10 Trends from the 2017 Summer Fancy Food Show [Video]

 

 

In our first installment of our video series, we take a look at all of the trends that we spotted at the 2017 Summer Fancy Food Show.

For our written coverage of the event, check out our article at: http://worksdesigngroup.com/7-trends-2017-summer-fancy-food-show/

 

 

 

 

Top 5 Designs from the Fast Food Industry

How do you enhance the customer experience when it comes to fast food? Whether it is a viral campaign or innovative packaging, great fast food design can boost sales and even make people feel better about what they’re eating.

We know that great typography, color schemes, and the overall feel of fast food packaging can improve the dining experience for customers, but some designs really go above and beyond to take the meal to the next level. Here are five creative fast food designs that we think break the mold.

Burger King’s Proud Whopper

 

 

In celebration of the San Francisco Gay Pride Parade, Burger King debuted a “new” menu item called the “Proud Whopper.” While it was really just a normal Whopper with a colorful wrapper, some customers noted that they tasted flavors that aren’t typically present in the signature sandwich, such as sweetness, making a case for the relationship between packaging and the placebo effect.

The wrapper doubled as a rainbow peace flag, with bold copy proclaiming that “WE ARE ALL THE SAME INSIDE.” The campaign was a viral success, with over one billion media impressions and $21 million in earned media amongst seven million views. It also had 450,000 blog mentions and became the number one trending topic on Facebook and Twitter.

Dunkin’ Donuts Chameleon Cup

 

 

Dunkin’ Donuts worked with designer Tiago Pinto to come up with a solution to a problem that plagues many coffee sellers: how to communicate that the beverage could be dangerously hot in a concise, attractive way.

They wanted to add value to the customer’s experience while making sure that design played a central role in the message’s execution. They came up with a brilliant coffee cup that warns drinkers when the beverage is too hot. A temperature sensitive paint is activated when the temperature of the inside of the cup rises above 70°c. When the coffee cools, the cup turns to Dunkin’s normal white cup and iconic logo.

 

Pizza Hut’s Blockbuster Box

 

 

Is there a more iconic pairing than pizza and movies? Ogilvy Hong Kong recognized the value of this match and created a genius marketing endeavor to combine the two with the Blockbuster Box.

The Blockbuster Box contains a special plastic “pizza table” that keeps the greasy goods away from the walls of the box. The table has a built-in lens, which can be slotted through a perforated hole on the side of the box.

Once you’ve inserted the lens into the side of the pizza box, you’ll need a smartphone to power the experience. After you place your smartphone in the center of the Blockbuster Box, the lens will magnify your smartphone’s display and project it onto the wall.

 

McDonald’s McBike

 

 

With fast food’s general focus on the drive-thru, it can be easy for quick service restaurants to neglect their bike-riding customers. McDonald’s is there to make sure that cyclists can enjoy the same nuggets as their driver counterparts.

McDonald’s blatantly ripped off by a concept created by Master’s student Seulbi Kim from Rhode Island School of Design, though version features an additional slit that allows the customer to slide the box through handlebars.

According to her portfolio, “Seulbi created the project as a means to carry fast food more effectively and reduce fast-food packaging by 50%”. She told Business Insider that she was not contacted regarding the bag she designed. “It’s cool to have my design out in the real market but also not really cool to have it copied without my permission,” she told Business Insider. McDonald’s could not be reached to comment on the product design.

 

Taco Bell “Eat Your Words”

 


Canadians are passionate about food, especially the items south of the border that are just out of reach. When Taco Bell announced its new Doritos Locos Taco in the USA, mouths and stomachs across the country were united in a glorious tastebud party. Canada was not invited to that party, and they weren’t afraid to express their frustrations over social media.

Tweets like “Every day that goes by that Canada does not have the Doritos Locos Taco at Taco Bell, I die a little more inside” and “Sure #Canada we get free medicare and shit. BUT wheres the taco’s with Doritos as a shell?” were pouring in.

From those tweets the “Eat your words” campaign was born from Taco Bell in collaboration with Grip Limited agency. Once the Doritos Locos Tacos did finally arrive in the North, it was Taco Bell’s chance to literally make them eat their words. Acquiring marginally-advanced laser technology, they etched some of the more colorful social posts onto the actual taco shell itself.

The campaign went viral, countless DLTs were consumed, and even marked one of the greatest moments of some people’s lives.

Next time you are out grubbing on fast food, think of ways that designers could make it a better experience for customers and let us know if you have any ideas.

10 Package Design Mistakes and Why You Should Avoid Them

Every designer has encountered some major package design mistakes in their career, so we’ve covered some of the most common (and unfortunate) ones below. Avoiding these common blunders can save your business time, money, and embarrassment later.

Test your packaging with your target consumer groups to ensure it is easy to open, eye-catching, and hits all the right marks. If your packaging doesn’t attract your target market or help your business reach its goals, it may be time for a rebrand.

1.   Overcomplicating Things

 

Simplicity is key to straightforward, streamlined designs. Making the design overly complicated will just confuse customers. You’ll want to leave enough pertinent information to answer your customers’ questions about your product, without overcomplicating or confusing things.

Kraft transformed their clean, long-standing iconic logo into a juvenile, flamboyant logo with nine opposing colors. This resulted in a more expensive, complicated design that just left customers confused. They eventually saw the error of their ways and redesigned the logo and branding to something that better aligned with consumer expectations.

2.   Excess Packaging

Excessive packaging is bad for everyone. Consumers respond negatively to waste, stores don’t like giving up so much shelf space, and the company is losing money on unnecessary packaging.

 

3.   Typos and Misspellings

 

 

This may seem like a fairly obvious mistake, but it’s more common (and costly) than you may think. Nothing breaks down your business’s reputation like a simple misspelling.

 

4.   Blurry Images

 

 

Sierra Mist’s rebrand efforts included a blur effect that just ended up making everything difficult to look at, which was a bigger problem than they may have realized. Based on a 2016 study by The Benchmarking Co. on beauty product packaging and beauty consumers, 83% of consumers said that the name of the product needs to be easy to read.

 

5.   Bad Placement

 

 

Sometimes, the placement of seemingly insignificant things can really throw off the whole design. As is the case with Pampers’ pull-off handles, bad placement can look humorous, phallic, or juvenile, which reflects poorly on the brand.

 

6.   Forgetting Your Loyal Buyers

 

 

Consistency is key to creating a strong brand image and brand loyalty. If your packaging isn’t consistent, it won’t match your overall vision and can leave customers confused.

As in the case of Tropicana, sometimes, big name brands veer too far off the norm and end up turning their backs on their loyal customers. Tropicana was attempting to make more “down to earth” packaging, but ended up with a design that looked more suited to a generic store brand. This left customers puzzled, and sales plummeted as a result.

 

7.   Difficult to Open

 

 

If a package is too difficult to open, consumers may choose a competitor’s product next time. In fact, this issue is so frustrating that it’s been given its own name: “wrap rage”.

 

8.   Outdated Design

 

There is a difference between vintage and just plain old. If your packaging is outdated, it can make your company seem old and insignificant as well. It’s important to keep up with the times so that your brand can continue to stand up to the competition.

9.   No Unique Traits

 

 

With an oversaturated market, it’s important that your product can stand apart from the rest. If your branding looks too similar to the competition’s, you’re missing an opportunity to reach customers from the shelf. While your branding should stay in line with your competitors, it’s important to find the unique traits that help you stand above the rest.

 

­10. No White Space

 

 

Leaving white space is a great way to highlight the most important characteristics of your product. It also keeps things simple and straightforward, so it’s important to leave plenty of it.

Top 5 Sustainable Packaging Designs

Designed in part to help combat the problem of overflowing landfills, sustainable packaging is better for both the environment and your bottom dollar. By reducing the quantity of an item’s packaging and reconsidering the materials used in its manufacturing, CPG brands are able to diminish physical and financial waste. Most importantly, as illustrated in the examples below, sustainable packaging can also be functional, unique, and capable of instantly attracting customers.

1. Tomorrow Machine

 


While some companies have attempted the edible packaging trend, few have been as successful as the concept series This Too Shall Pass. Designed by Swedish design firm Tomorrow Machine, the proposed bio-based packaging uses everything from agar-agar seaweed gel to beeswax. The firm’s vision is to “build a better world through research, new technologies & intelligent material.”

The raspberry smoothie packaging is made out of agar-agar seaweed and water, which shrinks when exposed to excessive heat and time.

 

The olive oil packaging is made of hardened caramelized sugar coated with wax. It cracks open like an egg and the package melts away when it comes in contact with water.

 

2. Innventia

 

 

 

 

Swedish research company Innventia partnered with Tomorrow Machine to create a line of expanding bowls and self-opening packages, which save space and are made of 100% bio-based and biodegradable material. The mechano-active material will react to heat and open itself to transform from a compressed package to a serving bowl once the internal temperature reaches a fixed point.

3. Saltwater Brewery

 

 

Traditional plastic beer rings are harmful to the environment, and particularly to the ocean. Saltwater Brewery worked to combat that problem with unique six pack rings that are not only visually appealing, but also biodegradable, compostable, and environmentally friendly. In fact, the rings are edible to help – rather than harm – the underwater life. Made partly of wheat and barley (which are also used to make the beer), they can break down easily and provide an adequate fish snack. The edible rings are also complemented by the IPA’s aquatic design and name.

4. Fitzroy Navy Rum Bottle

 

 

 

This unique bottle takes the adage “one man’s trash is another man’s treasure” to another level. Design agency Fitzroy designed the luxe rum bottle packaging with unique bottle caps made from melted-down Coca-Cola labels. They turned old, discarded labels into something beautiful enough to be given as a gift. According to Fitzroy, the company is “giving the popular term ‘get wasted’ an entirely new meaning.”

5. Re-Pack Milk

 

 

 

This student project from Brazil reimagines milk packaging as a whole. Milk packaging is traditionally made of a range of different materials that can be difficult to break down and separate during the recycling process. This innovative Re-Pack Milk packaging separates the outer cardboard and inner flexible cornstarch bioplastic packaging for effortless recycling. It also has a simple, straightforward design that stands out among the competition.

Redesigns and Refreshes: Why Change is Crucial

 

Each year, new design trends emerge. It’s important for businesses to keep up with these changes in order to remain competitive, and those that are really good at it can even position themselves as change leaders within their industry. As our Director of Business Development, Kory Grushka, put it: “Be very curious and stay on top of the latest trends and news – particularly in your industry, but also outside of it.”

Adjusting to Fit the Times

 

 

 

 

 

Rocky Mountain Chocolate Factory completely rebranded their packaging and store design to better fit in with today’s aesthetic style and feel. Graphic design studio, Wedge & Lever, took advantage of the new chocolate culture by giving the branding an upscale feel, with a color palette inspired by the chocolate itself.

Rebranding Efforts Often Lead to Huge Success

 

If a brand has become outdated, is declining in sales, or needs to stand apart from the competition, then a rebrand can provide the facelift they need to bring the right attention to the product. Rebranding also keeps customers interested and shows them that people are still hard at work behind the scenes making sure the product is the best out there.

 

Target proved this when they updated their generic Market Pantry packaging to give it a hip, trendy vibe. It now feels like a standalone brand, rather than an affordable generic pick.

 

Each product has its own detailed packaging, down to the type. The heavy typography feels fresh, like something that could be seen on a Brooklyn storefront. The badges for health feel like modern stamps now, instead of boring nutrition facts or your typical callout.

 

 

The Crunchy Oats & Honey Granola Bars now have honey dripping onto the top of the type. With the Toasted Rounds Baked Crackers, the “O” and the round portion of the “D” have treatment that feels like the edge of the cracker. The mixed fruit flavored snacks now have the typography as the teeth of smiling grapes to appeal to kids. On the Woven Wheat crackers box, the type is written so that it looks like parts are weaving in the crackers.

 

Some products (like the marshmallows) are transparent with only the logo and bold type showing, letting the product be the star of the show, and saving ink at the printer in the process. Other products, such as the butter, half and half, cottage cheese, and American singles have very flat packaging focusing on the typography alone.

Holiday Packaging

 

Changing packaging to fit a holiday, theme, or season can lead to huge profits. It can make your product stand apart from the competition and help build brand loyalty with your target audience.

Learn to Accept Change

 

 

While redesigning Campbell Soup Company’s V8 packaging, our research process included multiple store visits to each of the three club store retailers, significant desktop research and interviews of club store industry experts. Further, we audited cross-category products as well as the beverage category, and conducted extensive color studies that ultimately informed the variety differentiation strategy. The final designs focused on color blocking, bold callouts for the brand, varieties and pack sizes, and photo-realistic 3D renderings of the products.

Change can be scary, and with the risks that it carries, it’s easy to see why. But with a clear vision and full understanding of trends and modernity, the resulting redesign should successfully bring a design into the present day.

The Rise of Minimalism in Package Design

The trend for minimalist package design continues to pick up steam, be it forgoing lots of wording, using simplistic designs, going without labels, or even utilizing materials that are plain and simple.

Many companies are opting for clear-cut product labels, which allow consumers to easily identify and differentiate the brands from others on the market. In an era of information overload, savvy CPG brands are realizing that their customers appreciate minimal packaging.

Matt Ramirez, senior designer with Adhere Creative, an inbound marketing and brand development agency in Houston, Texas, said it’s strict limitations or restrictions that sparks creativity.

“Minimalism is the style of the day. Companies can still bend it to fit our needs whether we use color, typography, or simple flat graphics instead of images to stand out,” he said. “Having a roadblock forces us to think up creative ways around it. Having to stand out from the pack with less and less to work with is just another roadblock designers have to think around in a creative way.”

Marketing veteran David Miskin, CMO of Lightstone, first applied the minimalist attitude doing window displays while working at the Gap, and he’s seen minimalism rise in importance over the decades.

 

“I think everybody is familiar with the term ‘less is more.’ It’s important to realize, though, that design is not about less or emptiness, it’s about impact,” he said. “A minimalist philosophy doesn’t just spare space; the designer works using pieces that tell a story. By focusing on what is essential, a designer can better exemplify a company’s or brand’s narrative by focusing on a few points that make a big difference.”

Looking at traditional advertising—whether it was print, television, or billboards—Miskin noted there was such a dominant design across all mediums from the ’60s to the ’80s, that it got to a point where there was so much clutter that designers needed to go to the other end of the spectrum and clean palates again, starting from the basics to develop new concepts.

“In fact, many modern offices have employed streamline, to varying degrees, using negative space to tell the story of their brand,” he said. “In addition, this approach has led to greater productivity, collaboration, and ideas.”

Going Minimalist

 

Some of the design elements that can help contribute to a minimalism feel include using lots of white space, bringing out a message on a small portion of the packaging; relying on bold colors and visibly appealing fonts; or using a simple photo that tells the story you want to tell.

Still, minimalism doesn’t have to be a white background with a gray apple in the middle, either. It can be an orange box with a white swoosh or even a burger made out of the simple bars of the letter “E” in the word “whopper.” All are examples of minimalism however, they use the style in very different ways.

“Color, space, shape, and typography are all very important tools we have at our disposal to make brands stand out and look different while using the same trend to communicate our message,” Ramirez said. “Having a well-thought-out brand identity is an essential tool that we must never forget about. Pepsi and Coca-Cola both use minimalism with simple packaging and on the bottles themselves. However, never in a million years could someone mix them up because they have vastly different typography, colors, and overall brands.”

Miskin said that consistency within a brand is important when pursuing a minimalistic strategy, and the elements of the minimalistic design should be across the board.
“A brand needs to know who they are and not stray too far from their formula,” he said. “By not drifting from their identity, consumers will become loyalists who seek out a brand, quickly recognizing them in a retail space.”

Le Labo, for example, designs all of its fragrance brands in the same way.

“If you look at their packaging, it’s consistent: minimalist across all scents,” Miskin said. “Maison Margiela is a stand-out fashion brand with minimal store build-outs and packaging. Their stores’ design features include books painted white, scraps of wood, reclaimed fixtures, and a consistent grit throughout the stores. Just by going to that white, clean place, they developed such a strong brand.”

Minimalism in Action

 

Another great way to get the most out of a minimalist design is to let a label make eye-catching, bold claims, such as Boxed Water, which simply has “Boxed Water is Better” written in black against a white background.

It was a decision that company CEO Daryn Kuipers said was important to getting its message in front of consumers. Furthermore, the company put great thought into its packaging materials, again opting for a minimalist approach.

“By packaging our premium water in recyclable cartons that ship flat to our regional fillers, Boxed Water minimizes our carbon footprint and increases efficiency compared to bottled water options,” Kuipers said. “The paper for our cartons is sourced from trees of well-managed forests, where new trees are continuously planted to replace the ones harvested.”

 

 

Vodka Mariette is a premium French spirit designed for bold and creative millennial women and a minimalist design was accomplished in-house by Winz Hospitality with assistance from design firm MX Landau.

“To differentiate, an antique neckless carafe was designed in a shape reminiscent of the Eiffel Tower and/or a woman’s body,” said Josh Winzelberg, Vodka Mariette’s president. “It was made completely matte black, opposed to ornate glossy or frosted bottles that are common. Rather than painted décor, a label of quality paper was opted for, similar to wines and champagnes that convey craftsmanship and class.”

Furthermore, the fonts expressed a general contrast, creating the aesthetic of the brand, which is French Modern.

“The female-oriented style of contemporary minimalism with homage to history and craft via details is truly relevant now as a hallmark for the changing landscape of luxury spirits,” Winzelberg said. “This gives the bottle a ‘fresh’ look many others lack.”

The philosophy of minimalism is to omit needless things, so by paring down packaging materials and pairing down the visual aspects of the design, a brand can do wonders and send a big message by doing what’s seen as little.

 

Top 5 Examples of Visual Texture

Visual texturing can be used to create unique, eye-catching packaging designs, through the exploration of layers, photography, illustration, and key graphic elements. This type of design plays off of elements of touch to connect with customers on a deeper level, building both general curiosity and brand loyalty. When done correctly, textural packaging can leap off the shelves, further enticing customers (particularly those who are attracted to abstract designs).

What Is Visual Texture?

Visual texture is not quite the same as actual texture. Actual texture is something you can feel, such as wood. Visual texture, on the other hand, is only implied texture using particular styles of design, such as marbling, layered texts and graphics, patterns, colors, lines, dots, or other repeated shapes.

Caribou Coffee

 

Caribou Coffee was looking for a new design that serves as “an evolution that leverages the distinct qualities of the previous packaging while incorporating new art work and design elements.” Colle + McVoy accomplished this with a burlap sack façade, which stands apart from other coffee options by simply giving the illusion of a different texture.

La Forma Saporita

 

 

This conceptual design – created by Yanko Djarov for his final bachelor’s thesis project – deserves to be mentioned for its successful use of visual texture throughout the branding. La Forma Saporita means “the tasty shape” in Italian, which is used to inspire the branding and packaging. The textural quality of the pasta is highlighted so that the design practically jumps off the branding and packaging. The design also uses a monochromatic theme to better highlight the colors of the pasta, which is also unlike most other colorful pasta packaging on the market.

Isle of Harris Gin

 

Stranger & Stranger added texturing to the Isle of Harris packaging, designed to reflect the unique colors and shapes of the landscape. It also represents a physical approach to texture design, as it entices consumers to pick it up and touch it. It stands apart without requiring a complicated (or costly) design or materials.

 

Lawyer’s House Wine

 

 

Brandient designed the new Lawyer’s House Wine packing, which serves as the perfect example of textural packaging using a simple sticker. The bottle is meant to appear like it is wearing a men’s dinner jacket using a pinstripe pattern, folded sticker, and small red handkerchief. It gives off a feeling of elegance from the shelf and is the perfect gift to take to any dinner party or client meeting.

Alternative Organic Wine

 

 

This concept created by The Creative Method offers an upscale design by focusing on the different textures found in nature. The labels use all organic packaging, from the raw twine, vine leads, and balsa wood to the inks, string, and wax used on the organic paper wrapping. Awarded the “Best In Show” at the Dieline Package Design Awards, the packaging is meant to focus on the premium nature of organic products, rather than focusing simply on the pureness of it. Along with serving as the perfect gift for any host, textural packaging designs like this one also offer a great talking point.

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.

rxbar

 

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.

 chia

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.

daytm

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.

halotop

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.

water4change

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

 

Alcohol1

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

Alcohol2

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

Alcohol3

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

Alcohol4

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.

Alcohol5

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

drinkcoke

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.

namecoke

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%.

itsminecoke

 

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.

OLYMPUS DIGITAL CAMERATazo pre-redesign

tazonew

Tazo post-redesign

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.

hellmans

 

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.