Retail brand creation
& development
in Santa Clara

A private label product usually sits on the shelf beside the best known brand in its category. The temptation is obvious. Borrow the colour, the shape and the layout of the leader, and shoppers will assume the products are similar. That shortcut carries real risks.

The first risk is legal. Packaging that imitates a well known brand too closely can lead to complaints and disputes about passing off or trade dress. The rules differ between countries, and a trademark lawyer should review any design that sits close to a competitor.

The second risk is trust. Shoppers who pick up the wrong pack by mistake feel misled. They may not complain, and they may also stop buying the retailer brand altogether.

The third risk is dependence. A range that looks like other brands never builds its own recognition. When the leader redesigns, the copy looks dated overnight.

Category cues are different from imitation. Some colours and images signal a type of product, such as green for mint or blue for dairy in many markets. Using these cues helps shoppers find the product. Copying the exact shade, pattern and layout of one brand does not.

We start with an audit of the shelf. Which elements are shared by the whole category, which belong to one brand and which are free. The design then uses the shared cues and adds something the retailer can own.

A distinctive asset helps the range stand apart. A consistent shape, a pattern, a colour band or a way of naming products can become the signal of the retailer brand across every category.

Value can be communicated without borrowing. Clear information, honest photography and a confident layout often make an own brand pack look like a sensible choice rather than a cheaper copy.

Before print, the pack is checked on a real shelf or a realistic mock-up next to the leader. If people cannot tell the two apart at a glance, the design goes back for changes.