28 July 2020
Hero design for the new hero channel
Online grocery shopping is growing significantly as a result of Covid 19.
After four years of relatively low growth, the online channel is set to grow by a whopping 33% in 20211.
To put that into context, Tesco’s online penetration has reached 14% of households – almost on a par with Waitrose’s total store penetration level!2
And even as we start to feel comfortable with real life shopping again, it’s likely this online habit and behaviour will continue and become part of our ‘new normal’. A recent survey showed 48% of respondents expect to be using online retail more than before as lockdown eases, and 47% said they expected six months on to still be doing more shopping online than pre-crisis3.
Add the fact that there are huge differences in shopper behaviour online versus in-store, such as:
- Less browsing – both in terms of number of categories, as well as within category – as we shop mostly from our favourites.
- Our ability to quickly decipher the information we need to make a decision, especially when we are increasingly using mobile phones to do this.
And this presents both challenges as well as opportunities for brand owners.
So what does all of this mean for design?
We have forever looked through the lens of the all-important grocery fixture when it comes to design. We discuss at length standout and disruption, brand blocking and architecture, price tiering, and readability including how we need to present and bring attention to key messages and claims. However, when it comes to the online world, the design rule book needs re-thinking.
Many of the big FMCG businesses from Unilever to Kellogg’s led the march on this a few years ago. Hero pack images were created for the online environment to work alongside their in-store pack and these are still evident today.
Stripped back entirely with a much bigger emphasis on the variant/product detail and pack size/volume, what these designs possibly lose in craft and detail, they make up for on big branding (all the distinctive assets are firmly retained and often amplified) and a focus on the important messages for the channel.
However, this is still hit and miss looking at an audit of brands on Tesco.com this week and many brands continue to use their in store packs online.
Perhaps this channel was not important enough previously to warrant the hero pack creation? Or there was a sense that what you gain in simplicity you also lose in the beauty and the craft that comes with branding?
Regardless of the reason, now is exactly the right time to be thinking of your brand in this channel going forward.
- Internet Retailing
People Love a bit of DWB!
The world of functional drinks, or ‘drinks with benefits’ (DWB) is a category that has seen huge development.
Meet Executive Creative Director, Steve Conchie
Steve shares the best things about his job, as well as the genius behind “who's nicked my friggin' grapes".
Meet Client Service Director – Simon Ellis
Who knew Simon is a musicals fan? But when he’s not belting out a classic, he loves nothing more than the feeling of absolutely nailing a client brief.
On pack messaging: Brand Purpose versus Distinctive Assets
Louise Kennedy on the strategies that brands implement when bringing together brand purpose and distinctive assets.
Transform Magazine: Iconicity as the route to impact
Managing Partner, Richard Taylor on the importance of iconicity in the route to impact.
The supplements brands gym-bound Brits will be turning to
Richard Taylor speaks to The Grocer about how brands need to cut through in the sports nutrition and supplements world.
Ever wondered what it's like working at Brandon?
We speak to two of our latest recruits to find out...
Design as a powerful asset in the fight for relevance
Strategist Tessa Hill on some of the key relevance challenges we’re asked to solve through the power of design.
FAB News: What do you stand for?
FAB News: Louise Kennedy on how winning the fight for relevance starts with positioning.
Interview with a strategist – Tessa Hill
Tessa loves being involved in a project from a very early stage.
All I want for Christmas... is a good limited edition strategy
Strategist Tessa Hill comments on the learnings from five of our favourite Christmas limited editions.
What role does innovation play in driving brand relevance?
Strategy Director Louise Kennedy with some top tips on how to use innovation to drive brand relevance.
Immunity in 2020
Strategist Tessa Hill uncovers the design codes shaping the immunity category in 2020.
Interview with a designer - Abi Taylor
Hear from our Co-Founder on her love of design and how Brandon came to be.
Reawakening a love for brand books
Senior Designer Jay Bates on why brand guidelines shouldn't be left at the bottom of a drawer.
Five Minutes with Louise Kennedy
Louise Kennedy talks to Transform about how brands can stay relevant and how packaging can improve brand performance.
FAB News: ‘Relevance - The Holy Grail of Marketing'
FAB News: Strategy Director Louise Kennedy on what relevance actually means.
Recession-ready tip #2 – Rethink innovation
How rethinking innovation can be a tool to get your brand ready for a recession.
Interview with a designer - Joe Bembridge
Read what inspires Brandon’s first full-time designer.
How hero your distinctive brand assets
Brand Strategist Louise Kennedy considers the importance of distinctive assets.
Can casual dining brands survive on supermarket shelves?
Richard Taylor talks to Marketing Week about how hospitality brands can make an impact through supermarket retail.
Don’t underestimate the influence of packaging in the home
Brand Strategist Louise Kennedy discusses actionable ways for brands to build an emotional connection with consumers at home.
Interview with a Designer - Jay Bates
Brandon’s self-confessed brand architecture nerd, Jay, on what inspires him every day.
Marketing Week's ‘All change: The complex route ahead for automotive branding’
As car manufacturers face pressure to move to cleaner energy and shift their strategy, Richard Taylor, discusses what that means for brand.
Hitting their peak: How brands plan to retain new customers post-lockdown
Managing Partner Richard Taylor talks to Marketing Week about shopping on autopilot and making new habits in the crisis.
Interview with a Designer - Grace Buckley
Grace can often be found in the supermarket rearranging the shelves to show off her work in its best light!
Reflections from the Darkside
Strategist Louise Kennedy’s view on agency life from the perspective of a ‘newbie’.
Will Harrods' bet on a new beauty brand pay off?
Managing Partner Richard Taylor talks to Marketing Week about Harrods' new beauty brand.
Desert Island Ads
We asked our Creative Director for his top 10 ads that shaped and inspired his thinking over the decades
D&AD Top 5 tips to move beyond mediocrity to design greatness
Inspiration from Rosie Arnold at the D&AD Talks 2019
The Joys of Brand Planning
Our Top 5 Brand Planning Tips - identifying new, exciting opportunities for growth.
Our 5 Key FMCG Brand Innovation Principles
Our 5 Key FMCG Brand Innovation Principles: What lessons can we learn from Coca-Cola's Life U-Turn?
The Brand Packaging Health-Check
The Brand Packaging Health-Check: 5 Killer Tips to see if a refresh is due or long overdue
The Art of FMCG Brand Architecture
Three principles we apply to ensure a successful brand architecture
Refreshing Established Food and Drink Brands
Here we discuss six routes for a brand to acquire new relevant meaning.
The Grocer - Pasta & Sauces report
The Grocer features Managing Partner Richard's thoughts on the pasta and sauces category.
In a bid for simplification and efficiency, the giants are emulating the discounters.
The Logo. On its last legs? Or fit as a fiddle?
Of late there has been a school of thought which argues that the static logo is terminally ill.