I'm a designer. I am also a consumer. And, more often than not, I'm unable to separate these two selves when shopping. Case in point: Recently I found myself at the grocery store picking up toothpaste. It occurred to me that almost all options in the aisle looked exactly the same. The majority of brands gave off identical cues (Clinical! Extreme Clean! Foamy! Minty! Whitening! #1 Recommended Brand!) and made it nearly impossible to distinguish why one would be better than another.
But then, just when I’m about to reach for the same-old, same-old, something different made me pause. It's in a box in the right aisle, so it must be….toothpaste? But where are all the foils and bubbles and declarations of its magical properties?
This toothpaste brand goes totally against the "ordinary"—and both the consumer and designer in me are delighted. I enjoy discovering brands that stick out, get my attention, challenge the category norms, and I reward that brand (and myself) by purchasing it.
Making the Connection
So what is the deal with these gutsy brands? Why can they approach things differently?
I've found that a lot of these brands are new and because they are less established they have tried to find a position in the market that makes sense for the consumers NOW. They don’t have a 50 year old legacy that some brands may be afraid to shed, ….”gotta keep our legacy”!!! So these new brands are able to present their stories in creative ways.
So what makes them different?
- Knowing that to break through, their brand needs to stand for something; creating a unique brand position. There are plenty of toothpaste options out there, but consumers want to know when they are giving their money to a company, what are those company’s beliefs?
- They often offer a sustainable solution, challenging the customer to change their behavior for the betterment of the planet. Be it using less plastic or non-toxic inks, this matters and they can push those values across in their packaging.
- Reach consumers in non traditional marketing and advertising presentations, hello TikTok!
- They acknowledge the buying power of the Gen Alpha, younger consumer market, and are looking to grab that product loyalty early.
- Look Different - it appears they understand that consumers want to be talked to in a new and unique way. This can be reflected by simpler and more elevated packaging.
- Feel Different - The packaging may contain some textural elements or use unexpected materials.
Sounds easy—right? Not always. Designing for category disruption definitely comes with its own set of challenges.
Designing to Stand Out
The way I see it, the best way to overcome these challenges is to start by thinking about these products differently from the get-go. These newer brands have something to say—and people are starting to pay attention. Whether it’s a new brand on the market or an established go-to product, how can we continually challenge the design to push a brand's message across? Can we design packaging that utilizes other senses, that adds more substance, that establishes the brand as different—as a brand with something to say?
From unexpected packaging material to artful typography and from package shape to copy tone, all of these subtle cues, when taken together, tell the story of not just the product but what the brand's promise and values are, too. If you feel a connection with the brand, you'll want to be part of it. You'll want to think about a product category in a different way.
Lately, I've been finding brand innovation on the shelves in products from toothpaste to feminine care and everything in between.
Observe and Report: Who Is Doing This Well?
After my toothpaste epiphany, I went on to scour the store in search of other disruptive brands. These few options really embodied the stand-out-to-fit-in vibes:
The world is changing rapidly, the market is changing, business models are changing, consumer behavior is changing...and I think it’s exciting! To the designer in me, it’s a hopeful move toward better ways of doing things—although not always easy to tell your brand story on-shelf but it does make an impact when you differentiate. As a consumer I am hopeful that brands are listening to their customers. They are beginning to deliver products that align with their beliefs, values and lifestyle. From the shelf to my cart, those are the brands I will get behind.
Susan Long – Senior Designer
