Pepsi recently celebrated its New York City roots by coming out with a beverage label design that honors the city. This is part of its 360 campaign ‘Pepsi: It’s a New York Thing”. The updated label shows the New York skyline for which the city is so famous.
Ideas like this may inspire package designers worldwide. Adding specific elements that represent the community can forge a connection with the brand and sell the product.
For example, in Pepsi’s case, a New Yorker who normally drinks Coke may buy a bottle for the label alone. And who knows? They just may become hooked.
So the question now is, what can you as a company do to improve your label design and boost product sales? Here are some ideas.
Decide What Makes Sense
When updating your label, you’ll want to choose a cause that makes sense. Pepsi had deep roots in the New York Community, so it was natural for them to support the city as they were dealing with a pandemic.
But your connections may not be to New York. In fact, they may not even be to a specific city. You may rather support a specific organization or cause.
For example, if your business is minority-owned, you may redesign your label to support black history month. If your company is woman-owned, you may want to update your label for women’s history month.
Find a cause that makes sense to you and incorporate it into your label design.
Don’t Do a Complete Redesign
When updating your label, you don’t want to be too extreme. For example, in Pepsi’s case, they still used their own logo and signature red, blue, and white colors. They just added certain elements.
This is the smart way to go as it will keep your brand recognizable and won’t alienate customers.
Also, if you are celebrating an event, such as black history month, that lasts for a certain amount of time, you will want to change your design back when it’s over. Going back and forth will be easier if you don’t do a major label overhaul.
Promote it With a Campaign
When you come out with your updated label, don’t simply release and hope people will notice. Accompany it with a campaign. In doing so, explain the connection between your cause and your brand. This will provide context and make for a story that promotes engagement and loyalty. It will also help promote your product.
Doing something new and innovative like a cause-related label update can get your brand noticed. If you are looking to integrate something new into your label package design, Lien Design can help.
Lien Design will assist you in creating a design that doesn’t deviate far from the original but still represents your cause. They will come up with an eye-catching label that promotes your product. They will even provide the tools you need to launch your campaign.
A label update is a great way to get your brand noticed, especially if it’s related to a meaningful movement. Turn to Lien Design to help you achieve your goals. They will come up with an amazing packaging design you can be proud of.