Within certain product categories, such as chocolate or toothpaste, distinct ‘product languages’ – or communication systems created through use of colour, type styles and symbols – has evolved in our retail environments. A critical phase therefore before creating a new brand, is to research the existing language used by the competition, to define the appropriate use of these elements, thus creating a brand that ‘speaks’ effectively to the consumer.
Although generally successful the drawback to this strategy does tend towards the design of ‘safe’ outcomes, reducing risk but also shelf impact. Prepared to accept the dangers of challenging the status quo there have been mavericks, brands that have taken the gamble to revolutionise our shelves.
Traditionally, the product language of soft drinks has referenced either the refreshing fruity qualities of the product, or images that appealed to children. The first two brands however both challenged the status quo to revolutionise their market sector.