Publication – Yum Yum
NEW BOOK: Yum Yum! Creative Food & Drink Branding Design features our work for Beta 5.
” Yum Yum! Creative Food & Drink Branding Design demonstrates how the best food branding combines multiple elements of design for delicious results. The book features brand strategies designed to catch the eye of hungry consumers and entice them into trying a new delicacy; after all, even the tastiest product in the world still needs to be noticed, picked up, and tried. Epicurean creatives will find projects that include pre-packaged foods, condiments, candies, craft beers, and other appetizing options. Whether you’re in the mood for a full English tea wrapped in rainbow packaging, no-nonsense tins of pickled herring, elegantly simplistic jars of exotic spices, or pun-covered picnic supplies, Yum Yum! will have your stomach rumbling for more. “
We were also asked to write the forward for the book, contributing our thoughts and approach to packaging design:
Read an excerpt below and purchase Yum Yum here:
When did you last buy a product because you couldn’t resist the packaging? Because the design of the box or the colour of the wrapping—or the way the ribbon was tied—somehow ‘spoke’ to you?
We covet and admire clever packaging; it represents far more than just the basic functions of product protection, preservation and information. It’s a vital touchpoint in the larger brand story: the tangible, real-world element that we can hold, take away and share with friends and family. It is a statement of our distinctive aesthetic taste, and in the most successful circumstances, it can itself be ‘product.’
When addressing food package design, there are fundamentals that every designer needs to get right. Form and material must complement the product, communicate what it is and offer a compelling reason for the customer to buy it. It’s about being smart with finishing and production, adding value to the product without blowing out business metrics and price point. It’s also about striking a balance between ‘high’ and ‘low’ in design to make a product engaging and aspirational. If the packaging initially draws you in, and you then find that the product itself is a must-have, then wouldn’t you want to buy it—and buy into it—again and again?
So packaging design should always be balanced with function and message; and importantly, whether it creates desire. Does the packaging inspire you to own this product, share it, or display it? Are you seduced into devouring what’s inside?
It is our studio’s philosophy that the most successful packaging is not only beneficial to the brand, but also connects to the human need for wish-fulfilment, speaking directly to the customer on deep intuitive levels. With brands now living far beyond the retail shelf through the wealth of digital media channels and platforms, packaging is perhaps the only psychological and tangible execution of a brand’s marketing collateral.
More than ever before, beautifully designed packaging plays a crucial role in a food brand’s success. In our social media obsessed world, the product is only part of the picture (literally). It’s often the packaging that will tempt people to photograph and share it, often via still-life compositions on Instagram. So photogenic packaging is essential because we define ourselves and our values through how and where we live and what we choose to use. Consciously or unconsciously, we are increasingly curating our identities in this way; using lifestyle choices as our own personal ‘packaging’ and branding, if you will. So the wrapping and boxes that ‘belong’ in our kitchens alongside our possessions gives depth to the points of view we share. And when someone who has multiple followers chooses to share personal choices, the packaging arguably achieves its own form of marketing and sales.
So at Glasfurd + Walker we design packaging that customers will covet as much in their lives as in their homes, and we hold William Morris’ edict not to give houseroom to anything in your house ‘that you do not know to be useful or believe to beautiful’ to be essential. We aspire to create pieces that people will treasure like an ornament, and want to display on their kitchen counter or elsewhere in their homes. Consider the olive oil bottle, for example, that sits alongside a beautiful knife set like an intrinsic part of the kitchen decor, or the chocolate box that later becomes a repository for precious personal items. Packaging (and its design) has to be as special as the product it contains.
This book (itself an example of beautiful packaging) is filled with ideas with which designers have fully realised the potential of intelligence and beauty in how products can be protected, preserved and contained. It is an inspiration for food branding worldwide. If only an entire supermarket could look like this.