The familiar expression “Don’t judge a book by its cover” may be wise in theory. But when it comes to getting your product noticed amongst the screeds of others in the supermarket, the cover – aka packaging – is the first thing your customers will judge.
No longer is it good enough for food packaging just to look attractive. These days, it has to work a lot harder.
You need to appeal to the right people, tell a compelling story, and create an engaging identity – all while being recognisable and memorable!
That may seem like a big ask, but it’s certainly achievable if you break the process down into bite-sized pieces.
If you’re launching a new food product, read on to find out the most important things to consider.
Know Your Customer
When launching a new food product, the first and most crucial step is to gain an in-depth understanding of your customer. You need to know their likes, dislikes, aspirations, challenges, and demographics.
Ask yourself who will be buying your product. What are their likes and dislikes? On what occasion are they most likely to buy your offering, and how will they use it?
What is likely to appeal most to the sort of person who will purchase your product? Is it the ingredients you use, the production process, or the product’s origin? It could even be the price or the ethos behind your brand.
Once you have a thorough understanding of your ideal customer, you’ll find it easier to create the appropriate packaging and branding to appeal to them.
Understand The Competition
Step two is to scope out the competition. Take a look at who buys their products and why. What do they offer that you don’t, and vice versa. Establish your unique selling point (USP) – that thing that differentiates you from your competitors and makes you stand out in a crowd.
There might be many other companies selling similar products to you. But, there will be something very special about your offering that theirs don’t have. Establish what that is and you will be set!
Refine Your Brand
If you’ve already done the work to understand your customers and your competition, this next step is a piece of cake. Defining and refining your brand comes next. What is your brand all about? What does it stand for? This will more than likely be a few things. It could be artisan, fresh Australian produce, vegan, personality, fun, engaging, approachable, sustainable, or feature knockout flavours.
Take time to determine your brand positioning, too; is it a value product, mid-tier, or premium?
Decide on your brand personality (which goes hand in hand with your brand voice and tone), and you can craft compelling brand stories and visuals to tie it all together.
Nail Your Packaging
With those essential foundations taken care of, now comes the fun, creative part! There’s a lot to think about here: from colours, fonts, messaging and images to the materials used and the actual design of your product packaging.
When launching a new food product, packaging space is limited, so it’s vital to only include the most pivotal, engaging, and essential information that conveys what your brand is all about.
Here are some key points you’ll want to keep in mind for the packaging design when you’re launching a new food product:
- Authenticity – are you being real with your customers?
- Individuality – does your product stand out on the shelf? Is it instantly recognisable?
- Environmental issues – ensure any messages around sustainability are credible and genuine.
- Format – does the size and shape of the product work well?
- Architecture – are your key messages visible and coherent?
- Substrate – do the materials used reflect your brand values?
- Colour Blocking – the use of colour is important to capture the eye and deliver non-verbal messages.
- Images – do the images you’re using accurately portray the product? Should you use photographs or illustrations?
Need Guidance On Launching A New Food Product?
The truth is that consumers do tend to judge books by their covers. As fantastic as your new food product may be, first impressions count, so it’s vital to nail your branding and packaging.
And it can be hard to nail all the correct elements if you aren’t a designer.
Luckily, we are here to help. Relax can help your new food product make the right, first second, and hundredth impression! We combine our knowledge and love of the world of food, strategy and design with our collaborative approach to help brands grow.
We can guide you through the process of creating an insightful brand and attractive packaging to ensure success when you’re launching a new food product.
Contact us today to find out more.
