In the magical world of e-commerce and FMCG, building a brand, with the product at the centre that resonates with your kind of consumer is what drives the needle forward for your clients. By aligning your brand’s story, identity and reason for being closely with your product, you create a powerful and cohesive narrative that captivates customers and drives long-term loyalty and resonance. The product really is the primary manifestation of a product based brand, and naturally, this means the packaging is too. (Quote me 💁🏼♀️) Let me walk you through the step-by-step process of designing a brand that places the product a the centre. (aka: what I do best 🧿)
KNOW YOUR PRODUCT INSIDE OUT
You’ll need to have a deep understanding of your product. Dive into its unique features, benefits, and the problems it solves for your customers. Understanding your product’s essence will provide a strong foundation for crafting a compelling brand story that revolves around it. This is how we create brands with stories at the centre, versus logos, just like we did with Reme.
DEEPLY KNOW YOUR TARGET AUDIENCE
To design a brand centered around a product, you must know who your kind are. I don’t mean ‘millenial women’ either… I mean really know them. What are their hopes and dreams? What are they struggling with? What are they wanting to see and experience in life? And how does your product help them get there? This insight will help you tailor your brand’s message, story and aesthetics to resonate and magnetise with your target audience. The reason Despierta is so magical, is because it was designed for a very specific person in mind.
TOP TIP: Lurk on instagram to find muse’s that align, then watch how they move, what they’re into and what they interact with. Bonus points if you can connect via a real conversation too.
DEFINE YOUR BRAND’S PURPOSE
A product-centered brand needs a clear purpose that aligns with the product’s core values and reason for being. Craft and curate a vision which outlines how your product aims to make a positive impact in your customers’ lives. Then you’re going to want to convey this purpose through your brand’s voice and visual identity.The product will do the heavy lifting here, which is why it’s really important to get it right and not half-ass it. She said it.
CRAFT A MEMORABLE BRAND STORY
A compelling brand story creates an emotional connection, making your product stand out from the competition. It’s more than just ‘how we did it’ or ‘how we made it’ — it requires a deep dive into the core hooks and messages that form the basis of the brand’s reality. From there, we create concepts and ideas that inspire the visuals and entire brand world moving forward.
See, it’s way more than a logo on a packet.
CRAFT A MEMORABLE BRAND STORY
Craft messaging that highlights the product’s benefits and unique selling points, alongside the impact and experience you know your kind will enjoy. Products take people to new places, they make us feel a certain way, taste new flavours, experience wow moments… they can uplift, motivate and inspire with every use.
By remembering the power that product holds means that we can design with intention, meaning it’s going to work harder than any logo applied to a box/bottle or tube ever could. (🌶)
Designing a brand with the product at the center requires a deep understanding of your product, your audience, and a compelling brand story that connects the two. Our job as brand and packaging designers is to capture the hearts of our client’s customers and to build brand resonance… whilst doing it beautifully.
