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SHAPE
Can someone recognise your product by its shape, even if they are too far away to read the label? There are good reasons to keep to the standard shapes, e.g. economies of scale, ease of packing and storage, and the list goes on. But being the same as everybody else isn’t going to get you noticed. Owning a shape that is part of your brand identity might have more long-term benefits than saving on design and production costs.
The idea The Coca Cola bottle is one of those great shapes. The Orangina bottle is also good, justnot quite as famous. Of course they have to fit into cans too, to go into standard fridges and vending machines, but the original bottles make them stand out from their competition. The Pom pomegranate juice bottle is marvellous. It’s shaped like three pomegranates sitting on top of each other. I will happily admit to buying that one because of the shape of the bottle. Stockists are usually keen for you to package everything in rectangular boxes because they fit together with no space between them, using up less storage. Or perhaps you are not yet in a position to commission and manufacture your own designs. If that’s the case, then you have to make your graphic design stand out instead. But from the point of view of your brand, owning a shape that’s such a part of your brand identity that everyone knows it you at first glance, might have more long-term value than saving on design and production costs. 98 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 98
12/14/11 11:14 AM
