For a brand to undergo a successful re-launch, there are certain ingredients that need to be present:
Yes, this is an obvious one, we know. But not to all of us! Key design elements that represent the core of the brand will need to be retained or enhanced. And, this is not limited to the brand colours or the brand logo. There may be other brand assets that form part of the brand architecture that over time have become synonymous with the brand. Well-crafted market research can help to uncover what these are. In Tropicana’s case, this might have included the red and white straw.
The new design will also need to reinforce the brand values, as with any pack design. A premium brand will want to distance itself from the value end of the market. This can be achieved through the use of different packaging materials, different print techniques and graphic design. Within each sector, there will be designs that we instinctively recognise as either premium or entry point, and it is the role of the designers to deliver a design that is in line with the brief delivered by the brand team. This leads on to a crucial step within this process; the design brief.
It’s all in the brief
This is the most important document within the whole process and is the magic link between the brand and design teams. A good design brief will encapsulate all the knowledge and insight held about the brand in a way that will guide the design team in their role as problem solvers.
It is not fair to lay the blame for any negative outcome with the design team. They have been following the brief. And anyhow, the brand team will have approved the new design. So, they must take full responsibility for any outcome. They are the brand guardians and know the brand more than anyone anywhere. Or at least they should do! If they don’t, the brand is indeed in trouble.
Roll it out!
In an ideal world, a new design will hit all stores, all around the world on the same day. Mmmm. Yes, well back in the in the real world, there are all sorts of complications; namely, stocks. Stocks held on shelf in store, stocks in retail warehouses, stocks at packaging manufacturers, stocks in the brand owner’s warehouse, stocks at wholesalers. The list goes on. A good roll out will the artful management of stocks in all these places to bring about a launch that can happen within the shortest time frame with minimal write-off. It’s a fine balance between cost and brand perception. On the one hand, the brand owner will want to see all the new stuff land within a short time frame, so that any promotions and communications can be co-ordinated. On the other hand, to minimise the cost of write-offs the roll out timeframe might be considerably long. It is at times like this, the brand team will be eternally grateful to have a top-notch supply chain team at its side.