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Popular Posts

Be close to your target!

Be close to your target!

The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:
One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the [...]

Popular Posts

The HaHaHa Pentaward

The HaHaHa Pentaward

One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]

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Is it a new trend?

Is it a new trend?

There are two brands I’ve followed closely during the last 2-3 years, as both seem to have understood how to connect with a younger generation. They are Michel et Augustin in France, and soon all over Europe and Emmi in Switzerland, starting to export as well.

Yes, their packages and POS material are busy and do [...]

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Sell your city, country or region

Sell your city, country or region

The origin of raw materials such as cacao or coffee is one way of promoting a country or region. This is done quite often, be it with or without quality seals as “Café de Colombia” or “Rainforest Alliance Certified”.

Popular Posts

Typography, a communication tool

Typography, a communication tool

Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.

Aug 25

Yes, it’s possible!

Posted by admin in Design
Yes, it’s possible!

… but only with a clear briefing, conceptual thinking, stepwise designing, an open-minded client and last, but not least, the right hierarchy of information… It took only 3 months from briefing to printing!
No guidelines to follow, no corporate branding (which, by the way, I find wrong), no rigid hierarchy to obtain decisions during the progress [...]

Aug 25

Be close to your target!

Posted by admin in Design
Be close to your target!

The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:
One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the [...]

Jul 29
LOGOTYPES – When showing just a part of a logotype, the brand seems bigger… Why?

It took many years for brand owners to understand that, when it comes to visual branding, there is no need to see the whole logotype.
Luckily, things are changing and what you see on this picture is now quite common in the world of FMCG branding.
Now to the question: is this a passing trend or is [...]

Jul 29
Why are chips packaging so exciting?

I believe there is no other category in a supermarket that has more creative design solutions than the potato chip sachets!

Some years ago, I would have put breakfast cereals first, but these designs have lately become overloaded and complicated, as they try to look ‘healthier’ and at the same time often carry a promotion.
The chips [...]

Jun 23
Does your label sell?

First of all, what is the difference between a pack and a label? Basically, the label has a smaller surface than a pack (be it a carton, a sachet, a tray, etc.) which makes it more difficult for the designer to achieve efficient communication. The main role of a label, as well as a pack,  [...]

Jun 23

Case studies

Posted by admin in Uncategorized
Case studies

Those who have participated in one of my workshops certainly remember one or two of my case studies of “how to judge creative work” where I try to explain what is important in pack design.
One is about ice cream street items for kids, another is about a chocolate bar (in a flow pack) for teenagers [...]

Jun 08

Listen to me, please!

Posted by admin in Trends
Listen to me, please!

The other day, I went to our family doctor for a check-up. Well, all was fine, I just needed to lower my blood pressure a little, so he prescribed a new medicine for me which I fetched at the pharmacy.
At no moment did I question my doctor’s advice, although he is quite young. I see [...]

Jun 08
Needing a magnifying glass…

For many, package design means surface design, structural design, graphical design, but unfortunately not communication design. That’s a pity!
Because package design is mainly about communication,
communication of:
-          branding (that gives trust);
-          appetite appeal or product appeal;
-          usage instructions;
-          useful information about the product, such as ingredients, calory content or vegetarian cuisine.
So why then is the information [...]

Jun 02
How far can you stretch a brand’s equity?

During a recent store checking, it struck me how many marketeers play safe by using one brand’s high recognition as a driving force to bring along new products, often in very different categories.
We all know that it is very costly to launch a new brand and that a line extension to an established brand is [...]

May 19

Henry went modern!

Posted by admin in Advertising
Henry went modern!

… was it a good decision? I’ll find out next time I am in Ireland!
Many of you have certainly read my article about Henry Keogh in Oughterard, the real salesman! I was back in Henry’s shop a couple of days ago and what did I find? Henry had changed his handwritten messages to nicely printed [...]

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