Janoschka magazine Linked_V4_2019

38 k n o w l e d g e & c o m p e t e n c e
A uniform appearance
enhances the
value of the brand
Consistent presentation of a brand is the goal –
always and everywhere. That might sound obvious,
but realising it in practice is actually an extremely
complex process. Consumer goods are usually sold
as part of an extensive range of products in a wide
variety of markets. Yoghurt, for example, comes in
printed plastic pots or with a cardboard banderol.
The lids are made of composite materials or aluminium.
Biscuits come in pouch packs, in metal tins
or in cardboard boxes.
Moreover, a biscuit isn't just a biscuit. Manufacturers
produce all manner of baked goods with a wide
range of flavours in an increasing number of versions:
gluten- and lactose-free, reduced sugar,
vegan, with certified organic chocolate or containing
fair trade ingredients.
All this must be convincingly communicated to the
global consumer, through all channels, whether online
or offline – often in a very small space – in many
languages and on a wide variety of packaging of
different materials and sizes. The fact that the
packaging is usually produced at different printers at
various locations does not make things any easier.
All kinds of expertise – from design adaptation,
photography to artwork and colour separations,
not to mention exact colour management – are required
to reproduce a brand identity with a reliable
degree of coherence.
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