PKN talks...leveraging the power of brand and packaging design with Nikki Moeschinger, managing director, BrandOpus.
In this episode, Lindy Hughson, managing editor & publisher of PKN Packaging News and Nikki Moeschinger, the managing director of BrandOpus discuss the multilayered topic of brand and pack design, exploring how brand, often the most valuable asset on a company’s balance sheet, is regularly under-utilised, misunderstood and dismissed as “the logo.”
Moeschinger explains how, in the context of FMCG, a strong brand can be brought to life on the all-important packaging touchpoint to deter competition, protect market share and help to command a price premium.
The discussion then moves into an outline of BrandOpus' four-step framework for the creation or renovation of a brand, covering the importance of creating and consistently using distinctive brand assets and the pitfalls of surveying irrational consumers in order to rationalise their behaviour through standard techniques when researching brand and packaging design. The framework allows BrandOpus to work with clients to ensure that their product packaging reflects and supports the key aspects of their brand to ensure all touchpoints with consumers are consistent.
Moeschinger provides a case study of a packaging assessment and subsequent design change which includes a discussion of how that change was assessed, planned, and implemented to carefully manage the change for the client and their consumers. She then moves on to identifying a market category that is ripe for branding disruption, along with the concerns that can be associated with introducing technology to packaging such as augmented reality, QR codes and other new features.
We wrap up with a discussion of a project that BrandOpus conducted to assess, design, and introduce key branding packaging for a new product recently launched to the market.
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MC: Grant McHerron
Host: Lindy Hughson
Producer: Steve Visscher
PKN Packaging News - © 2021