These days, it can be hard for CPG brands to capture the attention of consumers. With new product launches, brand refreshes, and disruptive start-ups making headlines every day, finding a space in which your brand can stand out and resonate with shoppers is as challenging as ever.
That is why a brand’s innovation pipeline and process has become such an important aspect of staying top of mind. However, a good innovation idea doesn’t always lead to success – there needs to be strong strategy, visual precision and tight production execution to ensure the product launch is on brand and relevant to consumers.
Through our experience working with CPG brands, both large and small, we have identified a few common themes in successful product innovation packaging design. Below, we give some guidance on how to move quickly, efficiently and with confidence for your brand’s next innovation launch.
Strategic Thinking
While it can be tempting to hop on the latest trends, mimic where other brands have found success, or try to target a new audience, it is important to remain true to your brand’s foundation and not deviate from the products and packaging design architecture that your core consumer has grown accustomed to. In fact, by following a clear, established design system that allows you to flex your brand’s visual identity across different products and formats, your team will be able to move with speed and efficiency.
Take, for example, our clients TheraBreath. Known for their popular oral rinses and clear, typographic-focused packaging, the brand was looking to leverage their strong reputation and introduce a new line of toothpaste to complement their oral rinses. Knowing that they didn’t want to stray from the packaging design that consumers know, it was our job to find a balance between retaining core visual elements, while also taking into consideration a different product format and benefit claims. In finding that right balance, TheraBreath has set themselves up for successful product innovations that are familiar for their consumers and disruptive for the categories that they are entering.
Creative Design
Whether consumers are learning about your new products online through social media and e-commerce or while they are walking through a brick-and-mortar store, it is as important as ever to have packaging that speaks to both the emotional and functional sensibilities of a shopper.
When working with the team at Three Farmers Foods on the complete refresh of their brand identity, packaging, and website, it was important for us to keep in mind their innovation pipeline. From their core line to their recently launched snack mixes, our goal was to embrace their brand roots while also enhancing the flavour and health benefits through photography, product benefits, and eye-catching colours. The end result is a product lineup that is both cohesive and differentiated.
Production Prowess
When it comes to innovation, speed to market is key. Oftentimes, projects can get derailed by slow processes and external partners that lack the agility and expertise to deliver quickly and precisely. Whether it is clear communication or accurate file hand-off to printers, the nitty-gritty details are what keep a project moving smoothly and without any unnecessary roadblocks.
As the Agency of Record for RoC Skincare, our team has created over 3,000 design assets for the iconic skincare brand. Along the way, we have established an optimized workflow and customized process to facilitate seamless communication between our team and theirs, as well as a production cadence that focuses on precision and agility. This means that whenever there is a new innovation or product launch, the team at RoC can trust it will be a smooth design journey, from idea to execution.
Embrace Innovation at All Phases of Your Brand’s Lifecycle
Innovation has become an essential for CPG brands, and within these initiatives, packaging design is a foundational element that needs to be given proper attention. As CPG brand experts and package design specialists, Invok has the experience and talent to help your team move confidently from opportunity to shelf. Whether it is brand renovation, line extension or net-new launches, we ensure your innovation initiative drives measurable results.
