THE B12 PACKAGING PROCESS

Studies show that the first package a shopper examines is almost always the one that is bought. That moment of instantaneous intuitive reaction carries the greatest weight in the shopper’s decision-making process. More so than any other design discipline, packaging is about emotion.

Effective packaging must contain more than the product to be used or consumed. It must contain feelings, values and beliefs. It must connect with the customer. It must resonate with them. It must communicate very complex messages to people while requiring as little conscious thought as possible.

Our development process is designed to maximize that dynamic.

PHASE I
Learning, Analysis and Insight
Determining Relevance and Developing Insight

PHASE II
Formulating the Product Persona
and the Package Promise
Differentiating Your Product & Package

PHASE III
Development and Design
Bringing Your Package to Life

PHASE I

LEARNING, ANALYSIS AND INSIGHT
Determining Relevance and Developing Insight

Because your package will communicate values, beliefs and feelings that will live in the hearts and minds of the shopper, understanding how your product resonates with their lifestyles is key. This phase establishes the PackBasics™ — all that will be fundamental to the design of your product’s package.

PackBasics™

Review the product and its distribution landscape.

Define current and potential customers/audiences.

Collect customer and prospect data as to the current attributes, aspirational attributes, and benefits of the product.

Review the competitive landscape.

Analyze the products’s strengths, weaknesses, opportunities and threats against the competitive set.

Establish positioning for the competitive set.

PHASE II

FORMULATING THE PRODUCT PERSONA & PACKAGE PROMISE
Differentiating Your Product

Every product has a set of attributes and benefits that collectively create its personality, or Product Persona. An effective package makes a Package Promise to the shopper — a single, relevant and ownable point of differentiation.

Using the information and insights collected during Phase I, we’ll outline your product’s PackAffinity™, the melding of your product’s promise and persona in the way that resonates most strongly with the audience. .

Our development process maximizes that dynamic.

PackAffinity™

Determine your products Positioning.

Develop the Positioning Statement and Package Promise.

Define the Product Values.

Define the Product Persona; establish the verbal and visual vocabulary for your product and package.

Define the Shopper Experience.

PHASE III

DEVELOPMENT & DESIGN
Bringing Your Package to Life

Every brand has a set of attributes and benefits that collectively create its personality, or Brand Persona. An When developed effectively and designed right, package design should:
• generate awareness
• foster understanding
• promote consideration
• strengthen conviction
• drive purchase

Package Development and Design

Start from the Product Persona and Package Promise.

Explore various conceptual avenues with an eye on the final Positioning.

Refine the explorations, guided by the Product Persona, Package Promise and Positioning Statement.

Define the final conceptual direction.

Explore variations in graphic, color and typographic details.

Finalize design and production art.





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