One brand, many products - and still a clear look
Hey branding brains,
Perhaps you know the situation: A company has five product groups - and each one looks like it comes from a different cosmos.
To exaggerate: one is neon, the next rustic, the third minimalist, the fourth cartoony, and the fifth... well, it was an internship project. 😅
But what happens when everything fits together? Then something much bigger than just pretty packaging is created: a brand identity that resonates.
Case Study: Cookie Bros. - from colorful diversity to a clear brand
Cookie Bros. has always had strong products - you just have to try the mochis or the churros (watch out, danger of addiction).
But the packagings? They used to steal each other's thunder.
Each product group looked completely different.
🍪 Cookie Dough had a different design than
🍩 Churros, which looked different from
🥄 Cookie Dough Balls, which in turn had nothing to do with
🍦 O-Mochi had nothing to do with them.
And that was the problem:
No recognition value, no clear line, nothing on the shelf that said, "Hey, this is all from one brand. Why don't you try me too?"
What have we changed?
We have started to create a uniform design language across all product groups.
✅ Same font families
✅ Recognizable composition
✅ Clear focus on the product
✅ And: every product and every variety still gets its own twist
Two out of five product groups are currently out in the new design - and the feedback is already wild.
Why this makes a difference in the supermarket
The reality is: In food retail, you have maybe 2 seconds to get attention. If there are five packs next to each other that look like five different brands, that's wasted potential.
But when a customer sees the new O-Mochi - and then walks on and immediately realizes that the Cookie Dough Balls are from the same brand?
Then what we want happens: Recognition. Trust. Purchase decision.
A strong packaging design whets the appetite for more - ideally for the entire range.
The goal: a brand that looks like a single entity
Whether you have five types of juice, seven types of ice cream or a range of pasta, sauces and snacks:
When customers see that everything belongs together, your brand becomes stronger. Not just visually. Emotionally too.
Because once you've been convinced, you'll go for it again - if you recognize it.
If you are currently working on new products:
Ask yourself not only how they should look - but how they fit together.
And if you want them to push each other at the POS instead of blocking each other... then you need more than pretty design.
You need a well thought-out brand design system.
Until next time - stay visible,
Chantalle
