Hello, Ladies!: A Neat Product & Packaging Design That Caught My Eye

For a product to sell it has to get noticed first. Once it's noticed, it can be purchased and used, then if it's really innovative someone will tell someone else about it, etc., etc. We all know how that works. While creating something innovative can really give a product it's legs, but it's the "getting noticed" that really gets those legs moving.

This weekend as I was shopping I noticed a product called "Brushing Beauties" on the shelf of our local "Bed, Bath & Beyond." Why did these little gals grab my eye? Well, not unlike the Pringle's can that I discussed a while back, the Beauties take things that we know (and are often disregarded), then twist them ever-so-slightly so as to cause our brain to question what we're seeing.

Now, these products aren't exactly innovative. They don't solve a problem, or introduce anything new. If anything, they're just scrub-brushes with a really cool paint job. But, that's not a reason for me to fault the company that makes them; quite the opposite. I think the Beauties are great!

The combination of the faces, hair & colors, married to the packing formed into their dresses, really makes them jump out at you in hard contrast to the other items on the shelves. I'm a hard sell, but I instantly found myself trying to think of someone to buy one of these for. In fact, I would have bought all three if I could have justified the purchase (I'm a hard sell). 

In the end, was the product itself that great? No. Would I go back to pick these up for someone? Absolutely! There's no doubt in my mind that someone would be excite to have these... especially if I got the whole set.

The folks behind this product are putting their innovative brain power on the packaging design, and I think it works! I don't imagine that they're trying to change the world here. They just want you to see these brushes, and buy them. It's probably not any heavier than that. If that's the case then I'm going to call this an innovative packaging design win. What are your thoughts?

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"Batter UP!" Updating A Package Design Without Leaving the Existing Brand Behind

I've been working with a Cajun food product manufacturer for quite some time. Most of the designs that I've had to work with were inherited from those who came before me. My challenge has always been to update the look of the company's advertising and packaging, without leaving the brand identity established by the original designers.

I've been working on a packaging update that addresses this point exactly. The company is rolling out a new fish fry and all-purpose batter. These products will be packaged in the same size bag as the company's already popular seafood boil. When I came on board, the seafood boil packaging was already in place.

Here is the original seafood boil design:

New products don't roll out every day. When they do, I usually do what I can to move the packaging design forward. I don't like to upset the status quo of the brand too much, but if I think I can improve on the product's shelf appeal by enhancing the brand's existing elements, and adding a few, then I do.

On the new batter and fry products, I wanted to start introducing some new color schemes and tactile elements. I felt like it was important to show food cooked with the product, and to choose textures and colors that may trigger specific feelings and emotions about the food.

The new direction for the batter and fry packaging:

If feel like these design updates are moving in the right direction. I've left most of the staple branding elements intact, such as the logo, mark, banners, framing and font choices, but what I've changed has made a huge difference in the way the bags will stand out on the shelf. 

This may be the new direction for all future packaging designs produced for this company. As product is sold, and existing packaging and labels are used, I may eventually have an opportunity to revamp the look and feel of every product in the line.

I always find it challenging to take an existing brand and update it without actually doing a complete 180 from where it stands. This product line poses that challenge to me, which makes working on it a lot of fun. I'm really looking forward to updating more of their packaging designs in the future.