Table of Contents
In a world where consumers are faced with physical and digital store shelves offering an almost endless quantity of choices, good package design is an essential element to making your product stand out. The right package design can drive consideration, influence purchase decisions, create unique experiences and generate customer loyalty. Conversely, even if all other elements are in place, a poor package design can negatively impact the path to success.
For over 16 years, we’ve helped brands stand out and make an impact with package designs that capture the attention of buyers and directly contribute to increased product sales. Here’s an inside look at our principles of package design that have created lasting impressions.
Clearly Communicate the Brand Personality – CEFCO’s Y’ALL Package Designs
If you’ve been on a road trip anywhere ever, you’ve stepped into a convenience store that is jam-packed with brands competing for your attention. This includes private label brands, or store brands, which are small-scale Davids competing against global brand Goliaths — often with somewhat nondescript packaging that shares a brand name with the store.
CEFCO, a leading convenience store chain in the southern United States came to Gigasavvy to develop a private label brand that was decidedly NOT nondescript. After naming and designing a brand that captured the company’s light-hearted, homespun southern roots, we moved on to create package designs for a series of products from water to jerky, to salty, crunchy snacks.
Our Y’ALL brand package design leverages sassy southern nomenclature, rich colors, eye-catching imagery and bold typography that cannot be ignored to bring a little “somethin’ extra” to the C-store shelves. Our new branding and packaging immediately won customers over, with the updated labels quickly becoming number one sellers in a store full of global brands.
Clearly Communicate the Brand Promise – Beach Whiskey Package Designs
Darco Spirits makes fun, high-quality spirits with personality. When deciding to expand on their Beach Whiskey brand with a new line of canned, ready-to-drink cocktails, they came to Gigasavvy to help them develop packaging that would stand out on store shelves packed with a growing selection of both classic and emerging brands.
To drive purchase behavior, we needed to create packaging that would not only catch buyers’ eyes, but would immediately evoke a relaxed, summertime frame of mind all year-round that is hard to turn away from. To achieve this, Gigasavvy conceptualized a Summer in a Can package design, which immediately communicates the Beach Whiskey’s brand promise for a good time that always feels fresh and easy.
The package designs leverage breezy colors with playful fonts and sunny imagery to communicate beachy summer vibes that immediately conjure up a sense of endless summer nostalgia and beachside bonfires. This instantly sets customer expectations for the flavor profiles, drawing target audiences in for a closer look— and leading to significant increases in sales, clicks and impressions.
Clearly Communicate the Product – Flame Broiler Package Designs
Flame Broiler started as a single family restaurant committed to delivering delicious food that was healthy, convenient and fairly priced. The fresh ingredients with Korean-inspired flavors were a hit and soon the small restaurant grew to a brand with more than 200 locations across California, Arizona and Florida. As the brand grew, so did opportunities to diversify revenue with a line of bottled sauces.
Gigasavvy worked with Flame Broiler to develop bottled sauce package designs and product names that would immediately communicate the flavor profile and Korean culture behind each bottled sauce, and inspire restaurant patrons to Fuel their Flame any time by keeping their favorite flavors on hand at home. Drawing from the bold color palette and iconography of the brand identity we had already created, each bottle leverages color blocking with a distinctive color and imagery to set flavor expectations.
The package design and associated launch campaign were a hit, generating a 14% lift in brand sentiment among consumers who were surveyed before and after exposure to the product spot, and driving a 62% year-over-year increase in digital media placement clicks.
Align to the Target Audience – Brandini Toffee Package Designs
Founded in Palm Springs, Brandini Toffee started as a small-batch toffee company that leveraged a family recipe to bring joy to audiences with a sweet treat. Years later, the brand had expanded with a factory which operates year round to support a busy holiday sales season. The high-quality toffee had become a favorite among older consumers, but the brand wanted to broaden their appeal and expand sales among younger audiences.
Gigasavvy developed new, more modern branding which leveraged their Palm Springs roots and an iconic desert vibe to pull younger consumers in. The new Brandini Toffee package designs use crisp black and white color blocking to communicate the premium nature of the product, while taking inspiration from Palm Springs-style breeze blocks to incorporate a subtle brand pattern that helps to capture attention. In addition to classic gift boxes, Gigasavvy also designed new candy bags, which helped Brandini toffee to diversify revenue streams with new shelf space at Costco.
The new package designs were a hit. In the first holiday season after the updated packaging was revealed dwelltime on the company website increased by nearly 53% as customers viewed 26% more pages per session, ultimately leading to a 25% increase in online sales.
Create a Customer Experience – Sugarfina Package Designs
One can never overestimate the importance of delighting customers with fun brand experiences. That was our guiding principle when we worked with Sugarfina to boost online sales for the holiday season.
Though the project was not initially brought to us as a package design exercise, Gigasavvy came up with a big idea that leveraged an entirely unique packaging concept to create a memorable gifting experience which would delight customers and drive incremental sales volume.
The Build Your Own Bento Box package design for Sugarfina made the online shopping and gift-giving experience entirely customizable and allowed givers to gift a variety of Sugarfina’s fun and whimsical flavors, all in one beautifully-crafted box. As consumers became more educated on the product they saw opportunities to give more flavors to more special people in their lives, resulting in a 116% increase in website traffic and 57% higher sales.
These are just some examples of how big ideas and smart, well designed packaging can drive real business results. It is more than a physical container. The right packaging shapes customers’ perceptions. It helps your product get noticed online and in stores, communicates your brand’s value, messaging and positioning, and surprises and delights your customers.
Gigasavvy is an award-winning brand strategy, content creation and creative agency that has successfully brought many brands to market with measurable results. Contact us to talk about how we can breathe life into your brand.
