How to use packaging to create a premium brand

A well-known brand has greatly promoted the turnover, so companies will attach great importance to the design of packaging for these products.

In general, sales of well-known brands contribute greatly to the turnover of a supermarket, so supermarkets will attach great importance to the design of packaging for these products and place them in a major strategic position. Publix's brands include traditional brands, premium brands, green brands, and brands involving cooked food, bread, and medicine. Users can also enjoy significant cost savings when selecting these products that are affixed to Publix's proprietary labels.

Publix will also do short-term promotions for certain products on a regular basis, but regardless of the form of sales, their commitment to customers will always be to provide them with the best value products. This means that all branded products undergo a rigorous scrutiny process, including the identification of product quality, supplier sample quality, and tasting or performance testing through the lab.

In order to ensure that consumers have high expectations for each package written with Publix's name, Publix formed an authoring services team. The team established in 1989 was expanded from 5 individuals to 50 people at the time, including designers. Advertising creators, product artists, and packaging specialists, in addition to various coordinators and managers, are responsible for overseeing various processes. In addition to packaging design, the Creative Services team is also responsible for company logos, advertising print related matters such as product advertising, direct mail samples, POP promotions in the store, and retail environment maps.

Each Publix brand has its own iconic logo that is used to represent the positioning of the brand. For example, the traditional Publix brand package reflects high quality, while GreenWise package conveys the natural and healthy symbols. In the past three years, this creative service team has given most of the traditional Publix brand products a new design concept, with a fresh, clean appearance, making it easier for people to accept Publix.

If you want to create a new packaging design, first of all, provide a clear design idea for the creative team, these concepts are reviewed by a team composed of different departments in order to make the design plan and production capacity consistent. The creative team's designers are very aware of how to make their packaging stand out in a variety of shelves and how to design a distinctive packaging.

In order to develop a more comprehensive design system for the traditional Publix-branded product line, the creative team believes that it must develop a packaging appearance that can consistently apply to all products in the series, it must be easy for customers to identify and select, and Deliver accurate quality and value information. In addition, this package must also be able to adapt to many types of packaging forms and materials, overcoming its own production limitations for each form and material.

This task is obviously very arduous. The creative team has newly designed several Publix traditional brands, but the design results are not very satisfactory and the images are too complicated. The information that the goods need to convey on the shelves must be clear and direct. Clear design ideas need to involve many basic elements of the standard, such as typesetting and printing. Only by dealing with these details can we foresee the effectiveness of future publicity in the market.

Modifying the existing design to make it more suitable for the structure of the packaging and new packaging materials is another task that the creative team undertakes. For example, they changed the ice cream box from a cube to a square with rounded corners and equipped it with a removable lid in order to make it suitable for cylindrical containers without square corners.

In order to adapt the design to any package, they have developed a highly flexible design system and have previously envisioned all types of packaging that will be encountered. Before deciding whether a new packaging design should be adopted, the creative team first submits the concept to cross-functional function teams, who then review the final design and confirm whether it meets the packaging requirements. For packaged consumers, Publix also uses various methods to consult with customers. All of these jobs are designed to provide consumers with unique, high-quality packaging designs. This is Publix's eternal promise.





Publix Source: "Modern Packaging"