Brands that want to maintain their appeal to customers over time will have to think about what consumers are looking for in food products, then represent that clearly on the label. That's simple to say, but harder to accomplish, especially because shoppers' preferences won't stay the same over time. From macro trends to regional or temporary interests, there are plenty of variables to account for.
Food Dive recently delved into the refresh cycle by which large and small companies keep their relevance while not losing the enduring loyalty of their existing shoppers. This careful balancing act is a matter of the new and the familiar.
Designing for Each Generation
The news provider highlighted the quest to keep Davidson's Organics up to date. This tea brand had a place in its market to hold onto, but wanted to ensure its labels resonated with modern consumers.
Kunall Patel, co-owner of the organization, explained that with general packaging trends changing, the business knew it had to do something. Instead of leaping before he looked, Patel launched shopper surveys and focus groups to determine which parts of the label should change or stay.
With the results of that research in hand, Davidson's decided to keep the same type of logo on its labels, a large and distinctive cup and saucer surrounding the brand name. While the general outline didn't shift, the company did pick simpler and cleaner teacup imagery. Furthermore, designers made the background of each tea variety more distinct and vibrant.
Examining the effects of recent visual updates shows just how impactful they can be: Nielsen handed the grand prize in its 2017 Design Impact Awards to Lean Cuisine's Marketplace line, which undertook a major redesign and significantly increased sales, even though the frozen food market is not particularly strong right now.
Nielsen stated that the year-over-year rise in sales totaled $58 million. The new labeling strategy enabled this change by shifting perception of Lean Cuisine. While it was once seen as simply a diet food provider, Lean Cuisine became a "health and wellness partner" for modern consumers interested in eating well.
Use the Right Printer
Brands that want to undertake a major redesign with an in-house printer shouldn't settle for anything less than professional quality. Bad-looking labels could undermine an organization's efforts to impress shoppers and convey competence. When combining classic and modern imagery, brands can turn to printers such as the Afinia A801, available in our U.S. store and on our Canadian page.