«Good packaging design is crucial to the success of a product in the market»
D.PACK is a branding and packaging design agency located in Barcelona. Specialized in corporate image, packaging design and brands, they “fall in love” with each project and this is reflected in the results.
D.Pack is a product branding and packaging design agency. When was it created and why did you decide to specialise in this area?
D.Pack was founded in July 2013 with the desire to do things differently. We believe that the agency's main focus is the team and we work hand in hand so that the sum of each person's experience and talent contributes to the projects.
We have always worked in product branding and packaging, specializing in
mass consumption, and we continue betting
for this area.
What are the most important parameters when defining a brand's name?
Before working on the verbal identity of a brand, the strategy must be clear. Who is our target? What is the idea of the brand? And its personality? In this way, the name can reflect the essence and values of the brand, connecting with its purpose and target audience in a relevant way. In addition, we must know its environment to avoid coincidences and similarities. The name must be unique and different, while being simple and easy to pronounce.
On the other hand, if we know the brand's future plans, we can foresee the need for a name that is flexible to future expansions and meanings in other cultures.
The more information we have about the brand, the more effective the naming will be.
What defines good packaging?
We believe that good packaging design is one that responds to the three phases of a consumer's experience in front of a shelf. First, the design must be attractive to attract the consumer's attention at the point of sale. It must stand out on the shelf.
When the consumer is in front of the packaging, it must inspire confidence and credibility, and highlight a clear and distinctive value proposition, in line with what the consumer is looking for in order to seduce them. In addition, it must accurately reflect the visual elements that make us recognise a brand.
Finally, once they have it in their hands, the packaging has to captivate all the senses, give credibility and create a good experience: 360º comes into play.
from the pack.
Good packaging design is crucial to the success of a product in the market.
What sectors do you work in? Mostly food and beverage?
Yes, exactly, we are specialized in mass consumption, everything that you can find in a supermarket. And we mainly work for food brands, but also for cleaning and personal hygiene products.
In this sector, why do you think there is a trend to show the image of the product on the outer packaging?
The main driver of consumption of food products is appeal, so a good product demo can be key to winning people over on the shelves. In addition, it is interesting to see the evolution of product presentations; years ago, photographs tended to be perfect and cold images, while now naturalness is sought with the imperfection that this implies.
Is the predominance of colour also a feature? Does it help to stand out on the shelves? What other factors are important?
It depends on the product, its positioning and what you want to convey.
To stand out on the shelves, we must understand the environment well: what codes we must follow so that our product is understood, and which ones we can break to differentiate ourselves and stand out. It can be the color, but also the tone, the value proposition or the format that makes us stand out. At D.Pack we always try to find new languages to be relevant.
and surprise.
Do you apply eco-design and sustainability criteria?
We work with partners who are specialists in diagnosing processes and packaging with the aim of helping to evolve towards more sustainable models. Even so, these are decisions that are made at the company level and not so much at the product level. When they give us a briefing, the criteria are usually defined.
Tell us about two of your latest projects.
We try to make each project a love affair, allowing us to give our best. A recent project, which we remember with special affection, is Honestly, a project by some entrepreneurs to launch a new healthy snack on the market, which we fell in love with from the start. A low-budget project that included everything from defining the brand's personality and tone, visual identity, packaging, to its presentation at the point of sale.
Another product that we have enjoyed from the start is the oils and vinegars from Maestros de Hojiblanca. It is one of those projects that is carefully looked after from start to finish, in which the printing and finishing system elevates the design, because a job does not end with the delivery of the final artwork; we enjoy taking care of the last detail, supports, special papers, printing finishes, etc. and above all being able to be at the machine to ensure excellence.
But sometimes it is not only the project itself that makes us enjoy it, but often the human factor, the relationship with the client, co-creation, knowing how to listen to each other, client-agency, agency-client, go hand in hand, thus giving a brighter and bigger result. We are excited to look back and see the working relationships we have built and that we have maintained since our beginnings. It is a pleasure when you work as a team with the client!
