Good Design is an Iterative Process.
Creative concepting is just the beginning of actualizing a design. When we present our initial concepts – whether it’s for a logo or a packaging design – we are looking to capture the big idea or visual direction. Once our client chooses a concept or two, we collect feedback and have a discussion as brand owners and/or the client team are all involved. Then we enter the Creative Design Refinements phase. The goal is to effectively visualize the brand strategy, even in the finest detail.
Above and beyond design. Refine, refine, refine.
Now that we have narrowed down a broad range of concepts to just 1 or 2, we focus. We look to responsibly address any client feedback and start to investigate additional ways to further enhance the design. All the while, we keep an eye on objectivity. Is the candidate design strategically on-target? What starts with 1 or 2 design concepts often turns into 6 or more different options. The refinement process is where we discover magic.
It’s all about the details.
We work with clients to find the truest and most emotionally resonant expression of the design. That fine tuning happens in the details. Special focus on the interpretive qualities of design elements ensures that the design supports the brand strategy. We investigate how the brand looks: horizontally, vertically, in secondary lock-ups, black/white, gray-scale, favicon, with & without the tagline, etc.
[Angelic Bakehouse Portfolio roll-out, with each product line with its own considerations, above]
Packaging Refinements and Extension
With packaging, this phase also includes messaging hierarchy and nomenclature. Given our background in consumer testing, we are familiar with the ways consumers respond to everything on-pack. In the creative exploration, we often work with a few leader skus, and just the face panels. (Again, it’s about finding the big idea/direction.) The refinement & extension phase looks at how the chosen concept deploys across multiple SKUs. Or even across multiple product lines within a product portfolio.
We consider how the flavors or product types differentiate while maintaining a strong brand look. A cohesive line allows for the brand to be instantly recognizable & shoppable – even when accommodating different structures, sizes or sub-brands. We are always considering the future. So we never create a single package design, but rather a package design system. A design system ensures a more cohesive family look and has the flexibility to grow. It’s why we say “Design to Grow”.
We also look at how all panels of a package come to life. Each panel of a box or the back of bags – even the bottom panels – offer opportunities to share a brand’s unique selling proposition and further connect with the consumer A strong brand story, effective cross-sell, the nitty gritty details of ingredients, nutritional facts, and even the corporate information combine to communicate the reason to buy or repurchase.
[Pinnacle brand roll-out, above]
Logo Refinements
Brand design works similarly. A strong brand will never rely on just one iteration of a logo. In refinements, we investigate how the logo functions in different contexts and scales—think billboard vs. website favicon. We also develop different aspects of the logo in different scenarios, such as in print or on web. Seedhouse explores different ways your assets can work across touchpoints (business cards, presentations, website, incidentals, etc..). It’s all in the details. The more considered and complete your brand appears, the better it works and the more likely a consumer is to recall or recognize it later.
Moving Forward Beyond Creative Design Refinements
Creative Design Refinements happen in several stages. Once we get your approval on the refinements & extension, we move on to finalization. The final phase is where we package up all of your files and provide guidelines on how to use your assets in the future.
