Close×

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.

You can listen above or subscribe on your own podcast platform:

| | |

 

If you would like to sponsor the podcast, please email our national sales manager Sharon Amos.

------------------------------
The PKN Podcast is produced by Southern Skies Media on behalf of PKN Packaging News, owned and published by Yaffa Media.

The views of the people featured on this podcast do not necessarily represent the views of PKN Packaging News, Yaffa Media, or the guest’s employer. The contents are copyright by Yaffa Media.

If you wish to use any of this podcast’s audio, please contact PKN Packaging News via their website www.packagingnews.com.au or send an email to editor@packagingnews.com.au.

MC: Grant McHerron
Host: Lindy Hughson
Producer: Steve Visscher

PKN Packaging News - © 2021

Food & Drink Business

Rabobank is calling on Australian food and agri start-ups to showcase their business in the annual international FoodBytes! Pitch competition.

Independent family-owned brewery Coopers has released its new limited-edition Australian IPA, available in kegs and a 375ml can format.

South Australian certified organic winemaker Angove Family Winemakers has won a gold medal for its 2019 Naturalis Organic Cabernet Sauvignon at the latest Australian Organic Wine Awards.