perspective branding-case histories 2017
TRANSCRIPT
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Impactful brands drive purchase
Packaging drives purchase more than TV ads, online reviews and recommendations from friends
Effective PackagingImpacts the Online World
A global study of 2014 revealed that: because of effective packaging
29% researched more information about a product, 20% friended or
became a friend of the brand/company on social networks, 22 wrote
an online review that mentions packaging and 18% posted
something about a product on social media.
PACKAGING
37%TV ADS
27%ONLINE REVIEWS
31%FRIENDS
31%
When it comes to being satisfied with a product, the average consumer ranks the products
packaging almost as important as the brand itself.
BRAND
12%PACKAGING
10%
© PERSPECTIVE: BRANDING
Seductive packaging that sells..
What drives us at Perspective?
© PERSPECTIVE: BRANDING
We believe the worlds most successful brands are V.V.M.
Creates a positive emotional reaction with consumers resulting
in a preference.
Visceral MemorablePass the memory sketch test?
“it’s the one with the ... “
VisibleStands out from the
competition and have stopping power.
© PERSPECTIVE: BRANDING
© PERSPECTIVE: BRANDING
Case histories
© PERSPECTIVE: BRANDING
Lay’s Potato ChipsA natural progression
1996 2000 2003
2006 to present
Deliverables
- Global brand identity and packaging- Brand architecture- Brand look and feel- Global brand guidelines
Packaging drove double digit sales growth for the brand.SVP Marketing, Pepsico Global
© PERSPECTIVE: BRANDING
Mikes Hard LemonadeBuilding an adventorous look
Deliverables
- Positioning- Brand identity design- Brand architecture- Packaging design- Structure- New porduct development
AfterBefore
The quality of the work has consistently proven itself both in research as well as driving in-marketperformance, with our Mike’s redesign seeing a 26% increase in sales over the past year.Head of Strategy/Brand Innovation - Mark Anthony Brands
© PERSPECTIVE: BRANDING
International DelightAwakening the brand’s personality
Deliverables
- Brand positioning- Research (positioning and design)- Brand identity design- Brand architecture- Package design- Sub-brand refresh- Structure
Before
After
You know when you have created something special, when the marketleader is forced to change their packaging because of yours!SVP Marketing, WhiteWave Foods
© PERSPECTIVE: BRANDING
Deliverables
- Packaging design- Appetite appeal- Packaging architecture
Mission FoodsBuilding a family over time
After
Before
© PERSPECTIVE: BRANDING
© PERSPECTIVE: BRANDING
Deliverables
- Brand architecture- Brand Identity refresh- Sub-brand redesign
Quaker OatsPutting the hero at the center of the brand
Before
After
Deliverables
- Packaging structure- Fresh new packaging line up- Portfolio architecture
TGIF cocktailsClass in a glass
© PERSPECTIVE: BRANDING
Deliverables
- Brand Identity- Packaging- Copywriting
Jakes LemonadeGetting a small brand going
© PERSPECTIVE: BRANDING
Deliverables
- Packaging architecture- Appetite appeal- Packaging refresh
Fresh GourmetRefreshing the system
Before
After
© PERSPECTIVE: BRANDING
Deliverables
- Brand architecture- Packaging design- Core look and feel- Character creation
Bonafont KidsPutting the character back in Danone’s brand
© PERSPECTIVE: BRANDING
Deliverables
- Brand identity refresh- Packaging design- Character development- Global implementation- Brand guidelines
Cheetos global redesignContemporizing a global snack
Before
After
© PERSPECTIVE: BRANDING
Deliverables
- Brand identity refresh- Packaging design- Character development- Global implementation- Brand guidelines
RockaletaPutting a new face on Mexico’s #1 candy
Before
After
© PERSPECTIVE: BRANDING
WavenDean Fernandes - Director of Brand DevelopmentStudio +1 510 450 0500 / Mobile +1 415 603 [email protected]