Grabbing customer attention with your bottle and can designs is one of your main marketing responsibilities when selling beverages. Whether product labels complement a massive advertising push or act as the main visual element associated with a smaller brand, packaging remains paramount. Individuals shopping for your products will inspect a shelf of similar beverages before selecting one, and a top-quality design will help ensure your offering gets chosen.
When thinking of compelling label strategies, it may pay to look at some of the biggest names in the industry. Coca-Cola, perhaps the most iconic beverage brand of all, recently provided a master class in combining steady design elements with updated components that make products feel personal.
Harnessing a Memorable Logo
DesignRush recently named the Coca-Cola logo the best design in history, not just in soft drinks but across all food and beverage categories. While the chances of creating something this iconic are slim, there are still plenty of lessons to be gained from the red-and-white script. The use of two bold and contrasting colors in the logo is one of its main appealing elements, especially considering that they look good when reversed, with red script on a light field instead of vice versa.
The shape of the logo is another of its strengths. DesignRush noted that when Coca-Cola first introduced its script design, there was a rectangle around it. However, the company figured out the text looked freer and more appealing when it wasn't confined by the outline.
Introducing a Personal Touch
While the Coca-Cola logo is a classic, the company isn't resting on its laurels. Your beverage brand can learn from the extra design elements Coke has added to its bottles in recent years. PMMI's Tom Egan wrote for Beverage Daily that there is real value in inducing feelings of familiarity in customers. When a memorable look isn't enough to win shoppers over, an element that speaks to their personality may be the deciding factor.
Coca-Cola's use of names on its "share a Coke" bottles, with a huge variety of different designs on shelves, allowed the brand to speak directly to shoppers. The names were a distinctive touch and acted as a conversation between the brand and of its consumers whose first names appeared on the shelves. Such personal and varied touches may make your products stand out.
Ensuring High Print Quality
When you take over label printing, using your own hardware instead of outsourcing, you can carefully control your packaging production. To keep your bottles and cans looking good, search for a high-quality label printer at Argon's U.S. site or Canadian page.