THINKING
Thoughts on brands, customers, packaging, retail and the commercial decisions behind the work.
Featured article · Retail
Getting listed is not just about having a good product. Buyers are looking at the commercial fit, the brand, the margin, the shelf presence, the evidence of demand and whether the business looks ready to deliver.
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Branding / Food & Drink
In the Welsh Wind already had a logo, fonts and product photography. The bigger challenge was creating a brand world that connected Welsh provenance, premium spirits and the people they wanted to reach.
Branding / Food & Drink
Bold Bean has managed something deceptively difficult: making beans look delicious. What does that tell us about branding, perceived value and turning an everyday commodity into something people actively want?
Food & Drink
Functional food and drink has moved well beyond a niche. The opportunity is growing, but so is the temptation to overcomplicate the proposition or make claims the product cannot support.
Packaging
Customers make surprisingly fast decisions in front of a shelf. Clarity, contrast, category cues and emotional signals all influence whether a pack gets noticed and understood quickly enough to be chosen.
Retail
Supermarkets are only one route to growth. Independents, hospitality, direct-to-consumer, subscriptions, export and experiential retail can all play different roles depending on the product and the business behind it.
Packaging
Food and drink packaging is moving towards greater simplicity, expressive colour, ingredient-led design, neo-heritage and clearer functional benefits. The useful question is not which trend looks good, but which one is true for the brand.
Food & Drink
Trade shows can be useful, exhausting and occasionally absurd. Turning up late is a good way to discover what happens when the polished pitch has worn off and the real conversations begin.
Retail
Retail buyers need more than enthusiasm and attractive packaging. Differentiation, margin, supply capacity, demand, category fit and timing all influence whether a product is genuinely ready for retail.
Strategy
As a business owner, understanding the complexities of marketing can be daunting. However, by taking some time to familiarise yourself with the fundamental principles of marketing, you can transform your approach to business, leading to increased growth and success.
Brand
Then I reflected on it and imagined how I might defend their rebrand. This is my defence piece.
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