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Introduction
This book is one of five that aims to explore the many techniques, traditions and sectors that branding has, is and will continue to thrive in. The focus of this book is FMCG.

FMCG [:F-M-C-G} abrv Fast Moving Consumer Goods (FMCG) are products that are sold quickly at relatively low cost. Examples include non-durable goods such as crisps, cans and tins.

About
My design practice has always had a strong focus on packaging and FMCG design. I like the way that print can work work three dimensionally aswell as the a box is construted and also the way it is interacted with. This publication has sourced work from seven of the best FMCG branding companies of the modern day. It explores how one has to take more into consideration when designing packaging such as how much a product stands out on shelf.

Making The Most Of Ones Assets

Molton Brown was turning thirty and feeling its age. The excellence of its products was being let down by anonymous and apologetic packaging. We were to begin with overhauling the brand image. Over the subsequent nine years this was to form the basis of much innovation and range extension, and a hugely successful gift box, revamped annually.

The Brief
Make Molton Brown a marque of excellence.

The Solution
The original branding had one key asset a characterful wordmark. We amplified this to epic proportions, and applied it colourfully and confidently in a manner which made it the core graphical architecture of the packs. We began with the simply-branded core products, using innovative structural design such as the floating eye-shadow. This gave way to new scents, ranges for men and even baby products. From 2002 onwards, we have annually created Christmas gift packaging, sales of which increase every year. They have become a distinctive feature on the cosmetic floors of major department stores, and offer those looking for a ready-made gift solution something they dont need to wrap.

The benefit for the stores is packaging which also acts as its own display material. Along with the Molton Brown stand, we had a secondary site in Selfridges. Floor managers noted how visually engaging the gift boxes were with the bright colours and bold branding. In a large cosmetics hall Source: http://www.jkrglobal.com like Selfridges you are side by side with competitors so you have to be different in order to stand out and attract customers.

Studio: Jones Knowles Ritchie

Store Manager

Mahiki
This Tiki-inspired nightclub was already hugely popular and frequented by celebrities and young royals, when its owners, Brompton Group, decided to introduce a new, premium, coconut retailers, such as Selfridges. Working with the Diageo Design Management Team, we were asked to encapsulate the very essence of Mahiki in order to extend this aspirational yet accessible brand. We needed to capture this unique, premium brands personality, without resorting to clich or excessive kitsch. Studio: DesignBridge Source: http://www.designbridge.com liqueur into their Dover Street club and high-end fashionable

Solution
With the emphasis on authenticity, we turned to original Hawaiian prints and fabrics, scouring vintage clothing shops...

...for our main inspiration and literally dressed the Mahiki bottle in a classic Hawaiian shirt. Our three different designs depict key symbols of this fun and escapist but often misrepresented and misunderstood culture: the South Pacific sea and landscape, the hibiscus motif and Polynesian carvings and statues.

They also add an inviting collectability factor. The designs tactile matt finish not only creates a premium feel, it echoes the textures of the genuine articles coconut buttons and rayon. The challenging print and production process gave us the opportunity to develop our theme to the last detail - with mock stitching to conceal shrink sleeve joins and a garment label to carry the barcode and legal information.

The Brief
Rowse was in a sticky situation. Although it was a 37m brand, and had a massive presence on the fixture, at brand level it had little saliency, with very few customers even recognising that they were buying Rowse. The brief was to create an iconic identity for the brand, allowing it to behave as the market leader and develop a clear brand architecture for easy shelf navigation.

Source: http://www.brandopus.com

Studio: Brandopus

Solution
We evolved familiar honey devices into ownable equities for Rowse: the angles of the hexagonal jar structure and label were softened to become Rowses own take on the honeycomb. Another nod to founder Tony Rowses love of beekeeping are his initials forming the wings of the Rowse bee. The bee is embossed into the jar structure, continuing to reflect the brands passion for honey long after the product has been enjoyed.

Results
Our redesign restored Rowse as the UKs leading honey brand. The brand now has strong competitive standout on shelf, buzzing high quality natural honey, whilst the clarified brand architecture opens up the world of honey for consumers to explore.

+ 5%
Sales increase The new design enabled NPD launches which added 5% additional retail sales to the brand.

+ 11%
Distribution Increase The design caused an 11% increase in distribution to major accounts.

Peroni Leggera Drinks Packaging Design

Aim: To build brand and product awareness, supporting the launch of SABMillers new light beer Peroni Leggera lower in carbohydrates and calories yet still delivering the same taste and style of its mother brand Peroni Nastro Azzuro. Peroni Leggera launched globally in Australia, February 2009, where at the time the light segment was the fastest growing category in the beer market. Strategy & Tactic: One brand, two products. SABMiller needed to promote and educate suppliers and resellers about their new light beer, whilst retaining its associations

9 with the original product and brand heritage. A stylish and premium packaging format was required that would compliment the Peroni brand which is synonymous with Italian style, passion and association with design appreciation. Target Audience: Alcohol suppliers and resellers. The new sociable larger was being marketed towards targeting a consumer group of 20-34 year old premium beer drinkers. Design: Utilising Burgopaks patented sliding mechanism, the clever Left and Right opening allows for two halves of the same story. Promoting Peronis first brand and product extension, the design delivered a clear juxtaposition of the new Leggera and classic End Result: Well-executed pre-launch product promotion is a key aspect of broader marketing strategies, ensuring suppliers and resellers have a clear understanding of the products benefits and value to drive positive sales. Peroni Leggera was launched to build on Peroni Nastro Azzuro brands growth and open the brand up to new international consumers. Nastro Azzuro products, reinstating the main marketing message of less calories but with your same favourite taste. With a strong and clear emphasis placed upon the brand values of effortless style and flair, the slick packaging format allows the two bottles to be simultaneously stored and displayed alongside clear brand communication and product information. The intelligent linkage system and luxurious appeal further compliments the green embossed Peroni bottle, a design that has become an international Italian icon.

Studio: Burgopak Source: http://www.burgopak.com

Task
Packaging and brand identity refresh to visually strengthen the brand architecture creating ownable equities.

Scope
Brand strategy, identity design, graphic design.

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Solution
A refined identity with a color coded, embossed pill shape to make the overall brand architecture visually stronger, giving better stand-out. Nathan Frank, Founder of Help Remedies comments, our packaging is our most important piece of communication. Pearlfisher has done a great job in enhancing our identity so that it communicates everything we have to say without having to spell it out, literally. Winner of American Packaging Design Award.

Source: http://www.pearlfisher.com

Studio: Pearlfisher

Extra
The Wrigleys Extra brand was introduced in Germany and Scandinavia in the early 1990s and is now one of the most popular brands in both markets, with name recognition of roughly 97 percent. Interbrand was commissioned to modernize the brand identity, which had remained virtually unchanged since its introduction. The idea was to enhance the brands visibility on store shelves and to standardize the visual identity for the expanded product portfolio. Although Wrigleys Extra is positioned very differently in Germany and Scandinavia, the new design would be called upon to support the brand in both regions. As is the case with most impulse-buy packaging, the logo and a high-contrast graphic dominate the

Source: http://wwwinterbrand.com

Studio: Interbrand

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Wrigleys Extra design. The new visual identity emphasizes both the brands distinctive flavors and its benefits for oral health. The predominant graphic element is an iconographic oval curve that enhances the brands visibility and unifies the product portfolio while allowing for a range of variations. The copy style, typography,

symbols, and colors were also modernized and harmonized. The Wrigleys Extra visual identity was successfully updated and unified. At the same time, the new look underscores the brands oral hygiene competence and excellent taste, thereby strengthening the brand perception in Germany and Scandinavia. It represents an effective synthesis of function and aesthetics. Visibility at the point of sale was increased considerably. Test results confirmed that consumers find the new look up to 30 percent more appealing.

A Stiff Challenge From Smirnoff

Situation: Smirnoff wanted to educate bar managers across the world about Black No.55, a vodka thats faithfully reproduced from a century old method crafted in 150 yearold copper pot stills. But they didnt want it to be talked about as being better than Smirnoff Red... just different. Solution: Do you prefer powerboats or sailboats? Paris or Venice? Acoustic or electric guitars or both? No trick questions, no wrong answers. Whatever your preference, it all distills down to A Matter of Taste.

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Studio: Taxi Studio Source: http://www.taxi.co.uk

Molton Brown Studio: Jones Knowles Ritchie Mahiki Studio: DesignBridge Rowse Studio: Brandopus Peroni Studio: Burgopak Help Studio: Pearlfishe Extra, Wrigleys Studio: Interbrand Smirnoff Black Studio: Taxi Studio
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Designed by: Ben Harwood Published: May 2013