Guide To Perfect Food Packaging

1. GETTING THE PERFECT FOOD PACKAGING DESIGN

2. ON THE MENU Delving In 03 How to get your product 04 Finding your place 05 Competitors06 Target audience07 Creating your brand 09 Brand story 10 Designing for your brand 11 -Design goals 12 -Briefing 13 -The how 16 -Giving feedback 20 -Reviewing the design 21 -Copyright 22 -Trademark 23 Brand guidelines 25 Get the word out27

3. DELVING IN A quick stroll through a supermarket, anywhere in the world, will give you a decent glimpse into the food industry. It's an industry where options seem endless, and new innovative products appear every day. But intimidating. With so many different milk types, for example, how do you make the right choice? The reality is that consumers are often guided by the visuals, by the packaging of the product when faced with such a decision. supermarket shelves may seem This is why, more and more, those in the industry are prioritizing design, and ensuring their products look as good as they taste. But getting the right design can be challenging if you've never been through the process before. And, sometimes, even if you have. This is why we've developed this guide, which covers everything you need to know to get the perfect design, for the right price. We'll cover everything from how to fill out a creative briefing, to how to develop brand identity guidelines. We'll even shed some light on how to choose which products to sell, and, later on, how to market and sell them. With no further ado, let's delve in.

4. HOW TO GET YOUR PRODUCT Of course, the category of 'food' is a considerably broad one, but whatever product you choose within it - you need to figure out how you're going to get it. There's two basic approaches here: the homemade approach and the white label strategy. The Homemade Approach The White Label Strategy You can, of course, make your products at home. There? s plenty of resources online and offline to help you find your way in terms of making your own product. So, you can definitely learn the tricks of the trade and be creating the perfect product in no time. In case you? re unsure of what a white label is, allow us to explain. A white label allows you to buy the product and resell it later on with your own branding attached to it. This is a common option in the food products industry and it's a pretty efficient one. A couple of things you might want to keep in mind: this is a time consuming strategy. Creating all your products on your own is going to take you a considerable amount of time and might slow down how quickly your business grows. There? s many different white label food producers that you could look into. We've provided some options below. We advise checking the price, their FDA approval status, their policy on doing print labels and packaging for you, and whether or not they have order minimums. Of course, you can take the homemade approach to the next level and expand how you produce the product , but this requires money and some knowledge of the entirety of the process. So, make sure you know your way. Using a white label can facilitate the whole getting-your-product process. Just make sure you like the products you pick, and that you? re choosing the right provider with a fair price. Second of all, you would need to get these products certified before you? d be legally allowed to sell them to the public. This process may be complicated, confusing, and more challenging than you had counted for. So, keep this in mind before going down this route. Comparing White Label Producers Producer Costs FDA Policy on Printing Labels & Packaging Approval Status How To Find White Label Producers You can use online search engines to find white label producers specialized in the specific food products you are interested in (i.e. frozen food, savory grocery, chilled and fresh food, or sweet grocery). It might be worth searching for a producer within the country you are hoping to work in. There are also search tools specifically for white label producers, like Wabel.

5. FINDING YOUR PLACE THE COMPETITORS Before you delve headfirst into the industry, it? s smart to take a step back and analyze what jumping into, so that you jump in the right way. This means analyzing what your competitors are doing right and wrong, and what you could do better, figuring out who your target audience is and how to appeal them, to help you find your own place within the industry. you? re and

6. THE COMPETITORS Your competitors are going to be right next door, on the same shelf, or only one click away. Your customers will be debating, you or them. In the end, you want to pick your product, not your competitor? s. But, to make sure this happens, you have to know your competition. Learn who they are, what they look like, and how you can get the upper-hand. Finding your competitors can be tricky, but we've provided some tips to help you out: CUSTOMERS Talk to your customers and ask them questions. Doing this can give you a better idea of who you're competing even more so, why. You could also opportunity to get a closer look at what your customer is like and what they are looking for. GOOGLE Act like a customer looking for products like yours, and see what comes up on Google. The options faced with are, most likely, your competitors. Evaluate which most similar to your company, and pose the issues. This will help you get a clearer picture of your industry. TOOLS search research" A "competitor will bring up a variety of tools to help identify, analyze, and judge your competitors. important part of making a big impact in the industry. Take the time to do the right competitor research using the tools available quick of you're with, and It's an take the are could greatest to you. NOW WHAT? Once you have figured out who your competitors are, there are three questions you should ask yourself: 1. What things do you like about what they do? 2. What things do you dislike about what they do? 3. What makes them different? And what makes you different? Answer these questions thinking about their products, their brand personality, how they sell their products, how they communicate with their customers, and how they? ve designed their website, products, logo and everything in between. Use your competitor as a sort of inspiration. Analyze their choices to make informed decisions of your own. Think critically about what might have led them down certain paths. You'll find some of their reasoning might be useful for your own process.

7. TARGET AUDIENCE Defining your target audience is one of the most vital steps in building a business. Your products and brand need to attract your ideal customer. Which means you need to know who they are. It might be helpful to begin thinking about your target audience as one person. So, with that in mind - we've included a template for your customer. ideal COMMUNICATIONS BEHAVIOR 1. How do they make their purchases? 2. Where do they make their purchases? 3. Where do they spend their time (online and offline)? 4. Who do they listen to? 1. How do they choose which products to buy? 2. How do they interact with brands? 3. What kind of shoppers are they? PAIN POINTS MOTIVATIONS DEMOGRAPHICS 1. What are their main problems (that you can help solve)? 2. What issues do they face when making purchases? 1. What motivates them to make their decisions? 2. What different tactics, in terms of marketing, prove efficient with them? 3. What motivates them to choose your brand over another in the industry? 1. How old are they? 2. What gender? 3. What's their relationship status? 4. Where do they live? 5. What is their occupation? 6. How much money do they make? 7. What is their education level? GOALS 1. What are their short term goals? 2. What are their long term goals? 3. What do they want?

8. TIPS FOR FILLING OUT TARGET AUDIENCE TEMPLATE FOCUS You don't need to think about how they purchase all their products, or how they choose which TV to buy. Focus on how they choose which food products to spend their money on, why they're interested in these products, and similar aspects relevant to what you're doing. GO BEYOND This template is a useful tool in getting you to begin thinking about your ideal customer, but you shouldn't limit yourself. If you think of other relevant facts - include them. Anything that helps you understand them better is worth including. THINK CRITICALLY Don't answer questions like "what motivates them to make their decisions" with simplistic explanations like "they're hungry." Think more in depth. Why do they choose to buy your product instead of another? When don? t they buy these products? And why do they make a different decision in those moments? You need to understand your customer profoundly, not superficially. Once you've gone through this process, you'll have a much better idea regarding your target audience.

9. CREATING YOUR BRAND Taking all of this information about the industry into account, it? s time to define your brand. You need to figure out what? s going to make your brand stand out and be unique within the industry, while still pulling in customers. It? s important your brand stays coherent and consistent throughout, so make sure you create a clear outline from the very beginning.

10. THE BRAND STORY Whatever choice you make needs to represent your brand. And, at the end of the day, every good brand tells a story. So, figure out your brand's story so you can make sure to represent it - the right way. But how do you figure out your brand's story? The following form includes some key questions you should be asking yourself to discover the story of your brand, and a scale between attributes to help you determine your brand's tone. Together, these will help you decipher the overall nature of your brand, and present it in a relevant way when need be. Select a number from 1 to 7 to determine how much your brand is one extent or the other. This allows designers to get a better idea of what tone your design should express. How did your company come to be? P LAY F U L 1 2 3 4 5 6 7 S E R IO U S What is your company's history? R E F IN E D 1 2 3 4 5 6 7 BO LD M IN IM ALIS T 1 2 3 4 5 6 7 H AN D C R AF T E D M O D E R N 1 2 3 4 5 6 7 T R AD IT IO N AL What three words would you use to describe your brand? P R E M IU M 1 2 3 4 5 6 7 V ALU E C LE AN 1 2 3 4 5 6 7 D E T AILE D What are your company's goals? F IT S IN 1 2 3 4 5 6 7 S T AN D S O U T S T AR T -U P 1 2 3 4 5 6 7 S E E M S O LD

11. STEP ONE: NARROW DOWN YOUR WANTS DESIGN FOR YOUR BRAND Making your products look good should be a priority for your brand. So, to ensure this happens, we? re delving into designing for your brand. How do you get the perfect packaging for your products, or the right logo for your new brand? Let? s begin: STEP ONE: Narrow down your wants STEP TWO: Create a briefing STEP THREE: Figure out the how STEP FOUR: Give the right feedback STEP FIVE: Review the design STEP SIX: Get the copyright STEP SEVEN: Trademark the design

12. STEP ONE: NARROW DOWN YOUR WANTS Before you go off on a search for your design, it? s best to outline your goals, and expectations. Getting the right design can be a lengthy, complicated, and confusing process (depending on how you do it), so before delving in you need to set your priorities straight, and not lose sight of the final goals. If you sit down and answer the following questions, it? s likely you? ll have a better understanding of what you? re looking for, and will be better equipped at deciding which route to take. What are your design needs? The reality is that food professionals' design needs can be varied and extensive. Whether it be packaging or logo design, think about what you require, and which are your main priorities. What quality do you require? There's a million options for getting your design needs fulfilled, but quality is constantly going to be something to consider. So, sit down and decide which level of quality you require. How much are you willing to spend? Take a look at your overall budget and decide how much you're willing to put into your design. Be realistic and set a clear standard, so you avoid going over budget throughout the process. What should your designs accomplish? Think about what you want your designs to accomplish for your brand. You might want to think contextually about the overall company goals, and determine how design will play into these.

13. QUESTIONING DESIGNS STEP TWO: CREATE A BRIEFING 1. Is it too complicated, or too simple? 2. Is it too colorful, or not colorful enough? 3. Do you like the typography used? 4. If there is visual imagery present, is it something you appreciate or no? 5. Is there enough information on the packaging for your taste, or no? 6. If you know the brand, does the design reflect it accurately or not? Why? 7. Do you like the tone of the design (think humorous, quirky, sophisticated, or serious)? A briefing is the first, and arguably one of the most important steps in getting your design made. In this step, you figure out the details of what you're looking for from the person who will help make your design a reality. So, doing it thoroughly and clearly can make sure you won't spend hours trying to fix designs later on. The following things go into creating a briefing. YOUR BRAND'S STORY Any decent design tells the customer a story, and it should be your brand's story. Your design needs to communicate who your brand is, and why the customers should care. You? ve already defined your brand story, so communicate that to whoever you work with. YOUR TARGET AUDIENCE The design needs to attract your customers, and get them to pick your product over any other. Once again, you? ve already created a profile for your audience, so simply ensure you include this information in your briefing and share it with whoever you work with. YOUR COMPETITORS An understanding of your competitors helps contextualize the environment your design will be in, and can serve as inspiration, whether good or bad. Focus on the quality of their designs, and whether they're a style you like or not.

14. YOUR INSPIRATION Searching for inspiration can prove to be a powerful tool in narrowing down the style you are looking for in your own design. Try researching some designs to see what you're into, and what really isn't your style. That way you actually have a clearer vision when you get down to the designing part. We've collected some of the best food packaging designs we could find to help give you some ideas. Go through them and rate them, consider adding some justification for your rating as well. Try to pinpoint what about a design makes it great, or not so great. If you go through this process, you're much more likely to understand what type of design will work for your brand, and what type won't. Answer the questions on the previous page, under "Questioning Designs" about the inspirational designs to get a better understanding of what you're looking for in your own design. YOUR REQUIREMENTS You need to communicate your needs in terms of the design with clarity to whoever you are working with. Think about what you require, and detail this clearly. Every design is different, and every food brand, or company, requires different things to be incorporated or excluded from the design. It's important you figure out what you need from your design so you can communicate this at the beginning of the process, and not after the designer has already put in work. We've developed some questions so you can ensure you cover all your bases in terms of what you require from the design. 1. Is there anything that needs to be written on the packaging? 2. Do you have certain colors in mind that you want to be a part of the design? 3. Do you have a certain symbol, or a logo that you want included? 4. Are there particular aspects or styles that you want included or avoided in the design? 5. Is there something specific you want to be the focus of the design?

15. RATE THE DESIGNS GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10 GRADE: / 10

16. STEP THREE: FIGURE OUT THE HOW There's a lot of different ways to get your design made. Each way involves its pros and cons, some require more time or budget, while others don't but sacrifice on quality. Choosing which is best for you involves a clear understanding of your requirements, your budget, your goals and what your design must accomplish. The reality is that there is no right answer, so figure out which of the following is best for you, and why, and we'll help you make sure you do it right. With all that said, your options regarding how to get your packaging design made include: Freelance Designer Design Contest Platform Professional Design Agency

17. FREELANCE DESIGNER A freelance designer is a self-employed designer that takes on different projects to make a living. It's a little difficult to talk about them in a general and broad sense since each one has their own distinct portfolio and skill-set, costs and schedule. This means that your experience may greatly differ from one freelance designer to the next, as will the costs. This is a great choice if you know a freelance designer you can trust. You need to be sure you're going to get the quality you're looking for, and are being charged what you should be. A lot of trust and good communication is one-to-one, so make sure you find someone that will make this possible. Also as a tip, make sure your designer isn't going to cause any issues when it comes to copyright. needed with this THE PROS Could be affordable (depending on the designer) Could be high-quality (depending on the designer) THE CONS Could be expensive (depending on the designer) Could be low-quality (depending on the designer) Finding the right designer can be complicated Communication may be complicated and problematic You are fully dependent on the individual, making it riskier than other options Copyright may be an issue

18. DESIGN CONTEST A design contest is a more modern approach to getting your design made. It's simple: you start a contest, give some guidance regarding what you're looking for and designers from all around the world send in designs. You go through the designers' submissions and provide feedback. Designers will send you revisions and, eventually, you pick a winner. The design contest is a fast relatively cheap option if you know how to do it right. The most important thing with a design contest platform is to do your research. Many design contests allow any designer to participate. So you pay a couple hundred dollars to receive amateur designs. Look for a platform that prioritizes quality over quantity, and takes steps to ensure high quality is provided on the site. Our very own DesignBro is leading in the industry with extensive quality-control measures. THE PROS Relatively cheap ($200 - $300) Could be high-quality (depending on the platform) Cost-efficient solution Variety of designs to pick from Faster solution THE CONS Choosing the wrong platform may result in low-quality designs by unexperienced designers Some platforms may provide too many options (some of low quality) making choosing one difficult

19. DESIGN AGENCY If you've got a huge budget, and aren't in a rush - the design agency will comprehensive approach to getting your design. They'll do research, prepare strategies and come up with high quality design. But it may be too expensive for smaller companies. give you the most There is also often criticism as to the costs of the professional design agency. The agency offers you a great experience, including champagne, and a 24/7 on-call team. In the end, it may be that you're paying more for these luxuries than for your final design. Think of it this way - the professional design agency is similar to flying first class. In the end, you get to the same place as those in coach, but with a lot of more luxury during the ride. THE PROS Full-on approach (marketing plan and well-researched designs) Team always available Extensive expertise THE CONS Very expensive (hundreds of thousands) Often takes a long time May be overpriced (you pay for overheads, like champagne) Requires considerable collaboration May end up spending more on extra services

20. STEP FOUR: GIVE FEEDBACK Giving feedback, positive or negative, is a key part in getting the right design, no matter how you're getting it made. But maintaining a positive relationship with your designer is, arguably, even more important. It? s important to find a middle ground between honesty and kindness. The kind of advice you give greatly influences the entirety of your project. It's key to set the right tone. So, here are some simple tips of what to do and what not to do when you're pointing a designer in the right direction. Get off on the right foot Make sure you include everything you require for the design in the briefing, and not afterwards in the advice. Your briefing should be complete enough for designers to present a decent design from the beginning. Communicate well from the get-go and don't make it a guessing game. Pinpoint the problem Be specific in your evaluation of the design. Try to pinpoint what, specifically, you would like fixed and why. What's the reason you want to change it? Designers are masters at solving problems, but if they don't know the problem - they're reaching in the dark. Do it with respect Always be kind and respectful. Having a good relationship with designers will lead to much better constructive criticism when necessary, but in a productive and respectful manner. Don't be rude. results. Provide

21. STEP FIVE: REVIEW THE DESIGN Believe it or not, it's not uncommon for the client (you) to not really know how to pick the right design. The reality is that subjectivity has its challenges and what may be a great design for you, may not be a great design for someone else. So, our suggestion is that you ask your designer, your friends, your family, your customers, anyone, what they think. Get some opinions before making your choice. But whenever you are about to pick a design, go through the following list to make sure you're making the right choice. Is the design... - Telling the right story? - Reflecting your brand? - Unique? - Noticeable? - Memorable? - Appropriate for the context (target audience, industry)? - Adaptable to different platforms? It's likely not everyone will see the thought process behind your design, but if you have an understanding of what makes a design "good" and successful - you're already halfway there.

22. STEP SIX: COPYRIGHT In terms of copyright, both the professional design agency and the design contest platform offer to take care of this for you. Our advice? Don't underestimate how good of a deal this might be. Taking responsibility for handling copyright can become an enormous task that is both confusing and complicated, so try and find the easy way to get it done. The reality is that it? s probably worth it. If you're going to do it yourself, research well before delving into the process. We'd love to offer a step-by-step of getting this done, but because it differs across different countries, including such content proved unfeasible. You may also want to take the time to research your country's requirements for labeling food products. Most, if not all, countries require certain information to be present on the packaging, and in a certain way. Adhering to these requirements is key in legally ensuring your design is good to go. Make sure you know what such requirements are, and have communicated that with your designer throughout the process. Certain ingredients used to make the product, the quantity, the origins, and similar aspects. Some research will help you navigate your way in this area. requirements may include the

23. STEP SEVEN: TRADEMARK THE DESIGN Getting the right look to present your brand is key in making your brand a success. But if someone else is using the same design ? you? ve got a problem. So, how do you keep that from happening? Trademarking your design. Having a trademarked design means it will be protected by trademark laws. Basically, it allows you to ensure no one else uses your design, and allows your design to be protected by the law in the case that someone was to use it without your permission. The entirety of the trademark process may take months to complete, so make sure you? ve set some time aside to ensure you get it all done. If you don? t trademark your design, you may still be able to use your design in a certain geographic area without issues. However, in nearby communities a similar business may have a similar design, which could pose issues in the future. This is why trademarking matters.

24. Step One: Checking for Originality Before you delve into the specifics of getting your design trademarked, you need to make sure that it? s original. It will be impossible to get it trademarked if someone else has too similar of a design. Every country is different, so the process of getting your design checked for originality may differ per country. In general, however, there is usually one official organization that deals with trademarks. In the United States, for example, you? d visit the United States Patent and Trademark Office to check for your design? s availability. These organizations should have a database with all trademarked designs, allowing for a review of all of them in comparison to yours to verify originality. Step Two: Applying for Ownership Once you? re sure your design is one of a kind, you can begin getting ownership of your design. As before, usually this requires sending in an application to the organization in your country that deals with trademarks. Usually, these organizations will have clearly defined requirements to send in an application. However, it may be tricky to navigate without the help of a lawyer or someone more well-versed in trademarks. Our advice is to take a look at the application process in your country and determine whether or not you? ll need help to complete it with the help of a professional. Take into consideration that applying for ownership of a design can cost a considerable amount, so doing the application correctly the first time is key. Step Three: The Benefits If you? ve sent in your application and have successfully trademarked your design, it? s important you understand what this means. Trademarking your design gives you a number of powers and protections. If you? ve trademarked your design, it can? t be used in the entirety of the country. If it is used, having it registered allows you to file a lawsuit for trademark infringement. This lawsuit allows you to protect your brand and ensure your design remains unique to your brand. It may also allow you to get money for damages as compensation for the infringement. This powerful protection should be enough to deter others from stealing your brand? s design. Having a registered design makes it easier to stop foreign goods with a similar design from being imported. This may help you in protecting your business from cheaper versions of your products. Finally, trademarking your design makes expanding your business easier, not only within your country, but around the world. It ensures that no matter what geographic area within your country, no one should have the same design. And, if you? re ready to go abroad, having your design trademarked in one country will facilitate the process in others. Step Four: Keeping It Up Having a trademarked design does not make much sense if you? re not ensuring no one is using your design. After trademarking your design, you should set up a way to keep tabs on your design to make sure no one else is using it. There are often legal entities that can take care of this for you on the long-term, but whatever method you choose, make sure you have a way of checking if someone else has started using your design.

25. THE GUIDELIN ES DEVELOPIN G BRAN D IDEN TITY GUIDELIN ES Getting the right look for your food product packaging should only be step one. Part of having a memorable product is having a memorable brand. This is why it's worth expanding upon the design to create a look for the brand as a whole, if you haven't already. Whether your name and logo are on it or not, your customers should know if something comes from your company. Create a coherent, all-encompassing look for your brand by defining its look, for everything it produces or shares. Overview of your Brand Identity Let your employees know what your brand identity is like. Include a couple of words to describe your brand, and perhaps a philosophy to give employees an idea of what your company stands for. Logo Specifics, Styles and Practices Include when to use which variations of the logo, what size they should be used in, and any other relevant information concerning the use of the logo. We've gone through defining what your brand is like, what it stands for, and where it came from. So, by now, you should have a clear idea of your brand's identity. Translating this into a coherent look is the next step. Typeface Details Which font should your brand use for what? What should header ones look like, for example? Color Specifications Creating brand identity guidelines can be overlooked and underestimated. But it shouldn't be. guidelines are like a rule book for everyone working at your company - so they know how everything with the company's name stamped on it should look and feel. What's your brand's color palette, and are there any specific times when some colors should be used instead of others? Brand identity Image Style What kind of images should be used on the website, or the social media? Think whether the images minimalist and bright, or darker and blurred. Consider adding a mood board to inspire your employees as to your company's overall look. should be If everything associated with your brand can be identified as forming part of your company, without the logo or brand name attached to it, you've succeeded in developing a style for your brand and a powerful, persuasive look. Corporate Stationery Define when your employees should be using each stationery. Here are some of the things that you should be including in brand identity guidelines:

26. Here are the things you should probably make sure look like they form part of the coherent whole that is your brand. Make sure they don't look off the mark. Online ads Brochures Stationery E-newsletters Offline ads Physical spaces Events E-mails Uniforms All products Billboards Website Labels TV advertisements Social media profiles

27. GET THE In this modern world, we all know that marketing is WORD OUT incredibly important to get your name out there. The food industry is evolving and innovating constantly. Coincidentally, so is the marketing industry. This means your options are endless, and varied, regarding the ways you can get your name and brand out there. So, how can you get the word out about your food products, without blowing your budget? Of course, we can't provide a whole guide on marketing your products, but some ideas may help you get the ball rolling. If you're running into some problems, some research is probably key. - Content marketing - Influencer marketing - Localized traditional marketing (newspaper ads, billboards, etc.) - Events (workshops, services for charity) - Seasonal / themed products - Social media marketing (especially Instagram) - Newsletters - Word-of-mouth marketing strategy

28. THANK YOU FOR READING OUR GUIDE! Thank you for reading our guide for getting your food packaging design right. We hope it has helped you find your way in the complicated, and often confusing, process. Feel free to reach out to DesignBro if you have any other questions regarding the process. Otherwise, let's get started creating the best possible look for your food products, and making sure people know all about them and are inclined to pull them off the shelf!