Research before design
Nowadays, redesigning or rebranding demands research within your industry and the line of products you’re competing with while considering the target audience. 

Whiskey has deep roots with a new audience of women as distilleries owners and consumers. “…With women representing almost 30 percent of whiskey drinkers in the U.S. (up from 15 percent in the 1990s) and being responsible for up to 70 percent of alcohol purchasing decisions for the home…” according to worthdotcom.

For my design pleasure, I chose a whiskey label. I’m not in the target audience, but I had my share of whiskey sour, which was good. This could be my new thing; who knows?

#design #labeldesign #whiskeylover #packagingdesign #brandingdesign #research #logodesign #branding #alcohol
Container vs. Content
The grocery store now a day feels overwhelming. Don’t you think? The many choices stacked against each other to allure us, saying, “Buy me. Buy me.”
I enjoy looking at new packaging and wonder if it’s as good as it seems.
As a customer and brand designer with a twisted point of view, curiosity got me into trouble. Yes, I purchased food because the packaging looked nice. I check if the product is unique in its category, trendy, or a spin-off of what is already out there. Once home, I try it immediately; that’s the fun part of shopping—the new food thing.
Would I re-buy some of them? Not really.
I wasted some dollars from this experiment, which made me dismiss some brands and wonder how they got there.
Have you realized that we react unconsciously when we ask our spouse or friend to get this brand, not that one for a specific item?
And don’t forget we throw away or recycle the packaging. It’s as if it’s all forgotten.
What about the “new and improved” claims? It’s a lost cause in my book and has been overused for a long time. It’s probably to sustain the current product. Though it’s costly to reprint a box to add “new and improved.” Well, the companies must know something consumers don’t.
Are we savvy customers enough, or do we have to constantly pay to figure out what works for us? It’s up to you to discover and hopefully not pay more than intended for what you want. This got me thinking about why we buy the same old because it works, and we love the product.
The bottom line, great packaging pulls us in, but a quality product will make us love the brand, whatever its price point.
Back to Top