The power of food and drink branding

First impressions matter and no matter how delicious or unique your product is, it will not be successful in the food- and drink market. Packaging is often the first touchpoint a customer makes with you and your goods.

A top-four UK supermarket began to rebrand certain food and drink products under the names 9 made up farms in 2016. They found that people were interested in these products as an alternative for some of the more well-known, branded products. This was because of the way the packaging led them believe the farms were real and the products are made in the UK. It was an innovative branding campaign to increase sales of products that were manufactured in large factories overseas. We don’t condone this kind of marketing but it does illustrate the power of product packing and how it can affect sales.

We have done extensive research into customer behavior and the factors that influence their choices at the checkout. There are many variables that can be controlled. It is crucial to take into account elements like the quality, texture and colour of packaging, convenience, cooking and time, ethical credentials and price when branding products.
Be noticed (for the right reasons).

Your product’s success depends on how well your product stands out in a sea of competitors. It’s about more than just being eye-catching. Customers need to be able see your product immediately, have a positive first impression, and believe in you and your business. This is where food branding comes in.

Pridefully wear your rosette
You should include any award-winning products in your branding. Don’t wait to get in on the action if you haven’t won one. Get entering! Research shows that customers will choose products that they believe are category winners. This is especially true if the product is unfamiliar to them.
Keep it simple
We live in a fast-paced world and few customers have the patience or time to compare notes about which product is superior. Be bold and confident in your design. Consider using a few words to make your product more appealing in its niche. If your product is currently trending, you should highlight the ingredients that will make it stand out. Highlight the flavours of your food in the description.
Share your story
Tell your story. Your customers should get to know who you are and what your company stands for. This information can be displayed on your point to sale. Perhaps it will feature a photograph of you or your staff on the label. Your website and any additional point-of-sale can be used to provide further information to customers.
Send us your ratings
Share rave reviews and praises about your products. This can be done on your website and social media platforms.

Instead of creating a line of products, make an identity.

At first, your product may not be the most popular. But, if you look ahead, you can ensure that your business is future-proofed. You can think about how your branding will be displayed on additional products in this range.

Logo
Make sure your logo is memorable visually and is consistent on all of your products. Your product family’ will be easily recognisable.
Colour
A simple palette that is complementary to each other (and makes you stand out among your competitors) is preferable over a visually confusing ‘car wreck’ of colour. Think about the colour and appearance of your food and drink products, especially if you use glass or see-through packaging.
Graphics
Support graphics and images should be professionally drawn and high quality so that they can easily scaled up for different sizes and used at the point of sale.
Text
You want a product description that is clear and easy to read.

Consult a professional

It is true that you get what yo pay for when it comes to product branding. There may be someone you know who regularly uses Adobe InDesign and Illustrator. But don’t let your friends, colleagues, or neighbours convince you to give up on the future success of your food- or drink product just to save a few dollars. As we know, consumers prefer to purchase products that smell fresh and taste great. But, as we discovered, packaging can make a big difference in how they choose to purchase their food or drink products. It is important to have professional packaging created.