DESIGN STRATEGY EXAMPLES
Visually defining brand character & identifying opportunity areas
Client: Names removed for confidentiality purposes
Agency: Product Ventures
Role: Creative Director
Services: Brand Strategy, Visual Language
A mainstream pasta sauce brand wanted to connect with consumers in a more meaningful way and elevate to a higher price point with
a packaging renovation.
By identifying, dissecting and clustering key brand attributes, distinct territories started to emerge. Visuals were sourced against the select words, with a focus on images to help inform structural design, elevate the brand positioning, feel uniquely ownable to the brand and unlock packaging potential.
To increase sales of their sport drink line, a leading brand needed to better align with the target costumers needs.
To create an ownable structure that effectively communicates the product benefit of active rehydration, while also improving ergonomics, a category audit was conducted to best understand trends and identify white space. From that audit, design territories and techniques were defined to help guide the creative process.
A leading baby food brand wanted to transform consumer perception of their product through their packaging by reinforcing messages of quality and trust at shelf.
Losing market shares to challenger brands and direct-to-consumer offerings, there was an opportunity to transform the current generic packaging into an ownable visual cue. Needing to appeal to Gen Z moms in particular, an audit was conducted to understand what this generation perceived to convey nutrition, quality of ingredients and brand and ease of use. Competitive brands were mapped based on consumer perceptions and an opportunity area was defined.
A visual language was developed by defining the current brand attributes, and where they see themselves in the future. Once aligned with the brand, the visual language was used to guide the structural designs, ensuring the concepts were strategically aligned.
