How To Design For Food & Drink

We reveal the secrets behind some of the most mouth-watering brands, and uncover tried and tested tricks from leading brand agencies to capture the imagination of today’s consumers

- Lisa Hassell

Competition is fierce in the beverage world, whether it’s soft drinks, beer, wine or spirits. Today more than ever, we’re living in time-deficit, habit-driven routines. As a result, food shopping – whether online or in store – is seldom considered to be a leisure activity. Instead, it’s one of life’s necessities, another task on a long list of ‘to-do’s’. Yet today’s consumers are arguably more considerate shoppers too; weighing up value for money versus taste; the tried and tested product against the temptation of trying something new.

For agencies working in this sector, creative work needs to grab the attention of the consumer throughout all necessary touch points, but particularly on the shelf. “We focus on the pack looking amazing, new and different.” says leigh Chandler, partner and creative director at new york agency Vault49. “this elicits the consumer’s need to reward themselves – and we love that sometimes people buy for the pack itself, and taste appeal comes second.”

BRINGING IDEAS TO LIFE

Focusing on creative strategy, innovative ideas and stand-out execution, mainly for alcoholic beverages company Diageo and new-to-world brands, Chandler aims to push boundaries of what’s possible. “When they founded Vault49, John Glasgow and Jonathan Kenyon were street artists, and the bold, disruptive artistry of that kind of work is a huge part of what we do. nearly two decades later, we’re still fired up by that same dedication to hard work, collaboration, and a positive creative culture,” she says.