When challenger food brands see their food and beverage items hit the shelves of renowned retailers, one of the first observations they make is the prominence of the brand and its products when goods are stacked alongside their competitors.
We were recently approached by a growing UK challenger food brand which had been left frustrated by its shelf appeal. Our brief was to re-design its shelf ready packaging (SRPs) for a range of chilled and frozen desserts. These delicious treats are shallow in stature, with the pre-existing SRPs hiding the products and their unique brand messaging while making the products themselves hard to see for eager consumers browsing the chilled aisles.
Together with our client, our designers quickly identified the issue; the front lip of the SRPs was obscuring the products and the messaging printed across individual product packaging.
Our solution was to re-design the SRPs – incorporating a tear away front panel which was designed to be removed once the products were in situ in a retailer’s fridge or freezer unit. The design of the new panel angled the lip in such a way that the customer could maximise the product’s real estate – showcasing both the brand and its messaging in all of its glory.
When partnering with food and beverage brands and recommending bespoke packaging solutions, we first take into consideration the specific needs of the business and its products. In this case, the pain point was the amount of outer packaging visible on the shelf, with a need for greater product visibility.
This product visibility will vary on a project-by-project basis, depending greatly on the print area the brand wishes to keep intact across its SRP. Our promise to food and drink brands is that when we design a solution, we will adapt our approach to suit the specific needs of both the brand and its products.
Do you have a specific shelf ready packaging design project which requires expert attention? Speak to our team and book an introductory meeting.
