What does good FMCG packaging need to do in its first glance?
A practical way to think about hierarchy, navigation and the information people need when comparing products.
READ THE ARTICLE ↗Notes for people making brands
Good questions.
Useful thinking.
A growing collection of practical perspectives on FMCG branding, packaging and the moments that help products get noticed.
From observation to idea.
Turn product context into a story that travels from the shelf to the screen.
QUESTIONOBSERVE
INSIGHTS / WORKING PROCESSLEARN ↗
HOW THE WORK MOVES
- 01Ask the useful question
- 02Explore the creative decision
- 03Share the practical insight
Field notes / 01—03
From idea
to shelf.
Follow the decisions that turn a product idea into a recognisable brand, then explore each part in more detail below.
From idea to shelf / A working process
01 / 04Find the product truth
Start with the product, customer and category. Decide what someone should understand at first glance.
Creative decision / One clear proposition
Alex / Project leadLIVE WORKSPACE
BRIEFProduct & audience
DIRECTIONMessage & approach
REVIEWDecide together
HANDOFFReady to launch
PROJECT / 01A useful next step.Clear decision · Shared direction✓
✓ Files organised. Ready for the team.
Brand designer / NoorWORKING CONCEPT
THE BRAND TRUTHQuiet by nature.Botanical · Considered · Warm
Aa VERA
A recognisable languageSage / Primary
Find the characterConnect type & colourBuild a consistent system
Packaging designer / IshanWORKING CONCEPT
01 / Product02 / Flavour03 / Details
← READ AT SHELF SIZE →
What lands first?Help the range make senseCheck the small details
Art director / LeahWORKING CONCEPT
SOCIAL / 4:5DISPLAY / 16:9OUTDOOR / 2:3One focused propositionCompose the lead ideaAdapt for the channel
How to make a brand feel consistent across a growing SKU range
Build a repeatable visual system that gives each variant a role while keeping the family recognizable.
READ THE ARTICLE ↗
From new product to launch story: connect the creative pieces
Bring packaging, key visuals, social creative and product pages together around one clear proposition.
READ THE ARTICLE ↗More subjects we think about
Curiosity is
part of the job.
01 / Product clarity
What should land first?
Give the product name, benefit and variant a deliberate order. Review what someone needs to understand before adding detail.
Read about the first glance ↗02 / A connected system
What stays familiar?
Decide which cues stay consistent and which help customers navigate a growing range.
Read about range systems ↗03 / A useful launch
What happens next?
Connect the lead message to the page, post or pack where a customer can take the next step.
Read about launch decisions ↗