The following is a case study for one of our past clients, David Bradley Chocolatiers. This will show how a typical project goes from that first email, all the way to being on the shelves (and amazing sales!)
In this case, David Bradley had a chain of their own stores. So instead of analyzing what would be on the shelf next to them, we researched what the current trends were in their category of products, who were the major sellers, and how we could do something different and better.
Graphic design and branding is so much more than just a "pretty package". If I make something that looks nice BUT that doesn't sell... I have not done my job. A successful package design also takes some research. We get out into the real world and visit the stores that you want your product to be in. I check out what the shelves look like with your competition on them. I research who the top companies are in your category, and analyze what they're doing right and what others have done wrong.
This is such an important part of the process that most branding companies and graphic designers skip over. But I believe it's crucial to not only creating a really beautiful package design, but more importantly, one that SELLS!
As you can see by these sketches for David Bradley, we developed a range of ideas before narrowing it down to the designs that we felt were on target for their audience.
There is no substitute for well thought out great ideas. This why I always start with a pencil and paper, and I make all my designers and hired hands start the same way. I want to see a solid, great idea on the paper, before I ever open up Photoshop.
We presented several unique computer comps to David Bradley for our first phase. As you can see, the designs ranged in style but all with the same goals in mind, to create a unique new packaging design that would make their new and current customers say "wow, I've got to try this!"
This is the fun part. We get to take all that we've learned about the company and the competition and start to create beautiful, strategic designs.
David Bradley was amazing to work with. The project was fun, creative, and challenging. We got to work with a family of two generations of chocolatiers (who didn't always agree), and managed to make everyone happy, while still creating a design that consumers would gravitate to.
We work hand in hand with our clients to deliver what we think is best for their product, but something that also has a part of them in it. There are typically 4-5 rounds of revisions so that we can fine tune the initial design, and create something that is spectacular.
David Bradley started with just one chocolate box, but when they realized how much of an improvement it was and how well it sold, they decided to hire Lien Design to create all 19 different flavors.
We created every facet of the design, including the company logo, the flavor logo, the brand architecture and custom photography for every single flavor.
In many cases with a product, our clients will want to create multiple different versions (aka SKUs) of the product. That may be different flavors, or different sizes. We take this into account when we're designing the brand. It's important to have a strong, solid brand look, that can then be applied to several other products, and still maintain great structure and equity in your brand.
Also when it's time to go to print, we make sure to create packaging that can be reproduced to live up to the quality of your product. With over 17 years experience, we know how to technically produce the computer files to get the job printed beautifully.
The new style of chocolate boxes went on the shelves and within the first month... they were the #1 sellers in the company history!
The new packaging was eye-catching, modern, and breathed new life into a brand that had never really been designed professionally.
In addition to the huge increase in sales, the new packaging went on to win the renowned IDA International Design Awards for 2013 and was featured on top packaging websites like The Dieline and Packaging of the World.