Helping Retailers Transform the Look of Private BrandsFebruary 6, 2018
As private brands continue to evolve and play a greater role in retailers’ success, unique branding and package design strategies are becoming ever more important. At Daymon, one of the key people charged with helping retailer clients transform their brands is Steve Cox, Creative Director for the Daymon Creative Services Team. Cox started in his new role in late 2017, bringing to the job more than 15 years of experience leading award-winning branding and packaging teams for both private and national brands, including Snapple® and Nestlé®. We sat down with him to learn more about his take on the industry.
RNI: Throughout your career, you’ve worked with national and private brands. What drew you back to working with Daymon and private brands?
SC: Private brands have been a common thread throughout my career. Daymon is where I was first exposed to private brands [having worked for the company as a senior designer from 2004-2010]. As I moved into new opportunities, I had the chance to work with some great brands—both national and private. It was always said that the work on national brands was more exciting, with bigger budgets, longer timelines and more creative opportunity. However, it was the opposite for me. Working with private brands offered more rewarding challenges for me and allowed for more creative solutions. Private brands have the opportunity to be more nimble which is what drew me back to Daymon.
RNI: With more consumers researching products before they go to the store, do you think the role of package design is changing in terms of its impact on purchasing decisions?
SC: The role of packaging is definitely changing. The package used to need to communicate everything to the consumer, as it was the point of decision-making for the shopper. This is evolving and consumers are connecting to brands that are telling a story though other channels (websites, social media, YouTube, etc.), so their brand decision is often made long before entering the store. As a result, packaging now has the opportunity to serve as content for consumers to push as they make their own recommendations via social media.
RNI: Are there any other key shifts you’ve seen in branding and package design trends over the last 10 years?
SC: Transparency has been a big shift in the package design world. Consumers want to know more and are willing to read the pack to find out. It goes beyond the ingredients and if the product is healthy for them. They now want to know where the fish was caught or what the animal practices of the farmer are. The brands that can give the consumer a way to connect in this way are winning with a deeper level of consumer loyalty.