Adventures in Grocery Shopping with Cornerstone Strategic Branding

When you are a package designer, a trip to the grocery store is far from the average experience.

Some of us conduct research.

Others return with food items purchased solely on a quality package design.

For most of us, it is critical we do all we can to keep from getting distracted and spending hours in the aisles!

Question: How does being in the package design industry affect the way you do your grocery shopping?

Lisa Becker , Group Account Director

"I spend a lot of time in supermarkets, walking down the aisles looking for new products and graphics. I often take photos to have as reference, share with the team, or to include in an audit.

"I (also) straighten up the shelves ... on brands that we work on."

Michelle Williams, Office Administrator

"I've always considered myself as the 'eye catching' shopper. Things have to call to me.?Sometimes I may buy something just because of the packaging and/or design itself (yes, and its contents could even have been disgusting, LOL!).?I do have to say that having worked in this field as long as I have, it's gotten nervously more severe.?Family has been talking about intervention."

Heily Shaw , Operations Director

"My eyes are usually looking for our clients’ brands ... and then the price."

Moti Perpinal , Production Director

"When shopping at the supermarket or grocery store I normally turn on my blinders.

"Being in the industry, knowing the tricks of the marketing, and being able to read ingredients and nutritional facts will otherwise paralyze me. I will not be able to buy anything and starve to death ...

"I could say that 'ignorance is a bliss' fully applies to this."

"A few years ago, my son’s science teacher asked them to bring samples of packaging because they were studying nutritional facts. I contacted her and volunteered to give the class a talk about packaging and marketing. I shared with them some of the “secrets” of the food and beverage industries. It was a blast.

"Some of the parents contacted me after saying their kids were making their life difficult when shopping by showing them what they learned ..."

Sarah Sansom , Director of Creative Innovation

"I shop online between Hungry Root kits & Amazon Fresh but go hog wild when visiting family. They know to build a supermarket trip into our itinerary (hello Tesco!) and go for coffee / tag along looking at new products with me.

"Wherever I am, I take photos of packaging that works well plus new and interesting products, and usually have snacks on hand that I’ve bought for the packaging."

Lorin Pepe , Group Account Director

"It makes what is supposed to be a quick 5-min pop into a store, much, much longer.?Even if I need one or item I can’t help myself by going down aisles of our clients – or potential clients.?And of course, take lots of pictures."

Adam Garber , Design Director

"When I go grocery shopping as package designer, I’m definitely sensitive to what stands out to me -- brands that are either new to a category or have a new disruptive redesign. It can be something that aesthetically jumps out like a unique color palette or something that is communicating effectively with the right balance of messaging and visual support.

"I’m also interested and take pride in seeing packaging that I’ve been a part of at CSB. How it looks out in the wild, where it sits on shelf and how it’s merchandised, how it compares to the competitive brands, does the printing look good in terms of color consistency.

"I also notice what other shoppers have in their carts sometimes, especially if I’m waiting in a long line at checkout. If I see one or more of CSB’s designed packages in their cart I know we’ve done our job to help sell our client’s products effectively."

About cornerstone strategic branding

When it comes to packaging, Cornerstone Strategic Branding (CSB) is the total package! From the beginning strategy to mood-boarding to focus groups to proofreading your final print, CSB’s got you covered. We've worked with iconic brands like Coca-Cola, Kellogg’s, Nestlé, Gorton’s, Mylanta, Red Bull … the list goes on. Reach out to work with us!