Bord Bia Brand Forum Packaging Design 12

Bord Bia

Brand Forum

Packaging Design

12 th and 13 th June 2013

Thursday, 13 June 2013

Bord Bia Packaging Design Workshop -‐ Day Flow

09.30

10.00

10.30

11.00

11.10

11.40

12.10

12.30

12.50

Introduc.ons, Expecta.ons

Module 1 Define

-‐ what makes great packaging?

Breakout 1 -‐ where am I now?

Coffee

Module 2 -‐ Design

-‐ what are the principles of

designing great packaging?

Breakout 2 -‐ Pack Cri.que from the bag*

Feedback

Lunch

Module 3 -‐ Deploy

-‐ what design strategies are best

for you and how do you brief?

13.30

14.00

14.30

15.00

15.10

15.40

16.10

16.30

Breakout 3 -‐ Briefing the Brief from the bag*

Feedback

Module 4 -‐ Direct

-‐ choosing and working with agencies.

Coffee

Breakout 4 -‐ Judging some work.

Module 5 -‐ Dare to Dream

Summary -‐ Key learnings and one priority to take away.

Close



Today -‐ 5 Modules

Define

Design

Deploy

Direct

Dare to Dream

The Air Partners


Robert Monaghan

Innovation Director

Robert trained in Industrial Design, and has spent over 20 years as a specialist in structural packaging, and is now back at the ‘drawing board’ where he is happiest!

Robert also leads strategy, working closely with client teams to scope out and understand scale of opportunities that brands and categories have.

Gavin Blake

Creative Director

Gavin originates from

New Zealand and has spent nearly 15 years working in London’s top agencies to become on of the very best packaging designers around.

Gavin leads all of the graphic assignments at Air but is also a very accomplished structural designer!

Our USP -‐ Bias for Ac>on

Our emphasis on solving problems or crea3ng opportuni3es as simply as possible…

1. Define

What’s the problem or opportunity, what’s a realis3c approach to fixing it, what’s the scope and constraints?

2. Design

A series of crea3ve techniques, tools or workshops dedicated to iden3fying solu3ons for tes3ng.

3. Deploy

According to internal resources, full, part or no involvement in the implementa3on, working with specialists across many brand categories.



Introduc>ons…

Who are you?

Role?

Why are you here?

Something interes>ng about you?

NPD & Premiumisation

Bringing restaurant quality desserts to the home.


Portfolio Templates

Creating a brand template that embraces expansion via an effective visual system.


Brand Maintenance

Keeping Strathmore contemporary for Starbucks and Hilton hotels.


Consistency and Diversity

Creation of an identity that creates brand presence and recognition at across various wine types and price points.


Revamp & Cost Reduction

Understated quality and premiumness can have a look that disappears on shelf.

We revamped the range and lowered the cost of goods.


Personality

Truly unique brands do not follow the crowd.

Often, in their creation, pack design and identity is created with a ‘that’ll do attitude’.


Olympic Gold

For Goodness Shakes

- a business built around a simple product idea - fortified milk for sports.

This latest evolution of the design has pumped up the efficacy credentials with the

Olympic torch feel!



Module 1 -‐ Define

What makes great packaging design?

When it’s…

A

SOURCE of VALUE rather than

a

SOURCE of COST’

Unilever


When…

ADVERTISING

is almost as important as

PACKAGING

Procter & Gamble



When it’s…

365 days a year adver>sing.

Constant

Tangible

Touchable

Where would

Evian be without packaging?

When you’ve… created a

LOVEMARK between your brand and your consumer!


Why are there so few great packaging stories?


Gü -‐ a brand born out of outrageously brave packaging design.


Method Soaps…

Everything starts with

PACKAGING as a

DRIVER for

DESIRE.


…and some forgoZen icons.

The market for something to believe in is infinite.

Hugh MacLeod



‘Strategically, our aim was to consolidate, blah, blah…’


Meanwhile…

Retail brands are moving lightening

fast, whilst others deliberate as to what’s…

ON BRAND

PACKAGING

DESIGN

Is

SO

SIMPLE.

That’s

Why

It’s

SO

COMPLEX


The SWISS and ITALIANS believe in AUTHENTICITY.

This is GENERIC design.

VULNERABLE

INTERNATIONALLY

CONSTRAINED.

VISUAL NOISE.



The Art of Appetite Appeal…

What’s appetising about uncooked dough?

We EAT with our EYES!

The DUTCH do good INNOVATION!


Demand more from

PACKAGING

Deliver on:

DESIGN

INNOVATION

ACTIVATION

DESIGN…

…about making

things beZer.

INNOVATION…

…about doing things

differently.

ACTIVATION

…about involving people

in new exci>ng things.


P + I = B

PRODUCT plus

IMAGE equals

BRAND.


The less you say, the more they believe…

Headphone packaging is currently going through some exciting innovative approaches to design.


Big companies can make

BIG mistakes!


Whilst others are

RESHAPING the way they do business.

…from

‘CAN’T DO’ to

‘SHOULD DO’


INNOVATION today is yesterday’s

PRICE INCREASE

Xmas season - Roses, Quality Street and Celebrations do 50% sales.

For the 4 th year, stuck at € 6.00 per tin.

Why?

Nothing changes, so they get caught up in the usual price battle

WHERE NOBODY WINS.


Soup for the sniffles.

Seizing the social media space.

(Surely soup can’t do gieing?)


Get consumers to promote your brand…

HINT - ‘I sometimes like to wear my sports shoes for SPORT…’

A bag for keeping and storing muddy gear.


‘If design were an

Olympic sport it would

be the Decathlon!’

Derek Day, JWT



Breakout 1

-‐ where am I now?

In your groups, each share your pack with the others and discuss:

1. What’s working well about your pack design?

2. What’s not working well?

3. What Innova>on or Ac>va>on opportuni>es might there be?

5 minutes per person.

3 line answers on A4 boldly.

30 minutes in total.


Module 2 -‐ Design

What are the principles of designing great packaging?

Design Tool 2 -‐ Impact

1. Colour strength -‐ what’s your brand colour?

2. Dis>nct shapes -‐ overall or within the graphic?

3. Logo personality -‐ ownable, consistent and >meless.

4. Role of imagery -‐ product or story enhancing.

5. Suppor>ng words -‐ if necessary, short and readable.

6. Signature items – authen>cators.


Example -‐ Impact

1. Colour strength

2. Dis>nct shapes

3. Logo personality

4. Role of imagery

5. Suppor>ng words

6. Signature items.


Example -‐ Impact

1. Colour strength

2. Dis>nct shapes

3. Logo personality

4. Role of imagery

5. Suppor>ng words

6. Signature items.


Design Tool 3 -‐ Shape and Form

1. Big Idea -‐ does it support or enhance the brand image?

2. Stand-‐out -‐ does form, materials or colour make it dis>nc>ve on shelf?

3. Labelling -‐ can the structure help us break free of category norms?

4. Func>on -‐ does it func>on and feel good in use?

5. Signature -‐ does it include details that add excitement, interest or quality?


Example -‐ Shape and Form

1. Big Idea?

2. Stand-‐out?

3. Labelling?

4. Func>on?

5. Signature?



1. Big Idea?


3. Labelling?

4. Func>on?

5. Signature?



1. Big Idea?


3. Labelling?

4. Func>on?

5. Signature?



Design Tool 1 -‐ SMILE

Single minded -‐ is there a big idea?

Meaningful -‐ does it inform?

Involving -‐ does it reach out to our target?

Linked -‐ does it convey the brand?

Enjoyable -‐ does it excite and appeal?

Example -‐ SMILE

1. Single Minded

2. Meaningful

3. Involving

4. Linked with the Brand

5. Enjoyable





2. Meaningful

3. Involving


5. Enjoyable




2. Meaningful

3. Involving


5. Enjoyable




2. Meaningful

3. Involving


5. Enjoyable


What happens when you have no principles to apply…


Breakout 2

-‐ pack cri>que from the bag!

In your groups, conduct a wriZen cri>que of your pack:

Tool 2 -‐ Impact

Tool 3 -‐ Shape and Form

Tool 1 -‐ SMILE

You have 15 minutes to agree and note your main findings.

Present back -‐ 3 minutes per team.


Breakout 2 -‐ Pack Notes

Terry’s Chocolate Orange Declining as it’s core consumer gets older.

Not connec.ng with the younger chocolate lovers.

Oat So Simple

Created the market. Disturbed by the rapid sales

growth of Alpen.

Cadbury Drinking Chocolate Sector growing, but brand sales declining. Pack

machinery needs replacing.

Nature Valley

Proven to be the best tas.ng in blind tes.ng.

Needs to punch at its weight.

Heinz Squeeze & S>r Mul.-‐million innova.on with very poor sales.

Blue Dragon Curry Paste Barely maintaining lis.ngs in a very compe..ve

fixture.



Module 3 -‐ Deploy

What design strategies are best

for you and how do you brief?

2 Ques>ons?

What’s the link with Ireland?

What’s the problem with this pack?


What Design Strategies are best for you?

Correc>ve….

1. Out of Date

2. Lacking impact

3. Poor Design

4. Proposi>on not clear

5. Broader consumer base required.

6. Lacking Perceived Value

7. Difficult to use

8. Too much packaging

Proac>ve….

1. More Iconic / BeZer loved

1. Compe>tor vulnerable

2. New Size / Format / Price

Point Opportunity

3. New Channel

4. Call to Ac>on opportunity

5. Category Drive

6. New Pack Technology

7. Seasonal or Ac>va>on

Driven


Great product but…

- Lacking Impact

- Too costly

- Short life - costly when not sold.


The first problem in

INNOVATION is to work out what the

PROBLEM really is!


Sometimes a brief requires a killer insight from research…

INSIGHT

‘I like cooking, but don’t feel confident about cooking with raw fish!’

SOLUTION

Enter the Saucy Fish Co.

(it does what it says on the pack…)

OUTCOME

€ 12 MILLION sales in Year 1.


It’s OK to be vague!

Sugru…

We sell online but want to go retail, but we’re not sure if our packaging is strong enough.

Ask an expert!


Background

Sugru makes a great case study - not only in its origins as an Art School project, but also in the success it has built on-line, and the many cool places that it sells, such as The Design Museum!

However, Sugru is ready for a new chapter.

Clearly, to take Sugru to a sizeable and serious brand scale, volume sales are required from the traditional retail channel.

Already, brands such as Maplin and Halfords* have expressed a high interest in stocking Sugru, but in its current format, it’s not ‘retail ready’.

Unlike on-line, packaging has to perform as the primary communicator - name, proposition, usage and benefit….all in the space of a few square centimetres!

Air has been invited to submit a proposal on supporting FFF to create this important new packaging over the next few months.

(* It is important that we do not build our retail proposition too closely around these brands, to allow us flexibility for other prospects.)


These photos show everyday products where

Sugro could play a role…

Key thought…

Sugru has been described as being from the future.

It works differently, it is different, it sounds and looks different.

It is imperative that we recognise the rules of retailing and capturing consumer attention, whilst maintaining our uniqueness.

We need to be disruptive.

We won’t have the luxury of in-store POS or of multiple facings.

We can’t rely on shoppers coming to the repair fixture and then working out what we can do for them.

We have to reach out to them - be close to the products that we can help with and be

‘in their face’.

…to ‘make the sale’ with clear and engaging visual packaging inside 20 seconds.


Specifics…

..or objectives, but this is what we have to aim for:

1 . Communication flexibility

A pack system that allows us to customise the end use to the retailer’s product range and shopper base.

2. Communication efficacy

This is first about creating super-effective content, and then designing it in a super-effective style.

Recognise the rules and then break them.

Recognise that shoppers don’t read!

3. Small as a Retailing Strength

The bigger our packs, the more grounded we’ll have to be to a location.

The smaller our packs are, the more portable we can be in-store next to ‘connected’ products.

Clip strips should be a start-point to our thinking.

4. Bold and Brave

Sugru has a very distinctive look already - whilst it makes sense to keep a strong and consistent brand identity, we may have to compromise on the visual equities to be more disruptive and retail ready.


Proposed Approach

This is likely to be an iterative process, where we shall refine our approach and the necessary tasks as we evolve.

We propose the following as a start-out but logical methodology:

1. Retail & Pack Immersion

2. Create the Communication Content

3. Create Design Concepts

4. Test Concepts

5. Refine & Implement


Ballantine’s Scotch

Whisky

(No. 2 Global brand)

Our packaging is a critical asset

Heritage

Timelessness

Elegance

Authenticity

….but a bit dusty!

…and lacking iconic status.

How do we carefully work through an update?


Agencies -‐ why use them?

A strong philosophy and experience of the power of design.

Live, breathe, eat, sleep design.

Strong lateral thinkers.

Fine tuned at working effec>vely and efficiently.

100% resource and focus on a problem.

Less affected by internal constraints.

Expensive but cost effec>ve!



Preparing a Brief -‐ the basics

Background -‐ reason for brief

Objec>ves -‐ what you want to

achieve.

Strategy -‐ what needs to be

created.

Scope -‐ how wide can

they think.

Constraints -‐ what has to be

observed.

Plan / Process -‐ >mings, deadlines,

other influences

What you want -‐ from the agency.

Choosing an Agency

Word of mouth first -‐ ask colleagues or friends for recommenda>ons.

Window shop -‐ website, brochures, case studies examples.

Shortlist three agencies maximum.

If possible, meet the agencies at their offices.

Be specific about expecta>ons:

-‐ core capabili>es.

-‐ relevant case studies.

-‐ meet the team you would be

working with.

-‐ request 10mins of their thoughts

on the task.

Select on the basis of capabili>es, experience, team, and ins>nct.


Structural Design Exper>se

Structural Design looks easy!

Ideas are easy -‐ making them work is a totally different capability.

Too many agencies say yes to Structural

Design when they should say no!

Ensure the are trained Structural /

Industrial Designers.

They talk confidently about materials and processes -‐ not plas>c and card!

They talk knowledgably and passionately about past case studies.


Preparing a Brief -‐ Easy Wins

Ask if the agency have a preferred briefing template.

Go to the agency -‐ brief the team.

Encourage breakfast or lunch.

Add colour and excitement to the brief.

Keep words to a minimum -‐ crea>ves don’t read!

Sum up with a dis>lled sentence.

Request that the agency feeds back with a proposal that describes the crea>ve challenges and their considered approach to methodology.


Preparing a Brief -‐ added value

A short history of the brand’s evolu>on.

Brand ambi>on, mission statements, brand key etc.

Current developments e.g. new adver>sing, new products.

Research that could inspire or inform.

Samples at the mee>ng -‐ brand and compe>>ve…a tas>ng or trialling session!

Ideas and opportuni>es to get closer to the consumer experience.

Examples of where other brands that you admire / want to aspire to.


Preparing a Brief

‘I want to ensure you understand my consumer in>mately… and want a

‘commitment’ from your team to my brand!!’

Head of Hair Colourants,

Procter & Gamble Chicago


Ballan>ne’s

…teamwork and close collabora>on.

Everyone was empowered to combine analysis with crea>ve what if’s…


Visual equity understanding…



‘There is no such thing as poor crea>ve work

…only a poor crea>ve brief!’

Creativity,

Collaboration,

Cohesion


Breakout 3 -‐ Briefing the Brief

You’ve chosen an agency.

You’ve prepared a clear briefing document….

….but you’re a bit nervous that the mee>ng / briefing could be a bit flat and uninspiring!

Your team has fieeen minutes to devise a set of ideas that would:

-‐ bring inspira>on and insight to the briefing.

-‐ immerse the team.

-‐ enthuse the team / fire them up / make them WANT to

work on your brief!


Brief 1 -‐ Unloved Ice Cream

We assume that everyone LOVES ice cream but it under-‐indexes at home.

It’s a hassle -‐ frozen hard ice cream buried at the back of the freezer…and you’ve got to baZle with the tub to serve it up to the kids!

Required…

An agency to help you re-‐think ice cream tubs to make it a regular first choice for dessert!


Brief 2 -‐ Knocking Pot Noodles

Pot noodles have had it all too easy!

The core consumer base are students and teenagers…but they are becoming far more discerning.

Required…

An agency to help revolu>onise

‘pots’ to give them beZer credibility and make the market leader look trashy!


Brief 3 -‐ Gevng out of a Jam

They’ve tried everything -‐ no bits, squeezy packs, lower sugar…it’s all the right stuff, but jams are suffering an iden>ty crisis.

Whilst bread sales are sound, jam sales are really s>cky!

Jam needs to shout from the spreads aisle -‐ it’s dark and dead!

Required… an agency able to bring freshness and light to our problem.


Brief 4 -‐ Bigging up Quorn

Some believe Quorn’s >me has really arrived -‐ meat is not only expensive but has a few crises to deal with.

Awareness and trial of soya as a meat subs>tute is healthy at circa 45%, but conversion to sales at the checkout is poor.

Packaging does not help.

Required…

An agency to probe deeply into what’s not working, why and make Quorn great!


Brief 5 -‐ Crocking BeZy’s Cakes

Home Baking is back with a bang!

But BeZy Crocker appears to have the whole cake to herself.

You represent a large groceries business with the brief to create a market leading brand.

Required…

An agency with all the right ingredients!


Workshops that work…

MulI-‐market innovaIon demands that all par.cipa.ng markets feel involved and true ownership.

Why would you guess what a markets dynamics are when the experIse exists inside?

We believe that Innova.on Workshops, although tried, tested and oên rejected, are a very efficient and dynamic means of aligning teams, understanding common goals and acceleraIng towards soluIons.



Module 4 -‐ Direct

Judging CreaIve Work

Rela>on Building

Many great careers have been built with the background support and loyalty of a great agency that delivers superb results every >me.

Some agencies recognise that the single most important element in producing great work is…

…having a talented client!



Ask questions instead of looking for

easy answers…

Ask questions…


John Frieda broke from the norm to dedicate a large area of the pack to…. the hair colour!!!

Challenging the brief…


Before Aêr

Don’t be afraid of leaving empty space…

It demonstrates brand confidence and self belief.

LESS IS MORE.


Be

CAREFUL

What

you

WISH for…

Years of heritage, authenticity and craft scrubbed forever.


Bunch of ‘GEORGE CLOONEYS’

How can you take such an iconic look and trash everything?

Marketing, Design and Research must all share in this catastrophic mishandling of the Martini ‘crown jewels!’

How do you change WITHOUT changing everything?

LEADERSHIP

EXAMPLE

CAUTION


Judging Crea>ve Work

Most agencies get so engrossed in ideas and fall in love with them.

They oeen need to be directed

towards next steps.

Few agencies are crea>ve AND commercially minded.

This is where you play a cri>cal role:

-‐ keeping an open mind on the

crea>ve spread of ideas.

-‐ applying criteria for selec>on and

preference.

-‐ giving due thought to all work

presented.

-‐ ensuring that guidance on further

builds is good advice.


Judging Crea>ve Work -‐ easy wins

Request that crea>ve work is presented with a structure: ra>onale, benefits, issues, future builds.

Don’t jump in with feedback.

Use your three tools!

Comment on every idea star>ng with the best first.

(Try green, amber, red for >ering).

Other op>ons:

Get the agency to judge their own work first!

Don’t go to mee>ngs alone!


Riverview Eggs

A family owned business set up in 1966.

Desire to become na>onal (currently

No. 4 player in sales).

Want to use packaging to drive category and demonstrate to retailers their energy and drive.

Riverview is outside Cork -‐ there’s no river and not much of a view!

Open to a complete and radical re-‐think of branding and packaging.


Current



Deliciousness

Nothing beats the deliciously gooey, light, sunny, stimulating taste of eggs.

Riverview makes me feel like a chef, not a cook.

Deliciousness


Other strap-lines: a six-pack of delicious-ness

Eggs - endless possibilities.

Eggs - recipe for deliciousness.


Togetherness Food

Sharing tasty eggs is part of being a close family.

Riverview celebrates closer families.



Other strap-lines:

The family egg company.

Feeding Ireland’s families for 60 years.

From our family to yours.


Natural Simplicity

The perfection of eggs creates beautifully, naturally simple meals to share.

Riverview champions simple, natural living for me and my family.

Natural Simplicity



Vitality Food

Eggs are the fastest way a body can absorb protein and so there is no tastier food to energise a family.

Riverview enlivens my family.

Vitality Food




Sharing tasty eggs is part of being a close family.

Riverview celebrates closer families.

Togetherness


Other strap-lines: natural energy food.

A great source of family protein.

Providers of family protein.

Optimum Free Range


Optimum Commercial

(two styles of Gingham background)


Emotional value

Deliciousness - nothing beats the deliciously gooey, light, sunny,

stimulating taste of eggs.




Module 5

Dare to Dream

Create a culture with

bigger what ifs….?

‘What if we played to the classicism of our brand marque and embossed rather than printed our Coke cans?

Thousands of tonnes of ink no longer required.

Thousands of tonnes of chemicals no longer required to strip the ink off before recycling.

OK that’s too far - what’s the middle ground?’

This is the level of thinking that should be going on inside your business.


Diageo call it

‘Search & Spin’

Estee Lauder have a

‘Central Research’ func>on.

BMW have

‘Global Scouts’

To research, learn and re-‐apply best in class techniques for packaging innova>on.


‘Connect’

Parallel/Lateral

Markets

Technology

Base

Consumers

Self-‐tanning that connected with young consumers, where St

Tropez couldn’t.

PorPolio

Smar3es solu3on for the UK from Nestle,

Philippines.

Parallel

New format for sealants, enabled by US squeezy cheese.

Supplier

New packaging inspira3on from Crown

Cork that’s led them brand leader in drills.

Technology

Mini-‐aerosol patent reverse engineered from inhalers, for air fresheners.


R&D and Marketing

…hot air balloon gag

Combining the potent forces of R&D and

Marketing has never been so important for driving ‘sustainability’ successfully in the future.

A better shared understanding of all aspects of the sustainability value chain is vital for integrated sustainability initiatives…

How can we source sustainably?

How can we produce more sustainably?

How can we distribute more sustainably?

How can we educate our consumers to live more sustainably?


INNOVATION often begins from some really OBSCURE start-point e.g. The Cat Trap

‘Scientists have discovered that cats have no sense of taste…’


Packing Powerful Messages…

A tin on shelf that

STANDS OUT versus cartons.

A tin that DISRUPTS.

A tin that stands for STORAGE that immediately makes good sense.

A tin that took

Bosch Micro Drills to No. 1, with

400% GROWTH



BRAND PROMISE

=

IMAGINATION

4 million bottles about to be distributed globally to 80 countries, each with its own pattern.


See how other market’s ideas can be recycled...

Enjoy and learn from brands as they apply humour social media


Observe how brands cleverly extend or provoke new usage occasions.


Dominate the fixture.

Keep the brand strong throughout in home usage.


Study how pack copy CAN work when used cleverly…


Become aware of potential of SRP - shelf ready packaging


The SRP… could increase

IMPACT,

APPEAL and

SALES by %age points most

TV ads dream of.


How some brands have yet to become aware of the issue…


And where some clients and agencies should be shot!



Keep track of how brands are

ACTIVATING

So cleverly to create

MASSIVE word of mouth.

…and the role

PACKAGING plays.

Twenty ‘must bookmark’ sites…

…for future inspira.on

Packaging Design: thedieline.com

posop.com

packagingo^heworld.com

lovelypackage.com

brandpackaging.com

designyearbook/blogspot

New Product Trends: cribcandy.com

notcot.com

trendwatching.com

lostateminor.com

japantrends.com

joshspear.com

News and Blogs: wheresthesausage.typepad.com

foodbizdaily.com

baekdal.com

Sethgodin.typepad.com

Green Design: greenerpackage.com

sustainablelifemedia.com

sustainableisgood.com

inhabitat.com


Sweet and Innocent…

The inevitable celebrity temptation to create a clothes brand or fragrance persists.

(You’re probably too young to remember Bjorn Borg’s ‘must have’ underwear range).

Maria Sharapova has shown great originality here with her

Sugarpova range of sweets!

Great names - I also applaud the small-print - A portion of every purchase is given to the Maria Sharapova Foundation for helping children across the world achieve their dreams.


Old and dusty…

…is how I’ve often viewed Nutella spread in that

70’s typeface and bulky cumbersome jar.

I’ve always craved a go at re-designing it!

That’s probably why Ferrero are so good at what they do.

They don’t tinker - they are the masters of protecting and nurturing their brands to ensure they pass successfully from one decade to the next.

QED – keep the core sacred and carefully add new products – here’s the freshness that Nutella needs.

A clever piece of brand naming and a great promoter of the core proposition of Nutella.

To boost energy and nutrition in kids at breakfast!



Summary

One key learning!

One priority to take away!

Bord Bia Brand Forum Packaging Design 12

Bord Bia

Brand Forum

Packaging Design

Today -­‐ 5 Modules

Deﬁne

Design

Deploy

Direct

Dare to Dream

Module 1 -­‐ Deﬁne

What makes great packaging design?

Module 2 -­‐ Design

What are the principles of designing great packaging?

Module 3 -­‐ Deploy

What design strategies are best

for you and how do you brief?

Creativity,

Collaboration,

Cohesion

Workshops that work…

Module 4 -­‐ Direct

Judging CreaIve Work

Deliciousness

Deliciousness

Togetherness Food

Togetherness Food

Natural Simplicity

Natural Simplicity

Vitality Food

Vitality Food

Togetherness Food

Togetherness

Emotional value

Module 5

Dare to Dream

Create a culture with

bigger what ifs….?

‘Connect’

R&D and Marketing

…hot air balloon gag

Twenty ‘must bookmark’ sites…

Summary

One key learning!

One priority to take away!

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Today -‐ 5 Modules

Module 1 -‐ Deﬁne

Module 2 -‐ Design

Module 3 -‐ Deploy

Module 4 -‐ Direct