The most successful brands on the planet all understand and execute one very important branding tactic almost flawlessly. That tactic is simply consistency on all levels or branding and at every single exposure without fail. You’ll never see the golden arches scrunched up to fit some cramped space. You won’t see the Starbucks using a different font in pinch because they couldn’t find their corporate font. You’ll never see the Kellogs logo printed in any color aside from … care to guess? Right. Every time you are exposed to these brands (and their marks) it’s an intentionally consistent visual experience over and over again. This same fanatical consistency is apparent with the food packaging design of all major brands. Why is that?
Well, some genius (decades ago) worked out that brand consistency leads to familiarity. Familiarity leads to warm feelings (trust). All of which ultimately leads to increased sales for a brand. So the term “brand integrity” was born and so to way for companies to monitor and make sure that their products all remained congruous with the branding guidelines set in place by creative directors up high.
You will notice this fanatical brand consistency on the shelves of your supermarket. I say fanatical yet you won’t experience it that way. Brand consistency always appears to be executed with such ease. We don’t perceive the rigorous process behind the food packaging designs on the shelves, the many late hours making edits and changes to designs to ensure they adhere to branding guidelines.
The designers work hard to make it look easy and you’ll see that food packaging designs from the same brand will exhibit predictable traits in order to give a friendly, cohesive experience between them all. This will occur regardless if the company competes in one market like soups or if it competes across many markets like cereals and granola bars and ice cream.
Want to win with your food packaging? Emulate those who have gone before you and spent billions of dollars along the way.