WORKBOOK for faster Go-To-Market
(Packaging Design)
This contribution of mine was made toward Desworks, a Mumbai based packaging design team of Bizongo as a Senior Manager for the design team. With products (packaging) launches, it's crucial to be in the market at the right time. This process can be fairly tedious considering the no. of stakeholders, audience dynamics, cost and the steps in between.
This workbook will decode all the steps and leave you with hacks and templates whether you are a designer, brand manager, marketing manager or from the legal involved in a packaging/brand launch. Workflow below was implemented by Bizongo in 50+ projects which experienced a faster Go-To-Market by 26%. There are pre-requisites and checklists for each stage of the project to ensure you have everything covered
DESIGN DISCOVERY
3C Checklist
(Consumer, Category & Competition)
Understanding consumer behavior looks at how individuals select and use products and services. Understanding consumers holistically can be key to success. It is a broad and complicated task, but with the right research mix you can begin to get a detailed understanding of your customers and their motivations.
There’s no mistaking the impact that digitalization and personalization trends are having on the consumer’s path to purchase. With convenience and preference driving behaviors and the paths consumers take to the purchase—whether virtual or traditional—it’s vital for brands and retailers to understand how is the market being influenced by their choices. It’s also essential to understand how categories perform relative to others.
Category study is all about identifying and forecasting market trends. Monitor key trend resources to identify:
Getting to know your competitor’s strengths and weaknesses is the foundation on which to base good strategy. This can provide useful information about consumers that are shopping in your vertical but don’t buy from your brand. Routinely monitor your competition and watch for any advertising, brochures or updates to website. Use data to observe who they are targeting and the techniques they are using and list the areas that you can and cannot compete.
PACKAGING GRAPHICS WORKFLOW
Brand Strategy to Label Graphics
This workflow has been customized precisely for instances while crafting a brand from scratch till the final label is designed. Feel free to further customize the same for niche scenarios.
UNDERSTANDING YOUR BRAND + LOGO
Brand Strategy to Label Graphics
Great creative projects start with a great design brief. A design brief establishes clear expectations between you as a business owner and me/us as design experts. The more detail the below brief decoder is filled in with, the more it gets the design wheel rolling and helps designers like us strategize, visualize and empathize with your vision and go-to-market faster and stronger.
The visual and famous examples of brands mentioned the brief decoder help craft a detailed output because of easier understanding from clients as well as designers. Feel free to customize the examples basis region and category the product you are designing for increased relevance.
LEGAL MANDATES for Label Design
Brand Strategy to Label Graphics
The link between food packaging and consumer protection is of high significance. A package is a vehicle of safety and achieves the objective of delivering safe, wholesome, nutritious food to the consumer. To safeguard the interests of the consumer and the society at large, packaging Laws and Regulations have been introduced by the Government.
Once you’ve taken care of the advertising and persuasion, you have to make room on the package for the required components of food packaging:
Various parts of the workbook go through continuous improvement as and when I discover steps, hacks and macro processes during my career as per the unique design challenges thrown at me. How this helps you as it helped me make my design team 2X efficient and clients happier with faster go-to-market.
Happy Packaging !