Intelligent Design and Brand Evolution Develops from Open Communications

By Martin Short

As designers, marketers, and brand managers, we strive to make connections with consumers and create packages that are appealing and engaging. Nothing speaks better for a brand than a piece of packaging that becomes cherished and adored.

Being consumers, we respond to products that we find appealing or intriguing. When the functional benefits of a design seem to improve our lives, we are drawn to them. And if we feel a personal empathy with the way in which a brand is presenting itself, we willingly become lifelong allies.

The creation and development of this aspect of modern life can be an extremely rewarding vocation but one which is very easily derailed and over-processed. How many times have we heard our colleagues wistfully considering the lost concept or the stroke of genius that did not make it to production because of a factor that was out of their control? The truth is it was probably the wrong design at the wrong time, perhaps developed for the wrong brand.

The bringing together of packaging structure and graphic elements created a powerful communication system for the Xbox, helping to make its launch the most memorable of 2005.

The key to avoiding this situation is quite often relatively simple—communication. We are frequently reminded that information is king, and by sharing this information, we can develop more fruitful partnerships and achieve our goals of innovation.

Setting the stage

The beginning of any project is a critical point at which the tone of the entire endeavor is set. It is very important that every department that will be involved in the development and production of the package is present, has the opportunity to voice their opinions, and can share their wisdom. By ensuring that all parties are aware of the objectives from the beginning everyone can buy into the challenge and feel part of something exciting.

Nothing derails a development process like a production issue that everyone was unaware of when the initial design was selected, or a marketing factor overlooked in efforts to consolidate suppliers. These are hurdles which, if unaddressed, can cause a design to become compromised and an objective to become diluted. Find out what assembly lines the package will need to run down, address the stability requirements of the product's formulation, and check the retail constraints in all channels. And always consider, if you can, what demographic or emerging market you will be targeting in five or 10 years time—then share this information.

By working closely with Pharmacia's in-house team, Kaopectate was repackaged to become more consumer relevant and to stand out from competition.

Remaining focused

It is only with an understanding of all the marketing and engineering factors involved that an intelligent package can be developed that is relevant and realistic. Sure, there are going to be times when surprises arise during the course of a project, but more often than not these will come about because the designs are asking new challenges of the materials, brand imagery or production process. With all members of the team already involved, positive solutions can be generated that do not involve anyone feeling as if they are being asked to put out other peoples fires.

With all of this information at hand the tailoring of a project plan can become far easier. The timing required for materials testing, tooling and part and print qualification is known up-front, assessment points can be set with realistic timeframes and cost of goods targets can be maintained. Just like people, every brand is different. So every project deserves to be treated in its own special way. When designers peddle methodology and premeditated process over creative ideas and collaborative relationships, we are all in trouble. After all, when we visit the doctor we all expect more than the same set of tests and the same diagnosis as the previous patient.

As designers we are called upon not only to provide creative solutions, but also to provide a consistent link between the steps of a design program. By assembling a team that has strong creative skills coupled with engineering and production experience, packages can be developed and manufactured without anyone losing sight of the original goal.

Swerve worked alongside corporate branding teams and in-house architects to develop in-store environments and modular sales units for Choc Full o' Nuts cafés.

Being part of the bigger picture

Powerful packaging solutions are, of course, only one reflection of a concise and well articulated brand message. In just the same manner in which the multiple players within a packaging project are brought together, it is beneficial that all of the brand's creative disciplines are encouraged to cross-pollinate their fears and ideas. Industrial designers can work alongside packaging graphics teams to develop three-dimensional communication systems. Advertising creative directors can share their visions with retail merchandising and in-store designers. The hosting of regular creative summit meetings between the creative disciplines has been particularly useful at Swerve and we would encourage all clients to build them into project plans.

Swerve was founded to offer clients a closer working partnership and a means to develop brands by bringing together creative ideas and moving beyond the traditional client/agency relationship, where peeking behind the curtain might be frowned upon. Designers are able to move freely from sketch board to CAD to laboratory and machine shop, and design engineers are already involved and able to qualify tooling and analyze parts. Clients are encouraged to attend brainstorming sessions, research meetings, and prototype reviews. We have found this way of working to be immensely beneficial, and with this kind of open dialogue, brands can only benefit.

Around the world new packaging regulations and material restrictions are constantly being introduced, the cost of plastic is rising, and alternative materials are becoming more and more relevant to mass production. The development of new and innovative solutions has never been more important to the growth of our brands. Through close collaboration, we can all ensure that brands are communicating with consumers rather than just speaking to them.

Martin Short is managing partner and cofounder of Swerve Inc., a New York City-based design consultancy specializing in the development of branded structural packaging, merchandising, and retail environments. Visit www.swerveinc.com.