Holistic design. Is your retail brand immersive?

Today marks the first in a series of guest posts by Jonathan Ford, Creative Partner at Pearlfisher. Ford will be presenting “Design for Life– Creating a New Design Language for Health and Wellbeing in the Retail Sector” alongside Maggie Hodgetts of Waitrose at the upcoming conference in Chicago Private Brand Movement .

Retail brands are in a powerful position to win consumers’ hearts and minds because they are able to control the environment in which they display their products and other brands. There has been a move away from regarding shopping as a basic functional activity and a progression towards drawing people in and inviting them to experience a unique lifestyle.

Brands are starting to push the limits of the store function and its physical space to create the ultimate personal connection with the consumer. Retailers are addressing the modality of the way each one of us lives and shops by tailoring experiences to individual needs and desires. In order to help brands develop a complete environment you need consumer trust, belief and enchantment from start to finish – something, which lasts well beyond the purchase moment.

Starting with ‘Clarity’, these next posts will continue to highlight key principles of retail branding and examples that bring these principles to life. We hope you enjoy them!

Principle 1. CLARITY
Simplifying unnecessary complexity and inefficiency through strategic design strengthens the retail experience and streamlines product communication by relating it all back to a core proposition. There must be no disconnection between product and environment.

EAT is a real food company in the UK. The design for EAT’s third party products make up a unique range that is easy to understand and simple to navigate in store. The design demonstrates a unified expression in all aspects across the range. It is distinctive and clear. We believe that people want a deeper and more visceral relationship with their food and the EAT packaging design shows the product in its purest form, which is why it heroes the principle ingredients. The design brings out the sensorial character of the product, engaging the consumer through simple and clear illustration.

Jonathan Ford, Creative Partner, Pearlfisher
jonathan@pearlfisher.com
www.pearlfisher.com

My Private Brand readers can register with the code MYPBRAND and receive 20% off the standard rates.

Source: The Next Big Design



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.