About the Guest(s):
Fred Hart is a prominent figure in the branding and design industry, known for his strategic insights and creative solutions. He is a contributing writer at the Dieline, a strategic advisor for Drum Roll Snacks, and the owner of Hart Brands. Hart is celebrated for his unique approach to branding, focusing on strategy-led design that challenges traditional norms within the consumer packaged goods sector. He is a thought leader who frequently shares his expertise on LinkedIn, where he engages with a community interested in the future of food and beverage branding.
Episode Summary:
In this engaging episode of the People of Packaging Podcast, host Adam Peek sits down with branding expert Fred Hart to explore the dynamic world of food and beverage branding. The conversation unravels the buzzing trends within the industry and how design is shaping consumer choices. Starting with the beverage scene, Fred Hart dives into the rampant "grams gone wild" phenomenon, where protein content is becoming a vocal marketing strategy. He critically examines how this trend is commoditizing products rather than distinguishing brands, sparking a discussion on the balance between highlighting product benefits versus maintaining brand identity.
As the episode unfolds, Fred and Adam transition into examining broader trends in food packaging and branding. The discussion covers the evolution of unconventional design elements such as utilizing multiple fonts and vibrant color schemes to disrupt traditional branding narratives. Fred highlights innovative companies like Graza, which have reimagined olive oil packaging to make it more accessible and relatable. He emphasizes that while design innovation is crucial, it should always aim to challenge the category, not the consumer, facilitating a connection that is both appealing and functional.
Key Takeaways:
Protein Marketing Dilemma: The beverage industry is increasingly focusing on protein content as a key marketing strategy, but this trend may lead to a commoditization of products rather than differentiation.
Design Innovation: Brands are experimenting with bold colors, multiple fonts, and unique packaging styles to disrupt traditional market perceptions, such as Graza's squeeze bottle olive oil.
Influencer-Driven Brands: There is a growing trend of influencers launching their own brands, leveraging their audiences to introduce unique, niche products in the food and beverage sector.
Community and Branding: Building a strong community is essential for brands. Personalized branding stories and community engagement are key components for modern successful brands like Midday Squares.
Evolving Consumer Packaged Goods: The industry is continuously changing with brands like Limo and hiQ utilizing direct-to-can printing to create standout packaging that resonates with younger, more design-conscious consumers.
Notable Quotes:
"Simplify to amplify is one of the things I like to say." – Fred Hart
"Challenge the category but not the consumer." – Fred Hart
"We're not adults. Everyone knows that." – Fred Hart on branding decisions and humor in packaging.
"All brands need community. They need people. Brands are in service of people." – Fred Hart
"The industry's grappling with what have the big companies traditionally done and what are ways of disrupting that?" – Fred Hart
Resources:
Graza Olive Oil
Midday Squares
Limo Sparkling Beverage
hiQ Drink
Packaging Peaks in a Sticky Situation by Adam Peek
For an insightful and entertaining dive into the world of food and beverage branding, tune in to this episode and stay engaged for more episodes that promise to deliver more industry insights and thought-provoking discussions.
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