What I feel is often over looked is how the product will be sold, where it is placed, whether it will be placed in multiple environments and what these situations will do to the brand.
A quick example would be if your product is going to be placed on the bottom row of a supermarket shelf. In such an environment you had better make sure your brand screams pretty loudly with a strong bold execution, especially if you not only want the consumer to look down and see you but to also exert energy by bending down to pick up your goods.
I think a regular example in the market place for working across multiple platforms is alcohol. On any launch your pretty certain that it will be sold in Supermarkets, Airports and Nightclubs.
Can one design work across such diverse platforms? I would categorically say no it can't.
It is for this reason that I love the work dBOD did on the Heineken STR bottle (it reminds me of an earlier post i did for Rizla). They have clearly recognised that a brand must work much harder in an entertainment environment, - there is reduced lighting, multiple distractions, pressure to order quickly and the added cool factor. I believe that agencies should push back and explain that each market place should have a slightly tweaked design to combat the unique struggles it will face. Design agencies get higher fees and marketer gets increased sales, win win
See below the work and a snippet of dBOD explaining the idea and execution
dBOD used state-of-the-art techniques to create a spectacular surprise revealed by UV light. We applied this cutting-edge technique on a new aluminium bottle for Heineken, which was introduced in nightclubs. The trendy, minimalist design on the aluminium bottle emphasises the broad position that Heineken occupies. The UV-sensitive ink illuminates under black lights, revealing a sky filled with shooting stars and making club connoisseurs the star of the evening. The STR bottle has become an excellent accessory!
Packaged, wrapped and slightly opinionated
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