Same category, different approaches. Organic childrens yogurt

This fascinates me – the different packaging design approaches to an identically positioned product.

Glenisk –

Personally I am finding this kinda messy – but I don’t doubt for a second that it is effective.

Rachel’s –

For me much clearer messaging = strong fruit statement, very readable text and parent-appealing shot of baby.

I do wonder which is more effective – or have the two brands differentiated the market by targeting different profiles within the organic food purchasing parent population?

As a by the way check out their respective homepages for a quick comment on brand consistency:

To my untrained eye the Glenisk packaging is very much at variance with the website (which itself could do with a rework and update to make it more consistent) and even the Rachel’s website contains subtle brand design references which are not yet reflected in this packaging.

I guess this is the bane of marketing peoples lives – having a large product portfolio and multiple channels/manifestations of the the brand which all need updating once the core brand design and messaging are changed.


Killowen Farm packaging and brand redesign

Made for Biabeag – a side by side placing on the fridge shelf of the before and after packaging for Killowen Farm. (I cannot find a website for them, however this link (direct to pdf) gives a little more information)

This redesign was launched in April this year as far as I can tell and seems to have involved:

* Significant work on the main logo to make it much more contemporary in terms of font and colour.

* Addition of the word Farm to the logo to add to the positioning and provenance

* A black and white image of the farm (I assume) to tap into the authenticity message

* Colour ingredient shot to make visual identification clearer

On the back of the pack:

Here we have a update in the story being told to:

* Pick up the name of the family involved (the Dunnes)

* Handcrafted is new, as is the highlighting of no colours, preservatives or additives

* Carried over is the word unique and the phrase smooth, rich milk

Like the new design a lot – much more effective.