Stand out from the packaging

When it comes to food and drink packaging design, we know there’s a lot of competition. But there are plenty of clever ways to create stand-out for your products. We spoke to Lead Packaging Designer, Simon Thorpe about what he thinks makes great food and drink packaging design:

So, what do you do at Ride Shotgun?

I’m Lead Packaging Designer. This means I, literally, lead the creative team on every kind of brand packaging, helping make sure the final product marries up with brand and audience. I also get involved with art direction, brand design and conceptual work too.

What inspires stand-out packaging design?

When you start a food and drink packaging design project, your first thought might be to look at similar brands, but this isn’t necessarily what brings the best inspiration. It could be anything from a piece of art, to a magazine cover that cracks it. I tend to start broad and then narrow down, taking inspiration from everywhere to create something really original and distinctive.

How do other members of the team play a part?

Stand out packaging goes beyond the design. I talk to Art Directors about how the packaging could influence photography and campaigns. I work with Copywriters to develop in-sync language and tone of voice, that both relates to the brand and uplifts the design. I cross paths with strategy to make sure what we’re designing is impactful for the target market. Then finally liaise with our artworkers to make sure it will look as good printed as it does on-screen.

Can sustainable packaging design create differentiation?

Yes, with customers naturally gravitating towards sustainable packaging design, many clients are looking for more genuinely sustainable options right now. It’s often these simple, intelligent packaging solutions that can lead to stand-out next to a sea of plastic — forcing the competition to consider more sustainable options too.

Although, most clients already know what substrates and packing formats they want to use before we start even thinking about the job. I think it’s important to challenge this and suggest alternatives if there’s a sustainable option or we can use less materials.

Think about how much packaging the product actually needs vs. what you’ve always done. The aim of the game is to create the same unboxing intrigue and quality perception of the product, without relying on a game of pass the parcel.

What else makes food and drink packaging stand out?

I think the main differentiator is the clarity of it. This could be creating a hotspot on-shelf by colour-blocking – think Cadury’s purple or Andrex blue. Or maybe a brand unit that looks good on-shelf, for example the Coca-cola or Heinz shape. Distinctive, iconic brand assets can play a really key part in packaging design and give your brand recognition.

This can also be said for brand logos. You’ll always see a logo from a distance first, so make sure it stands out on-pack. McDonalds have the golden arches that you can see a mile away, Starbucks own their shade of green and Pringles have the heavily mustached Julius Pringle. 

Find yours by taking the most recognisable thing about your brand and amplifying it to create impact. For example, is your biggest selling factor the ingredients, value or a distinctive brand logo, or recognisable character? Make this the star of the show on your packaging.

Any other golden nuggets?

I also have experience in retail point of sale, experiential and product launches. So, when it comes to food and drink packaging design, I know it’s important to think beyond the pack. Try and think of the different angles that affect the packaging design.

This might be about the stretch of the brand to make sure it all marries up. Does your styling work on everything from the brand’s social and website, to bollards and shelf wobblers? 

Or it could be about where your product will sit on a shelf –  is it at the bottom or top? Design where text and graphics will sit accordingly so it still has impact. And your customer will get everything they need from the angle they see it at.

Whether you’ve got a new product on the horizon, or need a packaging refresh, our packaging design team is ready to take on the challenge. Get in touch today and see how we can help you with your drink and food packaging design.