OUGD 504/ What is...

Brand Identity - "Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning, personality, relationships, and presentations.

Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”), trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is “Think different”),etc."

http://www.managementstudyguide.com/brand-identity.htm

'Farmhouse' - Leo Burnetts identity. 

The striking colours compliment the simplistic composition of text. It's a vibrant and fresh design thats introduced a sense of technicality with the small/ delicate cut-out (As you can see above). The identity of this Business shows an understanding into various parts of Graphic Design; e.g. Layout, Composition, Colour and technical ability. 

E.g's;

The playfulness and creativity of the Illustrations are very successful however the actual communication of them is lost because of this, In my opinion I feel they've limited their target audience, swaying towards the younger generation. Most restaurant identity today is very cultured and often simplistic, when most people go out for a meal...they don't want to be bombarded with big images. However what it does do is offer something different, a logical process that every business will inevitably arrive at.

To view other related items follow;

http://designspiration.net/tag/branding/

All of these examples are distinguished as separate organisations because their characteristics are all unique to THEIR Brand. This communication of different identities is what acts on the viewers mental and functional associations, giving each example above a sense of culture, vision and personality.

----------------------------------------------------------

Packaging -  "Packaging is the encasement of products in packages, protective wrappings or other external covering that can provide protection, information, security and marketing benefits. Common packaging materials include boxes, Styrofoam peanuts, bubble wrap, plastic, bags, cloth and cartons."

"Most people take product packaging for granted. They enter the store, grab what they think they need…more if they’re hungry, and head to the register. What they may not realize is that they are subconsciously being swayed to purchase one product over another. Following are some of the reasons for consumer purchasing:

1. Desire – The desire to look good, fit in, try new things, taste new food, be the best, have the biggest…you name it, desire is the number one reason for purchasing a product.

2. Trusted Brand – A lot of marketing money, time, and consistent messaging goes in to a product in order to get the customer to buy from trust. These are brands like Coke, Heinz, Mercedes, etc. Most of the time the consumer will be willing to pay more because they trust the brand.

3. Convenience/Price – Over the past couple of years most purchasing decisions have been swayed by price. However, if the trusted brand or the more desired product doesn’t cost too much more, the consumer will usually be willing to pay the difference even when there is no real difference between the products themselves."

Proven Success

Nusa Kitchen recently experienced the power of packaging design. They are a soup company that was experiencing a large drop in sales in the winter, near Christmas. After a little research and throwing around some campaign ideas, their creative agency decided to try something entirely new. They created covers for the soups that would only be on their soup in the winter. The covers resembled fashion outerwear and made the soups really stand out on the shelf during that time of year. The new design for its soup pots became collector’s items and Nusa Kitchen sold 25% more soup.

http://www.envision-creative.com/the-power-of-packaging-design/

---------------------------------------------

E.g's;

Kellogg's 'Lites' - Stylish, attractive & necessary. The packaging design interacts with the communication of its contents, 'Sea Salt' is a luxury, compared to normal 'Salted' crisps, which is shown through the better, more considered graphic response. The colour scheme also suits the contents of it's flavour...Blue is associated with; Seas, calmness and restfulness.

To view other related items follow;

http://designspiration.net/tag/package%20design/

'Graphic Design - A Users Manual'  Adrian Shaughnessy - 

"The argument in favour of Good packaging graphics is expressed in an article on the UK Design Council's website, The Business case by Jonathon Sands, the CEO of design company Elmwood. Sands notes that: 'packaging can often end up becoming the thing of real value, above and beyond the actual product itself - the packaging becomes the brand. Just think about a Cadburys chocolate bar and a supermarket own brand equivalent. If both are unwrapped how would you tell the difference? The purple wrap of the Cadburys Dairy Milk is the emotional reason why you'd pay more although there may be seemingly little difference in product delivery."

Wise words.