Visual Strategy

Color. Typography. Packaging design. Photographic style. Logo. So often, these are subjectively chosen and developed. Based on the aesthetic of the owner, the marketing director or another decision maker.

Without the right Visual Strategy, informed by the Brand Strategy, great design is just window dressing. That’s why we ensure creative output isn’t just beautiful but also has impact and attracts attention for the right reasons.

Visual Territory and Asset Exploration

Working with the brand and its existing equities, we explore and define photography and/or illustration style, color palette, texture and typography. Depending on the scope of the project, we explore potential design directions, leading to the creation of design concepts. Everything is informed by the Brand Strategy.

Moodbook Development/Application Renderings 

Based on the look and feel established within the Visual Territory phase, we develop a moodbook combining the territory discoveries with the preliminary design assets and key visual renderings. Identity assets often include:

  • Brand logo, wordmark or symbology
  • Brand platform/Tagline
  • Photo/Illustration style
  • Color
  • Texture
  • Typography
  • Preliminary design assets
  • Exploration of potential application onto key visuals of advertising, social media, website, POS

Brand Book

This is where the brand comes to life, both verbally and visually. The Brand Narrative is merged with the visuals to create a one-of-a-kind experience that expresses the true essence of the brand.

Packaging (Re)design

With packaging design or redesign, we incorporate visual and asset exploration, and create a mood board to establish the brand’s visual elements.

We develop first-of-kind packaging concepts. Since no package exists on its own, we create visual boards that place these concepts within the context of their eventual placement: store shelves, websites, advertisements and trade show booths.

We also believe that packaging should be tested prior to launch. Our package concept testing is quantitative. It replicates the shopping experience as closely as possible. It gauges purchase intent across variants, benchmarks against the competition and ensures the messaging you most want conveyed is understood. It quantifies the risk of alienation (consumers not recognizing you) and potential to grow your market share, and identifies the specific brands you have the potential to take share from.

“Pure Branding put it all together, enabling powerful growth in multiple channels.”

Ken Vickerstaff
CEO, Organic India USA; Former EVP of Sales & Marketing, Hain Celestial Group and WhiteWave Foods

Sales Impact on Package Redesign

Every natural products company needs to be vigilant when it comes to their packaging design. In this article, we have the data from 301 natural products marketers that proves that using research in conjunction with a redesign pays off.