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Packaging has universal standards and appeal. No matter where you are, the structure, concept and technology remain the same. Brandiziac, a branding agency owned by Artem Shutov in Russia, believes that being different can make all the difference. Here, they unfold some mysteries to help us better understand branding and packaging design and its relevance in today’s world.

Brandiziac - Packaging
Frontal sides of Mask Spirit Wines Collection
Brandiziac - Packaging
Frontal sides of 4 SKU of milk cocktails named “Three cows, two cats” brand

Design packaging using your head over your heart.

Creativity can be of various forms, but in packaging design, and other forms as well, it needs to be channelised and questioned. While designing, there are a few boxes that need to be ticked in order to make a successful artwork. First is individuality, where memorability and uniqueness need to be strived for. Purity and clarity is another key factor. This is where communication needs to be clear and concise so that the consumer understands from the first sight what the product is and what it stands for. Stand out factor is crucial also.

Brandiziac - Packaging
Front side of 3 SKU of the series of fruit & berry punches concept
Brandiziac - Packaging
Cover of the gift package, greeting card
Brandiziac - Packaging
Frontal side of Real Chocolate Package

One of the key roles of packaging is to grab attention. During the course of a project, designers often go to a store and test their designs on the shelves. Lastly, adaptability and practicality need to be incorporated as well. There should always be a sense of continuity for future products for the brand and a user-centric focus.

Brandiziac - Packaging
Light Flight. Marshmallow and Cookies
Brandiziac - Packaging
Light Flight. Marshmallow and Cookies

From sketch to finish.

Every project is new and fresh and like a child needs special and personalised attention. From 20/20, brainstorming and other such creative methodologies, a lot of attention is given to the analysis of works of competitors and peers. Some things are standard though, like a briefing, followed by sketching and then revision of projects etc. Once the client waves the green flag, other resources like photographers, illustrators and artists might be involved.

Cheese in the faces
Brandiziac - Packaging
New Year gift set - Thermo mug, French cocoa and a recipe book
Brandiziac - Packaging
Slavyana Cookware

People go for the colours.

Packaging isn’t solely based on colour- everything is important, like fonts, graphics techniques, and composition. Colour is part of the team, but it’s perhaps one of the characters that people love to look at. It can be noted that it often helps create differentiation and allows for people to choose one product over another.

Redesign of meat products' labels
Redesign of meat products' labels

Used once. Used twice.

Packaging no longer is simply a square box. The shapes have changed and so have the ideologies, post-printing processes, and technologies behind it. New and unusual types of paper and cardboard have emerged bringing about the concept of reuse and recycle. Environmentally friendly packaging is important in today’s world and designers must design around the possibility of reuse.

DOBR BOBR. REDESIGN OF A FAMILY TOY
DOBR BOBR. REDESIGN OF A FAMILY TOY

Published in Issue 26

Packaging is the first vital step towards enchanting the audience. Who doesn’t like a cute box or a trendy bottle? With this issue, Creative Gaga lets the cat out of the box to reveal the world of packaging design. Featuring various local and international designers like Petar Pavlov from Macedonia and Brandziac from Russia, Elephant Design and Impprintz from Pune, the issue promises to be a keepsake for many.

 

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Headed by Lulu Raghavan, one of India’s most influential 50 women, Landor Mumbai is a leader in strategic brand and design consultancy. The team talks to Creative Gaga on how their approach is unique in handling branding and rebranding for some of the well-known clients.

Conversation Starter!
An obvious logo for Café Coffee Day inspiring coffee-fueled fun and conversation in India.

CG. How do you start the process of design? What role does colour, typography, scale and other visual tools play to create successful brands the final output?
LM. The process of design exploration always begins with defining the brand and what it stands for. We use Landor’s proprietary tool, the Brand Driver Platform, to briefly capture the desired meaning of the brand. This brand meaning is then reflected in design through different manifestations. To start the design process, we undertake exhaustive colour, typography and photography studies to arrive at all possible considerations for the brand’s visual expression.

Transforming Airport.
Giving travelers a glimpse of India’s warmth and welcoming nature, Landor humanised
Delhi’s T3 International Airport.

CG. What are the key points you consider along with the client’s brief before you start working on branding or rebranding?
LM. Before we start, it is important to evaluate the necessity of the change. The degree of change needed should also be paid attention to. Some questions which need to be answered before taking a call are:

 

• Does your brand need tweaking or a complete overhaul?
• What does the future of the company look like?
• To what extent is the organization changing?

 

These questions determine whether the new path for the brand is evolutionary or revolutionary. We also undertake extensive research to better understand the client, their competitors, and their industry and market reports. Thinking long-term is the key to a successful branding/rebranding exercise.

Brand New Classic.
A redesigning exercise of the cover of a classic novel to make the book and its theme appeal to the younger audience.

CG. What are the major considerations while working on re-branding a well-known brand?
LM. It is important to evaluate its existing visual equities and the degree of customer connect to the existing brand identity and the colours.


• What is the degree of change appropriate to signal freshness without losing relevance?
• What are all the touch points that brand will appear on?
• What is the extent to which we want to co-create with either a small or large subset of customers?

 

These are some important questions that one must consider before carrying out rebranding for the well-known brands. The brand’s vision, as well as its plan for the long-term future, is the key to driving the rebranding process.

Transforming Airport.
Giving travelers a glimpse of India’s warmth and welcoming nature, Landor humanised
Delhi’s T3 International Airport.

CG. In your opinion, how important is it to find the right harmony between forgetting the current branding and focusing the audience on a new image? How do you achieve the same in the case of rebranding?
LM. In the case of rebranding, it is important to determine how far off or how close the current branding is, to its new meaning. To ensure that there is harmony between the current and the new branding we are designing, we take visual equities that work and give it layers depending on the degree of change the brand is seeking.

For instance, in the case of Café Coffee Day, we retained the colours and tagline and changed everything else. Similarly, for Barista, we built the new brand on the existing colour palette of orange and brown yet the new brand now looks inspired, modern and youthful.

Extraordinary Experiences.
The Park is a hotel where unusual experiences are possible. For this, we evolved the brand identity and conducted internal engagement programs with the park team.

CG. What makes your USP and how you make sure it always reflected in your work?
LM. We imagine brands to be flexible and adaptive, not one-dimensional and static and this reflects clearly in our work. Using our proprietary tool, Brand Driver Platform, we ensure that we spend the right amount of time defining the brand based on a strong insight. The brand platform becomes the foundation for all subsequent thinking on the brand including employee activation and a 360˚ brand experience for customers

Re-branding Luxury.
Landor undertook for the Cinnamon group to achieve a brand-led business growth by a complete rebrand, positioning and experience exercise for hotels.

CG. How do you know when an existing company or product needs re-branding? Or when exactly the brand needs a complete makeover?
LM. An existing company/product should consider re-branding if the current brand meaning has lost relevance in the market. Rebranding should also be considered if new meaning needs to be added to the core brand; to bring in a freshness of perspective that appeals to a new segment of target audiences.

If the promise being delivered by the company has changed or the vision or the business strategy has altered, then a rebranding exercise is useful in setting the path for future success of the company in question.

Published in Issue 34

This is a rebranding special issue focused on finding the answers to some of the basic questions like what is the right time for re-branding? or what all needs changing and how exactly? We interviewed some of the best branding studios like Landor Mumbai, Elephant, VGC, Inchwork, and many more. If you are considering rebranding or want to learn more about the art of doing it then this issue is a must read. So, go ahead

 


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