Packaging is the most importsant touchpoint that influences consumers at the moment of purchase. DY Works has decades of strong experience in packaging design across categories.
Food & Beverages
With the exceptional growth in packaged food industry and several international brands entering the market, packaging’s importance as the ultimate ‘moment of truth’ influencer has only increased.
For food packaging design, colour is a critical design element that influences desire.
While Impulse and regular food brands need to use colours that stand out amidst clutter for better shelf throw within modern trade and the cluttered kirana environ, gourmet brands use earthy, natural and more organic background to emphasize on authenticity and purity of the ingredients. These brands are talking to the more evolved consumer who is looking for more information. The back of pack plays a significant role in conversions – for such high engagement brands.
The science of colour has clear rules. For example, how do you decide colour for sweet food? Generally, packaging mimics real life. So colours that exist for sweets in ‘real life’ – from all fruits to other desserts such as gulab jamuns or moong dal halwas and kheers; are acceptable for sweet packaging. Blue is generally not a sweet colour. Nor is green. These colours will have to work harder at getting instantaneous acceptance. The savorybrandsfollow the same logic oftaste and flavor indication.
Traditionally, the use of blue (reminder of the Vish in Shiva’s throat) and black (which indicated death) – have not been successful for foods. With the growing onslaught of foreign brands, however, these colours are gaining slowly gaining acceptance as gourmet foods or international foods (Oreo, Pilsbury, many indulgence chocolates/ cookies – are all examples of this growing trend. Even so, notice the appearance of a secondary colour such as red – in the Pilsbury pack or the brown in the Oreo pack that cue the food category.
White is another colour that is emerging in the category to indicate pureness of ingredients and also has gourmet overtones. Colour can help identify your brand to a category – or you can break the rules by creating a new colour for yourself. Either ways, your primary and secondary colour will be critical choices to building market share.
(we have worked on approx 250 brands)
Personal Care Packaging
Today, the personal care category has moved from the more generic and benign promise of beauty enhancement to more focused promises of “I will fix this problem for you” or “I am expert in a certain domain.” The category communication is focused on the problems people face – be it spots, wrinkles, dryness or patchy skin. It is all about addressing the wrong, giving specialized solutions that have prescriptive strength.
To reflect this nature of the category, the packaging, too, appears clinical, clean and matter of fact – almost like a doctor’s prescription. Both routes, be it scientific and technology-driven or ingredients and nature-driven, focus equally on getting the front and back of pack right.
In India, where the doctor’s word was once sacrosanct and to be followed to the tee, consumers today are moving to self-medicating and buying OTC products. The role of creative packaging design in this scenario is to make the product purpose and usage easily understandable.
India is having an interesting moment in its alcohol consumption. Never before has such a large group of the population been experimenting actively with liquor, making India a lucrative market for brands to capture share.
The demographics do make it challenging for ‘older’ drinks such as whiskey and rum, while younger drinks such as vodka and beer are gaining popularity. Within the zone of fun, dance and celebration, people seem to seek more instant gratification. Product packaging, as a mirror of these trends, is bold and tells the product’s story.
While India has traditionally been a tea country, it has recently been witnessing a coffee revolution that has seen the likes of Starbucks set shop here, as well as the emergence of several indigenous coffee brands.
In this scenario, tea brands are making the shift towards more lifestyle-linked consumption, bringing in new formats (such as tea bags) and creating new environments for tea consumption outside the house (like tea lounges).
The cold beverages category is growing fast, fuelled by introduction of newer flavours and formats. Unsurprisingly, it is highly cluttered with loads of brands, formats and segments like nectars, crushes, powders etc. The choices for the consumer have increased and the category straddles options ranging from tasty and refreshing to healthy and natural.
Precisely because of this clutter, brands today need to be sharply positioned and aimed at specific segments. In the related Bottled Soft Drinks Category – Thums Up has emerged as a strong contender to Coke and Pepsi. India is the only country in the world where a local brand has successfully taken on global giants. We are proud of our work done for Thums Up. The logo rejuvenation made the brand stronger, more masculine and much moreedgy.
From gifting mithai and dry fruits we have come a long way to gifting juice packs, chocolates and even the savory Kurkure. And our choices in gifts become reflection of our personality.
The packaging codes of course emerge from the celebrations, festivity of the occasion. They are normally bright and use traditional motif associated with the celebration. And the perception of premium, expensive and quantity (more than what is paid for) are critical for any gift packaging.
From a time when luxury was for the rich and famous (and was elegant and understated), to a time when luxury brands are a passport to social mobility – luxury has become bling. 70% of today’s global billionaires are new money. They come from middle class homes – and in India particularly, the new rich as value seekers. What does luxury mean in India? What are the emerging luxury codes? Across jewellery, hospitality and accessories – DY Works has a deep understanding of luxury.
There are two parallel dairy discourses. The old one of purity, and a pristine world of the past (largely for Milk, Butter, Ghee, Paneer, Dahi) to a more international (milk, cheese, yoghurt) view of the world. While the packaging is moving to more contemporary and international styling in design (the white cow has changed to the jersey cow ) this category demands simple clean packaging.
Wholesome taste is always a big story , for both traditional formats like milk, dahi, paneer or modern formats like yoghurt, ice-creams or cheese.
Fortification is also a very significant narrative in the dairy packaging today. The mnemonics play an important part in the same and have to work really hard to be believable. The colour choice for pure milk products is mostly blue and white, while the nontraditional products’ packaging is brighter and intense. The ice-creams and yoghurts are more from the indulgent colour palette.
New Pack Design
The role of a new pack should be to establish the brand in the category. It should establish greater value for the new product – than its nearest competitor. It needs to identify the brand from which this pack wants to gain market share – and packaging has to pinpoint the reason to convert.
The trick (and the crucial) question while Rejuvenating an existing pack is; how much of new to add to the old? The answer lies in whether the brand is Growing, Plateau-ing or Declining – the degree of rejuvenation depends on that.
Sometime established brands face the risk of losing their loyal consumer base if they start looking very different. Anchoring brand assets and letting go of ones that have become baggage is a critical part of rejuvenation. While designing such pack one needs to walk the thin line between improvement and alienation.
Packaging Range Architecture
Product architecture establishes the optimal interrelationships of products, variants under a single brand.
The question to answer is how far can a brand stretch – Identify brand elasticity basis the brand essence, is it an extension (the vertical) or an expansion (horizontal) . How far is the product from the brand’s core?
The answer will define the role of each product or brand in the Motherbrand portfolio and specify the linkages between product and brands – the give and take between the Motherbrand and child brands.
Structural Design & Packaging
Instead of spending crores on advertising, a disruptive structure, ergonomically designed and one that positions the brand with consumers – can build market shares.
Structure innovations can shape behaviours and reposition products. Our structure for Sugar Free repositioned it from a product for diabetics to a product for the weight conscious.
At DY Works, we partner with businesses looking for well-thought and meaningful strategy and design work. Connect with us to learn more.