FitJoy’s Post

The moment has arrived—we’re thrilled to announce the winners of our fourth-annual Designalytics Effectiveness Awards! Unlike traditional design competitions, these awards are driven entirely by data—based on sales performance in the marketplace, as well as rigorous quantitative consumer testing. There are 10 awardees this year—our largest winners’ circle yet—and they range from freezer-aisle favorites to ascendent challengers in the dairy- and grain-free spaces. These brands, along with their exceptional creative agencies, are paragons of the power of design to drive growth. Check out the press release to learn more about our 2023 winners: loom.ly/Mg4dAjk Download the full report with winner data and commentary: loom.ly/iG43rVM #designmeetdata #designalyticseffectivenessaward #designcompetition #packaging #designpackaging #designers #cpgdesign #cpgpackaging #designawards #packagingdesigners #packagingdesign #thedieline #cpg #brand #agency #redesign #newdesign #designawards Beam Suntory Design Bridge and Partners Nestlé Interact Brands General Mills Chase Design Group Bloom Nutrition Riser MALK Organics 1HQ Brand Agency Jovial Foods, Inc. Truly Creative Yasso, Inc. STONE Strategy & Design Funky Buddha Brewery Moxie Sozo FitJoy Joshua Griffin Selina Morse Emily Wolf Jason Bronstad Paul Marcucilli Kate Rascoe David Macari Rachel Wall Jaiven Jon Arriaza Tom Davie Fred Hart Nareh Vartanian Chris Pilcher Mike Bowman Cara Berberet Charles Bloom Frank Bergin Carrie Dufour Andres Rios Kristen Lorow Alice Leah Olivia Clapp Gregor Johnstone Mia Huang

Thoughts on the LAYS Gourmet series packaging design...? 🍟 Although I have mixed feelings about the product itself, I like the direction they took it in terms of #packagingdesign. I like how they've successfully given it a premium feel separating it from the accessible commodity feel of their core range. And I like that did it without launching a sub-brand.... I consider it a good inspiration.... 🤓 #branding #branddevelopment #branddesigner #brandconsultant

For those in the branding and packaging space, Tropicana Brands Group's 2009 rebrand fail is one of the most prevalent case studies on how ineffective packaging redesign can lead to a major loss in sales (~$50 million USD) and reputational risks. Over a decade later, Tropicana has opted to try once more—working with Sunhouse Creative Ltd (a design agency based in the UK) to carry out a brand and packaging refresh. Sally Knapton, Partner and Executive Creative Strategy Director at Sunhouse, was quoted in a Fast Company article on the brand refresh, stating: "The juice category was viewed as a commodity and in decline, with many consumers choosing own-label over branded options. The juice landscape had become a sea of sameness, and Tropicana was trying to compete on functional benefits rather than investing in the brand to build affinity and long-term growth.” Have you studied the failed Tropicana redesign of 2009; if so, what did you take away from it? 🤔 Read more about Tropicana’s infamous redesign attempt in 2009 and their newest brand refresh that celebrates their history here: https://lnkd.in/emXusfR3 #tropicana #packagingdesign #foodpackaging #beveragepackaging #redesign #packaging #packagingindustry #branding

Oatly‘s packaging has always appealed to me and thanks to the post by Brent Vrdoljak and repost by Erika Darmstaedter, I saw the old package today. To compare the two, I applied Keller's Brand Equity Model, which I also use in my book „Real Impact Marketing, 3rd edition“. 1. Identity (Who are you?): The redesigned packaging (right) features bold typography and a minimalistic, almost handcrafted design that stands out clearly. This communicates a clear, easily identifiable image that differentiates Oatly from traditional and other alternative milk brands. 2. Meaning (What are you?): The new design shifts focus towards a more casual, approachable, and humorous tone. Phrases like "Another side of our packaging providing no reason at all why you should try it" engage customers in a playful way, suggesting confidence and uniqueness, which adds personality to the brand. This helps in building a meaningful perception that Oatly is not just a dairy alternative, but a lifestyle choice for the environmentally conscious and health-focused. 3. Response (What about you?): This modern, straightforward, and quirky design likely evokes a positive emotional response from a younger, more trend-sensitive audience who values transparency and environmental consciousness. It reflects a brand that doesn't take itself too seriously yet delivers a quality product, aligning with the values of a modern consumer base that appreciates both honesty and humor. 4. Resonance (How much of a connection would I feel with you?): The informal and conversational style of the new design helps in building a deeper connection with consumers. This resonates with those looking for brands that reflect their personal identity and values, enhancing customer loyalty and fostering a community of like-minded consumers who not only buy the product but also relate to its brand ethos. Do you understand your brand? How do ensure that every interaction with your customer lives up to the brand? How do your employees embrace your brand? #branding #brandequity #marketing #vegan #diary #packaging #fmcg

Worst rebrand in history? Tropicana’s 2009 rebrand attempt definitely takes a front seat. They first blew $35,000,000 in an advertising campaign promoting the new packaging. Then their sales dropped 20% in the first month, resulting in another $30,000,000 loss. Less than two months after the rebrand launch, Tropicana announced they are reverting back to the original design. The role of packaging in purchasing decisions is far greater than you can imagine! Consumers feel an emotional bond with the appearance of the product and brand they love. If you want to redesign your product’s packaging, make sure you do not change everything at once. The changes need to be done progressively to ensure the consumer will still recognize the brand. When I was growing up my favorite beverage was Snapple! Kiwi Strawberry of course. That all changed when they switched their iconic glass bottles to plastic. 😞 Do you recall losing interest in a favorite brand because of its new packaging design?

👀Have you ever looked closely at the packaging of your favorite childhood breakfast? It turns out that after 150 years, even the most iconic brands can benefit from a #rebrand. I must admit that I never really noticed a "rotting lion" on the tin while mixing it in my Scott's porridge oats, despite having it every school morning. It just goes to show that a fresh look can bring new life to even the most familiar products. Comment with your thoughts on the change 👇 #AskAlan #branding #productdesign

Arguably, a marketer’s greatest challenge, one that becomes a well-honed skill, is being resistant to trends. An article on how brands should not rebrand but refresh, and how Tate & Lyle's got it just right 🦁🦁🦁🐝🐝🐝🍯🍯🍯 Thanks a mil Creativebrief for this wonderful opportunity. #brand #food #foodanddrinks #brandidentity #branddesign #branding #foodmarketing #foodbranding #foodadvertising #designagency #brandingagency

Second movie of the series for Ilsar Truffles. Concept, Creative and Brand management: Fork and Life #foodandbeverage #foodbusiness #foodphotography #contentmarketing #storytelling #truffles #truffle #foodporn #creativecontent

Haagen-Dazs, the beloved ice cream brand, recently refreshed the packaging for its bars.  The Haagen-Dazs team made a few strategic changes that elevated the overall appeal of the design, more compact organization of the product details (such as calorie count and number of bars), and vibrant shades of teal and blue. Consumers agreed—66% reported they preferred the new design while only 34% chose its predecessor. One consumer shared, “I like the colors and design of the new packaging better. It really stands out when compared to the old package.” Superb work, Haagen-Dazs! #designmeetdata #packagingdesign #packaging #redesign #analytics #cpg #visualdesign #brand #branding #branddesign #consumerinsights #marketresearch #datadriven #data General Mills Chase Design Group

Blanding is a problem. When everyone in your category plays by the same design rules, it’s a recipe for sameness. Look no further than the slew of popular brands on Instagram, and you’ll see what we mean. This proliferation of products packaged in pale pink with simple type isn’t branding; it’s blanding. When the retail set is full of indistinguishable products, only big-budget advertising campaigns or bottom-line-chewing discounts will persuade the customer to buy. Beloved & Dominant brands don’t chase trends. They use strategy—a higher calling, a deep understanding of their place in their fans’ lives, a passion for excellence—to make bold design moves that other brands are afraid of. Confident in their beliefs and engaged with their consumers, they break out of the category conventions to create packaging that not only makes a splash, it makes sense. Before you start your next redesign, consider these thoughts first: https://ow.ly/LbQc50PFBJL #branddevelopment #brandstrategy #consumerinsights #foodandbeverage #cpg #betterforyou #marketing #branding #wellness #transform #innovate #retailvoodoo #davidlemley #dianafryc #packaging #packagedesign #design #blanding