Make your

packaging
work harder
Creating an effective packaging
design system for complex brand
architectures and product lines.

Welcome

The time has come to revisit and think beyond the long-standing conventions of packaging design as a branding discipline.
In our opinion, todays pressure to improve the performance
of brand portfolios and related product assortments requires
in many instances a truly holistic and systematic approach to
packaging design.
Over the last decade, Interbrand has specialized in developing
comprehensive packaging design systems for major brands
and their product lines. Our approach has been recognized to
be a proven formula to sucessfully conduct large-scale packaging design projects.
We would like to introduce our conceptual thinking and
approach to packaging design. Our solution will make your
packaging work harder for your brand and business success.

Discovering the power of packaging

The pack is the brand in your hand

Packaging is the most important single
touch point of a packaged goods brand.
The pack is the brands messenger
The pack delivers key messages about
the brand and product during the
purchase decision.

The pack is the bridge to product experience

The pack is the interface between the brand
and the actual physical and functional
product experience.

The pack is the brands sales tool

The pack creates attention and sympathy,
thus able to trigger shopper preferences
for the brand and product.

The pack is the brands anchor of recognition

In a busy retail environment, a distinctive and
consistent pack design ensures fast recognition for clear orientation.

The pack stimulates emotional bonding

The pack can stimulate and sustain the
emotional bond between the consumer and
the brand through its look, communication
and texture.

Transfer effects are realized through systemization

Systemized packaging design lowers costs

Increased efficiency in design creation and management
reduces costs due to shared design platform and
economy of scale.

Systemized packaging design boosts your sales

Cross-referencing via shared design principles
leverages the interest for other products.

Systemized packaging design enhances brand awareness

The increased frequency of repeating a visual pattern supports
the presence of the brand and its offers.

Static design systems and market dynamics dont mix

Most people think that the purpose of packaging

design systems is to standardize packaging design
and communication elements including brand and
sub-brand identities, design architecture, imagery
and key product communication.
Todays fast-moving and constantly changing markets require dynamic and highly responsive product
portfolios. Companies need to focus on continuous
innovation while dealing with existing and often
complex brand architectures at the same time.
Modern packaging design systems face a very difficult balancing act. They need to incorporate visual and verbal elements to ensure consistency
across all brand packaging. At the same time, they
require the flexibility and creativity to make the
brands products appealing to consumers.

Our approach to creating packaging design strategies

Our packaging design system model provides a framework of design objectives that facilitates the formulation
of an appropriate design strategy with two key dimensions:
managing complexity and utilizing new opportunities.
Each quadrant has a particular focus, but overlaps and
connections are possible, reflecting the complexities and
interactions in a product assortment.
Based on market insights we identify where to play in line
with your business goals.
Design evolution
Evolving existing equities
Systemization & architecture
Rationalizing proliferation & roadmap for expansion
Design innovation
Creating new equities
Innovative system
Re-inventing expression & creating a new experience

Utilizing
Utilizing
new
new
opportunities
opportunities
Utilizing new
opportunities

Design innovation

Innovative system

Design evolution

Systemization & architecture

Managing
Managing
Managing
complexity
complexity
complexity

Example of design evolution: Wrigleys Extra

We strengthened the iconography and homogenized the visual identity
The brief was to modernize the packaging to increase shelf
impact and give clear guidance to shoppers. We found a
cluttered portfolio design as well as different levels of brand
awareness: from a functional brand in Germany to a very
popular mega brand in Scandinavia.
Our idea: The healthy confectionery
The Oval Curve is a high-impact symbol that communicates
taste, health and beauty. As a leading brand, Extra now has
a visually iconic, inviting and category-leading look with an
Managing
immediate appeal to consumers
and shoppers. Research has
complexity
confirmed about 30 % increased interest and brand awareness.

tilizing new
portunities

Example of systematization & architecture: Roche

We harmonized the communication hierarchy according to pharmacists
and nurses search Managing
criteria and developed a supporting color system
complexity

The old packaging design solution featured confusing labels that caused medical
errors. It was necessary to standardize the information and navigation system
on the pack to make each product easy to read and locate. A comprehensive
color-coding system was introduced to clearly identify and distinguish between
product families and dosage. The new packaging was approved by the FDA and
EMA. The whole portfolio hab been converted within two years. The new design
is the leading example for the pharmaceutical industry.

Utilizing new
opportunities

Example of design innovation: Studena, Podravka

We built a contemporary brand with a fashionable style for urban achievers
Studena was launched on the Croatian market as the first non-carbonated
water, replacing tap water. It was introduced as an addition to Studenac,
a carbonated water, mainly used in spritzers. Both brands lacked distinctive
identities. The only difference between both of them was the C at the end of
the name. Studena was outperformed by its major competitor Jana with its
female positioning.
We recommended a unique positioning for
Studena to further follow the
Managing
complexity
segmentation of the water business. We positioned
the brand for an unisex
target group as the water for urban achievers. We developed a new bottle
shape and an active, vital and fashionable brand identity. The visual style gave
the brand an outstanding, iconic presence and consistency in communication.
The new positioning was supported by the introduction of new products.

The bottle shape and the iconic

design supports the positioning
of a new generation of still water.

For many years, flavored waters

have been part of the successful
Studena product range on the
Croatian market.

The company introduced functional

waters following ou recommendation.
They provide an additional benefit and
underscore the brand idea.

Professional
The expert range for skilled chefs

Contemporary
A wide range of savory products that enable
chefs to create menu variations

Essential
An extensive range of savory products that help
operators cook more efficiently

Example of an innovative system: Knorr, Unilever Food Solutions

Communicating the target group-based segmentation with a corresponding
pack design language
Knorr is both a strong global consumer brand and one of the most
successful B2B culinary brands. As such, Knorr is one of the very
few brands that is able to successfully stretch its offerings across
all major quality and price segments while also addressing the
distinctive needs of culinary professionals.
Research shows that food service professionals have very different
needs and ways of using these products. Based on these global
insights, we developed a new segmentation model with three
clearly differentiated pillars. This provides greater latitude to
position new products and innovations.
Translating the new segments into a compelling design vocabulary
of visually distinctive styles was crucial to establishing each pillar.

Managing
complexity

A successful packaging design system

01

supports the brand strategy

02

builds brand equities

03

responds to external factors

04

makes space for lighthouse products

The packaging design system should play a key role in

implementing the brand strategy.

The packaging design system should leverage visual and

other brand equities to make the brand more authentic and
boost recognition.

The packaging design system responds to specific category

characteristics and market dynamics.

The packaging design system should accommodate highpriority sub-brands or product ranges to attract attention
and interest in the brand.

05
12

generates sales
The packaging design system should inspire consumers to
make positive purchase decisions in favor of the brand.

 helps shoppers find what theyre looking for

The packaging design system should provide shoppers with
a clear point of reference and make it easier for them to find

06

products on the shelf.

allows flexibility
The packaging design system should simplify product ranges
where possible while providing enough flexibility to distinguish

07

and position unique offerings, e.g. limited editions.

fosters product line growth

The packaging design system should allow for different
growth strategies, e.g. extending existing product ranges,

08

introducing new ones and adding segments.

is an integral part of the customer journey

The packaging design system should be an essential component
of the brand identity system, helping to ensure consistency

09

throughout the entire customer journey.

ensures longevity
The packaging design system should promote the development of visual assets that are designed to last.

10

Your packaging design system experts at Interbrand

Richard Veit
Chief Client Officer, CEE

Ronald Bartikowski
Creative Director CPG, CEE

Richard is Chief Client Officer for Interbrand in the CEE

Region. He previously served as Managing Director
of the Hamburg office, which he founded back in
1991. Richard has a degree from Lunds University
in Sweden. He started his career as a consultant
in an international management consultancy. In
2002, he opened the Consumer Packaged Goods
Practice in the Hamburg office. Ever since he had
a particular interest in FMCG brand strategy and
packaging tasks. During these years he has worked for
a variety of consumer packaged goods producers and
retailers not only in Germany, but also in Switzerland,
Poland, Croatia and the Netherlands.

Ronald is Creative Director in our Hamburg office.

He is responsible for the quality of the concepts
for consumer brand identities and consumer
packaging goods. After graduating with honors
from the College of Design at the Hamburg
University of Applied Sciences, he began his career
developing brands for retail companies and worked
as an Art Director for international brands. Before
joining Interbrand, he was Creative Director in an
international design and branding agency network.
He has also lectured extensively at professional
branding and packaging forums.

Brands and companies he has worked for include:

Unilever (Knorr), GE, JTI (Camel), Podravka, Cadbury
Wedel, OBI, Beiersdorf (Nivea), Merck, Bayer, Melitta,
Symrise, Agrokor, Kras, Krombacher and Philips.

Brands and companies he has worked for include:

Agrokor, Beiersdorf, OBI, GE, Deutsche Telekom,
Novartis, Nintendo, JTI, Scandinavian Tobacco,
Unilever (Knorr), Boehringer Ingelheim, Roche and
Wrigley.

At Interbrand since 1991.

At Interbrand since 2002.

If you have any question, please contact:

Nicole Heise
Business Development Manager
Tel: +49 160 963 10 825
Mail: nicole.heise@interbrand.com

Were there for you

Interbrand is a part of the Omnicom Group, a leading
global advertising and marketing communications
company. Our dedicated employees at our four offices
of Interbrand Central and Eastern Europe, as well as those
in our worldwide network, are proven experts in the
fields of brand creation, brand management, brand
experience and brand valuation.
We are happy to advise you in your local market and can
provide you with expert guidance on a global level.

Our disciplines
Analytics
Brand Engagement
Brand Strategy
Brand Valuation
Corporate Design
Digital Branding
Digital Brand Management
Health
Naming
Packaging Design
Retail Design
Verbal Identity

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