The way you harness the voice of design can affect the way that customers perceive your brand through your packaging. In previous blog posts, we’ve talked about how to choose the right font and setting brand guidelines to make sure your brand is perceived the way you want it to be.
By using the right design voice, your packaging can send your customers a message, without actually saying anything! In this post, we’re showing some examples of brands that use their design to speak for them!
Keep reading to learn more!
Daydream
Daydream is a sparkling water infused with hemp seed oil and other adaptogens. The drinks’ goal is to increase focus, reduce stress, and find calm using their unique blend of ingredients.
The cans come in a variety of colour mist designs. The soft gradients evoke a calming feeling, which is one of the key features of the Daydream soda’s effects.
Each flavour features a different colour scheme, making them easily identifiable and eye catching. A simple, white sans serif font allows the design to shine, while still being legible. Though each design is different, the shared design trend used amongst them help bring a level of calm cohesion to the brand as whole.
Hattendo
Japanese confectionery Hattendo places a heavy importance on their packaging. We’ve worked with them multiple times to create unique packaging designs that speak to their Japanese heritage. When designing their seasonal packaging for their Toronto stores with our graphic designer, we incorporated Japanese illustration techniques and culturally inspired characters and buildings!
Through the seasons, we create new packaging for Hattendo that conveys their Japanese (and now Canadian!) roots. If you want to learn more about our design process with Hattendo, check out our previous blog post!
Wally
Bringing dental care to you, Wally is a dental subscription service that’s changing the way Americans get their dental care. They worked with designer Kati Forner to redesign their mailer boxes for their at-home dental testing kits.
Through the use of clean, minimal lines and organic shapes, Forner creates a minty-fresh modern look, reflecting Wally’s technology-driven dental care approach.
We selected a differentiated, fresh palette and created patterns that highlight the way oral care products like toothpaste, floss and brush bristles resemble W’s.
Kati Forner, via Behance
Overall, the combination of colours and rounded sans serif fonts gives the brand’s packaging voice a futuristic and fresh aesthetic.
Additionally, creating unique custom packaging is especially important for an e-commerce based business! By paying extra attention to your customers’ unboxing experience, you can make all the difference in driving brand loyalty and recognition. In order to learn more about how to create a memorable unboxing experience, check out our previous blog post!
Magnolia Bakery
If you’re a lover of sweets and you’ve been to New York, you’ve likely heard of Magnolia Bakery. The iconic bakery recently underwent a rebrand with the help of design firm JKR! They transformed the original designs, but maintained key elements to pay homage to the iconic flagship store. The new logo is modern and minimal, inspired by the signature Magnolia Bakery cupcake icing swirl. Though the logo’s font has been simplified, the whimsical swooping letters keep the business’ original character.
According to JB Hartford, Group Creative Director at JKR, the new designs “[deliver] on the brand’s deliciously indulgent in-bakery experience with a joyful and eclectic kit of parts inspired by our design strategy—a bite of whimsical delight”.
However, despite the new minimal approach, the iconic bakery window is not forgotten. An updated illustration now wraps around bags and boxes that are toted out of stores and shipped across the United States and the world.
The new packaging is indulgent, whimsical, made for the modern era, but still references the brand’s Upper East Side roots.
Loveski Deli
Finally, Loveski in Napa Valley, California is a deli concept created by Christopher and Martina Kostow. The restaurant delivers a range of sourdough bagels, homemade pickles, deli meats, and fresh vegetables, putting a twist on classic Jewish delicatessen.
Though Loveski is a a deli, they have a distinct voice! By using humanized menu items and a retro sans-serif font, Loveski creates a fun and avant-garde brand identity.
The restaurant brims with freshness, while the identity as a whole feels inclusive, humble and youthful, qualities sometimes lacking in the more traditional establishments of Napa Valley.
Pavement Design, via Behance
How Can I Use The Voice Of Design?
We know that harnessing the voice of design can be difficult, but despite this, LeKAC is here to help! We offer branding and design services that can help bring your packaging vision to life! Our knowledgeable Business Development Consultants and talented Graphic Designers can make suggestions on what would work best for your business.
Whether you already have a design or you’re starting from scratch, we’re with you every step of the way. Contact us today to get started!
