A primary element of a solid brand strategy is package design – it’s one of our favorite “P”s in our Brand Check Up process.  It is important for all brands but even more so for small and mid-sized brands to differentiate themselves on the shelf (often where they are most visible) from the competition.  Packaging can also be one of the most important marketing tactics a brand can use when working with limited budgets.  A couple of things to keep in mind when designing or redesigning a brand’s packaging:

• You must clearly understand your target consumer’s “job to be done” and be sure that your package design communicates to their need.
• You may be able to differentiate your product on shelf through a new form or product delivery system. Seek to be different.

In this article, our partner The Goldstein Group discusses the package redesign they did for heritage Skin-care brand Dr. Smith’s.  It’s worth the read.