ESM had the opportunity to chat to Loe Limpens, creative strategy director at Dutch private-label consultancy Yellow Dress Retail, to examine how packaging design plays such an important role in own-brand development.
As Limpens explains, one of the reasons why he believes that private label has been so successful is that it has the guts to make difficult decisions that brand owners often don't make.
"It's like Steve Jobs said, 'If I listened to the consumer, I probably never would have had Apple,'" Limpens tells ESM.
He also notes that producers operating within particular category types should take care to make sure that the packaging matches the product, noting that the new, emerging generation of consumers will be more likely to reject it if it is not right, or if the "language doesn't fit".
About Yellow Dress Retail
With offices in Amsterdam, Chennai, Bengaluru and Mumbai, Yellow Dress Retail specialises in retail brand strategy, private-label design and store design, with a particular focus on packaging design in the own-brand sector.
Loe Limpens has more than 15 years of experience in operation and strategic brand design, and he is the co-author of Private Label Uncovered, considered an essential handbook for private-label strategists.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
