media engagement. A big part of the customization trend is that the evolving media landscape has transformed company-consumer interactions, so that there are more conversations and less one-way dialogue. The “Share a Coke” bottles made consumers feel excited about drinking something that has been in their family’s fridge for generations, and by risking their brand equity, Coca-Cola saw soft drink sales rise more than 2%.

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The company has taken this concept one step further with their “It’s Mine” campaign. Using HP’s SmartStream Mosaic software, Coca-Cola produced millions of glass Diet Coke bottles, each with a completely unique design. Purchasing one of these bottles means owning the only Diet Coke in the world that looks the way that it does – no movie star or President can drink one like it. This is the future of branding.

When Tazo tea first came onto the scene in the 90′s, the spiritual, mythical look was considered innovative and modern — as The Dieline put it, the packaging “really represented the times”. For years Tazo was associated with that new-age image, and the design remained virtually unchanged for about two decades, even after the brand joined forces with Starbucks. Once the coffee giant completed their own redesign in 2012, they decided that it was time to bring Tazo into the new millennium. What was once a fun standout in the boring tea market was now corny and outdated, and nearly every visual element that defined Tazo was thrown out. In its place was a clean, white background,  with the flavors present in each variety clearly displayed in a neat little picture. The rebrand here was so successful because the company understood what was valuable about the product and maintained its spirit with the new look, while still being unafraid to go in a radically different direction than what fans were used to.

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What is also interesting about the redesign is that nowhere on the packaging does it make any claim to be affiliated with Starbucks. Starbucks is one of the most recognizable and beloved brands in the world, and if the company was trying to introduce the tea to a new generation, then the association could have been a potentially valuable asset. The fact that they distanced the packaging from the Starbucks brand could indicate how the company anticipated consumers may come to feel about big brands.

Unfortunately, years of pink slime exposés and soy chicken sandwich scares have conditioned consumers to be wary of brands that could be considered “Big Food”. Today’s shoppers are drawn to brands that seem to care about them and their families, and the reputation of national brands as a whole is that they care far more about finding ethical shortcuts in order to increase profits. One of the core tenets of brand equity is name association, and if all shoppers can think of is artificial flavors and hormones, then brand equity is worthless.

Hellmann’s has also recently had a redesign to better appeal to contemporary shoppers. The “deli-inspired” look and feel of the product gives off a more wholesome vibe, and the photographs of eggs play into consumers’ desire for fresh, easily understandable ingredients.

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The color palette isn’t an extraordinarily dramatic change from what Hellmann’s had before, but the jar does look different enough that many longtime buyers searching for that distinct yellow label will have a more difficult time finding it. Some may even abandon the brand altogether, afraid that Hellmann’s is either now “too fancy” for them or that the change in design signifies some kind of major difference in flavor. Hellmann’s knows that they face these risks, and yet has chosen to ditch their iconic packaging anyway in order to stay relevant.  Ultimately, relevance does matter more than consumer loyalty.

Some companies are forgoing their usual branding in order to compete in a specific local market. For example, Airbnb, which has been hugely successful in this new anti-big-brand economy, just announced that they are not even keeping their name consistent across all markets. In China, they are now calling themselves “Aibingyi”, which is meant to be easier for Chinese users to pronounce. While it is not unprecedented for businesses to change their names when entering different markets, Airbnb faces unique risks in that this could cost them users that travel internationally, a group that is quickly growing. If a frequent Airbnb user from Sweden is vacationing in Shanghai, they may overlook the unfamiliar Aibingyi.

Brand equity, while important, is overvalued by big brands. More than consistency, today’s shoppers value niche traits like individuality, freshness, and smallness. Scarred by many years of health scandals, consumers do not have faith in big brands that way that they used to, and brand recognition is no longer the coveted feature that it once was. In 2017, companies that hold on too tightly to their same old branding risk falling behind in the new economy.

How Packaging Can Tell a Story

Effective product packaging can shout from the shelves, even as they grow increasingly crowded. It can instantly answer any question that consumers might have, so that they easily understand the product. Packaging should tell the story of what makes the brand unique and what the product’s purpose is.

First Impressions Matter Most

Consumers are creatures of habit, so they tend to choose what they know and opt for familiar stories, recognizable brands, and engaging packaging. By conveying a story through packaging, a brand can feel more accessible and relatable, instantly building brand loyalty and enhancing the customer experience.

While you can use more than just the packaging to convey your story, the packaging is usually the first thing people see. Considering that the average first impression is made within seven seconds, it’s crucial to hook your customers immediately.

How to Tell Your Story

The packaging design needs to lead consumers where you want them to go, so they understand the story you’re trying to tell. Through the use of colors, materials, textures, type, and copy, your packaging can evoke certain feelings and emotions that draw consumers in.

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A picture is worth a thousand words, and packaging can speak volumes with no words at all. As an example, Scanwood instantly tells the story of the wood’s history with their simple, yet effective packaging design. The award-winning design from Goodmorning Technology Team appeals to global retail markets by telling a story without using words or any additional packaging. As the team put it: “This branded story is now visible and understandable across all different markets and languages”.

Know Your Target Audience

Once you know your target audience, your packaging needs to resonate with that group of people. For example, emphasizing that you run a family-owned business through approachable, “down home” packaging can entice your customers by making them feel like the product is more relatable and could have been made by someone like them.

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Stonyfield displays this perfectly with their storytelling packaging. By displaying cows grazing in an open field, they instantly tell the story of happy cows on a family ranch. It evokes positive feelings and emotions, making consumers more likely to choose it over the competition. By featuring one of the family farms that supplies milk for Stonyfield, Webb Scarlett de Vlam created packaging that Stonyfield feels “now reflects who we are and what we have stood for for over 25 years.”

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Coca-Cola is frequently referenced as one of the best examples of storytelling through branding and packaging. Their effective personalized packaging instantly encourages sharing with friends and weaves a story in the minds of consumers.

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Holiday and seasonal packaging is another great example of telling a story through packaging. By emphasizing the holiday or theme (such as adding a simple bow or wrapping), it makes the packaging feel special enough to share or gift with others.

Your packaging should share a story with potential consumers about what benefits the product can offer them. Taking the time to create a remarkable design can result in long-term profits, a loyal customer base, and an effective brand culture.

Why a Tire Company Determines What We Eat

If you care about food – particularly gourmet food – it’s likely that you’ve at least heard of Michelin stars. If you haven’t, you are probably still familiar with Michelin as a company, which produces both a restaurant guide and tires.

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If you didn’t know that the tire manufacturer Michelin reviewed food, then it probably comes as a pretty big surprise that they visit select restaurants and award them zero, one, two, or three “Michelin stars” based on the cuisine. But they do, and their opinion matters a lot. Like, a lot. To many chefs, their opinion matters the most.

When you learn the history, it does make some kind of sense. The Michelin Guide was first published in 1900 as a hospitality guide for French motorists. Michelin is a French company, and cars were still a relatively new invention at that time, so encouraging road trips within the country served as a way to boost business. Eventually, the guide evolved into what it is today, which is a booklet that focuses exclusively on fine dining.  Anonymous reviewers that work for Michelin covertly visit restaurants around the world and judge the food based on a series of specific criteria. There is a first round of criteria that the restaurant must meet before the food can even be reviewed, namely:

  • The restaurant must be located in an area that is covered by Michelin. In America, that means that it has to be in New York City, Chicago, Las Vegas, San Francisco, Los Angeles, Washington D.C., East Bay and Wine Country, or Silicon Valley. Former “Michelin Inspector” Pascal Remy once alleged that the entirety of the United States is covered by just seven reviewers, making it all the more difficult to receive a star.
  • The restaurant must have received a sufficient amount of buzz that Michelin deems it worthy of the company’s time.

There is a great deal of mystery surrounding how exactly the Inspectors evaluate the food. There are, however, several key traits that we do know are valued, including:

  • The quality of the ingredients used
  • The chef’s flavor and cooking techniques, and his or her ability to infuse the meal with their own personality
  • Consistency between visits, which Remy stated occur every three to four years

That last point is the most controversial among chefs, as many feel that rewarding consistency inhibits creativity and experimentation. There is a general feeling that once a restaurant receives a star, they can never change the menu, for fear of losing their star, never gaining another, or disappointing the now-skyrocketed expectations of customers.  Because of this, some chefs do not want any stars, and a very small number of restaurants have even “returned” them to Michelin.

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Even among chefs that do respect the star-rating system, the guide has been accused of fostering an unhealthy obsession. Gordon Ramsey reportedly cried when his New York City restaurant lost its two stars in 2013, comparing it to losing a girlfriend. When famed French chef Bernard Loiseau committed suicide in 2003, many believed that he was overcome with anxiety regarding rumors that he was about to lose his three stars.

The 2011 documentary Jiro Dreams of Sushi chronicled Jiro Ono, considered to be the greatest sushi chef in the world, and his three-starred restaurant in Tokyo. In Roger Ebert’s review of the film, he noted that “you realize the tragedy of Jiro Ono’s life is that there are not, and will never be, four stars.” For chefs like Ono, perfection has become a measurable goal, and it can be difficult to find a path forward after it has been reached.

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Still, for the most part, Michelin stars tend to do a lot of good for the restaurants that earn them. It has been described as a “life-changing experience” for chefs, especially if the restaurant is lucky enough to get all three stars. Plates at a Michelin-reviewed establishment can go for hundreds of dollars, and chefs at two-star restaurants often bring home six-figure incomes in exchange for their mastery. Fine dining is an especially cutthroat field, and Michelin’s opinion can make or break a chef’s entire career.

Creative Titans: Bradbury Thompson, the Master of Typography

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Born in 1911, J. Bradbury Thompson was a renowned American graphic designer and art director. His impressive background in printing and design began at a young age, when he designed the yearbooks for his high school and college.

Thompson attended Washburn College, where he later designed the college’s mascot and the Washburn College Bible, which was the most significant development in Bible typography since it was first published by Gutenberg in 1455. During his notable career, he received the American Institute of Graphic Arts Gold Medal in 1975 and the Type Director’s Club Medal in 1986. He was also a member of the Art Directors Club Hall of Fame.

Popular Work

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As Thompson put it: “type can be a tool, a toy, and a teacher”. He perfectly illustrated this with his design of the monoalphabet, Alphabet 26, in 1958. The simplified alphabet system contains only 26 unique characters, with the case established by letter size only. Alphabet 26 consists of a transitional serif that mixes lowercase with uppercase in order to make the letters more logical and intuitive.

As the designer of more than 60 issues of Westvaco Inspirations, he was credited with combining photography, typography, and color to create one cohesive design. He also designed or redesigned more than 35 respected magazines, including Business Week, Harvard Business Review, and the Smithsonian magazine.

During his 15 years as art director of Mademoiselle Magazine, he hired many up-and-coming artists to illustrate the magazine’s strong fiction section, including Andy Warhol, Joan Miro, Willem de Kooning, and Jasper Johns. He also served on Yale University’s faculty to further inspire emerging designers.

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Some of Thompson’s most popular work consists of his extensive contemporary postage stamp designs. Serving on the Citizens Stamp Advisory Committee from 1969 to 1978, he created more than 90 stamps of his own and consulted with the U.S. Postal Service in guiding the design of future stamps.

Design Strategy

Thompson believed in simplifying things. He didn’t believe that a letter (or any graphic symbol) should have two different designs. This led to the creation of his 26-letter font system, which is easier to read, write, and memorize than the existing alphabet of over 40 different characters.

Commonly referred to as the “Master of Typography”, he was best known for his bold use of type. He paid homage to traditional design and modernism in his work by blending modernist typography with classic typefaces and historic illustrations.

The New York Times Book Review said that his artistic autobiography, “The Art of Graphic Design,” was a book in which “art and design are gloriously and daringly mixed”, which is a good representation of his design strategy in general. While Thompson passed away in 1995, his legacy remains strong in the design community through his teachings and iconic book, magazine, and postage stamp designs.

Words of Wisdom from Scott Cook

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Flavors of America

At the end of last month, Hershey’s began rolling out their “Flavors of America” campaign, which has the company including signature regional tastes and ingredients into varieties of some of their most beloved products. So far, options include:

 

1)   Reese’s Honey Roasted Peanut Butter Cups, for Georgia

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2)   Hershey’s Cherry Cheesecake Chocolate Bars, for New York

 

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3)   Strawberry KitKats, for California

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4)   Orange Cream Pop and Key Lime Pie Twizzlers, for Florida

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5)   PayDay BBQ, for Texas

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6)   Hershey’s Coconut Almond Kisses, for Hawaii

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This campaign is very much on trend, as food brands are becoming increasingly local. For example, last year ConAgra launched new Slim Jim flavors inspired by regional cuisine, including New York Buffalo Style, Philly Cheesesteak, and Cali Taco. Interestingly, Jill Dexter, brand director from Slim Jim, referred to this rollout as their “Flavors of America” platform. Not only is the concept growing in popularity, the name itself is being applied across different companies.

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2016 also saw granola producer Maple Nut Kitchen combining two major trends into one campaign with the release of four regional flavors for their Paleo line: Northern Berry Harvest, Eastern Apple Pecan, Southern Cherry Almond, and Western Cocoa Cayenne.

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Frito-Lay might actually be at the top of the regional flavor game, and they’ve been doing it for a long time. It was way back in 2011 that Lay’s introduced three localized varieties at once, with Honey Mustard for the Northeast, Creamy Garden Ranch for the Midwest, and Chipotle Ranch for the Southwest. Even prior to that, they released Balsamic Sweet Onion in the Northwest and Cajun Herb & Spice in the Southeast. As far back as the early 2000s, the company experimented with options such as Chicago Steakhouse Loaded Baked Potato, Santa Fe Ranch, and San Antonio Salsa. Similar to ConAgra and Hershey’s, Frito-Lay predictably named that campaign “Tastes of America”.

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Some of Lay’s regional flavors have been so popular that the company transitioned them into national rollouts, such as Garden Tomato & Basil. Unlike Hershey’s, which is rolling out their “Flavors of America” varieties across all regions, Frito-Lay tends to initially introduce a regional flavor into its appropriate local market.

Taking flavor inspiration from local tastes is huge in the snack category, and the trend is expected to continue gaining momentum. Not only does the practice help tailor products to markets based on preferences, it also gives big brands an opportunity to connect more personally with consumers across the nation (and beyond). By incorporating ingredients and styles of various areas of the country, national brands like Hershey’s are able to compete at the local level with smaller companies.

For example, one of Hawaii’s most popular candies, simply called Coconut Balls, comes from local company Hawaii Candy. It is easy to see the similarities between this coveted confection and Hershey’s Hawaiian treat, Coconut Almond Kisses.

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It is unclear right now whether or not Hershey’s intends to develop flavors for all fifty states, or how Californians, Hawaiians, Floridians, Georgians, Texans, and New Yorkers will react to Hershey’s attempt at capturing their distinct local tastes. The campaign definitely has an interesting concept behind it, and other brands that are considering localization will surely be watching to see how successful it is.

Top 5 Easter Designs

It can be difficult to create unique Easter packaging designs that can stand up to a sea of pastel treats. With so much competition around the holiday, it takes a lot to grab a consumer’s attention.

Fortunately, each of the designs highlighted below has found a way to create unique, out-of-the-box packaging designs that stand apart from the traditional Easter packaging. Most importantly, they illustrate that Easter designs can mean more than the traditional eggs, bunnies, and carrots.

1. Hotel Chocolat

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The Supermilk Facet Easter Egg by Hotel Chocolat needed to have a truly unique design to stand up to their new chocolate line. This Easter egg contains more cocoa and less sugar for a healthier, more guilt-free option. In order to attract consumers to this new gem of an egg, the design needed to take an unexpected angle on the classic Easter egg. It accomplished this by casting the egg itself with a jeweled facet design to represent a “chocolate diamond emerging from a smooth chocolate eggshell”. The outer packaging also illustrates this jeweled facet design.

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The Splat Easter Egg is another masterfully crafted Easter egg design from Hotel Chocolat. It features eye-catching pastel packaging with a colorful chocolate splat to emphasize that this is a grown-up kids’ treat.

2. Van Leeuwen

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After redesigning its packaging to traditional Easter colors, the high-end Brooklyn ice cream brand, Van Leeuwen, enjoyed a 50% increase in sales. For the redesign, they focused on making something that “looks good on social media”. The company worked with design firm Pentagram to design the ice cream trucks and pints to look “very Instagrammable”.

3. Lulu Guinness Birdcage Egg

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Designer Lulu Guinness specially crafted only 100 of these limited-edition birdcage eggs for Fortnum & Mason. The packaging is meant to mix old-school glamour with modern design in order to reflect the designer’s love of all things English. Each label was signed by the designer and the box was decorated by hand for that special touch, making it an extra special gift.

4. Tesco Finest

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Tesco Finest worked with branding and packaging design specialist, Parker Williams, to create unique designs that combine modern style and vintage designs. The custom-made egg coop is successful at “catching the consumer eye whilst placing an emphasis on the eggs”. The design comes complete with a netted metal front and wooden box.

5. Toblerone

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Toblerone focused on creating Easter packaging that would appeal to adults just as much as it would to kids. This successful packaging concept was designed to create high visibility on a crowded shelf. The colorful pattern was inspired by the brand’s elements, as well as the chocolate treats hidden inside.

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Toblerone also worked with Bultmann Design Works to create the seasonal packaging displaying an open-the-flap element and rabbit characters to entice younger consumers. It also fits well in any Easter basket.