BRANDING, MARKETING & DESIGN
Are you sitting comfortably? Tim Leahy explains why, when it comes to packaging design, you can't beat good old-fashioned storytelling
be tempted into the basket and onto the table. Memorable brands connect with consumers on an emotional level and story telling is a powerful way to make that connection. During the Olympics we were
B
Tim Leahy is Managing Director of Leahy Brand Design. For more information visit
www.leahybrands.com.
introduced to sportsmen and women that were unknown to us, they won gold and a place in our hearts. Not only because they were winners, but because my personal favourite, Clare Balding, helped to unearth what drives them and their personal back-story. Brands are no different – like people they are all different, they all have a story to tell and packaging is the visual expression: • Product shape, taste & delivery e.g. The satisfying snap and
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rands must stand out clearly in consumer’s minds to get noticed and
share of a Kit-Kat is all wrapped up in taking a break and relaxing, and the iconic Toblerone, a chocolate bar from Switzerland that looks like a mountain; • Packaging structure e.g. Marmite’s iconic jar reinforcing a spread that packs a punch and Bonne Mamam’s jars and lids reminding us of Grandma’s kitchen; • Packaging design e.g. Charlie Bigham’s charming ‘book cover’ sleeve telling us the ‘twosomes’ story is a conversation on pack. Great brands know their
audience and tell their stories with clarity in a tone of voice that connects in a memorable way that is distinctive and effortless so that we enjoy and appreciate coming back to them time and time again. At LBD, we discover our
client’s story before we start to create the big idea and design, and with Keogh’s that meant a trip to their farm in North County Dublin. There we found a true family business, Peter Keogh’s and Sons all working on the farm, they talked to us passionately about their Irish potatoes over a cup of tea around their kitchen table. So we built the brand and story around them, using each family member – Tom, Ross, Derek and Peter to tell their story, how they grow the finest potatoes and handmade crisps in Ireland. ‘Grown with Love in Ireland’
was the big idea we came away with and we went about creating a simple brandmark that captured this; a shortened brand name ‘Keogh’s’ and a growth message within the logo and strap-line. The personal
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