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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”.

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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”.

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Don’t change your logotype, update your identity!

Don’t change your logotype, update your identity!

I am aware that I’m going to annoy some of my fellow designers with this idea, but, as someone said, if you have no enemies, you have no character!

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Package design: it’s about adding value

Package design: it’s about adding value

If you offer more than expected, the consumer will always come back. This extra, this cherry on the cake, this bonus, call it what you want, is about adding value to the product/package. Obviously, this extra lies mainly in the product, i.e. it tastes better than expected, it is aesthetically more pleasing or it is more convenient.

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When you add, why not also remove?

When you add, why not also remove?

I have repeated over and over again that the best designs are (almost) always the most simple ones. My own philosophy is that, in order to become the number one in a product category,one has to constantly simplify the design. This means that it stands out on the shelf and that the brand is remembered. Three good examples are the Mars chocolate bar in Europe, Kellogg’s Corn Flakes in the UK and the Maggi Cube in Africa.

Sep 27
Attitude for success!

Attitudes you need to succeed as a package designer
(Inspired by Brian Sher)

Sep 20

The “weekly” package

Posted by admin in Design
The “weekly” package

Some 20-30 years ago weeklies like ELLE, Time or Newsweek discovered that the key message on the front page in that week’s issue was more important to the readers than their logotype. Thus, they let the head of a person or something of great interest cover some of the logotype in order to be more prominent and give a 3D effect to the page.

Sep 13
Food packaging, a great example

It is not an easy task to choose one package out of many thousands in order to explain what good food packaging stands for. There are many great packages, but unfortunately many more bad ones. Here is a try to explain what makes a great package… great.

Sep 06

The Briefing Form

Posted by admin in Advertising | Design
The Briefing Form

There are a few very basic rules which will help to focus the study. There are many possibilities as to the graphical design of the form, but one thing is for sure: if there are more than two pages, no effort has been done to focus. The following points must always appear in order to design something outstanding, unique and lasting.

Aug 30
How to work with an agency

15 steps on how to work with an agency.

Aug 23
What do you call your product?

Some 30 years ago I was involved in a design project for Nestlé New Zealand. The sales of 100g cooking chocolate bars were stagnating and the brand manager needed to do something to get sales going again.

Aug 16
The 5 stages…

…to successfully visualize and verbalize an idea. 1st stage: DESIGN the key properties, i.e. the visual and verbal identity for the brand or product to be used in ALL media. 2nd stage: Execute the chosen idea in several media as for instance packaging, print advertising, website, POS material, TV or outdoor. 3rd stage: Design the final execution of this idea for the package which will ALWAYS be the main medium for the identity. 4th stage: Prepare a one-page identity sheet with a short explanatory text. 5th stage: UPDATE, SIMPLIFY AND AMPLIFY.

Aug 09
My favourite material: wood fibre

Being in the package design business, obviously all materials are interesting to me as it all depends upon the product to be packed. A metal can feels colder than a drink carton, a great wine cannot be in PET, but must be in glass, etc. Born in the Swedish forest, the cardboard and thus also the paper have become my favourites for the simple reason that the products I have dealt with are mostly packed in this material, i.e. frozen food, chocolate, breakfast cereals, pet food, etc.

Aug 04
Total communication

In order to achieve maximal impact for least money is, as this article explains, not a complicated matter. However, in practice, very few brands achieve this today as the communication is split up between different units, departments or managers. Furthermore, a communication coordinator with decision rights is seldom at hand.

Jul 19
Great brands are work in progress

There is a saying within the Nestlé world that goes something like this: “Nescafé is always Nescafé because Nescafé is not Nescafé any more…!”

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