Neal Brothers

Sometimes adhering to Canadian regulatory, language and retail regulations leaves us challenged. Sadly, at times this can mean striping down to brand logo, communicating “what’s in the jar” plus the mandatories. This is when strong retail supports are needed and a clever use of every millimetre of label real-estate.

When physical packaging and label architecture are shared clear SKU differentiation is a must. In this instance we altered the NB branded BBQ brush position, but in the end understood that it would not create strong enough purchase recall. As a solution we put focus on colour cues, callouts, and clear product naming as a mechanism for guiding consumers.

Sharing the same label physical restraints as the BBQ sauces here we took advantage of the actual product make up and relied on key ingredient cues. This allowed us to present this product line in a uniformed yet fresh visual language. Directing the on-pack shots called for careful ingredient placement to ensure consistency with other brand items while ensuring text and brand mark legibility.

“Same but different” it a term often used when a sub-brand is called for. Entering a space not typical of a brand requires caution. Our solution aimed to showcase this new line as a companion to the snacks consumers have come to love. Taking advantage of the box real-estate we created a product bridge at a time when in-person shopping was dramatically reduced and retail supports were seen by few.