NEWS: The Rise in Craft
Where your passion for what’s inside meets our passion for what’s outside
The craft beer explosion wasn’t just a thing of 2016 – it’s still on the rise in 2017 and we’re excited to showcase the launch of the first in the Hatherwood seasonal range, The Fathers Day beer ‘Total Legend’.
With UK off-trade craft sales up by a massive 87% year on year over the past 12 months (Grocer April 2017), more craft ale and cider brands are investing in the power of design to differentiate, including Lidl UK.
The Total Legend design needed to feel like a ‘special edition’ version of the Hatherwood core range, focusing on Father’s Day. The hipster beard is a very popular look for chaps at the moment and seemed like a natural fit for the Hatherwood beer buyer. By adding an old bowler hat and styling the label to look like a Western film character, the design adds a fun twist to a Father’s Day beer that appeals to both the older and younger gent.
The Grocer (May 2017) also highlighted that the craft ale category is accelerating and it’s more than likely that sales will double again in the next two years so we can all look forward to seeing and more importantly tasting more creative craft beers.
Comment: The benefits of co-branding partnerships for mum & baby
The baby category is a busy fixture and it’s getting busier! We were at The Baby Show earlier this month and for us, it highlighted a missed opportunity for baby brands to consider joining forces...
What do we mean by this?
There are many examples where two brands from the same category are not competing, other than for shelf space. They are targeting the same consumer (mum), in the same moment of her babies age stage development. This is relatively unique in the market place!
So, why do players in this category choose not to get noticed more saliently by creating a strategic partnership that can boost brand awareness and reach new markets? As well as simplifying the lives of parents, it will extend audience reach online & offline for both collaborating brands.
Parents use multiple products related by usage and age stage, including food, drink, feeding bottles, Tupperware, nappies, soothing items and OTC medicines. All of these products are carefully formulated for a specific age stage, providing a unique opportunity for baby brands to collaborate and join forces on colorful and exciting marketing ventures…
Combining marketing strategies to increase market share
It’s not necessarily about establishing a long-term partnership, but more of a mutually beneficial shared marketing plan designed to achieve a set of marketing goals. Mum’s have to navigate very busy fixtures when it comes to choosing the right product for her growing baby who is about to transition through several age stages. She will always want to make the best choices based on quality and value - from being a newborn to toddler age and beyond.
In addition to the obvious synergies of two respected brands joining forces, joint venture marketing is an opportunity for two brands to make parent’s choices easier.
Why do it?
• Elevate a product or proposition over rival purchases by offering consumers something extra
• Encourage or drive trial in a product that would not usually be associated with the other
• Drive awareness by addressing a wider audience
• Increase trade and consumer engagement with a compelling story about the two brands working together
• Create opportunities across PR, social media, advertising, packaging and in-store engagement
• Consumers have the benefit of getting ‘better value’ from propositions as there is a purchase incentive.
• Facilitate greater reach across consumer touch points with both brands leveraging omni channel strengths
• Share market research in a specific area
In our next article, we’ll be sharing a few joint marketing venture ideas for the baby category. To receive future emails, sign up to our mailing list.
At Design Activity, we focus on helping brands to engage with their consumers using captivating packaging design and in-store brand communications to create an easier and more welcoming shopping experience.
We design better for baby because we understand mum
Comment: The baby category - a marketers paradise?
The Baby sector is one of the most vibrant places to market a product. Here’s why…
Thanks to creation or evolution, whatever your world view might be, one constant in life is child birth with its consistent and rotational audience of new and expectant mums.
This provides baby brands with a unique opportunity to reinvent and develop their brand is a luxury other categories don’t have. No other retail category has such a high turnover of a single primary target audience every few years.
For the brave, this enables brands to be far more experimental and daring…
We have been lucky to work alongside some leading baby brands in the past few years, learning about their challenges and opportunities first hand to develop creative packaging solutions and we’ve gained some useful insights along the way…
Last week, Nina from our team went along to The Baby Show at the Birmingham NEC, where a variety of brands jostled for parent’s time, from re-usable wipes through to biodegradable nappies…New parents have a lot to learn and navigate as they weigh up their babies needs and try to make all the right choices in terms of food, personal care, health and accessories.
Best-selling author on baby food & nutrition, Annabel Karmel gave some recipe advice to an audience of inspired parents, captivated by her health and nutritional information that could make the prospect of becoming a new parent ever so slightly easier to navigate.
We’ve brought some of these insights and useful conversations back into our studio to encourage other blossoming baby brands to be a little bit braver.
When the product is right and there is a demand, baby brands have the chance to experiment with design, ranging and brand development. From our insights working with HiPP, Nuby and Bassetts, there is a consistent experience for all mums (and dads of course) and this starts a journey of well scripted and staged development for a baby, from infant to weaning and teething, through to being a toddler and beyond.
In this world of age-stage navigation across in-store fixtures and online, the market is inherently transient, with mums and dads entering the marketing and leaving within about 3 years. Even if those parents don’t choose to return to using the same brands with their second or even third child, there is still a new market waiting as this short-term baby growth cycle creates a market that provides brands a unique opportunity to completely revisit the way they engage with mum via their packaging design at a relatively low risk. If it doesn’t work, ideas can be changed and adapted for the next batch of mums…
Yet, few (if any) brands appear to take advantage of this phenomenon, which we think is a missed opportunity.
In baby, the risk is significantly diminished because if it goes horribly wrong, brands get to target a new mum in a years’ time. Imagine having a radical new NPD pipeline such as a unique product innovation, or structural packaging with inbuilt usage benefits, where normally the risk of getting it wrong would ensure it never sees the light of day.
We design better for baby because we understand mum
So, if you think this sounds like what you’re looking for and your baby brand is in need of a fresh perspective, we’d love to hear from you.
NEWS: Belheather whisky beer launched.
After the successful launch of Lidl's Scottish Lager brand Belheather we were briefed to design the beer packaging for a whisky beer range extension.
The complexity of blending a beer with a highland single malt whisky demanded a more detailed and premium design to reflect this. However, the Belheather brand still required a level of consistency to reassure consumers the beer is part of the Belheather stable.
The beer is sold exclusively in Scotland.
NEWS: Fergeson's Scottish Pies launched.
Lidl briefed us to create a new brand identity and packaging design for a new range of Scottish pies being launched exclusively across Scotland.
Using two pies and a banner, the identity creates the shape of the iconic Scottish milk thistle. The top pie creates a crown and the base pie includes the Scottish Saltire as the pie's crust detailing to create a unique brand marque.
The packaging focuses on beautiful pie photography in a table setting; invoking the warm, sharing occasion in which the pies are supposed to be enjoyed.
NEWS: Award winning transformation of Lidl's Hatherwood Craft Ales
Design Activity are proud winners of a Silver Pentaward. An International packaging design award for the re-design and range extension of Lidl’s craft beer range the Hatherwood Craft Beer Company.
The range consists of six craft style ales, each with a unique flavour and design to match. Following on from the original Golden Goose and Ruby Rooster variants, another four flavours were added all with an animal theme. This radical redesign elevates Hatherwood from a traditional ale into a speciality craft beer brand in its own right. Read more...
NEWS: Vogel's 'Win Fresh Air' promotional packs launched.
Vogel's wanted to create a range of limited edition packs to promote the brands ethos of ‘loving the great outdoors’ – using both the packaging and a ‘Win Fresh Air’ competition.
With a clear brief to focus on nature, we developed a range of striking, vibrant insect patterns.
Using a different pattern for each bread variant and a simple, iconic balloon graphic to clearly show the competition element, they are sure to grab consumers’ attention on shelf! Read more...
NEWS: Lidl Oaklands' fruit and Veg range transformed.
Lidl wanted to bring simplicity and consistency to the design of their extensive Fruit & Vegetables range, as well as ensuring clear messaging as to the origin of the product – British or Non-British.
We have developed a flexible identity that evokes the feel of fresh, good quality ‘grown’ produce whilst ensuring maximum visibility of the product within the pack. A comprehensive system of messaging has also been created to ensure consistency across the existing range, and make it easy to add new products to the range in the future.
NEWS: Elizabeth Shaw easter egg's transformed.
Happy Easter! We have just transformed Elizabeth Shaw's easter egg's which are now on sale.
The brief was to design impactful and innovative egg packs, combing the pack structure and graphics whilst retaining the essence the of core brands; to create gifts consumers would be proud to give.
Our designs have created a massive step change for both the Elizabeth Shaw and the Famous Names brands. The packs have excited buyers so much that their order volumes are higher than ever. Let's hope the sales are just as good!
NEWS: Caulder's confectionery launched.
Lidl wanted to put their Scottish confectionery into a new brand called Caulder's Confectionery. The primary consumer is adults buying for themselves so Lidl didn't want the brand to be childish or traditional but have a more playful character.
We took inspiration from circus graphics which are weird and wonderful to create a 'Mr Caulder' a quirky ringmaster and sweet shop owner. The central holding device replicates a circus sign while the traditional coloured stripes can be viewed as both a sweet bag or the big top tent.
NEWS: Hatherwood Craft Beer Company transformed.
Design Activity redesign Lidl's Hatherwood Ale range. The range consists of six craft style ales, each with a unique flavour and design to match. Following on from the original Golden Goose and Ruby Rooster variants another four flavours were added all with an animal theme. This radical redesign elevates Hatherwood from a traditional ale into a speciality craft beer brand in its own right.