Brands Restate Core Values

Brands Restate Core Values

Brands Restate Core Values

For the last two years it's been a case of survival of the fittest among brands everywhere. The economic climate has made business even more cut throat as only the strongest businesses have been able to survive cost cuts, less public spending and fewer jobs. We just have to look at our supermarket shelves and see how many more of supermarkets own brands have popped up we simply can't afford to buy the top end brands for every single item on the shopping list and if we're being offered the basics at a lower priceits not surprising people are opting for it.

Luckily for consumers, there is no longer the need to constantly buy big household brands nowadays in order to get the quality we want, we can rely on Mr Waitrose or Mr Sainsbury's to provide us with the good quality basics at a lower price. This is good for us, the average consumer, but not so great for brands like Heinz, Hovis, Batchelor, Premier Food and Unilever.

So what are these classic household brands doing about this problem how do you stop people reaching for Sainsbury's ketchup instead of their old friend Heinz?

David Benady in Design Week' this month reminds us that the answer to this problem lies in packing design. Benady says that:

Packaging design the silent salesman plays a key role in reminding people why they fell in love with the brand in the first place. One tactic to reignite that old spark is to strip back cluttered pack designs to boost the clarity and impact of a classic logo'

But is it as easy as all that we are in a recession after all, bringing back old brands in a nostalgic attempt to reach out shoppers may not be enough.

Ben Marshall is the associative creative director at Landor and makes the very basic point that Big grocery brands have to be remarkable, not just very good, because own labels have already filled that space. They have to be seen as leaders by tapping into something that nobody else can own. They have to be relevant and unique. Marshall adds that there is a danger with food photography being on packaging that every brand ends up looking alike, with fruit and vegetable shots creating similar packaging colours to rival brands.'

We are in a new era so it seems, a new era that has created a new shopper. Sainsbury's head of packaging is Stuart Lendrum he says that the economic downturn has created a new shopper. Savvy shoppers are here to stay. They shop across brands and own labels, up and down and across both tiers.' It looks like big household brands are going to have to put their thinking caps on an old logo and an old branding may not be enough to keep in the race.

TheLogotastic Logo Design service providesprofessional logo design packages at affordable rates. Making greatlogo designaccessible for businesses of all shapes and sizes. If you want to read more from our blog please visit us at www.logotastic.co.uk/blog

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