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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.

Feb 26
If I were the owner of a cardboard manufacturer

I’ve spent all my life trying to figure out how to sell more. I have always had the ambition to try new things, using creativity, design and communication as tools. But the goal has always been, how can we sell more, longterm. Some wise professor once answered the question “How do you define marketing”? “Marketing is to create longterm survival”, he said.

Feb 18
If I were the owner of a food and beverage company

I could most likely include non-food FMCG companies, but my experience being mostly within the food and drink segment, my comments will relate to these products.

Feb 18
Art in pack? It’s all about ‘wrapping it up’

One of my favourite books is by Fabrice Peltier, edited by Pyramyd and entitled “Art, échanges créatifs”. Why do I refer to this book? Because it deals precisely with the subject I wish to write about, i.e. can a pack be art? In this connection, I picked out the great French verb “emballer” which means to pack or to wrap, as well as to be carried away by enthusiasm.

Feb 04
Calories don’t count…

The other day, I read about the ban on large sugary drinks in NYC and also that McDonald’s will clearly indicate the calorie count on all their menus… all this in the hope that it will reduce obesity in the US. I know very well that my opinion on what to indicate on food and [...]

Feb 04
Core 77 Package Design Awards

Package design is about selling products. It is about convincing and informing, but it is also about creativity, art and aesthetics.

Jan 22

Blue note

Posted by admin in Design
Blue note

For those readers who have bought my book, this title needs no explanation. For the others, three things may come to mind when reading these two words:

Jan 22
Be visible… with or without pack!

If you look up the word “merchandising” on Wikipedia, it says “the display of products in such a way that it stimulates interest and entices customers to make a purchase”. I had this word on my mind when I visited the Montreux Christmas Market with some 150 stands offering everything from handmade candles to oysters.

Jan 16
Key visuals give you freedom

… for better communication and stronger branding!

Dec 12
The art of surprising

If you don’t surprise in one way or another… you do nothing! Quite a radical statement, isn’t it? Well, it is slightly exaggerated, but there is truth in it. If we are in the business of marketing, selling and reaching out towards consumers, we need to be seen, listened to and be convincing!

Nov 21
Shoppers do not see what you see!

The biggest problem a brand or product manager has is to put himself in the place of a customer… what he sees from inside a company when it comes to packaging, point-of-sale material or even advertising, is not what the shopper sees when exposed to his material.

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