5 levels of (Poor) Packaging Design

A unique sight, a World of Brands under one Roof

Gulfood is over! It was big. My feet are still sore two weeks after..

It was amazing to see a world of brands coming together in one room. Seeing brands from various markets side-by-side, it is shocking to note how poor many brands still look in 2023.

Packaging Design Makes or Breaks Sales (especially export)

With thousands of exhibitors looking for international expansion opportunities brand owners know that export markets brands receive virtually no marketing support, so your pack is your brand. As a direct result, strong pack designs directly contribute to good commercial performance BUT poor packs will equally hurt the performance of an export business.

At Gulfood we identified how poor packaging design exists across 5 broad levels. Now, I'm not writing this with the intend to name and shame any brands, the goal is to create awareness for various aspects that make or break a pack, so you know what to pay attention to.

Level 1 – Plain Poor Packs

The lowest denominator. Packs and brand just look poor, the brand name is generic, graphics look busy, cluttered and/or dated. These brands only exist because the market / category they compete in seems not very competitive. Often the product of manufacturing companies that are able to push out a great number of products, without really paying deep attention to any. These brands are most at risk and they are easy to take on, but at the same time can also stand to gain most when they start to level up their packaging game. About 15% of brands we saw still survive on this level.

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Level 2 – Poor Packs, Good Logo

This is an interesting one. It shows that for some of you branding is not more than just logo design. These packs feature a big brand logo (well-designed) placed on a generic, busy, cluttered and / or dated looking overall graphic background. Across marketing touchpoints (retail, digital, social, out-of-home) the logo is the only connecting element. Executions beyond the pack are of varying quality and touchpoints and communication lack a consistency in style, packs are generic at best, sub-brands are non-existing or made of generic names (like “gold” to connote a premium offering) that cannot be registered or really owned for the brand. This level applied to another 20% of the brands we saw.

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Level 3 – OK Design, but without Assets & Ideas

Most brands we saw play in this category - design is not too bad, logo and graphics were developed together. A graphic designer did their best, but the graphics consist of generic (stock) elements, ownable / unique brand assets are completely missing. Brands often lacks uniqueness, a brand idea, story or purpose compelling enough to make consumers care and engage. Brand owners in most cases don't realize there's much to gain, try to do their best with the resources at their disposal to compete, but don't know how.

Companies in this bucket are often competing in more competitive arena's. The company in question might have been a past market leader, but was taken over by a newly established power-brand that came to market later and quickly and easily took market share.

Companies in this bucket often lack or don’t pay sufficient attention to innovation and modernization and get hit bad when a consumer cycle rotates into a next generation of target audience. Graphic design is usually done in-house. Graphics look OK on the surface, but design decision are often random, purely beauty-based, not performance-based. the lack of expertise and understanding of packaging design clearly shows and is impacting the brand negatively.

At the exhibition about 50% of the brands played on this level.

Level 4 – Packs Tell Story (but lack Style & Identity)

Companies in this bucket are starting to pay a lot more attention to creative execution. Budgets are set aside for creative specialists and good agencies are hired, the outcome is not always there however as marketing departments struggle putting focused briefings together. Insufficient time is spent in articulating a brand’s superior value proposition, story, brand idea or purpose. Companies in this space may beat most players in lower buckets, the emotional engagement of consumers towards their brands might still be low ?or underperforming – which shows in loyalty and retention of the consumer, also is shown in the degree of trial for new innovations that hit the market in the same category. Consumers are not very loyal, open to try new and better things, because you haven't been able to connect and engage deeply. Usually graphics look ok, but lack distinguishing / unique elements or brand assets that can travel off-pack and build out a consistent brand identity. Graphics while good looking are often not measured for commercial performance or visual impact, leaving money on the table that could easily be brought into the business. At the exhibition about 12,5% of the brands played on this level.

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Level 5 – The Guys that Get it Right

Now, we didn't spot many in this bucket. Almost none. At best 2,5 % of all brands we came across at the exhibition might fit this label. These are the guys that really get it right. Usually they are the billion dollar brands of the large multinational corporations, they are extremely well managed, executions are tested and validated in great detail a lot of revenue is reinvested in marketing and brand building and the best talent works on these brands. Every now and then brands in this bucket benefit from being touched by a visionary marketer that furthers the brand in the right direction.

AND.. Drumroll.. we're not done yet..

A few of the craft brands out there! Created by entrepreneur start-ups with true passion and heart for the brand they've created. These are the brands that embody an idea or story executed with deliberation. The creative might not always be at the level where it could be, but the passion, the grit, the involvement from the founders makes up for that in many ways.

Brands in this space are idea / purpose / superior value driven. They are 100% audience focused. Organizations behind it are brand-led (not manufacturing-led). They pay great attention how story is articulated in design execution. They validate pack executions for commercial performance. Their packs consist of a rich combination of unique brand assets that form the basis of a visual identity that travels off-pack and connects all brand touchpoints together in a unified, yet versatile visual style or visual brand identity. Brands in this space time the moment they refresh their brands with great accuracy, they know when to make big jumps and when a small jump is suffice. They lead and create markets, instead of following others.

So, where did your brand rank? Do you need a Hand?

So, how did you do? What level is your brand at? Did you uncover ideas to level up further? If you need a hand do reach out. Square44 is a specialist pack design agency that understands how to leverage creative to tell story and drive results.

Oh and did we mention we are very bullish on anything craft, anything start-up, anything founder-led and any purpose or mission-driven. We especially love to hear from you, because you are the change makers!