The Consumer Eye - January Edition
Brett Goldhawk
Founder DesignHawk. We care about your brand converting more sales. We do that by ensuring consumers notice your brand where it matters most. That’s why we specialise in packaging design & shopper marketing.
There’s always temptation to make changes.
And as a Marketer, the allure of putting your own stamp on the brand must entice you every second of every day.
And that craving, swirling inside, is only magnified by your Creative Agencies also desperate to make their mark.
But what I’ve learned over the years is that creativity, especially with your brand assets, needs to be tempered. That great design is about enhancement and refining and never about ripping it up and starting again. On the imaginary make-believe scale of creativity let’s aim for a comfortable 20% of change, 30% if we are feeling brave. Rarely ever more.
People resist change but not progress.
The work DesignHawk does is exemplary. It’ll never win awards, partly because we don’t pay to enter. It’ll never get the attention it deserves from the creative community because it’s not radical enough. And it’ll never succumb to the temptation to be different for difference’s sake.
When we work with household brands it’s often about understanding the category and the role of the brand within it, crafting brand assets, clearing up hierarchy issues, understanding what’s needed (and what’s not), adding some much-needed shelf ‘pop’ and elevating the consumer proposition; whether that’s famous restaurant quality food at home, award-winning beer bursting with flavour or a wholesome breakfast made the Swiss way.
It may not be sexy but our understanding of the supermarket aisle and the role of packaging design and shopper marketing as part of the shopper journey is what sets us apart as an agency.
Logo & Brand Identity Designer
10 个月Hi Brett! ?? Your post about the newsletter focusing on FMCG branding is intriguing! ?? It's always exciting to explore insights into branding trends and strategies, especially in the fast-moving consumer goods (FMCG) sector. What topics or trends are you planning to cover in your newsletter? Sharing a sneak peek or a highlight could generate even more interest. Kudos on keeping the community informed and engaged! Looking forward to hearing more about the latest in FMCG branding through your newsletter. ??? #FMCGBranding #NewsletterInsights #BrandStrategies
I help B2B SMEs stand out and grow through social media | Founder of BrandWorks Social | Labrador lover ??
10 个月100% Brett - it may not be the dramatic change the marketer wants to make, but for the consumer..? Progress is bob-on. And it's them that matter, right? not us marketers!
Founder of Bridges to Growth??Fractional Marketing Director & CMO?? I'll help grow your brands and business, sustainably & profitably ??create more efficient ways of working??inspire & equip your teams to achieve more
10 个月Bang on, Brett! Great design principles. It’s been a pleasure working with you over the past year ??
Researcher I Thinker I Storyteller @Boxclever
10 个月You're bang on. Something we see time and time again in packaging research with consumers is if the pack is too far from the distinctive assets consumers know (and maybe some love) then you are risking findability and selection at shelf. It's about evolution not revolution. Your designs look great ??
Brand Consultant and Founder, Osborne Pike / finding the beauty of enough
10 个月Exemplary indeed Brett. Amazing what you can achieve with a bit of fine-tuning on hierarchy, messaging and 'pop', as well as brain-switching details like those deep cuts and darker crust for the pizza ??