Packaging Design Workshop 3 May 2016
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Packaging Design Workshop 3 May 2016 Agenda Part 1: Introductions Part 2: The Power of Packaging / Package Design Trends Part 3: What Makes a Great Package Design? Part 4: How Do We Get There? Part 5: Reviewing, Evaluating and Providing Feedback on Design Part 6: Learning In Action BrandForum 3 May 2016 2 Participant Introductions PART 1 BrandForum 3 May 2016 3 Why is packaging so important? BrandForum 3 May 2016 4 The Power of Packaging NIAMH PART 2 BrandForum 3 May 2016 5 Why is packaging so important? BrandForum 3 May 2016 6 The 3 C’s CONTAIN BrandForum 3 May 2016 7 The 3 C’s CONVENIENCE BrandForum 3 May 2016 8 The 3 C’s COMMUNICATE BrandForum 3 May 2016 9 Pack design is potentially a game-changer, take control of it! —Andrew Knowles, JKR Global BrandForum 3 May 2016 10 BrandForum 3 May 2016 11 Innocent’s £100m Packaging Win BrandForum 3 May 2016 12 The only thing we did differently was put it in a plastic bottle—we called it a carafe to make it sound posh—the little details matter! Says Reed, Innocent Co-Founder BrandForum 3 May 2016 13 BrandForum 3 May 2016 14 Pack Design Themes BrandForum 3 May 2016 15 Authenticity & Storytelling BrandForum 3 May 2016 16 Authenticity & Storytelling BrandForum 3 May 2016 17 Authenticity & Storytelling BrandForum 3 May 2016 18 New Health BrandForum 3 May 2016 19 New Health BrandForum 3 May 2016 20 Experiential BrandForum 3 May 2016 21 Experiential We can’t just tell you, we have to show you… BrandForum 3 May 2016 22 Sustainability BrandForum 3 May 2016 23 Sustainability BrandForum 3 May 2016 24 On-the-go Lifestyles BrandForum 3 May 2016 25 On-the-go Lifestyles BrandForum 3 May 2016 26 On-the-go Lifestyles BrandForum 3 May 2016 27 Personalisation BrandForum 3 May 2016 28 Personalisation BrandForum 3 May 2016 29 Personalisation BrandForum 3 May 2016 30 Personalisation BrandForum 3 May 2016 31 Personalisation BrandForum 3 May 2016 32 Less Is More BrandForum 3 May 2016 33 Less Is More BrandForum 3 May 2016 34 Less Is More BrandForum 3 May 2016 35 Less Is More BrandForum 3 May 2016 36 Less Is More BrandForum 3 May 2016 37 Less Is More BrandForum 3 May 2016 38 Different” and “New” are relatively easy. Doing something that is genuinely better … is hard. —Jony Ive. CDO, Apple BrandForum 3 May 2016 39 Digital Printing BrandForum 3 May 2016 40 Die Cutting BrandForum 3 May 2016 41 Beyond Flat BrandForum 3 May 2016 42 Pouches BrandForum 3 May 2016 43 Reusable BrandForum 3 May 2016 44 Bold Color Systems BrandForum 3 May 2016 45 Black & White BrandForum 3 May 2016 46 TRINITY PART 3 What Makes A Great Package Design? BrandForum 3 May 2016 47 76% of purchase decisions are made at shelf so you need to be widely available and, most importantly, distinctive. BrandForum 3 May 2016 48 BrandForum 3 May 2016 49 BrandForum 3 May 2016 50 BrandForum 3 May 2016 51 BrandForum 3 May 2016 52 BrandForum 3 May 2016 53 OLD PACKAGE DESIGNS BrandForum 3 May 2016 54 BrandForum 3 May 2016 55 BrandForum 3 May 2016 56 BrandForum 3 May 2016 57 BrandForum 3 May 2016 58 BrandForum 3 May 2016 59 BrandForum 3 May 2016 60 BrandForum 3 May 2016 61 BrandForum 3 May 2016 62 Great Packaging Design is STRATEGIC DESIGN BrandForum 3 May 2016 63 Drivers of Strategic Package Design 1 Brand Strategy Does it evoke and support key brand communications? BrandForum 2 Retail Context Does it work as hard as it can on shelf? 3 May 2016 64 BRAND POSITIONING Think Different 1 Brand Strategy Does it evoke and support key brand communications? BrandForum 3 May 2016 65 EXAMPLE The Happy Pear BrandForum 3 May 2016 66 The Happy Pear ‘I love The Happy Pear. Its cheery optimism is enough to make it a charming refuge from the world.’ The Irish Times Current Packaging These are the initial products which have distribution The Happy Pear Identity and Packagaing Refresh BrandForum 20 May 2014 3 May 2016 3 67 BEFOR E Current Packaging One label fits all! BrandForum 3 May 2016 68 BRAND POSITIONING Make Life Better BrandForum 3 May 2016 69 CREATIVE EXPLORATION BrandForum 3 May 2016 70 BEFOR E BrandForum AFTER 3 May 2016 71 BrandForum 3 May 2016 72 BrandForum 3 May 2016 73 BrandForum 3 May 2016 74 RESULTS Since launch of new brand identity and product portfolio, monthly sales have increased over 300% and continue to grow BrandForum 3 May 2016 75 EXAMPLE BrandForum 3 May 2016 76 OLD PACKAGE DESIGN BUSINESS STRATEGY NEW PACKAGE DESIGN Make it more contemporary Appeal to millennials BrandForum 3 May 2016 77 20% Drop In Sales within 4 weeks BrandForum 3 May 2016 78 OLD PACKAGE DESIGN NEW PACKAGE DESIGN BrandForum NEW “OLD” PACKAGE DESIGN 3 May 2016 79 Drivers of Strategic Package Design 1 Brand Strategy Does it evoke and support key brand communications? BrandForum 2 Retail Context Does it work as hard as it can on shelf? 3 May 2016 80 2 Retail Context Does it work as hard as it can on shelf? BrandForum 3 May 2016 81 1 2 ATTRACT INFORM 2 Retail Context Does it work as hard as it can on shelf? 3 DELIGHT BrandForum 3 May 2016 82 ATTRACT 1 Get noticed on a crowded shelf by leveraging the Consumer Shopping Hierarchy - 3M: color - 2M: shape - 1M: brand impression BrandForum 3 May 2016 83 ATTRACT 1 SAUCES BrandForum 3 May 2016 84 ATTRACT 1 BrandForum 3 May 2016 85 ATTRACT 1 BrandForum 3 May 2016 86 ATTRACT 1 BrandForum 3 May 2016 87 ATTRACT 1 BrandForum 3 May 2016 88 ATTRACT 1 BrandForum 3 May 2016 89 ATTRACT 1 BrandForum 3 May 2016 90 ATTRACT 1 BrandForum 3 May 2016 91 ATTRACT 1 BrandForum 3 May 2016 92 ATTRACT 1 BrandForum 3 May 2016 93 ATTRACT 1 BrandForum 3 May 2016 94 ATTRACT 1 BrandForum 3 May 2016 95 ATTRACT 1 DAIRY BrandForum 3 May 2016 96 ATTRACT 1 BrandForum 3 May 2016 97 ATTRACT 1 BrandForum 3 May 2016 98 ATTRACT 1 BrandForum 3 May 2016 99 ATTRACT 1 BrandForum 3 May 2016 100 ATTRACT 1 BrandForum 3 May 2016 101 ATTRACT 1 BrandForum 3 May 2016 102 ATTRACT 1 BrandForum 3 May 2016 103 ATTRACT 1 BrandForum 3 May 2016 104 ATTRACT 1 BrandForum 3 May 2016 105 ATTRACT 1 BrandForum 3 May 2016 106 ATTRACT 1 BrandForum 3 May 2016 107 ATTRACT 1 BrandForum 3 May 2016 108 ATTRACT 1 BrandForum 3 May 2016 109 ATTRACT 1 MILK ALTERNATIVES BrandForum 3 May 2016 110 ATTRACT 1 BrandForum 3 May 2016 111 ATTRACT 1 BrandForum 3 May 2016 112 ATTRACT 1 JUICE BrandForum 3 May 2016 113 ATTRACT 1 BrandForum 3 May 2016 114 ATTRACT 1 BrandForum 3 May 2016 115 ATTRACT 1 BrandForum 3 May 2016 116 ATTRACT 1 BrandForum 3 May 2016 117 ATTRACT 1 BrandForum 3 May 2016 118 ATTRACT 1 BrandForum 3 May 2016 119 ATTRACT 1 CRACKERS BrandForum 3 May 2016 120 ATTRACT 1 BrandForum 3 May 2016 121 ATTRACT 1 BrandForum 3 May 2016 122 ATTRACT 1 TEA BrandForum 3 May 2016 123 ATTRACT 1 BrandForum 3 May 2016 124 ATTRACT 1 BrandForum 3 May 2016 125 ATTRACT 1 BrandForum 3 May 2016 126 ATTRACT 1 BrandForum 3 May 2016 127 ATTRACT 1 BABY FOOD BrandForum 3 May 2016 128 ATTRACT 1 BrandForum 3 May 2016 129 ATTRACT 1 BrandForum 3 May 2016 130 ATTRACT 1 BrandForum 3 May 2016 131 ATTRACT 1 BrandForum 3 May 2016 132 ATTRACT 1 Key Learnings Stand out don’t stick out Identify category norms and flex from there Consider your entire toolbox (structure, substrate, color, graphics, etc.) Consider your retail environment Find ways to billboard or brand block with multiple facings BrandForum 3 May 2016 133 1 2 ATTRACT INFORM 2 Retail Context Does it work as hard as it can on shelf? 3 DELIGHT BrandForum 3 May 2016 134 INFORM 2 Once noticed, help your consumer shop - Signal where your package fits within the category and across the rest of your product line - Clearly communicate key brand, product and benefits information BrandForum 3 May 2016 135 INFORM 2 BrandForum 3 May 2016 136 INFORM 2 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Create greater presence at shelf More contemporary expression of natural Simplified and grew branding Optimized product visual Product benefits have a stage BrandForum 3 May 2016 137 INFORM 2 BrandForum 3 May 2016 138 INFORM 2 BrandForum 3 May 2016 139 INFORM 2 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Increase approachability of brand Friar icon evolved to friendly, engaging brand storyteller Increased shop-ability Platform for extendable system BrandForum 3 May 2016 140 INFORM 2 Gather Around The Well BrandForum 3 May 2016 141 INFORM 2 Gather around the Well BrandForum 3 May 2016 INFORM 2 Gather around the Well BrandForum 3 May 2016 INFORM 2 3 May 2016 INFORM 2 BrandForum 3 May 2016 145 INFORM 2 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Bring more personality to the brand Moves from flavor to a complete tea experience Bold, fresh color palette engaging and easier to find Ownable illustration style BrandForum 3 May 2016 146 INFORM 2 BrandForum 3 May 2016 147 INFORM 2 OLD PACKAGE DESIGNS BrandForum 3 May 2016 148 INFORM 2 OLD PACKAGE DESIGN Modernize the brand Cleaner and simpler graphics feel less serious, more everyday treat - expanding occasion NEW PACKAGE DESIGN Fun, playful iconography captures the simple joy of chocolate Sets platform for extendability BrandForum 3 May 2016 149 INFORM 2 BrandForum 3 May 2016 150 BrandForum 3 May 2016 151 INFORM 2 BrandForum 3 May 2016 152 INFORM 2 BrandForum 3 May 2016 153 INFORM 2 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Find a new way to stand out Restaged color equity for better shop-ability Evolved illustration style and elements reframe established equities to break category norms BrandForum 3 May 2016 154 INFORM 2 BrandForum 3 May 2016 155 INFORM 2 BrandForum 3 May 2016 156 INFORM 2 Create a unique brand within a crowded category Balances the need to explain with the a memorable brand personality Easy to understand what’s inside Strong consistent brandmark Uses color and illustration to support product differentiation BrandForum 3 May 2016 157 INFORM 2 BrandForum 3 May 2016 158 INFORM 2 OLD PACKAGE DESIGNS BrandForum 3 May 2016 159 INFORM 2 Find a better expression of natural OLD PACKAGE DESIGN NEW PACKAGE DESIGN Brought harmony to the elements Introduced distinctive voice BrandForum 3 May 2016 160 INFORM 2 BrandForum 3 May 2016 161 BrandForum 3 May 2016 162 INFORM 2 Bring the adventurous spirit of tea to life Entire package cues movement Each flavor is its own unique adventure Illustration style and typography invoke the spirit of exploration Simple color coding further reinforces flavor communication BrandForum 3 May 2016 163 INFORM 2 BrandForum 3 May 2016 164 INFORM 2 People Against Dirty Clean = Clean BrandForum 3 May 2016 165 INFORM 2 BrandForum 3 May 2016 166 INFORM 2 BrandForum 3 May 2016 167 INFORM 2 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Improve shop-ability Evolved communication hierarchy Stronger branding BrandForum 3 May 2016 168 INFORM 2 BrandForum 3 May 2016 169 INFORM 2 BrandForum 3 May 2016 170 BrandForum 3 May 2016 171 INFORM 2 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Increase brand presence at shelf Bigger and less cluttered brandmark Evolved color palette to pop more on shelf Bolder illustrations BrandForum 3 May 2016 172 INFORM 2 BrandForum 3 May 2016 173 INFORM 2 BrandForum 3 May 2016 174 INFORM 2 BrandForum 3 May 2016 175 INFORM 2 BrandForum 3 May 2016 176 OLD PACKAGE DESIGN INFORM 2 Stand out more on the shelf and link more closely to the brand’s heritage Cleaner, stronger wordmark Easy to spot, easy to read flavor color cue system NEW PACKAGE DESIGN BrandForum 3 May 2016 177 INFORM 2 BrandForum 3 May 2016 178 INFORM 2 BrandForum 3 May 2016 179 INFORM 2 Key Learnings Understand your consumer and what they are looking for Create a clear communication hierarchy to help them navigate If you try to say everything, your consumer will see nothing Design with the future in mind BrandForum 3 May 2016 180 1 2 ATTRACT INFORM 2 Retail Context Does it work as hard as it can on shelf? 3 DELIGHT BrandForum 3 May 2016 181 DELIGHT 3 Bring essence of the brand to life in a memorable fashion - Connect with consumers - Create a relationship - Build loyalty BrandForum 3 May 2016 182 BrandForum 3 May 2016 183 DELIGHT 3 OLD PACKAGE DESIGN NEW PACKAGE DESIGN Deliver on Celebrating Life’s Simple Pleasures Iconic brandmark tells a story Evolved brand name brings a sense of place Clean white canvas evokes the wholesome simplicity of dairy BrandForum 3 May 2016 184 DELIGHT 3 OLD BRANDMARK DESIGN BrandForum NEW BRANDMARK DESIGN 3 May 2016 185 DELIGHT 3 BrandForum 3 May 2016 186 DELIGHT 3 BrandForum 3 May 2016 187 DELIGHT 3 BrandForum 3 May 2016 188 DELIGHT 3 BrandForum 3 May 2016 189 DELIGHT 3 BrandForum 3 May 2016 190 DELIGHT 3 BrandForum 3 May 2016 191 DELIGHT 3 BrandForum 3 May 2016 192 DELIGHT 3 BrandForum 3 May 2016 193 DELIGHT 3 Key Learnings Let your brand’s authentic personality shine through Find a way to tell your story in an engaging manner Have a big idea and stick to it across all aspects of your package Reward consumers’ engagement with your package with special details and discoveries Done right, category disruption can be delightful BrandForum 3 May 2016 194 ATTRACT 1 INFORM 2 DELIGHT 3 BrandForum 3 May 2016 195 How Do We Get There? PART 4 BEST PRACTICE STEPS BrandForum 3 May 2016 196 How Do We Get There? A RESEARCH B CATEGORY IMMERSION C BRAND STRATEGY D CREATIVE STRATEGY E PACKAGING DESIGN Category Industry Reports Brand Positioning Visual Positioning Exploration Consumer Interviews Brand Story Design Strategy Refinements Brand Equity Category Audit Brand Promise Creative Brief Copywriting Positioning Brand Behaviors Photography Packaging Brand Personality Illustration Brand Voice Mechanicals Printing BrandForum 3 May 2016 197 How Do We Get There? A RESEARCH B CATEGORY IMMERSION C BRAND STRATEGY D CREATIVE STRATEGY E PACKAGING DESIGN Category Industry Reports Brand Positioning Visual Positioning Exploration Consumer Interviews Brand Story Design Strategy Refinements Brand Equity Category Audit Brand Promise Creative Brief Copywriting Positioning Brand Behaviors Photography Packaging Brand Personality Illustration Brand Voice Mechanicals Printing BrandForum 3 May 2016 198 How Do We Get There? A RESEARCH B CATEGORY IMMERSION C BRAND STRATEGY D CREATIVE STRATEGY E PACKAGING DESIGN Category Industry Reports Brand Positioning Visual Positioning Exploration Consumer Interviews Brand Story Design Strategy Refinements Brand Equity Category Audit Brand Promise Creative Brief Copywriting Positioning Brand Behaviors Photography Packaging Brand Personality Illustration Brand Voice Mechanicals Printing BrandForum 3 May 2016 199 RESEARCH A CATEGORY IMMERSION B CATEGORY AUDIT What is the purpose of a Category Audit? - To ground yourself in your category, your competitors and your own brand - To make decisions based on facts and information - To identify opportunities - To identify best practices and inspire bigger thinking BrandForum 3 May 2016 200 RESEARCH A CATEGORY IMMERSION B Retail Observations BrandForum 3 May 2016 201 RESEARCH A CATEGORY IMMERSION B Structural Audit BrandForum 3 May 2016 202 RESEARCH A CATEGORY IMMERSION B Category Norms / Themes WORK OF ART MEXICAN HERITAGE SOPHISTICATION MYSTICISM Signature, Crafted Traditional, Authentic Contemporary, Aspirational Occasion, Culture REBELLION INGREDIENTS THE PERSON ARTISIANAL Independence, Boldness Agave, Soil Farmer, Founder Crafted, Passion BrandForum 3 May 2016 203 RESEARCH A CATEGORY IMMERSION B RESEARCH A CATEGORY IMMERSION BrandForum B 3 May 2016 205 RESEARCH A CATEGORY IMMERSION B Semiotics: Visual Language BrandForum 3 May 2016 206 Tequila Authenticity Landscape Freedom Pleasure FULFILLMENT Rebellion Celebration Exploration Sensuousness Reinvention Family MEXICAN AUTHENTICITY INDEPENDENCE BELONGING Simplicity Mysticism Community Power Respect Empowerment BrandForum Wisdom FOUNDATION 3 May 2016 Ideals 207 Tequila Brand Meaning Landscape Freedom Pleasure FULFILLMENT Rebellion Exploration PELIGROSO Celebration CABO WABO Sensuousness JOSÉ CUERVO AVIÓN PARTIDA Reinvention MILAGRO CASAMIGOS Family MEXICAN AUTHENTICITY INDEPENDENCE ESPOLÓN BELONGING PATRÓN Simplicity Mysticism HERRADURA CAZADORES JIMADOR ROCA PATRÓN DON JULIO Community Power Respect Empowerment BrandForum Wisdom FOUNDATION 3 May 2016 Ideals 208 A RESEARCH CATEGORY IMMERSION B Our Filter: Target Audience ACULTURATED HISPANIC Work hard and play hard Culturally curious BrandForum Enjoy the finer things in life MILLENNIAL GENERAL Desire brands that reflect their aspirations & engage them Confident and unapologetic 3 May 2016 Social 209 How Do We Get There? A RESEARCH B CATEGORY IMMERSION C BRAND STRATEGY D CREATIVE STRATEGY E PACKAGING DESIGN Category Industry Reports Brand Positioning Visual Positioning Exploration Consumer Interviews Brand Story Design Strategy Refinements Brand Equity Category Audit Brand Promise Creative Brief Copywriting Positioning Brand Behaviors Photography Packaging Brand Personality Illustration Brand Voice Mechanicals Printing BrandForum 3 May 2016 210 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C Brand Strategy A well articulated brand strategy - Differentiates the brand from its competitors in a compelling and memorable way - Aligns team members, enabling strategic decision making and visual/verbal communications BrandForum 3 May 2016 211 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C Brand Positioning In a market where: Describe the industry or consumer context only _____ brand can: What is unique about your brand? because: What are the key reasons to believe that differentiation? giving consumers the benefit of: Why is ithat differentiation relevant and compelling to your 21 BrandForum 3 May 2016 2 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C Brand Compass A foundational brand strategy tool to guide all decision-making, behaviors & communication Elements include: BRAND PROMISE The central idea of the brand; defines what you stand for. BRAND BEHAVIORS Surrounding the brand promise are four key behaviors that help your brand deliver on its promise. They are how you do business everyday. BRAND PERSONALITY The outer ring is populated by words that capture the fundamental elements of your brand’s character that make you unique. They are the words you would like your consumer to use to describe your brand. BrandForum 3 May 2016 213 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CASA NOBLE TEQUILA BRAND POSITIONING The Noble Pursuit BrandForum 3 May 2016 214 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C Brand Story At Casa Noble, we approach life and tequila making with deep conviction and the utmost integrity. No corners cut, whatever it takes because, for us, doing something halfway isn’t worth doing at all. It is our noble pursuit to craft this noble drink and to share it with the world. We take the extra step and go beyond even the highest industry standards. We age our tequilas longer in the finest French white oak barrels and grow our treasured agave plants using organic practices passed down for 7 generations. While others only double distill, we go so far as to triple distill our ultra premium tequilas. We take no shortcuts and have nothing to hide so you can stand proud knowing you’re drinking the noblest of drinks, a Casa Noble. BrandForum 3 May 2016 215 How Do We Get There? A RESEARCH B CATEGORY IMMERSION C BRAND STRATEGY D CREATIVE STRATEGY E PACKAGING DESIGN Category Industry Reports Brand Positioning Visual Positioning Exploration Consumer Interviews Brand Story Design Strategy Refinements Brand Equity Category Audit Brand Promise Creative Brief Copywriting Positioning Brand Behaviors Photography Packaging Brand Personality Illustration Brand Voice Mechanicals Printing BrandForum 3 May 2016 216 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D Creative Strategy A creative strategy serves as a bridge from brand to creative, aligning team and agency on vision. There are 3 elements: 1. Design Strategy 2. Visual Positioning 3. Creative Brief BrandForum 3 May 2016 217 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D What is the goal of a creative brief? 1. To give creative team a focused vision to begin exploration that will deliver ON-STRATEGY design solutions 2. To provide a benchmark to objectively evaluate design solutions – always asking “is this on brief?” BrandForum 3 May 2016 218 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D What does a great creative brief include? 1. Key background information to ensure creative team understands the brand, the business and its objectives 2. Design mandatories BrandForum 3 May 2016 219 BrandForum 3 May 2016 220 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D What does a great creative brief include? 1. Key background information to ensure creative team understands the brand, the business and its objectives 2. Design mandatories This is where most people stop. But you should not. BrandForum 3 May 2016 221 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D What does a great creative brief include? 1. Key background information to ensure creative team understands the brand, the business and its objectives 2. Design mandatories 1. Visual positioning 1. Design strategy BrandForum 3 May 2016 222 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D A visual positioning brings a brand positioning to life BrandForum 3 May 2016 223 RESEARCH A CATEGORY IMMERSION BrandForum B BRAND STRATEGY C CREATIVE STRATEGY D 3 May 2016 224 RESEARCH A CATEGORY IMMERSION BrandForum B BRAND STRATEGY C CREATIVE STRATEGY D 3 May 2016 225 RESEARCH A CATEGORY IMMERSION BrandForum B BRAND STRATEGY C CREATIVE STRATEGY D 3 May 2016 226 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D A design strategy provides guidelines and guardrails for creative exploration BrandForum 3 May 2016 227 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D Design Strategy REACH HIGH Deliver an engaging, super-premium visual experience that matches the quality of the liquid inside. CELEBRATE OUR STORY Use design to bring an emotive, personal expression to Casa Noble. STAND PROUD Express our tequila heritage and credentials in a way that is masculine, proud and confident while being expressly Casa Noble. FIND ME Design with the crowded retail environment in mind. Balance the desire for a premium impression with the imperative to be found on shelf. BrandForum 3 May 2016 228 RESEARCH A CATEGORY IMMERSION B BRAND STRATEGY C CREATIVE STRATEGY D The creative brief puts it all together to drive informed, inspired and strategic creative solutions BrandForum 3 May 2016 229 How Do We Get There? A RESEARCH B CATEGORY IMMERSION C BRAND STRATEGY D CREATIVE STRATEGY E PACKAGING DESIGN Category Industry Reports Brand Positioning Visual Positioning Exploration Consumer Interviews Brand Story Design Strategy Refinements Brand Equity Category Audit Brand Promise Creative Brief Copywriting Positioning Brand Behaviors Photography Packaging Brand Personality Illustration Brand Voice Mechanicals Printing BrandForum 3 May 2016 230 BrandForum 3 May 2016 231 PART 5 Reviewing, Evaluating and Providing Great Feedback on Design BrandForum 3 May 2016 232 It’s not about like It’s about being on Brand BrandForum 3 May 2016 233 CONCEPTUAL BrandForum 3 May 2016 234 LIVE WITH IT BrandForum 3 May 2016 235 ONE VOICE BrandForum 3 May 2016 236 THE DELIVERY BrandForum 3 May 2016 237 ACKNOWLEDGE THE WORK BrandForum 3 May 2016 238 THE BRIEF BrandForum 3 May 2016 239 EXAMPLE Cooper Street Cookies BrandForum 3 May 2016 240 BEFOR E BrandForum 3 May 2016 241 Cooper Street BrandForum 3 May 2016 242 Round 1 Exploration BrandForum 3 May 2016 243 BrandForum 3 May 2016 244 PART 6 Learning In Action BrandForum 3 May 2016 245 BrandForum 3 May 2016 246 Thank you. 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