Creating packaging that pays tribute to an authentic brand story is key to effective packaging design. Sometimes it takes a great deal of searching or even strategising a suitably 'authentic' story, but in the case of Osborne Pike's new design for 'Appley Goodness' it was more a case of picking low-hanging fruit.
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Osborne Pike's involvement was key to introducing the product into the UK, they part funded the venture, commissioning research to generate a name which resonates well with an English audience and re-designed the whole look enhancing the fresh/wholesome/unadulterated hallmark, and a real Dutch farmer was used in the imagery.
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Roel Vermeulen is a second generation Dutch apple farmer who already has a successful juice business in The Netherlands. With a simple label design and a glass carafe found in a catalogue of his German co-packer, it stands out on shelf and consistently outsells much prettier designs with fake rural themes.
Roel and his marketing consultant came to Osborne Pike with a brief to create a brand for the UK market, because they felt that 'Flevosap' and its 'Clip-art' label might be a step too far in the undesign stakes for UK customers. Osborne Pike agreed to work on the project for half its usual fees, with a chance to earn back the second half and more with a successful launch.
Using a stripped-down approach Osborne Pike tested a set of written concepts and brand names with help from online research experts Clickback, and quickly discovered the winning formula of telling it like it is.
The Dutch Apple juice was exhibited in the UK for the first time, at the IFE.
For more information, visit http://www.appleygoodness.co.uk/