A Slice Of... Festive Packaging Design (No. 21)

Branding & packaging design for Festive products & the issues faced by FMCG brands protecting brand logos.

I’m seeing the example on the image quite a lot recently. Brands are challenging and changing their logo in order to fit a seasonal offering.

Hovis has transformed to ‘Ho Ho Hovis’ and Warburtons, rather more subtly has become ‘Warbrrrtons’.

Whilst this may seem fitting, it removes recognition from previously strong branding. Importantly, maintaining brand consistency also strengthens the legal case from private labels and discounters trying to copy hard fought assets and equity.

Now, many people may say, it shows the power of a good logo and how it can be flexed. The truth is, it doesn’t show flexibility, it shows dilution, and that is not what a successful brand should do.

Simply put, you don’t muck about with the logo and that’s exactly what I said on my recent LinkedIn post which is prompted quite a lot debate.

So why is this? why is the brand logo sacrosanct, let’s dive in.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #christmas #xmas #baking #bakery #bread