Product packaging plays a major role on how well that product sells at retail. Whether your product is standing tall amongst your competitors at a big box store chain, rotating on an online e-commerce web site or featured in an investor’s deck ready to be pitched, your packaging supports and reinforces your brand all the way down the line even before it ends up in your customer’s hands.
Product Packaging For Dummies
Without a doubt, the For Dummies™ brand is one of the most recognizable brands in the industry. Since they are most well known for their books on every topic from buying a house to learning how to play the guitar, associating with this brand was a winning proposition for our client.
Although we cannot take credit for creating the “For Dummies™”, brand it was our job to translate the very strict branding guidelines to a cookie jar, boxed gift set, cookie mix and retail display while still maintaining every aspect of the integrity of the brand.
Branding is Why. Marketing is How.
The psychology of combining products and services with branding is the backbone of consumer marketing. The role of product packaging in marketing has played an integral role in encouraging and influencing positive buyer response. Marketing communications and graphic design work together to connect the right consumer with the right product.
For this project, we focused on the creative combination of packaging to increase sales. Our client was the manufacturer of the cookie jar and cookie mix who licensed the For Dummies™ brand. We paired these elements with the cookie cookbook to create a stronger co-marketing experience.
It’s important to note that when you are working with licensed brands, you need to pay attention to the details. For example, the black box that is used with the For Dummies™ logo had to be EXACTLY a 5% tilt. While the For Dummies™ branding required strict compliance, the designs for the jar and cookie mix were completely in our purview. We designed the cookie jar to play up the wholesomeness factor by using a ceramic glazed cookie jar in the shape of a dough canister. We designed a standup pouch for the cookie mix for its superior protection and flexibility. The duo was then packaged with the book in a gift box set that matched in-store display.
The Graphic Element has been fortunate to work on a variety of creative packaging designs especially in the food and hospitality industries. From fancy boxes to point of sale displays, our designs are obsessively researched so that your packaging can communicate your unique brand message simply and effectively to your target audience.
In the end, we were not just selling a cookie mix, but took the idea of “how-to” one step further by including a cookbook for cookie ideas and a jar to keep your cookies fresh. We believe that selling a good consumer experience is the best marketing of all.
Does your packaging sing your brand’s praises? Contact us and let us help you improve the conversation.
