Branding and Label Design
Branding is an important tool when designing beverage labels because it can focus the label’s creative direction. Below are some questions you can ask to better ensure your label design is on the right path for communicating your brand while appealing to your target audience.
- Is the design appropriate? Defining what is “appropriate” can be hard because we all have our own opinions on what type of designs are suitable for certain markets. Since appropriateness is subjective, market research can be a valuable resource as you start the design process because it can help your marketing and design teams better focus their efforts. Seeing what your competitors are doing can also give insight into ways you can make your label design stand out from the crowd without looking out of place.
- How is the brand positioned? ‘Positioning’ a brand means to create a distinct impression in consumers’ minds so that they’re more likely to remember and engage with your brand. Brand positioning typically depends on the product’s price and quality. Your product’s position in the beverage market can impact your label’s design because it influences the colors, typography, graphics, verbiage, etc. that will be selected.
- Will customers remember the brand (or product)? When discussing the success of a brand, memorability is bound to come up because it’s one of the main goals that product owners hope to achieve with consumers. Consumers have more options than ever when it comes to beverages and having a brand that is memorable can help increase the chances of your product being sold. There are a multitude of ways you can make your labels memorable whether its with a funny tagline, interesting logo, bold graphics, unique shape or eye-catching materials (e.g. foil labels).
Working with a professional designer can help you better figure what design elements will work to capture your brand through the label design. He or she should know which colors, graphics, typography, shapes, patterns, etc. express different emotions, characteristics and ideas. Once your artwork is ready, we will be able to guide you to the best materials and print processes to achieve the exact look you want so your brand will be able to attract consumers with quality labels.