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The Power Of Packaging
Following the launch of our new branding for Donnelly we wanted to share some of our insights on effective packaging design and some of the key considerations that go into every project.

For most FMCG brands, the packaging is an all-important selling feature with 66% of consumers trying a new product because of its design. Thousands of new products are released in the food and beverage market every year. In this competitive space, where 60% of purchasing decisions are made at the shelf, you need to make sure you stand out!

We’ve created a list of key ingredients to ensure that your packaging looks as good as your product tastes.
Following the launch of our new branding for Donnelly we wanted to share some of our insights on effective packaging design and some of the key considerations that go into every project.

For most FMCG brands, the packaging is an all-important selling feature with 66% of consumers trying a new product because of its design. Thousands of new products are released in the food and beverage market every year. In this competitive space, where 60% of purchasing decisions are made at the shelf, you need to make sure you stand out!

We’ve created a list of key ingredients to ensure that your packaging looks as good as your product tastes.
“66% of consumers have tried a new product because of its packaging”
 
Digital Creative Packaging
dcp-uk.co.uk
Clarity
Your packaging should immediately introduce your brand and the product. The average customer will spend a maximum of 4 seconds looking at one particular product, so it is vital that your key messages are eye-catching and communicated clearly to new customers. Your brand should also be easy to pick out from a crowd, ensuring that returning customers aren’t doing laps of the aisles looking for your product.
Clarity
Your packaging should immediately introduce your brand and the product. The average customer will spend a maximum of 4 seconds looking at one particular product, so it is vital that your key messages are eye-catching and communicated clearly to new customers. Your brand should also be easy to pick out from a crowd, ensuring that returning customers aren’t doing laps of the aisles looking for your product.
Originality
Variety is the spice of life. It’s also the thing that makes brands memorable. The average Tesco Superstore stocks 25,000 food and beverage products so standing out from the crowd is essential in increasing sales. We encourage clients to be bold and take risks. If customers are looking to try new products they are much more likely to pick up a totally different piece of packaging than a near mirror image of their previous choice. Why create a copycat brand when you have the opportunity to shake up the market entirely.
Originality
Variety is the spice of life. It’s also the thing that makes brands memorable. The average Tesco Superstore stocks 25,000 food and beverage products so standing out from the crowd is essential in increasing sales. We encourage clients to be bold and take risks. If customers are looking to try new products they are much more likely to pick up a totally different piece of packaging than a near mirror image of their previous choice. Why create a copycat brand when you have the opportunity to shake up the market entirely.
Future Proofing
Your packaging should be designed with the future in mind. Taking brand extensions into consideration at an early stage can save time and money at later stages when you want to launch a new flavour or product. Creating a systematic design that is both clear and flexible allows for the family of products to grow under a united brand.
Future Proofing
Your packaging should be designed with the future in mind. Taking brand extensions into consideration at an early stage can save time and money at later stages when you want to launch a new flavour or product. Creating a systematic design that is both clear and flexible allows for the family of products to grow under a united brand.
Integrity
Of course, you want to show your product at its most appealing, but be careful to not mislead customers. Dishonesty will only lead to disappointment and a lost sale the next time shoppers walk down your aisle. Clear flavour descriptions and serving suggestions can help manage customer's expectations whilst remaining appetising and enticing.
Integrity
Of course, you want to show your product at its most appealing, but be careful to not mislead customers. Dishonesty will only lead to disappointment and a lost sale the next time shoppers walk down your aisle. Clear flavour descriptions and serving suggestions can help manage customer's expectations whilst remaining appetising and enticing.
Practicality
The shape, size and functionality of a container and label play a huge role in the sales of your product. When Heinz turned their Ketchup bottle upside-down, sales rocketed. Once you have a product you are proud of you want to make it as easy and efficient as possible for your consumers to enjoy it! An innovative packaging design can change an every day product to the must-have item.
Practicality
The shape, size and functionality of a container and label play a huge role in the sales of your product. When Heinz turned their Ketchup bottle upside-down, sales rocketed. Once you have a product you are proud of you want to make it as easy and efficient as possible for your consumers to enjoy it! An innovative packaging design can change an every day product to the must-have item.
Shelf Impact
At White Bear we use the “12 ft, 6 ft, 1 ft rule” for packaging. This refers to the distance away from the shelf and the elements of the pack you should notice. At 12ft, customers should be able to recognise the brand, at 6ft the product range should be clear and by 1ft away, the flavour detail should be easily read. By managing the hierarchy in this way you can encourage customers to take a closer look and ensure each part of the design is working to sell the product.
Shelf Impact
At White Bear we use the “12 ft, 6 ft, 1 ft rule” for packaging. This refers to the distance away from the shelf and the elements of the pack you should notice. At 12ft, customers should be able to recognise the brand, at 6ft the product range should be clear and by 1ft away, the flavour detail should be easily read. By managing the hierarchy in this way you can encourage customers to take a closer look and ensure each part of the design is working to sell the product.
“70% consumers form their impression of a brand based solely on packaging”
 
Packaging Of The World
packagingoftheworld.com
Tell a Story
We create brands that are memorable and tell a story. This doesn't stop at the logo. A packaging design is a perfect opportunity to continue the brand story, from copy writing to illustrations. 70% of consumers form their impression of a brand based soley on the packaging so it's important to tell your brand story on pack. We all know how successful Innocent’s tone of voice is, but we don’t think this is limited to the smoothie market. Whatever narrative you want your brand to tell, use your packaging as your platform.
Tell a Story
We create brands that are memorable and tell a story. This doesn't stop at the logo. A packaging design is a perfect opportunity to continue the brand story, from copy writing to illustrations. 70% of consumers form their impression of a brand based soley on the packaging so it's important to tell your brand story on pack. We all know how successful Innocent’s tone of voice is, but we don’t think this is limited to the smoothie market. Whatever narrative you want your brand to tell, use your packaging as your platform.
Think Outside the Box (literally)
We know we’ve been harking on about the importance of packaging but remember your other brand touch-points are useful tools to steer customers to your aisle. If you can introduce your brand before consumers enter a shop, and ideally get them looking for your brand, you’ve done half the work already. Posters, billboards, online advertising all play a part into reaching your audience.
Think Outside the Box (literally)
We know we’ve been harking on about the importance of packaging but remember your other brand touch-points are useful tools to steer customers to your aisle. If you can introduce your brand before consumers enter a shop, and ideally get them looking for your brand, you’ve done half the work already. Posters, billboards, online advertising all play a part into reaching your audience.
Investment
As with any new project, cost will remain one of the biggest factors in packaging. Call us biased, but we believe that the design of packaging is one of the most important investments you can make for your brand. With a lot of consumers moving to an online market, your packaging is going to have to work even harder to sell a product based purely on design. Bold designs and clever use of the above categories ensures that all important return on investment.
 
At White Bear we approach every packaging project with a fresh perspective to ensure your brand stands out and reaches its target audience. By considering the above criteria we create brands and packaging that not only look brilliant but have a proven return of investment.

If you’d like to discuss a project or see a more detailed portfolio of our work, please get in contact: hello@whitebearstudio.co.uk or call 020 3176 8975
Investment
As with any new project, cost will remain one of the biggest factors in packaging. Call us biased, but we believe that the design of packaging is one of the most important investments you can make for your brand. With a lot of consumers moving to an online market, your packaging is going to have to work even harder to sell a product based purely on design. Bold designs and clever use of the above categories ensures that all important return on investment.
 
At White Bear we approach every packaging project with a fresh perspective to ensure your brand stands out and reaches its target audience. By considering the above criteria we create brands and packaging that not only look brilliant but have a proven return of investment.

If you’d like to discuss a project or see a more detailed portfolio of our work, please get in contact: hello@whitebearstudio.co.uk or call 020 3176 8975
“The impact of the branding and packaging has been so significant that we have met stockists who are ordering before they’ve even tasted our delicious popcorn!”
 
Laura Jackson
Founder, Popcorn Shed
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