A Slice Of - Packaging Design (Slice Design)

This series is all about Packaging design. Specifically, the sort of pack design that you see in the supermarket and put in your basket. We will cover the tricks that brands use to stand out and some of the stories they are trying to tell Each week, ‘a slice of’, will take a look at a supermarket brand and critique the packs to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! So why a podcast I hear you cry? I suppose that’s a very good point. Packaging design lives in a very visual world, it would be easier to do a series of these as reels or TikToks, something visual, but I believe that great brands are all about storytelling. We should be able to capture the essence of what they’re about using the spoken word. Well, that’s the idea! I plan to keep the podcast to around five minutes each, and I’ll include some voice message. Comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: https://www.linkedin.com/in/alangilbody/ Slice Design Company website https://slicedesign.co.uk

Branding and packaging design for bottled water brands and the issues faced by FMCG brands being sustainable.

I’ve never really understood the need for bottled water. It’s bulky, it looks ugly in store and we can get it out of a tap, can’t we? 

Whilst that may make sense in certain corners of the world, do we really need bottled water in developed countries? Is it actually serving in need or are we being served quite possibly the greatest marketing ploy of all time?

Clearly there are certain situations where locally sourced water may not be clean, but we are lucky that in most instances tap water is easy to obtain and completely safe. 

So why do we have all of these brands, taking up all of this valuable retail space, requiring logistics that cost much more than infrastructure that is already in place, to transport it from one place to another?

So this week we will be looking at the bottled water fixture.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠

Branding & packaging design for Sainsbury's mince beef & the issues faced by FMCG brands with appetite appeal.

Creating appetite appeal on food packaging design is incredibly important. If it doesn’t look tasty, then consumers won’t buy it.

So in this podcast, we look at the rather bizarre new packaging design for Sainsbury’s, beef mince.

Thanks to Joe Puttick and the other contributors for their thoughts! 

(All opinions are their own)

I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page.

You can find our contact details below so please feel free to connect:

Alan Gilbody on Linkedin:

https://www.linkedin.com/in/alangilbody/

Slice Design Company website

https://slicedesign.co.uk

Branding & packaging design for Radox Shower Gel & the need for packs to look good in the home environment.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #radox #shower #bathroom #health #personalcare

Branding & packaging design for Coca Cola Lemon & managing pack architecture with FMCG brands.

If your brand makes up a large chunk of Warren Buffett portfolio, chances are you’re doing something very right.

Coca-Cola is undoubtably the most recognised brand on planet Earth so if you launch a new flavour or make a change people are going to notice. It wasn’t that long ago That the portfolio had a revamp and a pretty robust new architecture was created in order to unify the range.

When this happens, it usually comes with a pretty tight brand guidelines dictate how new products are integrated and how flavour extensions are displayed. In essence, that is what the brand guidelines are for, to make a  Robust set of rules in order to reinforce the brand at every consumer Touchpoint.

That was until Coke decided to bring back the lemon flavour from the grave. This was originally a flavour extension consigned to the dustbin back in 2006. However the company has identified enough interest to relaunch  The pack and flavour in a completely new livery, which challenges the existing pack architecture.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #cocacola #coke #drinks #carbonates #fizzy

Branding and packaging design for Gazebo street food and the issues faced by FMCG brands with authenticity.

Authenticity is a word that you see banded around a lot on brands and packaging. Whether it’s been made with authentic ingredients or made to authentic recipe, in a World busy with brands trying to be authentic, How do you differentiate yourself? 

Is it possible to be even more authentic than the competition, or do you have to find a better workaround?

In this episode we are going to be looking at one of our packaging designs and how we solved that problem for Gazebo foods.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠https://slicedesign.co.uk⁠

Branding and packaging design for contemporary craft beer and the issues faced by FMCG brands using humour.

A good while back, I remember working on the packaging design for one of the first alcopop brands. They were pretty exciting products to work on, as it was the first time they’ve been a real competitor, an alternative to beer, spirits and wines.  That excitement wasn’t to last long. There was huge uproar at the time over the advent of these particular products and their potential appeal to underage drinkers as many of the pack, designs, focused on characterisation and exuberant graphics  Many of the packs featured, cartoons and characterisations of the fruits, from which they came from. The overall tone was of playfulness and exuberance, much more of a student night out and refined drinking. Understandably, this led to quite a large backlash from various consumer channels and many of the brands were pulled. The brands that were left, grew up and became a little more serious, more adult and (a little) more refined. The alcohol sector had learnt a valuable lesson, or so we thought. So, it’s quite odd to see some of the beer brands now picking up on some of these cues that led to the downfall of alcopops. In this podcast, will be looking at a few of these brands and how they could potentially be falling into the same trap as their alcopop predecessors. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠ #packagingdesign #packdesign #packaging #branddesign #branding #beer #craftbeer #drinks

Branding & packaging design for Easter Eggs & the issues faced by FMCG brands to reduce packaging / be sustainable.

It has seemed like Easter for the last eight weeks!

What is really odd this year is that in the midst of the cost of living crisis the theme across all Easter Egg packaging design seems to be that of excess. Not just the excess in amount of different offerings available but excess in the amount of packaging associated and allocated to the seasonal treats

(All comments are taken from my LinkedIn page and voiced on the podcast by actors) Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠ Slice Design Company website ⁠⁠https://slicedesign.co.uk⁠

The role of the branding & packaging design agency is changing & agencies need to adapt.

This episode is an offshoot to the normal podcast. Instead of critiquing specific brands we going to look at more general advice for brand owners looking to make their brands stand out.

I plan to do one of these each month as an extension to the usual podcast.

In this episode we look at how the role of the packaging design agency is changing.

The design agency of the past was a creative powerhouse, revered for its artistry, craftsmanship, and ability to shape culture through eye-catching campaigns. But fast forward 10 to 20 years, and the role of the design agency is being challenged from all sides. In-house teams are growing, AI is accelerating processes, and clients’ expectations are shifting. It's no longer about creating the "prettiest" design—it's about impact, agility, and results. This transformation is redefining what it means to be a design agency in the modern era.

Gone are the days when a design agency’s core offering was limited to print ads, TV spots, and packaging. The traditional agency model revolved around proprietary processes, secret "big ideas," and long-winded pitches that dazzled clients with their creativity. Today, this model is being deconstructed.

The role of the agency has become more consultative, with a need for greater agility and hyper-specific expertise. It’s not about offering a “one-size-fits-all” process but rather tailoring every approach to fit the unique needs of the client. Agencies must now act as strategic partners, innovation hubs, and change agents—not just creators of beautiful imagery. Clients demand smarter, faster, and more impactful results, and agencies that cling to outdated models risk being left behind.

The role of the design agency is not dead, but it’s certainly different. Clients now demand more strategic thinking, faster turnaround, and greater accountability for commercial impact. AI is automating the labor-intensive parts of the process, while in-house teams are taking on more creative work themselves.

But here’s the sweet spot: Agencies such as here at Slice, operate as your external, in-house agency. We’re not bound by outdated agency models or rigid processes. We’re flexible, agile, and tailored to each client’s unique needs. We combine in-house efficiency with external perspective, ensuring that every solution is strategic, creative, and built to drive results.

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

Branding & packaging design for Tiffany & the importance of colour for FMCG brands.

The right use of colour in packaging can instantly guide consumers to a brand and convey key product qualities.

When used strategically and consistently, colour is an impactful visual shortcut that builds brand recognition.

In this podcast, we look at Tiffany and possibly the most efficient visual shortcut to your brand. Colour.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #colour #colours #tiffany #beauty #premium

This episode is an offshoot to the normal podcast. Instead of critiquing specific brands we going to look at more general advice for brand owners looking to make their brands stand out.

I plan to do one of these each month as an extension to the usual podcast.

In this episode we look at how to choose a packaging design agency to best suit your brand.

If you are responsible for a brand, you have probably found yourself in the situation where you either need to select a new packaging design agency or shortlist an agency from those available on the wider company roster.

With the wealth of offerings among agencies, how do you best decide which one is the right fit for your brand?

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

Branding and packaging design for Ramonas and the issues faced by natural FMCG brands using bright colours.

Using punchy colourways is a fantastic way to stand out on shelf. If everybody else is muted red, then why not go bright blue, right?

This methodology is something that has been successfully adopted in sectors, such as home, cleaning where bleaches dropped the usual robust blues and adopted a fluorescent pink palette. This works well in this sector as bright colours, cue action and efficacy and freshness!

Now whilst that may be successful for home cleaning and more functional utilitarian sectors, its always a danger to adopt something so category shattering and vivid when you’re looking at say, food brands.

We are used to bright colourways in confectionary or in the world of sugary treats, but less so in healthier or natural foods. So this week we are going to be looking at the rather fabulous Ramona's heavenly Houmous. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠ #packagingdesign #packdesign #packaging #branddesign #branding #colour #houmous #food

Branding & packaging design for Activia yoghurt / yogurt & the issues faced by FMCG brands with functional food offerings.

Functional foods are seemingly everywhere at the moment. 

And there are probably a couple of key reasons behind this. Firstly, consumers are looking for for healthier options and products with added value which fit into much their much healthier lifestyles than seen in previous generations.

Secondly, In order to create differentiation brands have had to find more to hang their hat on then relying on the default ‘we taste great’ more ‘we only use the finest ingredients.

This all sounds great, but traditionally, functional food and appetite appeal have never been good bedfellows. If you’re trying to communicate that something is better or healthier for you, it can often come with a compromise.

So today, I wanted to look at one brand that I think has often struggled with this balance of functionality versus taste. Activia yoghurts. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #functionalfood #yogurt #yoghurt #dairy #food

Branding and packaging design for Coca Cola 3000 and the issues faced by FMCG brands using AI for design.

The rise of artificial intelligence is changing the world of product branding and packaging design in fascinating ways. Coca-Cola recently launched a limited-edition beverage called Coca-Cola Zero Sugar 3000 that was co-created using AI technology. This provides an interesting case study into how consumer brands are beginning to leverage AI as part of their marketing and product development strategies.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #cocacola #drinks #coke #softdrinks #ai #artificialintelligence

Branding & packaging design for Danone GetPRO & the issues of borrowing assets from other brands.

Today we'll be discussing the importance of creating unique brand assets and the potential pitfalls of borrowing from other brands.

I'm going to use Danone's latest brand launch GetPro protein drink as a case study and explore best practices and important watch-outs in the industry when borrowing assets linked to another brand.

Let's kick things off with one of the most fundamental principles in packaging design: originality.

It's tempting to draw inspiration from successful brands, but there's a fine line between inspiration and imitation.

Consider this scenario: imagine a protein drink that borrows design elements reminiscent of a well-known battery brand. While it might seem clever to associate your product with energy, especially if you want to appeal to gym goers and health concious consumers, this approach can backfire spectacularly.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #danone #drink #drinks #health #protein

Branding & packaging design for Tate & Lyle Golden Syrup and managing heritage with FMCG brands.

Every month, there is a rebrand posted on LinkedIn, that creates quite a lot of furore. This week, that brand in question was Tate & Lyles Golden Syrup. This rebrand is stripped back much of the instantly recognisable heritage, and the big question is does it work?

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #tate&lyle #golden #syrup #heritage #pedigree

Branding and packaging design for Purina Go-Cat pet food and the issues faced by FMCG brands with busy packs.

Have you ever wondered why some brands excel at capturing our attention while others seem to get lost in the crowd?

Well, one crucial aspect of successful branding lies in the packaging design, specifically in making sure that the front and back of the pack work harmoniously to convey a clear and impactful message.

Importantly, that both the front and the back each have clear and distinct roles. 

So today, we’re going be looking at the petfood aisle and talking about a particular piece of packaging that struggles with this Purina Go-Cat. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #petfood #pets #pet #cat #food #BOP #backofpack

Branding and packaging design for Barilla pasta and the issues faced by FMCG brands with tradition & sustainability.

It’s not often that I literally stop and stare in awe at a piece of packaging design. The pasta shelf has traditionally been a much unloved section of the supermarket. Plastic packs with the same old pastiche, Italian look. Then came Barilla!

(All comments are taken from my LinkedIn page and voiced on the podcast by actors) Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: https://www.linkedin.com/in/alangilbody/ Slice Design Company website https://slicedesign.co.uk

How AI can't replace the role of the packaging design agency.

This morning, on LinkedIn, I came across a post that genuinely made me pause.

It was from a reputable marketer, someone with significant industry clout and a track record of pretty solid thinking. They’d recently discovered a new AI-driven image creation platform and were clearly impressed. Fair enough, these tools are impressive. But the post ended with a rather sweeping statement questioning what value design agencies now added?!

Not just because it felt unnecessarily provocative, but because it came from someone who should understand the broader value of creative partnerships. For someone with that much experience to make such a public declaration was, frankly, surprising.

It made me wonder, what must the marketing teams reporting to this individual think? If that’s what they’re willing to say in a public forum, what messages are being reinforced internally? That creativity is now a commodity? That speed and aesthetics are more important than strategy and cohesion?

Nah, surely not!

You can find our contact details below:

Alan Gilbody on Linkedin:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

#packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice #AI #artificialintelligence

Branding and packaging design for Spontex cleaning products and the issues faced by FMCG brands with large ranges.

If you have a large portfolio of products, one of the biggest challenges you have from the packaging design point of view is making sure that the brand architecture is consistent enough to hold all the products under one umbrella, but flexible enough to allow differentiation of individual products within the range. 

This is especially important when you have wide variety of different product formats that span different shapes, sizes and are often located in different areas in the store.

So this week I’d like to look at a brand that faces this exact challenge, and that is household cleaning brand, Spontex. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #spontex #cleaning #household #sponge #home #range

Branding and packaging design for Pepsi and the issues faced by FMCG brands rebranding classics.

At the beginning part of 2023, most of the social media feeds were flooded with a brand new take on packaging design classic.

The last time the brand had had a revamp was back in 2008 and with it pending 125th Anniversary, it was probably high time for a refresh so today I wanted to talk about that icon. Soft drinks that is Pepsi

It’s something that cause much debate across LinkedIn and plenty of debate in my DesignStudio.

Now that we’ve lived with the Design for the last six months or so, it would be great to look at it and reevaluate it in advance of his pending launch, and I thought he better than my old boss from Futurebrand Bill Wallsgrove

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠https://slicedesign.co.uk⁠ #packagingdesign #packdesign #packaging #branddesign #branding #pepsi #drinks #carbonates #softdrinks

Packaging design and advertising are two very different media. 

Clearly both have to be singing from the same brand hymn sheet with regards the tone of voice and visual aspect that are used.

As I’ve discussed before it’s incredibly important for brands to ensure consistency across all consumer touchpoints, but what happens when the pack design starts to mimic the behaviour of advertising or an instagram post? 

Can that ever work or is it simply the wrong canvas?

Today I want to discuss a piece of packaging that I feel suffers from this a little and in doing so dilutes the overall impact on the shelf, so this week will be looking at Ecover washing up liquid. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #srp #ecover #detergent #advertising #washingup

Branding & packaging design for Pattern hair products & the issues faced by FMCG brands with being different.

Always be seen to do something different and never be afraid to be bold with your packaging design!

Many personal care and cosmetic brands follow a very stale and characterless approach to their pack design. The shelves in these sectors are strewn with examples of just type, on a single coloured background, so it’s refreshing to see brands in this area do something a little different.

(All comments are taken from my LinkedIn page and voiced on the podcast by actors) Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠https://www.linkedin.com/in/alangilbody/⁠ Slice Design Company website ⁠https://slicedesign.co.uk⁠

Branding and packaging design for Red Bull and the issues faced by FMCG brands creating masterbrands.

If you have invested time and energy in an instantly recognisable, master brand, it’s advantageous to use this navigational aid across the entire portfolio.

This consistency creates reassurance for your consumer and links the wider portfolio together.

It also ensures that your product looks like it is from the brand leader rather than one of the copycat discounters.

This inconsistency creates sub ranges and product lines that don’t seem as though they are part of the portfolio and so risks them disappearing into the background on the shelf.

A robust masterbrand serves as a beacon to reassure the consumer of their choice. If you have one, use it or risk losing out to the competition.

So, today, we're talking about the power of masterbrands and why consistency is key when it comes to product packaging across a brand's portfolio.

One of the best cases in point here Red Bull, and specifically how they seem to have forgotten that unique checkerboard identifier from the parent pack when extending the range.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #energydrinks #drinks #energy #softdrinks #masterbrand

How to not just be the best, but be the only brand for consumers.

Branding, is all about storytelling. It’s how you make an emotional connection with your consumer. Great stories, resonate and provide powerful recall that if crafted uniquely, can span generations.

Consumers will always buy a product because of how it makes them feel rather than based on simply what it does, or what it is.

"Don't aim to be the best, aim to be the only". Its a great quote I heard on a podcast recently by Kevin Kelly. It's a powerful statement that resonates, especially in the world of branding.

There are so many brands out there that claim to be the ‘best tasting’ or that use the 'best ingredients’ and my challenge back to these brands is that is not enough of a point of difference.

You can find our contact details below:Alan Gilbody on Linkedin:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Slice Design Company website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠#packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

How to brief your packaging design agency to get the best results.

We’ve all heard the stories of agencies and designers being briefed on the back of a fag packet or post-it notes. Briefings take many shapes and forms. Some are very thorough, others are very top line and need a lot of digging around work out the objectives.

You can only do a great piece of work if you get a great brief. By a great brief, what I mean is a very detailed explanation of what your key aims are along with any mandatories.

Now, whether you are designing a flavour extension to a product, or repositioning an entire range of FMCG products, the core principles of briefing remain the same. In order to make sure that you are happy with the deliverables, you need to pull together a ‘bobby-dazzler’ of a brief!

So, how do you go about doing this?

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

Branding and packaging design for Good Sh*t Cola and the issues faced by FMCG brands using humour to sell.

If you make a consumer smile, you have tapped into an important human emotion and engaged them, so this week we are going to be taking a look at a brand that does just that, it’s that cheeky little upstart from the world of soft drinks, Good Sh*t Cola.

I hadn't actually seen the brand before as it has not yet made it over to the UK. In fact, one of my LinkedIn connectons sent it over to me along with the note - You are gong to love this!

It made me smile enough to want to look it up online and in doing so instantly highlighted an issue. Sure its fun but what is it and why do I need it?

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #cocacola #drinks #coke #softdrinks #fun #humour

Branding and packaging design for Ryvita crackers and the issues faced by FMCG brands with standout on shelf.

Honesty in packaging design will always win through.

There is always temptation on pack to make everything look perfect. All the logos contained in holding shapes, all of the ingredients shots beautifully cropped and balanced, but sometimes a bit of honesty is the best policy. This week, we look at Ryvita. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠ Slice Design Company website ⁠⁠⁠https://slicedesign.co.uk⁠

Branding & packaging design for Yakult & the benefits of using core assets consistently.

There are lots of brands that consumers associate with a recognisable delivery format.

The Coca-Cola bottle or the Tic Tac box for example. All of these formats have capitalised on this type of iconic packaging to create a strong brand identity and visual shortcut to the brand and help differentiate them from the competition.

If you’re the owner one of these unique little assets it’s always advisable to use it as part of your communication.

So this brings me neatly onto todays pack, Yakult.

Yakult is a brand that has built its identity around a very distinctive packaging format - the small, angular shot bottle. This unique asset has become synonymous with the Yakult brand, giving consumers an instantly recognisable visual cue. So why don't they use it?

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #yakult #probiotic #shots #health #drink

Branding & packaging design for Festive products & the issues faced by FMCG brands protecting brand logos.

I’m seeing the example on the image quite a lot recently. Brands are challenging and changing their logo in order to fit a seasonal offering.

Hovis has transformed to ‘Ho Ho Hovis’ and Warburtons, rather more subtly has become ‘Warbrrrtons’.

Whilst this may seem fitting, it removes recognition from previously strong branding. Importantly, maintaining brand consistency also strengthens the legal case from private labels and discounters trying to copy hard fought assets and equity.

Now, many people may say, it shows the power of a good logo and how it can be flexed. The truth is, it doesn’t show flexibility, it shows dilution, and that is not what a successful brand should do.

Simply put, you don’t muck about with the logo and that’s exactly what I said on my recent LinkedIn post which is prompted quite a lot debate.

So why is this? why is the brand logo sacrosanct, let’s dive in.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #christmas #xmas #baking #bakery #bread

Branding and packaging design for plant-based desserts and the issues faced by FMCG brands extending into new sectors.

The world of plant-based foods has taken a bit of a pounding over the last couple of months.

Sales and consumer interest have both waned in the face of increased prices and market saturation of products.

Has the time come to take a slightly different approach with plant-based offerings? So today we're going to talk about that giant of indulgent, desserts, GU. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #dessert #pudding #plantbased #food

Branding and packaging design for shelf ready trays and the issues faced by FMCG brands with creating design systems.

This week I wanted to have a look at a common mistake many brands make when they bring their brand and pack design onto the shelf, so it’s less a look at a specific piece of packaging and more a comment on a particular format.

Many products when stacked on the supermarket shelves are placed in shelf ready packaging or SRP’s as we lovingly know them in the trade. A common issue we often find is that these SRP’s are not designed in sympathy with the pack design. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #srp #srps #impact #standout

Branding & packaging design for Amazon Savers & the need for private label products to have personality.

In today’s podcast, we delve into one of the most competitive spaces in retail – private label grocery essentials. In light of rising living costs, consumers are looking for ways to stretch their cash without compromising on quality.

Amazon, the global e-commerce giant, has entered this space with its new line of essentials under the banner "Amazon Saver." The question is, has Amazon cracked the code for affordable yet appealing groceries, or is there room for improvement?

In this episode, we’ll explore the packaging, strategy, and overall marketing implications of Amazon's Saver products. Plus, we’ll talk about some design watchouts that could potentially hurt Amazon’s ability to connect with consumers on an emotional level.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #amazon #amazonsavers #groceries #drink #food