Consumer Behaviours Effect on Rebranding
Rebranding is currently at the forefront of the food and beverage industry, with many big name brands striving to modernise their logos and packaging. Whilst many classic, family loved brands are coming under fire for their new appearance when changing widely recognised logos and branding, there are a multitude of triggers that cause a business to look to rebrand.
As is the case within many industries, most distilleries within the spirits market greatly rely on their branding to set them apart on the shelves and appeal to their ideal customer base. The correct logo, bottle shape and decoration can be the difference between the product being picked up by broadminded millennials or a traditional spirits lover.
Fuelled by Ambition
At the top of the list as to why companies look to rebrand is often market ambition and aspirations. When a product is sitting higher in the market than its branding may portray or a company is looking to elevate themselves within a market, rebranding is the best route to go down. This is particularly common amongst smaller emerging brands who may not have initially invested in bespoke bottles and branding but are beginning to see high levels of growth. As these smaller brands begin to compete with larger competitors, it’s important they match and exceed the shelf presence of their competitors.
Brands looking to attain placement in higher calibre market places than they currently sit, for example, may choose to heavily invest in developing their entire brand image, including investment in the creation of a bespoke bottle, or even just look to utilise sophisticated decoration.
What once appealed to 21-30 year olds in 2005, will not likely still appeal to the same demographic in 2022. New trends and interests within generations will lead brands into appealing to different consumers as time passes. Companies who never rebrand risk ageing alongside their consumer, which may work perfectly for some products, but if you’re looking to appeal to the same age group ten years later, rebranding may need to be a consideration.
A Green Touch
Sustainability is becoming more of a need than a pleasant additional extra within the spirit’s market. As consumers become increasingly more aware of how their purchases can affect the world around them, not looking to create a greener ethos could lead to a huge loss of opportunity to gain market share for even the most popular of products. A packaging overhaul is a brilliant place to start to give your brand a greener touch.
Clever designs and shapes can be created to take a large some weight out of your bottle, while maintaining a strong visual brand impact, resulting in reduced material use as well as reducing the overall environmental impact caused by for example logistics. On top of this, you can look to increase levels of recycled glass content used in a bottle, promoting a circular economy and reducing raw material use. Finally, one of the ways many brands are changing their packaging options is through the removal of gift boxing, reducing the waste created from the product.
Amplify with Verallia
At Verallia, we specialise in bringing brands to life. Whether you’re looking for your first run of glass bottles, or a complete brand overhaul, our award-winning design team thinks outside of the box to garner the attention of your key audience. Our abilities in design, decoration and our expertise in developing bottles make us the ideal partner for your next rebrand.
If you’re looking to reshape your brand through the use of iconic glass packaging, get in touch with our team.