Clever packaging by Donna Hay February 24th, 2012
Walking through my local supermarket recently and something jumped out at me from the shelves. So much so that I had to stop and take a picture. Can you see what I saw?
Now I don’t make cakes (although I am partial to eating them) and I don’t even have a product-based service but Donna Hay has done such an amazing job of packaging her cakes that I couldn’t help but stop and admire the clever work.
So, what was it about these products that stood out for me?
- The choice of block colour I thought was inspired. Not only does it make the boxes stand out amongst all the other many-coloured items but, when stacked side-by-side, it makes it a brand to contend with. It completely draws the eye.
- The simplicity of design and choice of colour not only represent Donna Hay perfectly but to me, makes the product look like a better quality product. I would also expect it to be higher priced.
- I haven’t taken notice of that many cake boxes before but don’t they all seem to follow the same design/colouring? As if there is a cake box rule? It’s taken Donna Hay to realise that there are no set rules to follow and it’s all about thinking outside of the…er, box!
And the lesson us mums in biz can take from Donna Hay?
Well, you can have exactly the same product as everyone else but sometimes it only takes packaging to make you really stand out. If you know the places where your products will be sold/displayed – or even if you have dreams – then visit those shelves, take a picture and then figure out how your product will pop.
Cheers! Alli x
10 Responses
Jen R Says:
Try the Brownies…I won a packet and the kids and I made them and OMG so yummo…agree fab standout packaging!!
Biz Mums Blogging Carnival February 2012 | Motivating Mum Says:
[...] Follow on Twitter, Like on Facebook [...]
Kelly Exeter Says:
Yes! What a great post Alli!! Do you listen to the Small Business Big Marketing podcast at all? One of Tim Reid’s big things is that if everyone in your niche is doing something the same way – that means there is an opportunity for you to do something slightly differently but stand out from the crowd quite massively. Donna seems to have done this beautifully!
Julia Bickerstaff Says:
Yes, Donna Hay is a beautifully branded business. Everything (the website, the books, the crockery, the table ware, the shop, the packet mixes, the TV show) are all done in the same way….so that when Donna fans see her special ‘blue colour’ they think of Donna Hay (like Cadbury and purple). It’s the consistency that’s the trick.
RachieRach Says:
Oh and they are just soooooo yummy!!!!
Isn’t it interesting that her point of difference when it comes to packaging really is that it is so simple. All the fancy designs is the world and what truely stands out is simplicity.
Kellie @ Mum PR Says:
Brilliant post, Alli. Donna Hay is very clever at branding throughout her products. I also like the inclusion of the line three quarters of the way down the box on EVERY box. It makes the four boxes look like one and, therefore, makes for a bigger and stronger image on the shelf. What a clever woman!
Alli Says:
Kellie @ Mum PR » Gives you lots of food for thought on how to be successful in business – I am now wondering how I can use this in my business and I don’t even have a product!
Alli Says:
RachieRach » So true Rachie – her boxes barely say anything about the product and it seems, they don’t need to!
Sarah Willoughby Says:
Hi Alli
Love your post. I agree – every time I see that duck egg blue in the supermarket or DJs I am immediately drawn – simple and beautiful. Sometimes I think people get stuck with trying to be too clever or too out there – often it is the most simple that is the most effective
