In a world full of visual stimuli, it is crucial that packaging not only stands out, but also immediately conveys the right message. You want to ensure that all packaging elements, such as colors, fonts and logos, are consistent with the brand's visual identity and that consumers easily recognize your products, reinforcing brand identity and loyalty. Your packaging needs to align with what your target audience expects from your brand and product. Meeting customer expectations is your number one goal.

Why a brand and product DNA is the basis for strong packaging identity

With iVisual, you can create your own brand and product DNAs so all your packaging and marketing elements are consistent with your brand and product’s visual identity. Those DNAs form the strategic blueprint for how your packaging should use color, typography and shapes to best appeal to its target audience.We created several packaging designs for coffee with different product DNAs to show you how those DNA elements can change your packaging. We demonstrate that the same brand values, combined with a different target audiences, can significantly impact the visual identity of a product.
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We work with the following brand values:
● Energetic
● Innovative
● Rational
● Assertive
● Independent

For Campus Coffee Connect with the following target audience:
● Students and young professionals between 18 and 30 years old
● They love modern and trendy packaging
● Coffee needs to be a convenience, and the functionality of the caffeine is important
● Price-quality it’s an affordable product

For Urban Roast Coffee with the following target audience:
● 25 – 45 years old urban dwellers
● They want a robust flavored coffee
● They have a sporty and active lifestyle, but are workaholics at the same time
● They love their coffee on the go, it’s convenient

Creating your packaging identity: Campus Coffee Connect

Color: the dominant design cue
Color is the dominant design cue that influences consumer perception of a product.

For Campus Coffee Connect, we use a bold combination of purple, red, green and yellow hues in a dynamic gradient sequence. Purple and red radiate energy and innovation, matching the assertive and independent brand values. Green and yellow add a playful and accessible dimension, making the packaging not only look trendy, but also exude confidence and vitality.

For Urban Roast Coffee, we focus on bold, energetic colors combined with a light blue presented in clean color blocks. These color combinations enhance the sense of power and speed, aligning perfectly with a fast-paced, on-the-go lifestyle.  

‍Typography: playful and contemporary vs minimalistic and efficient
Fonts are more than just words on packaging; they influence the perception of the brand.

For Campus Coffee Connect, we use rounded fonts with a playful application, making the packaging feel modern and accessible. This fits perfectly with the young, dynamic audience that values convenience and style.

For Urban Roast Coffee, the fonts are compact, minimalistic, and slightly rounded, giving them a sleek and modern look while maintaining accessibility. This complements the dynamic nature of the target audience and ensures a clear, no-nonsense aesthetic.

‍‍Shapes: highlight the character of your brand
Campus Coffee Connect: The choice of round shapes with occasional angular edges reflects the character of Campus Coffee Connect: a mix of friendliness and determination. The rounded shapes make the design inviting, while the subtle angles reinforce the assertive and innovative brand values.
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Urban Roast Coffee: The packaging features a clean, rectangular design language with minimalist coffee bean icons, creating a premium and structured appearance.

‍‍Material: price-quality in proportion
Campus Coffee Connect: The packaging is made of shiny foil to meet the price and quality expectations.

Urban Roast Coffee: The choice of a rounded tin can balances durability with convenience—it’s comfortable to hold ensuring quality even if it’s already opened.
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No packaging will ever look the same

While a brand may share the same core values and target audience, no packaging will ever look exactly the same. By leveraging our patented color system and strategically combining parameters—such as sales region, sustainability and value perception, flavor profile etc. —we create packaging designs that align seamlessly with both brand identity and consumer expectations. This data-driven approach ensures that each product is not only visually distinctive but also optimized for commercial success.

Do you want to optimize your packaging with a data-driven approach? Let’s talk!
Book a demo or send us a message at info[at]i-visual.com