Week 10 - Packaging specifications + ideas

We did some research into what we should put onto our packaging by looking at biscuit packaging of a variety of brands from the supermarket. The things we found were most essential on packaging are:

Essentials:

Front:
- Logo
- Product name
- Image of product (photo or graphic)
- Net weight of the product

other common features:
- Nutrition information (DI)
- Labels such as 'new!' 'NZ made' etc to grab buyers attention

Back (or sides in some cases):
- Nutrition information
- Ingredients list
- Barcode
- Best before date/packaged date
- Allergen information
- Where product is made

other common features:
- Labels such as 'NZ made'
- Storage suggestions

We could work with switching up the location of the different types of information, such as putting nutrition and ingredient information on the front to adhere with the macro trend of brand transparency. Another idea we could use to adhere to this macro trend is incorporating the ingredients and/or nutritional information into our graphic images to make them more interesting, readable, allow easier understanding of the ingredients, and overall make the packaging more fun and interesting to look at.

Week 10 - Packaging development

Some developments of imagery and packaging.

Before Critique:

After Critique:

Some of our critique was to make the packaging more rustic and rough looking to combat the tension of boxed packaging looking too upmarket. To do this we added more texture to the image and chose a slab serif font (alfa slab one) which we though fit the rough aesthetic.

More critique we received told us that our design decisions weren't very obviously adhering to strong macro trends. We want our packaging to reflect the home-made, local, rustic feel to adhere to the macro trend of consumers wishing to buy local and familiar products, and we're trying to do that by using a rougher aesthetic with a printed, stamped look and type that is quite bold, and a name that sounds quite colloquial and informal. We want to use kiwi pride to build brand loyalty. We're also wishing to work with this macro trend by using kiwi-inspired flavours. Although this isn't by any means an original idea, we're hoping that using kiwi flavours with creative twists will give it the edge it needs to compete with Farmbake and distinguish itself from your everyday kiwi classic product, without alienating customers by making the flavours too 'out there'. Another Macro trend we're using to influence our final product is conscious consumption, making the packaging recyclable to make the product to at least appear more environmentally friendly than Farmbake, and designing the ingredients and nutritional information to be a feature of the packaging and not just small print on the back.

Week 10 - Logo concepts

We've been playing with refining the logo and trying different fonts and formats. Here we've used two different fonts, alfa slab one regular and franchise bold. Alfa slab one regular is one we feel matches the rough and rugged aesthetic that suits the low-key, humble, kiwi attitude we want to convey. Franchise bold is a forceful, retro font which suits the retro aspect we'd like to convey, to further the idea of the Mashups and Ernest Adams brand being a well established, trustworthy, kiwi classic.

Week 10 - Packaging Inspiration

Week 9 - Brand Ideas

Week 9 - Farmbake SWOT Analysis

Strengths

• Farmbake (Arnotts) is a well established and trusted Australian brand with a 144 year history.

• Very well known and easily recognisable

• Environmentally conscience taking many steps towards reducing water and energy consumption. 

• Supports local Australian growers and businesses

• Successfully operates in 40 countries

Weaknesses

• Australian not New Zealand owned

• Small focus on healthy eating

• Little to no advertising 

Opportunities

• The increasing demand for healthy food products has opened up an immense market for companies. Formable in response to the health trend could try to introduce healthier food products.

Threats

• More and more people are choosing to be more conscious with their food choices. A trend towards healthier foods with little sugar would likely impact this product.

• New Zealand market may drift away and choose to support Kiwi owned businesses rather than buying imported products.

Week 9 - Ernest Adams SWOT analysis

Strengths

• Ernest Adams is a Kiwi brand, and with a rising trend of consumers buying local brands this gives it strength against it's competitors.
• Ernest Adams is cheaper than its competitor Farmbake. It remains in the accessible price category and appeals to anyone who considers price a strong factor in their shopping choices.
• Ernest Adams is well established in the NZ market and who's products have been around since 1929. This builds trust with consumers, who are able to guarantee the product they are buying is of a consistent quality.

Weaknesses

• Ernest Adams isn't as well known as Farmbake.
• Ernest Adams' price and packaging works against it, portraying it as a lower quality product than Farmbake.
• Ernest Adams has no promotion in any form of media - tv, posters, website, or social media.

Opportunities

• Ernest Adams can play on their Kiwi origins and use the "local" aspect of its brand to appeal to kiwis. 
• With an increase of conscious consumption an opportunity would be to use environmentally friendly materials, honestly sourced ingredients, locally sourced ingredients, and overall brand transparency (disclosing all ingredients, nutritional facts etc).

Threats

• As a result of conscious consumption, consumers pay more attention to what's in their food (as well as where it comes from, how it was made etc). Consumers may move away from eating sweet treats such as bagged biscuits as more and more information about things like sugar and fat are made public.