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...
The only test of whether your packaging design works in store is sales. It's not what the design agency tells you. It's not what you think as the founder; you're probably too close to your product to judge how it comes across to outsiders to your brand.
Stage One: Does it catch the consumer's eye?
Look at the amount of choice she has here.
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 repeatedly research pack design and pack communications for Firefly Tonics, innocent drinks, and Rude Health.
For Rude Health, we needed to compel attention for their - newly listed in 350 Tesco stores - granola. And explain what granola is - it's a new category - and unfamiliar. And compete with all those habitual brightly coloured cereal purchases in the cereal aisle. Off the back of the consumer research we did, Rude Health employed a bright colour, made the word Granola very big, made the product shot appealing (it couldn't be a window for technical reasons but it looks like one), listed out the ingredients clearly.
I've just done a project for innocent drinks, interviewing consumers in the aisles.
There is no better final way to check the appeal of a new product before you commit to production runs than to put it on the shelf in the supermarket, and see if it catches shoppers' attention. Do they see it as they come round into the aisle? Do they pause, approach it and pick it up? Does it stand out against its competitors? Will it sell?
In this case, it did. It frequently went into trolleys and off down the aisle towards the check-out. I had to run after people and explain to them that it wasn't quite a finished product, and that, no, they couldn't buy it yet.