After reorganizing the extensive product range, the next step involved is redesigning their packaging based on product families. This step is not necessarily required for any brand, but the expansion of L’Amande’s product range has led over the years to a series of issues that, in our opinion, could be resolved through this process.
First consideration: excessive heterogeneity
The first consideration we made when observing the extensive range of L’Amande products was the wide heterogeneity of their packaging.
While we considered the choice of using distinctive elements and colors for the various product families to be appropriate, we immediately found the excessive heterogeneity in the styles used to be noticeable. There were products with classic-style cases that winked at vintage aesthetics, but also packaging with a modern style and vibrant colors.
This heterogeneity risked giving a potential customer the impression of encountering products from different companies, thus weakening the brand image of L’Amande.
As shown in the image above, there are brands that, even with a vast product range divided into different lines with distinct properties, manage to maintain a graphic coherence that brings them all back to the same brand, even with a quick and inattentive glance.
Second consideration: different logos
Partially related to the previous consideration, we immediately noticed that in addition to different packaging, the products often had different logos.
This detail also contributed to the perception that the products were actually produced by different companies. Although it is understandable that a logo can be adaptable, including its color, to the product it is printed on, some bottles had different logos even within the same family, weakening the brand image.
Third consideration: too many elements
Another consideration we felt compelled to make when observing our client’s products was related to the excessive number of elements displayed, especially on the front.
Although the intention was evidently to provide potential customers with as much necessary information as possible to persuade them to make a purchase, the excessive number of messages and the redundancy of certain elements can have the opposite effect, namely confusing and discouraging a buyer.
Moreover, the excess of marketing messages and the consequent lack of focus on a specific message is often a characteristic of budget brands, which further weakened the company’s image in the minds of potential buyers.
As shown in the example image above, reducing the number of elements to be placed on the front of a product’s packaging helps a potential customer focus only on what it actually contains. Furthermore, simplicity and minimalism are often used in design to create a sense of “preciousness” and increase the perceived value and desirability of an object, beyond its actual quality.
During our brand study, we delved into L’Amande’s historical archives and found images of products dating back to a bygone era. Paradoxically, in their now considered vintage style, the packaging of these products appeared clearer than the existing ones, with fewer elements arranged in a more straightforward and distinct manner.
Fourth consideration: cluttered elements
In addition to often having too many elements on the front, even in proportion to the available space, many products featured elements that appeared to have been added in subsequent stages to the initial packaging design.
In the example provided, it appeared as if the English text had been added after the packaging design, as well as the Natural Cosmetic label and the Bio statement, almost forcibly placed where there was available space.
These details can give the impression of a poorly designed product and, consequently, of low value, regardless of its actual quality.
Showcasing one’s history.
After careful analysis of the existing packaging and considering the conclusions we reached, we came to the conclusion that a rebranding operation was necessary to standardize the products, while still maintaining a visual distinction between the newly organized product families.
Considering the long-standing history of the L’Amande brand, we thought of enhancing it through a vintage-inspired packaging style, while also simplifying it to be suitable for the challenges of the new millennium.
Before proceeding with any concrete proposal, we prepared mood boards to show the client, illustrating our vision of the future visual identity of their brand.
