2021 branding is fresh, cool, and versatile. While ecommerce remains a critical way for many consumers to shop, most have gone back to shopping for food and beverage products in predominantly brick and mortar shops. What does that mean for food and beverage brands? More than ever, brands must create immersive visual strategies that build fans and make sales both online and on shelves.
Brilliant, bold and contrasting colors palettes, chic, clean and easy to read textual elements, fine art infusions overlaid on pristine packaging and memorable, authentic, and highly personal brand identities are a drastic departure from the strictly commercial branding of years past, and we’re here for it. Gone are the days of generic labels and one-size-fits all brands.
The current food and beverage playing field is all about deeply human branding, and those that are the most relatable, impactful and recognizable to consumers win. Check out these 5 newest food and beverage brands to see what we mean.
Often called Instagram’s favorite olive oil, Brightland brings authentic olive oil free from artificial preservatives and fillers to its customers, making something high-end into an ordinary kitchen staple. Minimalism and fine art mingle on Brightland’s eco-friendly bottles, which feature abstract designs and simple, and a conservative amount of text with simple, clean fonts.
At the bottle’s focal point are raw, unpolished bright lines, bold textures and organic shapes, curves and rounded rectangles. Ample neutral bright white space creates balance to make the bottle visually gripping yet sparse-feeling overall.
There’s so much to love here, but above all, we love a brand whose package design feels deeply authentic and relevant to its brand. Brightland’s visual strategy immediately connects with customers and generates interest with high shelf-impact and refinement. That’s a hard combination to pull off, and Brightland makes it look easy.
Customers will remember Brightland after seeing them once and immediately associate them with something elegant and affordable—an absolute branding success, if you ask us.
2. Intune Drink
Intune manages to bring both calm and excitement to consumers with a line of CBD drinks in electrifying flavors. Their new line of CBD mixers is especially stirring, featuring flavors like ginger, lemon, and tonic.
CBD-infused boozy bevs are thrilling by default, and these striking, jazzy cans match that mood to create an immersive and consistent brand experience. Bold and expressive geometric patterns with sharp angles and a retro vibe bring high contrast and edge to these slick cans.
Intune’s cans have high visual impact, and any consumer who encounters them, online or in-store, will be compelled to look again. Bold, clean fonts and clever text placement against white space make the product’s details easy to read.
We adore Intune’s cohesive branding and their eye for versatility. As Intune continues to launch new lines, their basic design scheme is adaptable and immediately recognizable, making their trade dress a visual asset in itself. This is a genius visual strategy we love to see in action.
3. Huel
Huel, “Human Fuel,” is a plant-based and sustainable supplement brand whose mission is to provide a simple, healthful, and accessible way to fit meals into a busy schedule. Their products are packed with vitamins, protein, fiber and phytonutrients.
Huel’s packaging is straightforward, elegant, and clearly communicates the brand’s identity. Huel’s customers are people who value no-nonsense efficiency, style, and minimalist ethics, and their packaging epitomizes these qualities to perfection with a decidedly minimalist visual strategy on par with iconic aesthetically sparse brands like Boxed Water.
On Huel’s organized packaging, clearly displayed white textual elements are contraste against plenty of negative space to create high shelf appeal. Huel’s branding is easily noticed and visually engaging enough to stand out and be remembered on and offline.
Finally, we love Huel’s asymmetrical layout with an off-center focal point, which feels just a tiny bit irreverent. It’s a marked departure from classic package design and perfectly matches their revolutionary brand personality—the rejection of standard mealtime conventions for something fresh and new.
Punchy, the self-declared “drink that takes you places,” is a soft drink for people who want less sugar, less artificial flavoring and more adventure in their lives. These unique and eco-conscious beverages come in flavors like Blood Orange Bitters Cardamom and Cucumber Yuzu Rosemary. Delicious.
Punchy’s packaging is an aesthetic dream that perfectly embodies its brand’s mission with soothing, muted colors and a vintage feel. Invisibly framed landscapes—sunsets, pools, crescent moons—are front and center.
Punchy utilizes a genius storytelling device through packaging that’s highly story-driven without featuring any depictions of people. Rather than depicting figurines lounging or adventuring, Punchy invites their customers to place themself in the scene, which creates an immersive emotional experience highly relevant to their brand.
Sir Kensington’s creates condiments with cleaner, more sustainable ingredients. While Sir Kensington’s formed back in 2008, the brand is nearly unrecognizable from what it was when it launched its first product, and its recent 2019 rebranding created a radically refreshed, clean and visually striking aesthetic.
Sir Kensington’s is an excellent case study for how a food and beverage brand ought to always consider their visual strategy when redesigning their brand. The most important thing for a food and beverage brand to consider during a brand refresh is their visual strategy—what’s the brand’s goal?
If a brand’s current packaging lacks unity, a unified palette across all products in a line will create a cohesive brand image. Sir Kensington’s new branding features a midnight blue trade dress across all products.
Sir Kensington’s rebrand also effectively highlights its most recognizable brand asset—the iconic tophat and monocle mascot. In a great rebranding move, their designers have moved the mascot front and center and accented him with gorgeous script. This aligns well with Sir Kensington’s brand personality—why wouldn’t a brand named after a fictional British merchant in a monocle and tophat feel extra elegant?
It’s also a well-considered play to their current fan base, who already love Sir Kensington’s brand personality. Any great rebranding considers the brand’s current fanbase and the shoppers they’d like to convert in the future to create a branding toolkit that’s certain to engage and delight.
コメント