we make your brands more immune to retail competition
we fulfil your product innovation funnel smartly
we make your brands healthier in every shop environment
we create FMCG product innovations faster
we make your brands more immune to retail competition
we fulfil your product innovation funnel smartly
we make your brands healthier in every shop environment
we create FMCG product innovations faster
How do we do it?
Diagnostics
Discover our 7 brand investigation tools that are cutting-edge solutions in retail performance analysis. Let us lead you to successfully addressing all the invisible retail issues, such as: packaging standout, in-shop exposition, product innovation funnel or future portfolio planning. We will foster your brand growth and make your product win on shelves – fast, cost-efficiently, exceeding your expectations.
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explore brand tools
Knowledge
The true quality comes from experience and ethics. Our company was founded in London, in 1972, and as such is the longest operating branding agency in Europe. Our KPIs are the proof of our high standards. They confirm our steady and outstanding performance. That is why we are a pitch-free zone.
explore brand tools
Work
We create smart design that evokes high purchase intent. Our propositions definitely win over competitors’ designs in terms of on-shelf standout. We push brands to sales growth by all manner and means.
See few examples here. Need more? Contact us directly to select more from few thousands of projects completed so far.
explore brand tools
Design Services
Our design services offer strategic focus on 360-degree packaging challenges. We investigate your supply chain inside out. We don’t deliver empty brand vision promises, or “strategy bullshit”. We only provide down-to-earth and effective solutions, supported by our Integrated DesignTM approach. Follow our forward-thinking attitude, arm in arm with the CEO and senior brand owners. How could we help your brand?
explore brand tools
Locations
We have worked on dozens of markets on 3 continents: from South Africa and Congo, through the Middle East, to the independent post-Soviet countries, the economically-advanced Western Europe states and the ever-growing markets of Central Europe.
Our intellectual and operational agility can cost-efficiently turn brand and packaging design into commercial success on any market.
explore brand tools
Sustainability
Together with our Greenovation™ Centre in Germany we help brands go through eco‑transformation and reach a sustainable packaging supply chain. We can’t promise you the “hurrah” effect, instead we deliver the uber‑rational and technically-responsible adaptations, focusing on a thorough overall view. How we could help your brand?
explore brand tools
Diagnostics
Discover our 7 brand investigation tools that are cutting-edge solutions in retail performance analysis. See our Diagnostics for Brand Growth:
Design Audit ™
No research company can provide more accurate results than Design Audit™. The tool converts visible and concealed exposure issues into a specific corrective plan, taking into consideration category management, trade marketing and brand communication.
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Design Audit TM”]
NPD Ideation ™
It accelerates the joint efforts of the Marketing, Trade, Insights, Supply Chain and R&D teams and facilitates a coherent new product proposition, avoiding the traditional, linear processes. Ask us about the Wow Factor!
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”NPD Ideation TM”]
Syncretics ™ Workshop
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Syncretics TM Workshop”]
Shopper Inspector ™
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Shopper Inspector TM”]
Design Talks ™
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Design Talks TM”]
Visual Planning™
Visual Planning™ improves the efficiency of complex portfolio management and provides a strategic “helicopter view” on the current and future product ranges.
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Visual Planning TM”]
Opportunity Mapping ™
It helps materialise, visualise, structure and plan initial visions and create a product portfolio strategy, using the techniques comprehensive to employees from different departments and specialists from various fields.
Want to now more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Opportunity Mapping TM”]
Knowledge
The true quality comes from experience and ethics. Our company was founded in London, in 1972, and as such is the longest operating branding agency in Europe. Our KPIs are the proof of our high standards. They confirm our steady and outstanding performance. That is why we are a pitch-free zone.
Work
We create smart design that evokes high purchase intent. Our propositions definitely win over competitors’ designs in terms of on-shelf standout. We push brands to sales growth by all manner and means.
See few examples here. Need more? Contact us directly to select more from few thousands of projects completed so far.
Design Services
Our design services offer strategic focus on 360-degree packaging challenges. We investigate your supply chain inside out. We don’t deliver empty brand vision promises, or “strategy bullshit”. We only provide down-to-earth and effective solutions, supported by our Integrated DesignTM approach. Follow our forward-thinking attitude, arm in arm with the CEO and senior brand owners. How could we help your brand?
Locations
We have worked on dozens of markets on 3 continents: from South Africa and Congo, through the Middle East, to the independent post-Soviet countries, the economically-advanced Western Europe states and the ever-growing markets of Central Europe.
Our intellectual and operational agility can cost-efficiently turn brand and packaging design into commercial success on any market.
Sustainability
Together with our Greenovation™ Centre in Germany we help brands go through eco‑transformation and reach a sustainable packaging supply chain. We can’t promise you the “hurrah” effect, instead we deliver the uber‑rational and technically-responsible adaptations, focusing on a thorough overall view. How we could help your brand?
see more
explore brand tools
Knowledge
1
+
years
of branding and retail experience
1
+
branded packaging
we have created
1
+
markets
our projects have been launched on
1
+
brands
international and local brands we have been working for
We are here
Founded in London in 1972, we are global creative partner at Gundlach Holding, a sustainable packaging services group, established in Germany 175 years ago.Founded in London in 1972, we are global creative partner at Gundlach Holding, a sustainable packaging services group, established in Germany 175 years ago.
Warsaw
is where we run
our operations from
London
is where we were
founded in 1972
Dubai
is where we have client service and production allies
Bielefeld
is where we located
our sustainability centre
Zurich
is where we cooperate
with a sales partner
Our diagnostics for brand growth
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Design Audit TM”]
Design AuditTM
evaluates a category in-store exposition and brand packaging from the customer’s perspective. It helps assess the current situation of your products’ portfolio – it identifies strengths and weaknesses of branding and packaging design. This merciless audit delivers thorough analysis of your product’s in-shop brand standout.
No research company can provide more accurate results than Design Audit™. The tool converts visible and concealed exposure issues into a specific corrective plan, taking into consideration category management, trade marketing and brand communication.
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”NPD Ideation TM”]
NPD IdeationTM
is the tool that outsources your company’s product innovations. It helps create the innovation funnel, providing fresh and insightful new product ideas. The service is based on our own unique methodology, applicable to all FMCG categories and most of the markets.
It accelerates the joint efforts of the Marketing, Trade, Insights, Supply Chain and R&D teams and facilitates a coherent new product proposition, avoiding the traditional, linear processes. Ask us about the Wow Factor!
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Syncretics TM Workshop”]
SyncreticsTM Workshop
is a strategic workshop designed to create uniform solutions. It eliminates the “I-wasn’t-there” mindset. The tool makes it possible to combine contradictory beliefs and develop a joint plan, disregarding the classic, linear methods.
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Shopper Inspector TM”]
Shopper InspectorTM
brings together qualitative assessment of the difficult to measure promotional expositions features, in-shop stands, secondary packaging and all other in-retail brand activations. Our experts assess and quantify in-shop expositions according to the 6 Core Effectiveness Factors.
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Design Talks TM”]
Design TalksTM
is a modular seminar on the role of the design in a marketing mix. It inspires brand owners to innovate their products and helps create more efficient packaging design projects. The tool discloses design tricks to non-designers and teaches clients how to demand more from agencies. Design Talks™ requires zero theory, it’s all pure practise.
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=”Visual Planning TM”]
Visual PlanningTM
focuses on brand architecture, re‑positioning and restructuring of assortment. It helps stakeholders reach an agreement through visualisation of their assumptions and conceptions regarding the product portfolio structure, especially the taxonomy of subsegments and product variants.
Visual Planning™ improves the efficiency of complex portfolio management and provides a strategic “helicopter view” on the current and future product ranges.
Want to know more?
Contact us!
[ht-ctc-chat style=7 pre_filled=””]
Opportunity MappingTM
focuses on developing future assortments basing on global consumer trends. It delivers a road map for long-term brand development and delves into the areas that are typically under the marketers’ and CEO’s radars, but also aims far beyond…
It helps materialise, visualise, structure and plan initial visions and create a product portfolio strategy, using the techniques comprehensive to employees from different departments and specialists from various fields.
[ht-ctc-chat style=7 pre_filled=”Opportunity Mapping TM”]
Want to know more?
Contact us!
Work
TropicanaPepsiCo
RaffaelloFerrero Europe
Carlsberg ExportCarlsberg UK
AhavaDead Sea Laboratories
DunhillBAT Global
FrugoFoodcare
more work here
Brands
Contact Us
[ht-ctc-chat style=7 number=+48604499950 pre_filled=””]
Slawek Kluziak
(스와벡 클루쟉)
CEO | Global Branding Director
EU: +48 604 499 950
UK: +44 7408 853 474
E: slawek.kluziak@sieberthead.com
[ht-ctc-chat style=7 number=+48602747800
pre_filled=””]
Krzysztof Przykorski
(크쉬스토프 프쉬코르스키)
Chief Operating Officer
EU: +48 602 747 800
E: krzysztof.przykorski@sieberthead.com
Pack Design
5 common pack design mistakes and how to avoid them
With increasing competition and more expectations from consumers, brand packaging effective in retail design can make or break a brand. Nowadays it’s not enough to have a recognised name and a good product to stand out: pack design weighs in more than ever, especially in a growing but demanding beverage segment. Of course, packaging design agencies have picked up on this trend and offered creative packaging to make bottles and cans as mouth-watering as their contents. However, here at SiebertHead we’ve identified 5 common beverage pack design mistakes made that may be costing marketers money, and we offer tips on how to avoid them.
Omitting a selling point in pack design
Of course, beverage pack designs have to cover some basics, such as the logo, brand name, artwork or other elements required on FMCG packaging. Most current pack designs contain more than information only, and make the most out of selling and promotional opportunities on bottles, cans and boxes. However, many of the designs miss a clear ‘call to action’ speaking directly to the consumer. Moreover, most creative packaging information from the main label is just repeated on the neck, which isn’t only a waste of a selling opportunity, but also a tedious redundancy. Pack design, both through the use of artwork and copywriting, should call for action and make a strong, direct selling point. In most cases, it’s enough to add a strong, clearly visible call-to-action message.
Failing to innovate in packaging shape and opening
Launching a new bottle shape is no mean feat. Such projects covering pack structural design are costly and long. Marketers often struggle to cope with their own internal processes, for example by changing the project scope mid-way, disregarding filling lines in factories, and similar. Sometimes they’re unprepared to even kick off a structural pack design project. Very often such projects are managed by a single brand manager from the brand marketing department. However, playing with the packaging shapes, colours, and materials often results in attractive brand packaging design which catches consumers’ attention, leading to better results for marketers. Similarly, a clever opening can equally reinforce the message, for example by using colour or copy printed under the cap. A clever shape that stands out and continues to engage after the cap is lifted will add to any packaging. In order to ensure that such projects are successful, structural pack design projects should be managed by a cross-departmental team with support from structural design experts from packaging design agencies. Marketers, while selecting the agency to work with, should ensure that the agency is competent and experienced in structural design, including expertise in working with PET plastic and glass. This will ensure that any creative work from the first creative concepts can actually lead to launching a new bottle shape. Plus, only an integrated design approach which incorporates structural design with label design can lead to an effective competitive advantage.
Including too much text on packaging
While it may be tempting to include as much information as possible on FMCG packaging, beverage pack designs aren’t best suited for excessive amounts of text. Only part of the label is clearly visible, and its surface competes for attention with many other, very similar shapes in the category. Modern consumers already suffer from information overload, and many of them feel attracted to minimalist, understated solutions. Marketers and packaging design agencies should leverage this trend and avoid including too much text on packaging, be it in the form of creative copy, slogans, lists of ingredients or descriptions. Less on the label is more.
Forgetting about secondary packaging
Pack design successful in any retail design extends far beyond just the bottle. One of the most serious mistakes often made by packaging design agencies is forgetting about the power of secondary packaging. In fact, secondary packaging provides six very big areas that should definitely be used as advertising space. Well-designed and effective secondary packaging can even replace all point-of-sales materials, leading to lower costs. FMCG secondary packaging isn’t there just to protect the product and its primary packaging, but it also plays a vital role in attracting consumers. Good secondary packaging allows for the on-shelf blocking effect and create a stronger on-shelf standout effect in comparison to products in primary packaging. Moreover, shelf-ready secondary packaging makes it quicker and easier for shop staff to re-stock shelves. In the case of beverages, secondary packaging can further reinforce the brand message. It’s crucial to consider not only the actual packaging design, but also the materials it’s made of. Successful secondary packaging doesn’t compete with primary packaging, but creates stronger brand recognition.
Not seeing beyond the product packaging
Beverages, even more than food, have a role that goes far beyond just consumption. Be it coffee, a soft drink, beer, alcoholic drink, or juice, consumers’ choices correspond to their values and preferences which form their day-to-day. Consumer research on the majority of markets worldwide confirms that consumers interact with beverage packaging during social occasions more than with any other packs. Packaging design agencies often forget about it and come up with creative packaging that’s limited to the product and doesn’t go beyond the shop shelf. Only an integrated approach to beverage pack designs can result in creating a global universe in which consumers play a role, and that’s aligned with their lifestyles, settings, and wider choices. Both on-bottle and on-label intriguing but short storytelling is more influential than even the website. Most of the mistakes in beverage pack designs we’ve discussed here are down to a single-sided view of brand packaging design. Focusing only on the packaging can lead to unsatisfactory revenue. Keeping these 5 common mistakes in mind, marketers can go beyond the traditional beverage pack designs and surpass not only the competition, but also consumer expectations. Here at SiebertHead, we know even more about brand packaging design coherent with retail design and we’d be delighted to share our insights with you.