Brand strategy for food & FMCG
Brand strategy that works on every variant.
In food and FMCG a brand rarely sits on a single product. It sits on variants, sizes, retail versions and market versions, many of them added over the years. We develop the positioning and the rules that keep it consistent everywhere: claims, naming, design principles.
The situation
The positioning is agreed, yet every pack gets renegotiated.
Most positionings are developed on the hero product. While the range is small, that is enough. With every line extension, every retail version and every new market the brand blurs a little, because nobody ever set out how far language and design may differ.
The result
Clearer position
It is settled what the brand stands for and what it sets itself apart from.
Faster decisions
For new variants, campaigns and packs it is clear what belongs to the brand and what does not.
Holds up as the range grows
Line extensions and retail versions get their own appearance without renegotiating the brand each time.
Scope
These services are included.
If strategy, design or data already exist, we build on them.
Our approach
How a project runs.
Brand audit
We look at the whole range, the category around it and the points where the brand is blurring today.
Positioning
We define what the brand stands for, how it differs and what backs that up.
Translation into guidelines
The position becomes claims, naming logic and design principles your team and your agencies can work with.
Strategy & Design
The brand decides whether people buy.
We work on positioning and how the range presents itself, and translate both into packaging design that holds up across every variant.
Your contact
“Brand and design decide whether a product even gets noticed on the shelf. We think both together from the start, not as pretty packaging, but as a reason to buy.”
Peter Kenter
Managing Director, E&B Strategy
FAQ
Questions about Brand strategy for food & FMCG
That ranges from focused positioning work for a single brand to a project across the whole portfolio. We cut it to the decision you are facing.
Yes. In FMCG a positioning has to work for consumers as much as for buying, sales and retail. From working with around 200 brands we know both sides.
Yes. Design can follow on directly, which keeps the positioning with the same people. If you work with another design agency, we hand over the principles in a form they can use.
Intro call
Tell us what it is about.
We get back to you within two working days with a proposal for the first step.