How To Choose The Right Packaging Design Agency. (Edition 17)

If you are responsible for a brand, you have probably found yourself in the situation where you either need to select a new packaging design agency or shortlist an agency from those available on the wider company roster.

With the wealth of offerings among agencies, how do you best decide which one is the right fit for your brand?

In these situations, I always recommend using the three C's method:

1. Chemistry:

Do you get along with the agency, particularly the representatives you're speaking with? This is a big one. You should be able to tell fairly quickly if the person you're chatting with understands your brand and your issues. If they spend 15 minutes talking about themselves before even getting to your concerns, chances are they see themselves as the most important part of this relationship!

2. Case studies:

This may sound obvious, but the agency website is usually brimming with glossy case studies. The key is to ensure the agency has wide and varied expertise. This broader exposure to different brands and products will enrich how the agency approaches your project. If they only specialize in one type of product, much of their portfolio may look very similar.

It's invaluable for your agency to have broad experience, as solutions found in one sector can directly influence others, adding significant value.

3. Credentials:

All agencies have different approaches and niches. It's well worth diving into these and getting your agency to explain what makes them different and what their key area of focus is.

Some agencies have tailored, bespoke ways of working that they refer to as 'trademark processes'—always be wary of this. The last thing you want is to be locked into a particular way of doing something. All design projects are organic and should be treated on their own individual merits. Another point of caution is to watch out for agencies with a set of case studies that all look the same. A template-driven approach shows a lack of adaptability, meaning how other things look on their website will likely be how your project will end up. This approach is often used by agencies to drive down costs by fitting you into a particular style or template. That might be fine if you're working with an illustrator, lettering artist, or photographer, but not if you're looking for an agency to take a unique and tailored approach.

Although I don't count it as one of the C's, there is one other important factor to consider...

'Cost':

A packaging design project is an investment, but remember one thing: think of your pack as an employee. It is the hardest working employee you will ever have. It's there, 365 days of the year, at every single consumer touchpoint, constantly smiling, continuously selling, but with a salary you only need to pay once. Investing in the right agency may cost more initially, but the value it brings to your brand will pay dividends over time.

The key thing to remember is that if agencies themselves or their brands have not clearly differentiated their offerings, they may struggle to do that for you.

?? Conclusion

Choosing the right branding and packaging design agency is crucial for the success of your brand. The right partner will add value, even if it means paying more.

It's essential to avoid choosing an agency solely based on cost, as this can lead to generic results that fail to meet your brand's unique needs.

nstead, focus on chemistry, case studies, credentials, and understand that cost is an investment to find an agency that truly understands and enriches your brand.

?? Some key points:

1. Chemistry matters: Ensure you connect well with the agency and their representatives.
2. Case studies should be varied: Look for agencies with a wide range of expertise to bring fresh ideas to your brand.
3. Credentials are key: Understand what makes the agency unique and how they work.
4. Avoid template-driven approaches: Beware of agencies that use the same methods or styles for every project.
5. Value over cost: The right partner adds value to your brand, even if it means paying a bit more.

?? Featured podcast episode:

Branding and packaging design for Gazebo street food and the issues faced by FMCG brands with authenticity.

You can follow the show here, it's available wherever you get your podcasts. (If you are an Apple podcasts purist, you can find the show here)

?? Some of our posts you may have missed.

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Always be mindful of the orientation of the pack when it gets placed into the SRP.

?? And thats a wrap!

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