Blog.

I have recently been involved in discussions about branding being redesigned much to the confusion of many consumers. Consumers love their brands and don't like to see them changed. Struggling at times to understand why if 'it isn't broke, don't fix it' so why update it if it was fine in the first place? As human beings we have evolved and redesigned everything, constantly thinking about tomorrow and evolving for the future. If human kind were to sit still and settle for what they have then frankly we would still be living in caves. It is in our nature to expand and push things further, this is what should be applied to brands. At Design Activity we strive to refresh, renew and revitalise. A brand like Cocacola for example doesn't seem to have changed at all. But over the decades everything about the brand has been evolved. Even when the branding wasn't redesigned the packaging was. Had this not happened Coke would still look like it belonged in 1886 when it was introduced to the market. The product may be great, the branding good but if it doesn't keep with the times your brand may not be as popular tomorrow as it is today.

Mark Stubbington

We've recently helped Pomegreat relaunch their range of 100% whole fruit pomegranate juice drinks. The range included chilled and ambient juice in tetrapacs and pet bottles, also a pomegranate extract supplement range extension called PurePlus.

As branded packaging designers we addressed the entire pack architecture including a complete redesign of the brand marque, on pack graphics and colour ways and product photography.

We concentrated on the provenance and taste of the product, keeping layout and messaging simple and essentially saying, "it's all about the pomegranate".

Andrew, our M.D. recently returning from the Waitrose sandwich run noticed that Pomegreat was absent from the shelves, sold out. Great news for the brand, bad for Waitrose!

Pat Starke

The studio is getting more excited as we count down the days until the 2012 Design Business Association annual Design Effectiveness Awards. Yes, we're up for another award for branded packaging design but this time in the gifting category for our work with Beiersdorf on their Nivea for Men Christmas gifting range.

Our work with them over the years has proved extremely successful in terms of growing market share and brand awareness but last year was particularly fabulous, and in our opinion, worthy of a try for a Design Effectiveness Award.

A Design Effectiveness Award is the highest accolade a brand can hope for and from an agency standpoint it is an undeniable marque of success.

We strive for this award every year at Design Activity because it tells us that we haven't lost our edge. It motivates us to raise the bar for future clients who's business could so tangibly benefit from  our expertise.

We think the Design Effectiveness Awards continue to be a shining example to marketers of the true commercial value of what we do as branded packaging designers.

Once again we dust off the DJ's and un-fold the frocks and hope for a gold award!

Pat Starke

http://www.dba.org.uk/

"In 2010, we were approached by a new a client with the idea of importing authentic duck confit from South-West France. Wth no branding or listing in place, It was clear from the outset, the confit was a premium proposition and everything about the brand including the packaging had to communicate this.

As branding designers we set out to create a unique brand and associated identity – something to pique the foodie target market and once established; we focused on packaging, exploring a range of territories from rustic French to super chic.

 Results so far include listings in a range of up market delis across London, and the Knightsbridge branch of Harvey Nicholls."

http://www.thedieline.com/blog/2012/1/20/confit-of-duck.html

Alison Dymond

With 63% of the £111 million pound UK smoothies market its fair to say Innocent Smoothies have done well for themselves. The packaging redesigned by Pearlfisher is a classic 'category breaker'. Simplistic, friendly, fun and different from the competition. Its become what all brands strive for: a benchmark. This is testament to Innocent who seem to have hit all the sweet spots, more specifically the use of language and tone of voice.

Innocent's informal approach has been a formula for success. So much so that we now seem to hear the phrase "just like Innocent' when referencing their design within the industry. As much as we all love the Innocent brand its not completely relevant for every product or brand. A serious whiskey brand and light hearted, jovial language do not make great bed fellows. Something we would all do well to remember. Innocent; we love you but its time to move on.

Mark Stubbington

Congratulations to our client HiPP on winning GOLD at the Mother & Baby Awards 2011/12!

Their delicious Fruit Pouches won in the Best Baby Food Product category!

Click here to find out more about our HiPP Baby Food packaging design.

Kate Clayton