Package Print & Design

PACKWATCH Thinking local to go global?

As retail products become more 'global' many rely on sources of origin for market impact. Packwatch outlines some strategies used, and their varying chances of success.

With retail sectors becoming more international in their outlook, a projection of the locality associated with product origins is sometimes the focal point of marketing proposition offered.

The products illustrated here show a marked contrast in the strategies adopted to achieve an awareness of their origins.

When reading the small print on labels for Authentic American Marinade, it isn't surprising to learn that this product is American and that it's produced there for a British company.

It seems safe to assume that the product arrives ready labelled with a unit designed and printed in America. The overall tone of this label appears planned to stress the American aspect, above all else, in both a forceful and somewhat-brash style.

The label's design format and characteristics would perform equally well in identifying anything from a business conference to a baseball game, always providing the subject was American.

Even though it'll be said this pack has stand out, there must be some doubt whether the isolated bold statement relating to the product is sufficient to create interest and attract sales.

In this respect, no support is given to what appears to be the brand name - Country Lane. Its presence is totally out of context with the label's overall mood, and void of any style or personality as a brand name.

Might this be a last-minute design addition to humour British consumers, or is there a long lane of other products?

Discovery Foods, a UK company, 'brings you the authentic flavours of sauces from the four corners of the world'. This display copy, incorporated at the base of a die-cut label, highlights the proposition on which the Discovery concept is based.

In this particular instance, the product offered is Big Mamou Sauce - which has traditional associations with Louisiana. This fact is effectively translated by elements included in the label design.

Some assurances of quality

First impressions record a brand personality that projects the product as a culinary speciality, with traditional overtones creating some level of assurance in regard to quality. There are a number of feature elements on which the design is structured, all of these being shown in English.

Variation in emphasis and positioning of elements effectively communicates the product's nature and its origins.

Beyond this, it's a surprise to find that additional information - such as ingredients, serving suggestions, and small display copy - is all shown in two different languages, neither of which is English!

What could be described as a more-conventional design approach is adopted for the elRio range of Mexican foods. Made and distributed by another American company, the packaging is very strong in brand terms. It embraces a memorable format for the brand name, which incorporates a reference to the country of origin associated with the products.

Strength of colour and continuity of graphic elements contribute in creating a distinctive brand personality. This is further enhanced by the focus on product interest, which can be attributed to illustration quality.

The packaging for elRio, be it cans or foil sachets, has a strong presence at the point of purchase; and, in attracting interest, this brand's message comes over in a direct and positive manner!

There are few brands in the retail sector that match, or are near, Bahlsen in maintaining a consistent and outstanding impression of product quality.

In fairness, it should be said that many wouldn't wish themselves to be in a situation that could become a straightjacket. There is the tendency to restrict innovative thinking, or creative moves, when ensuring a brand has that degree of flexibility to maintain a competitive marketing edge.

Instant shelf recognition

Bahlsen packaging is a familiar sight on our shelves. It is instantly recognisable because of the continuity of a design style, for all products, that is high on quality even though a little rigid in character - and, on occasions, somewhat static in appearance.

The endorsement of product quality stems from the famous brandmark, and this gives the brand a status it justly deserves.

One item from the range (shown here) gives prominence to a statement 'first class', and illustrates the product's composition in a sequence of close-up detail. This is the sort of thing we've come to expect from Bahlsen.

Against this background of an established and rigid framework, it is a pleasant surprise to find Bahlsen has launched some new products that provide contrast, in more ways than one, with any predecessors.

Aimed at a slightly-different market sector, the packaging is bright and colourful. There is a freedom of movement with the graphic elements, which suggests the contents are an enjoyable experience and fun to eat.

These are friendly packs, but is the word 'friends' as a feature of identification any real benefit to the concept?

Product formulation matches the usual high standards of individuality and quality associated with Bahlsen: 'luxury sponge cakes with real orange fruit filling, half coated in continental dark chocolate', and 'wafer rolls coated in milk chocolate'.

The names Orange Friends and Choco Friends, however, may seem somewhat inadequate to fire one's imagination and stimulate appeal for such delicacies.

Text in many tongues

Multi-lingual packaging now seems to have become the order of the day, with 10 languages or more being accommodated in a relatively-small area on some containers.

When this happens, it's not unusual for the product description to be seen with ingredients as one block of copy that is the subject of translations.

In these circumstances, it is obviously important for the visual packaging aspects to portray the best-possible impression of contents. Packs for the Festival biscuit assortment, from Germany, is very positive in this respect. They appear to give some credence to the old adage: 'One picture can speak more than a thousand words!'.