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WE MAKE THEM TALK ABOUT YOU
Packaging
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WE MAKE THEM TALK ABOUT YOU
Dan Mikkin
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thebrandmanual.com
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It was no accident. It was done by design.
Sherlock Holmes
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producer user designer
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producer user designer
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It’s not just the package…
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PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
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eristuvus
äratuntavus
järjepidevus
Recognisability
Distinction
Consistency
Trust
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Recognisability
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„Cab”
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Distinction
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„Cab”
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„The cab”
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Trust
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„The right cab”
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„Cab, sort of”
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Consistency
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1992
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1996
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2015
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eristuvus
äratuntavus
järjepidevus
Charlie
Purpose
Logo
Identity
Trade mark
Behaviour code
…Communication
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Package
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First contact
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The right package lifts the value of your product
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Crappy package lets your product down
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Travel Sim
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The Process
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Brief / Discovery • What? – the product • How many? – product architecture • Why? – ambition and goal • What for – business target • Where? – context / competition • How? – uniqueness, emotional charge
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What’s this information good for?
distinction distilled taskdiscovery it idea solutions applications
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Name
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A computer company called Banana
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An energy giant called Lobster
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A luxury car called Mathilde
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Logo
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Logo • A visual key of distinction • Sets the mood of the whoe brand • For good’s sake, don’t change it
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Colour
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Colour Identity vs. product tree
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Identity
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• Would I be recognisable in 5 years? • In 10 years? • What does my identity stand on?
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Identity reflects your product’s value
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Luxury item
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Identiteet on firma ambitsiooni väljendus.
Looks more
expensive than
is
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Total recall
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Story
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• What is your brand talking about? • Is your visual supporting the story?
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Attitude
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What do I stand for? What do my customers say with my product?
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Moodboard
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Moodboard is a tool that helps all parties to reach a common understanding on: • your Tone of Voice • the life brand will live in the future • its emotional charge and values • communication language • target groups
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Start with a draft
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First visualised graphical directions to make a choice on: • context • imagery • application demos • competition juxtaposing
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A few rules
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Check your spelling!
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Estonia is not a test market!
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Understand the cultural context
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luxury
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Be consistent!
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PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
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Don’t
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Don’t meet the expectations
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Don’t try to please everyone
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Don’t blend in
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Don’t overdo
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Less is more.
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Less.
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Final criterias
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Did you hit her?Does it stand out?
What’s the story?Is it real?
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