A fundamental of brand blocking for retail packaging design – when you look at the alt milk category (tough crowd), squint a little bit, which brands still jump forwards?
Tilda > Rude Health > Minor Figures > MOMA (most likely in that exact order).
At a most basic level – retail brand blocking is about making a brand “JUMP” off shelf, at the expense of others.
It is interesting that Tilda are one of the newest to this category but immediately knew how to win in that brand blocking piece.
We can achieve this with advancing and receding colours. The same way how we can paint a living room and feel like “the room looks bigger”, or “it feels like the walls are closing in!”.
Most brands fight for attention with messaging.
A major way to win is with colour.
What does your category look like when you squint?
Is your brand jumping forwards, or falling backwards?
We help brands win consumers hearts and minds with strategic design which wins on shelf and online
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