Failure to Launch – How Packaging Design Can Help Your Next CPG Launch Succeed
With approximately 30,000 new CPG products being launched each year, there is no shortage of competition for brands looking to stand out in the marketplace and attract consumers. Not surprisingly, about 85% of those new products will fail within the first two years. While there can be a multitude of factors that impact whether a product launch will be successful or not, one thing that has been proven time and again to help increase purchase intent is packaging design.
Though online shopping, social media, and yes, even AI, have changed how consumers shop and research products, a significant percentage (70%) of purchase decisions are still happening in-store, and IMI International has found that creative packaging can increase market impact by 2.5x. So, how can your brand ensure that your new product stands out on shelf, speaks to your audience, and achieves long-term success? Below, we take a look at some important considerations when it comes to your brand’s packaging design.
Ensure You Have a Strong Brand Foundation
Whether you are a new brand or an existing one, having a strong brand foundation and reason for being will give you a north star and direction that you can keep coming back to. Often, we see brands that start with an end goal in mind, without fully grasping why they are doing it or how they are going to get there. It is important to first lay out a framework that all product innovations, marketing initiatives and design decisions can be compared against.
When our client, Holburne Mushroom Farm, decided they wanted to transition from selling wholesale mushrooms to becoming a B2C focused brand, it meant taking a strategic look at their mission, vision and personality. By establishing a strong, differentiated position, we were then able to bring that story to life through vibrant, inspiring packaging that has disrupted the category.
Understand Your Audience and Your Competition
Staying true to your brand DNA is one thing, but having a deep understanding of who your audience is and what sets you apart from competitors is another key factor in ensuring you have the right packaging design for a successful product launch. From understanding consumer pain points and usage occasions to finding a white space in the marketplace that other brands are not tapping into, it is essential always to remember the end user and design for them, not just for yourself.
Aunt Jackie’s is the perfect example of a brand that knows their audience well and creates products tailored to that consumer. When they wanted to introduce a new Honey & Biotin collection of hair products, it was important for us as their design agency to pay homage to the strong brand equity that consumers have come to know and trust, while adding a level of differentiation that separates the new line from competitors.
Through playful product names, key callouts, and design cues that allude to honey and braid patterns, the packaging not only stays true to the brand, but also positions the new product line as an effective, modern and healthy resource for anyone who is serious about scalp care and growth.
Don’t Chase Trends
Good design is based on insights and creativity, not just following the lead of others. Though it can be easy to see a popular ingredient, flavor, or design style that is making waves in the marketplace, the packaging (and products) that stand the test of time are the ones that are confidently different.
Take, for example, Ocean’s and their ready-to-eat, flavored tuna products. Along with being high in protein and responsibly caught, Ocean’s wanted to add a level of excitement and convenience to the canned tuna category, and as such, we helped them create a custom pouch with special finishes that highlight flavor and revitalized their portfolio. Not only does the unique format aid in brand recognition and shelf prominence, it also presents Ocean’s as a category leader, not a follower.
Be Confident About Your Next Launch
There is a lot to consider when it comes to a new product launch, and packaging design is just one element to focus on. But for brand leaders charged with accelerating growth, it is a vital touchpoint that requires a thoughtful approach. Luckily, the team at Invok Brands is here to help!
