These are not just steaks. These are aged steaks.
Any butcher can offer aged steaks.
Everything in this shop underlines quality and provenance. The elegantly cursive gilded logo, the nostalgic Plum Pudding notice on the wall evoking comforting Dickensian hints of Christmas, plenty, family and jollity, the bloodied aprons of the butchers, the carcasses they are constantly hefting...
Yesterday in Waitrose, I watched a 10-month old toddler in a pushchair lean over to the supermarket basket his father had placed by his pushchair, while his parents chatted, waiting in the queue to pay. He chose this product and some bananas from the other products in the basket. He recognised "his" product by the colours, shape and texture of the packaging. I could see him enjoying the colour and feel of the Ella's Kitchen pouch.
His young, new, mother looked at me and said: "I know I should be making him home-cooked food, and I do but sometimes it's so easy to buy these..."
There is an awful lot of pointless packaging around. By which I mean what I call the "stylised leaves" kind of pack design. The kind that looks blandly "nice", like stuff you've seen a lot of times before. It doesn't offend. But nor does it catch your eye. It's well behaved. The client and the designer probably went through long agonised discussions over it, to create something broadly similar to lots of other packaging. It doesn't say anything much.
There are some pointless products out there in pointless packaging.
I've been in the aisles a lot recently interviewing consumers about packaging - what catches their eyes, what suggests natural and what doesn't, what's new, what's old. Women notice the nuances of packaging: the shape of the bottle, the shine of the cardboard on the cardboard sleeve, the colours, the font, all the pack messaging .... nothing misses their beady gaze.
So, how can you do it well? Here's a new example to learn from.
I work with founder-led companies. Innocent, Rude Health, Graham & Green, and Jamsmith, wonderful artisan jam made in the Yorkshire Dales.
The values and beliefs of the founders influence the way these companies think about and do business. They are communicated through branding and packaging.
I've also just worked with an individual client looking at his personal 'brand' and how he comes across to clients.