dimanche 27 octobre 2013

Packaging approach

From a packaging point of view “Dove” and “Le petit Marseillais”, are very different and each boast their own brand identity. The main objectives of the packaging are to differentiate themselves, convey a message, reflect the brand value and be easily recognizable on the shelves. 
“Dove” and “le petit Marseillais” have well integrated this concept and applied it to their entire range of beauty care product (Shampoo, body wash…). Both brands have managed to standardize the design of their products while segmenting the different range of product.

Dove packaging:

On Dove packaging the white color predominates. White is the emblematic color of Dove, in fact it is a reminder of the basic concept of the brand: “a product consisting of ¼ of milk”. White refers to the origins of the brand and also contributes to evoke the purity, the simplicity and the light. Otherwise, Dove has introduced a code system on each product in order to segment the product benefits, the intrinsic quality of products and also the consumer needs.

The product’s shape and size is unique to each product line. In fact, Dove provide sophisticate and elaborate packaging. Dove differentiates himself from its competitors with original packaging and ergonomic shape.
Body Wash product: milk drop
Shampoo product: Long tube with a wide base (compare to the top)
Beauty bar product: Rectangular cardboard (the shape of the product is oval)
Lotion: elongate tube and streaked

The design of the label is simple, we find the logo and the brand on top, and some product information below. Sometimes there is a small drawing in the middle evoking the creamy and soft property of the product.  

Le Petit Marseillais packaging:

Unlike Dove, the packaging of « Le Petit Marseillais » is very colorful. The packaging highlights a single bright and flashy color depending on the scent of the product. The colors on the packaging are used to recall the origins of the brand and its values:  conjure up the nature and the Provence region. Le Petit Marseillais segments its products through the color and the shape of the stopper (for the body wash product).

The shape of the bottles differs slightly from one product line to another. However, the shape is fairly simple compared to the dove product. Body Wash bottles are rectangular with assertive angles while shampoo bottles have slightly rounded angles.

The design of the label is warm/welcoming, we find at the top the logo of the brand and in the middle there is a summary drawing that highlights the ingredients and scents within the bottle. The packaging is playing with the consumer emotion.


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