20. New Product Package Design Development

  • Ill Co. Tokyo Campanella

When designing packages for new products, Bravis always tries to create a functional package that will help build brand equity and brand recognition for the long term. (We define brand equity as the design elements consumers recall when they call the brand to mind: things like the brand color, brand logo, graphic format etc.)

New product Package Design Development Case Study: Ill Co. Tokyo Campanella
Established in 2007, Tokyo Campanella,is a brand of cookies targeting visitors to the capital, Tokyo. For Tokyo Campanella, Bravis developed a design in which the brand color functions as the key brand equity.

Tokyo Campanella's competitors mostly used 'warm colors' like yellow and orange. We therefore made a deliberate decision to use turquoise, one of the warmest of the 'cold colors.'

This achieved a high level of distinctiveness vis-à-vis competitor products. It also communicated a worldview of metropolitan sophistication appropriate for a Tokyo souvenir gift brand.

The Importance of Having a Brand Color
Research shows that when consumers go back to a store hunting for, say, a brand of juice they tried a few days before, the thing they remember is not the product name or logo--but the brand color. That is why at Bravis we regard the brand color a particularly crucial component of overall brand equity.

When establishing the brand color one must be conscious of the existence of 'category colors.' With green tea, for instance, all brands tend to use the same green-colored packaging. Producing a green tea not packaged in the category color is risky and can easily lead to failure. If going from the non-category-color approach, you should not just select a color on the grounds that it's different; you should select one based on careful studies of what colors will i. grab consumers' attention in the store and ii. be readily accepted by them.

Strong brand equity does not come from the power of any individual design element. At Bravis our goal is to get multiple brand-equity components (including the brand color) to function in an integrated way to boost the brand's presence and appeal.

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