Are you a head or a heart person? Can you be both? Well, today’s designers certainly need to adopt an emotionally intelligent approach. The new consumer mindset dictates that not only do we want brands to be honest and informative and feed us the hard facts through their packaging design but also look for ways to forge a more individual and emotional connection with us.
Pearlfisher has created the new identity and redesigned the packaging for Cadbury Dairy Milk, the no. 1 market-leading brand within Cadbury worldwide with global sales of ?1.3bn, as part of a global re-launch starting in the UK from 1st July 2009 and rolling out to a range of markets covering Canada, South Africa, Australia and New Zealand.
This question doesn’t relate to fee levels or the ongoing debate over whether there should be better guidelines governing the whole free pitching debate. More specifically, it is about the value of design in business and how well we are communicating the return on investment and the design effectiveness message.
Pearlfisher has won 4 Awards – (1 Silver and 3 Bronze awards) — at the 2009 Design Effectiveness Awards. This year’s wins prove a telling story of the export value placed on British Design with Pearlfisher’s successes spanning a selection of the BRIC countries with Russia, Brazil and Asia being represented, as well as the U.S.A.
Whilst we have seen many female focused skincare brands bring out men’s ranges, we have not seen a truly unique and unisex skincare offer. However, Absolution (from Paris) is not just unisex but is also bespoke and certified organic. And, from a design viewpoint, ticks all the boxes to meet today’s need for both style and substance.
In a climate moving rapidly towards limited consumption and people only buying what they really need, it might seem unorthodox and risky for brands to deliberately focus on a smaller portion of the market. But, we believe that there is the opportunity for forward-thinking beauty and personal care brands — in a market traditionally founded on choice rather than necessity — to use this new approach to their advantage.