<< Previous 1 2 3 4 Next >>
What piece of beverage packaging has your company produced that you are particularly proud of? Why?
I’m particularly proud of all the designs my company produces. But if I’m forced to choose one, I would probably say that the Bawls Guarana project stands out. Hoby Buppert, CEO of Bawls, had just graduated from college when he came to me with his brand idea. He was open to fresh ideas and we worked together to develop a simple yet unique brand design that has stood the test of time. While many other energy drinks have come and gone, Bawls is still a prominent product.
How will you help beverage companies make their product stand out?
First, we analyze the product’s shelf competition. Second, we conceive a design plan which establishes a unique brand identity; that is to say, we ensure that the packaging communicates to the consumer what the produce is and why they need it. Third, we develop graphics, colors and structure that differentiate it from its competitors.
What should beverage companies know before they hire you?
This question can be spun in several different directions. From a practical nuts-and-bolts perspective, a beverage company interested in our services should have information relative to its competitive set, its target market, its price point, and its timeline for introduction. From a conceptual perspective, beverage companies interested in Flowdesign’s services should know that we excel in “start to finish” projects. We find nothing more rewarding than knowing we were part of a project that resulted in a product that flies from the stores shelves.
INTERVIEWEE: Will Burke, CEO and creative director of Brand Engine?
What facet of beverage packaging does your firm focus on?
Brand Engine begins every project with a discovery phase, conducting market and competitive research and identifying a company’s opportunities. That leads to the strategy phase, establishing the brand platform and developing a creative brief. The design phase communicates the strategy visually and verbally including the identity, the name, the look and feel, and package structure(s). After design, the brand is applied and implemented.
Are you capable of taking products from design through manufacture?
Yes. We are involved in the complete product cycle to ensure that the design is properly executed, meeting both the expectations of our client and their audiences.
What is changing in the beverage packaging business and what trend do you see coming in the next couple of years?
Consumers are interested in more than just satisfying a thirst. They are becoming more open to new taste experiences, unique flavors, healthier options, and more environmentally friendly products and packaging. We also see a trend in companies that are connecting with and contributing to causes that are important to their consumers. We believe consumers will be increasingly interested in brands that represent their core values and act upon them in a conscientious way.
What piece of beverage packaging has your company produced that you are particularly proud of? Why?
We have designed several beverage packaging projects that exemplify our company’s innovation and success in connecting with consumers. Our design of Kid Fuel, a healthy children’s beverage, appeals to children through its unique and fun packaging. The contoured bottles are squeezable, reusable and fit perfectly in a child’s small hand. The label demonstrates the clarity of the product and introduces an illustrated cast of four school kids and their professor, telling an educational story that further unfolds on the Web site.
How will you help beverage companies make their product stand out?
Each company is unique, and their consumers are different. By helping companies truly understand their core business, target customers and why their product is compelling, we are able to create a brand strategy and design system that sets their product apart and engages their audience.
What should beverage companies know before they hire you?
We find that our most successful clients have these three characteristics in common: 1. A desire to become leaders in their category. 2. A drive to grow their business substantially. 3. A willingness to develop a consultative and trusting relationship with us.