Blog Series : 12 Questions you have always wanted to ask a FOOD EXPERT
Question # 7
How do I know when I need to re-brand or refresh my branding?
Answered by Tussie Collier @ Hurricane Design
When your brand starts to look like everyone else (especially own brand!) When it is indistinguishable on shelf. Your brand needs to be a leader and not a follower. This applies to both 3D structure and 2D branding.
Brands must serve a need and bring meaning, It’s not enough to just look good – there should be a reason for why it looks the way it does. A brand is like a conversation between two people. It creates a tone of voice and describes how we’d like to think about them. Conversations grow and become relationships, but they need a beginning. And if this is the case, then your packaging is a bit like a blind date. Yes, over time, we uncover layers, and discover more of the character as our association with the brand grows. But in that first instant, that moment, you need to put out the signals that start the conversation through the right packaging.
Hurricane Design – check out their portfolio
Tomorrow’s question : How do I know which events to attend? How do I know if they have worked for me?