8 Simple Steps to Refresh Your Brand Identity

Every brand evolves, and keeping your company’s identity fresh and relevant is crucial to remaining competitive. However, a full rebrand isn’t always necessary. There are practical ways to refresh your brand’s identity that can keep it relevant in the market while staying true to its core values.  Here are eight key steps to revitalising a brand without the need for a complete overhaul, illustrated through our recent work with Polyflex, a leading premedia packaging specialist. 1. Conduct a brand audit Before any changes are made, assess your current brand identity. Identify what’s working and what no longer aligns with your company’s vision. A brand audit includes reviewing your visual elements, messaging, and customer feedback. 2. Refresh your logo Your logo is often the first thing people recognise about your brand. Whether a full redesign or a subtle change to your logo, updating your logo can modernise it while maintaining its recognisability. For Polyflex, we introduced a bold new wave shape to the “P” that reflects both the flexo printing process and the founder’s love of the ocean. This connected their heritage to the present while giving the logo a fresh, contemporary look. 3. Update your colour palette Refreshing your colour palette can breathe new life into your brand. Choose colours that evoke the emotions you want your brand to convey and that align with your updated brand positioning. To echo the ocean-inspired logo, we introduced teal to Polyflex’s colour palette and expanded it to include other complementary tones and aqua hues. This not only honoured the company’s legacy but also provided flexibility for future marketing materials. 4. Modernise your business materials Updating business cards, stationery, and internal documents with refreshed branding helps maintain consistency and professionalism across all customer touchpoints. Polyflex’s business cards were redesigned with the updated logo and colour palette, incorporating modern fonts and minimalist layouts to reflect the company’s commitment to innovation. 5. Revamp your website Your website is a key part of your brand’s identity. Refreshing the design, updating copy, and ensuring that the user experience reflects your company’s current offerings can be transformative. We refreshed Polyflex’s website to make it more user-friendly, ensuring their new brand identity was reflected in every element, from the visuals to the copy, making it more dynamic and easier to navigate for both customers and partners. 6. Redefine your values Ensure your company’s purpose and values are clearly communicated and aligned with where your business is headed. These should evolve as your company grows and adapts to market changes. We worked closely with Polyflex to define updated values that resonate with their employees and customers. This included crafting clear action statements that reflected their core beliefs, such as “Achieve more, together” and “Remember the man” – a gentle reminder to stay true to the values and commitments first espoused by Gerald Pollock, who started the business. 7. Refresh your signage Refreshing your brand includes making sure your physical spaces (both internal and external) reflect your new identity. Signage is a key part of that, whether in the office or at customer-facing locations. Polyflex’s internal and external signage was updated to reflect the new logo and colours, ensuring a cohesive look across all touchpoints, from reception areas to the production floor. 8. Launch with consistency Whether it’s social media, email signatures, or marketing collateral, ensure all refreshed elements are consistently applied across every platform to avoid confusion and reinforce your new identity. We helped Polyflex roll out their new brand identity across all platforms, from LinkedIn to physical products, ensuring their refreshed image was consistent everywhere their brand appears. Refreshing your brand identity doesn’t require a complete rebrand. By taking small, strategic steps like updating your logo, colours, and messaging, you can keep your company’s image relevant and engaging without losing sight of its roots. Polyflex is a prime example of how to successfully refresh a brand identity, staying true to its heritage while setting it up for future growth and expansion.  If your brand is ready for a refresh or a CI update, get in touch – we’re here to help you bring your vision to life!

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Packaging design trends

Four Top Packaging Design Trends in 2024

As we head into the last quarter of 2024, several key packaging design trends have emerged that not only reflect the current mood of the times but also push the boundaries of what packaging can achieve. This year, the spotlight is on minimalism, transparency, smart technology, and eco-friendly practices. These trends are reshaping how brands connect with consumers, offering both aesthetic appeal and functional innovation. With 77% of consumers saying that packaging design heavily influences their buying choices, it’s clear that packaging design should be a critical aspect of your product strategy if your brand is to stay ahead of the curve and make a lasting impression. 1. Minimalism: The Art of Simplicity Minimalism continues to dominate the design landscape, and in 2024, it’s all about stripping down to the essentials. This trend embraces clean lines, simple shapes, and a restrained colour palette to create packaging that is both elegant and impactful. The appeal of minimalism lies in its ability to convey a brand’s message with clarity and sophistication, cutting through the noise of a crowded market. Minimalist packaging is particularly effective for brands that prioritise functionality and efficiency. By eliminating unnecessary elements, minimalist designs allow the product to speak for itself, often relying on typography and subtle textures to add interest. This approach not only enhances the user experience but also aligns with the growing consumer preference for sustainability, as minimalistic packaging often uses fewer materials and generates less waste. 2. Transparency: Building Trust Through Visibility Transparency is more than just a metaphorical buzzword, it’s a literal design choice that’s gaining traction. Transparent packaging, featuring cutouts and windows, allows consumers to see the product inside, fostering trust and reducing uncertainty in purchasing decisions. This trend is especially prevalent in the food and cosmetic industries, where the visual appeal of the product is key to the decision-making process. The rise of transparent packaging reflects a broader consumer demand for honesty and openness from brands. By allowing the product to be visible, companies can highlight their quality and purity, making it particularly appealing for brands that emphasise natural or organic ingredients, and want to resonate with today’s consumers. 3. Smart Technology: The Future at Your Fingertips The integration of smart technology into packaging is revolutionising the consumer experience. Expect to see more packaging equipped with QR codes, Near Field Communication (NFC) tags, and Augmented Reality (AR) features that offer interactive experiences and access to digital content. This trend not only enhances engagement but also provides valuable data insights for brands. Smart tech packaging is particularly beneficial for products that require detailed instructions or additional information. For example, a skincare brand might use AR to demonstrate how to apply a product, while a food brand could offer recipe ideas or nutritional information. This level of interactivity creates a more personalised experience and builds loyal brand ambassadors. From a logistical point of view, smart packaging can also streamline supply chain management and inventory tracking, making it a valuable tool for businesses looking to optimise their operations. 4. Eco-Friendly: Prioritising the Planet Sustainability is no longer simply a trend, it’s a global movement. With growing awareness of environmental issues, consumers are demanding more eco-friendly packaging solutions. Concerned about their carbon footprint, there will be a continued focus on using recycled, biodegradable, and reusable materials, as well as innovative packaging designs that minimise environmental impact. Brands are increasingly adopting practices like using post-consumer recycled (PCR) materials, reducing packaging size, and exploring alternative materials like bamboo, hemp, and mycelium. Eco-friendly packaging not only appeals to environmentally conscious consumers but also aligns with global efforts to reduce waste and carbon footprints. Additionally, the concept of “closed-loop” packaging is gaining traction. This involves designing packaging that can be easily recycled or repurposed, creating a circular economy that minimises waste. As sustainability becomes a key differentiator in the marketplace, brands that prioritise eco-friendly packaging are set to gain a competitive edge. In a world where consumers are bombarded with choices, your packaging design can be the deciding factor in whether they choose your product or your competitor’s. With the shift towards sustainability backed by technological innovation, brands that embrace these trends will be well positioned when it comes to standing out on-shelf and building stronger, more meaningful connections with consumers.

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Minimalism in packaging design

The Power of Minimalism in Packaging Design

In today’s world, bombarded by constant visual noise and rampant consumerism, consumers crave simplicity. This extends to the products they choose and how they’re presented. As a result, minimalism in packaging design has surged in popularity, offering a way to align with these values while standing out in a crowded marketplace. But what exactly is minimalism, and how can it benefit your brand? The Essence of Minimalism Emphasising simplicity, functionality, and clarity, minimalist design is characterised by its “less is more” approach, which strips away unnecessary elements to focus on the essence of the product and achieve maximum impact. Applied to packaging, it translates to clean lines, uncluttered layouts, and a limited colour palette with a focus on essential information. Often coupled with the use of sustainable materials, this approach aims to create a sense of calm and order, making the product the focal point rather than the packaging itself. The Benefits of Minimalist Packaging The shift towards minimalism in packaging offers many advantages for both brands and consumers alike. Here are some key benefits: Sustainability: By using fewer materials and opting for recyclable or biodegradable options, you can significantly reduce waste and your carbon footprint. This aligns with the growing consumer demand for eco-friendly products and supports a circular economy amidst concerns about responsible packaging practices. Cost-Effectiveness: Simpler designs often translate to lower production costs. Fewer materials, inks, and finishes mean streamlined production processes and reduced material costs. Additionally, minimalist packaging’s lightweight nature can lower shipping expenses, making it an economically advantageous choice for brands. Enhanced Shelf Presence: Minimalist packaging can make a strong visual impact, helping your product stand out on crowded shelves by virtue of its simplicity. By focusing on key brand elements such as logos, colours, and typography, you can create a memorable and easily recognisable brand identity. Focus on Quality: Minimalist packaging often implies a focus on quality materials and construction and conveys a sense of sophistication. By focusing on clean, elegant design, you can position your brand and products as premium offerings. Customer Experience: Simple packaging designs make it easier for consumers to understand the product and its benefits quickly. This can lead to faster purchasing decisions and increased brand loyalty. By prioritising essential information and removing distractions, minimalist packaging enhances the overall consumer experience. Brand Perception:Consumers increasingly value transparency and authenticity. Minimalist packaging conveys these qualities by presenting products in an honest and authentic way. It can also elevate your brand’s image by associating it with modernity, sophistication, and environmental responsibility. Seven Steps to Achieve Minimalist Packaging Embracing minimalism in packaging doesn’t mean sacrificing creativity, but it does require careful consideration and strategic planning. Here are some essential steps to guide you through the process: Prioritise Functionality: Ensure your packaging serves its primary purpose effectively while offering a user-friendly experience. This includes protecting the product, providing necessary information, and making it easy to use. Consider easy opening mechanisms and recyclable materials. Functionality should never be compromised for the sake of aesthetics. Focus on High-Quality Materials: Invest in materials that feel good in the hand and convey a sense of quality. Consider using sustainable materials that reduce environmental impact. Recyclable, biodegradable, and reusable materials like recycled paper, bamboo, or organic cotton can enhance the eco-friendliness of your packaging. Simplify Colour and Type: Minimalist designs often use a limited colour palette to create a cohesive and harmonious look. Choose colours that reflect your brand identity and create a sense of unity and balance. Typography also plays a vital role in achieving this look. Choose clean, modern fonts that are easy to read and reflect your brand’s personality. Avoid decorative or overly complex fonts that can clutter the design. Embrace White Space: White space, or negative space, is a crucial element of minimalist design. It helps to create a sense of openness and clarity, allowing key elements to stand out. Use white space strategically to guide the viewer’s attention and create a balanced composition. Leverage Texture and Finishing: Subtle textures like embossing or debossing can add visual interest without overwhelming the design. Eco-friendly finishes like wax seals or soy-based inks can also work to enhance the minimalist aesthetic. Let the Product Speak for Itself: High-quality visuals of the product itself can be incredibly effective in minimalist design. Consider high-resolution photos or even illustrations that communicate the essence of your product. Clear and Concise Communication: When it comes to information, prioritise clarity and conciseness. Include essential details like ingredients, instructions, and certifications, but keep it free from clutter. One has only to look at Apple for an example of minimalist packaging done right. Apple’s packaging is a masterclass in minimalist design. Clean white boxes with clear product silhouettes communicate premium quality and simplicity in perfect harmony with their brand identity. The Future of Minimalism With rising awareness of environmental issues, consumers are gravitating towards brands that prioritise sustainability and conscious consumption. In fact, according to a recent survey, some consumers say they are willing to spend 9.7% more, on average, for sustainably produced or sourced goods, as almost 85% report experiencing first-hand the disruptive effects of climate change in their daily lives. As this trend continues to grow, embracing minimalism in packaging design is, therefore, a strategic move to ensure your brand aligns with the evolving preferences of today’s consumers, while minimising your environmental footprint, and driving sales. Ready for Standout Success? Our multi-disciplinary team will work alongside you to unpack your brand challenges, propose innovative solutions, and guide you to market faster and more effectively than ever before. CONTACT US TODAY

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Benefits of designing in wordpress

Eight Benefits of Designing a Website in WordPress

With a phone in every hand and a computer in (just about) every home, having a strong online presence is non-negotiable. Your website is often the first impression potential customers have of your brand, and it needs to be impactful. You see, a website is more than just an online brochure—it’s your brand’s storefront, voice, and connection to your audience. But with so many website-building platforms available, choosing the right one can feel like navigating a jungle. One of the most effective platforms for achieving these goals, however, is WordPress, which offers a powerful and user-friendly solution for businesses of all sizes. Why Should you Build your Website in WordPress: User-Friendly Interface: WordPress boasts an intuitive interface, making updates and content creation a breeze. No coding knowledge required! Its intuitive dashboard and ease of use mean that once your site is up and running, you won’t need extensive technical knowledge to keep it updated. This empowers you to maintain control and keep your website fresh without relying on developers for every change. Flexible features: One of the biggest advantages of WordPress is its vast plugin library. These handy extensions allow you to customise your website to your exact needs, while thousands of layouts and themes mean you can create a unique website tailored to your brand’s identity. Whether you’re looking for a sleek, modern design or a more traditional layout, WordPress offers the flexibility to meet your specific needs, while enabling you to add e-commerce functionality, contact forms, analytics tools, and so much more – all with a few clicks. SEO Optimisation: Search engine optimisation (SEO) is crucial for driving organic traffic to your website. Fortunately, WordPress is built with search engines in mind, with clean code and an array of plugins designed to optimise your site for search engines. Plugins like Yoast SEO and All in One SEO provide comprehensive tools to enhance your on-page SEO, making it easier for your site to rank higher in search engine results. That being said, while WordPress provides a strong SEO foundation, it’s important to remember that SEO is an ongoing process. By using effective SEO practices, such as keyword research, content optimisation, and link building, you can increase your online visibility and attract a wider audience. Responsive Design: With the increasing use of mobile devices, having a responsive website is essential. WordPress themes are designed to be mobile-friendly, ensuring your site looks great on any device. This adaptability improves user experience and helps retain visitors, reducing bounce rates and increasing conversions. E-commerce Integration: If you’re looking to sell products or services online, WordPress seamlessly integrates with e-commerce solutions like WooCommerce. WooCommerce is a powerful, customisable plugin that allows you to create a fully functional online store. From managing inventory to processing payments, WooCommerce provides all the tools you need to run a successful e-commerce business. Security: Website security is a top priority for any business. WordPress takes security seriously and offers numerous plugins to protect your site from threats. Regular updates and a proactive approach to security vulnerabilities ensure that your site remains secure. Additionally, working with a professional web development team like ours ensures that your site is built with the latest security best practices. Scalability: As your business grows, your website needs to do the same. The beauty of WordPress is its scalability. The platform can accommodate a simple brochure website just as easily as it can handle a complex e-commerce store with thousands of products. You can easily add additional pages or even build entirely new functionality as your business needs evolve. This flexibility ensures your website can adapt and scale alongside your company, without the need to completely rebuild from scratch. Community Support: WordPress boasts a large and active community of developers, designers, and users. There are countless online resources, tutorials, and forums for troubleshooting issues, finding new plugins, and staying updated with the latest trends and best practices. The extensive support available means that you are never alone in managing your WordPress site. Our Approach to WordPress Website Development At Find, our approach to website development is not just about simply creating a site and walking away; it’s about crafting an experience that resonates with your audience. We understand that your website is a critical touchpoint in your brand-customer relationship. That’s why we work closely with you to understand your unique business objectives and craft a strategic, user-centric website that delivers results. Here’s how we leverage WordPress to build websites that stand out: Strategic Planning: Our process begins with in-depth strategic planning. We work closely with you to understand your business goals, target audience, and competitive landscape. This information guides the development of a site that not only looks great but also functions seamlessly and achieves your business objectives. Intuitive UX Design: User experience (UX) design is at the heart of our web development process. We design with the end-user in mind, ensuring that your site is easy to navigate and provides a positive user experience. This focus on UX helps to engage visitors and encourages them to explore your site further. Robust SEO Copywriting: Content is king (or queen!), and our team of SEO copywriters ensures that your website content is optimised for search engines. We create compelling, keyword-rich content that drives traffic to your site and enhances your online visibility. Our goal is to help you reach a wider audience and convert visitors into customers. Customisation and Scalability: We leverage WordPress’s capabilities to create a unique, fully customised site that reflects your brand, and we’ll help you choose the right plugins to add the necessary functionality without compromising website performance. WordPress provides the scalability to add new features and functionalities as your business grows, ensuring your site can adapt to your changing needs. Ongoing Support and Maintenance: Launching your website is just the beginning. We offer ongoing support and maintenance to ensure your site remains up-to-date and performs optimally. From regular updates to security checks, we take care of all the technical aspects

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Future of packaging

The Future of Packaging: Embracing Eco-Design and Sustainable Solutions

Consumers are becoming increasingly conscious of their environmental footprint. As a result, eco-design and sustainable packaging have moved from niche concerns to central tenets of modern brand strategy. At Find, we recognise the critical role that packaging plays in shaping consumer perceptions and driving sustainable practices. For us, eco-design isn’t just a buzzword—it’s a passion driving our packaging design approach. We believe sustainability and innovation can go hand in hand, and we are committed to incorporating eco-design principles into every project. So what exactly is eco-design, why is sustainable packaging so important, and how can businesses leverage these concepts to stay ahead in a competitive market? Understanding Sustainable Packaging Sustainable packaging is defined by its ability to reduce environmental impact throughout its lifecycle. This involves a holistic approach that considers the sourcing of materials, the production process, and the end-of-life management of the packaging. This can be achieved through: Sustainable materials: Opting for 100% raw or recycled materials that minimise reliance on virgin resources. This not only conserves natural resources but also reduces waste. Efficient production processes: Streamlining manufacturing processes to reduce energy consumption and waste. This can involve using renewable energy sources and implementing waste-reduction techniques. Reusability and circular economy: Designing packaging that can be reused or easily recycled, thus promoting a circular economy where materials are kept in use for as long as possible. The impact of sustainable packaging is significant. Today, consumers are more informed and selective about the brands they support. In fact, according to a recent PWC Consumer Insights Pulse survey, 80% of respondents said they were willing to pay more for sustainably produced goods. In fact, in their latest Voice of the Consumer Survey, it appears that consumers will pay a premium of 9.7% for products that meet sustainability claims, including being locally sourced, made from recycled or eco-friendly materials, produced in a supply chain with a lower carbon footprint, and more, as a way to reduce their impact on the environment. Unsurprisingly, Millennials and Gen Z, who typically tend to be more socially and environmentally conscious, were the most open to spending more in the name of sustainability. This insight was supported by an EY Future Consumer Index bulletin that found that more than a quarter (27%) of younger consumers had checked the sustainability credentials of products before purchasing. These statistics highlight the growing demand for sustainable solutions and the potential market advantage for brands that prioritise eco-design. What is Eco-Design? Eco-design is the practice of integrating environmental considerations into every stage of the product development process. The goal is to create products with the lowest possible environmental impact throughout their life cycle while enhancing the product’s overall value proposition. Core principles include: Life cycle thinking: Considering the environmental impact of a product from the extraction of raw materials to its disposal. This holistic view helps identify opportunities for improvement at each stage. Material efficiency: Using materials efficiently to minimise waste. This includes selecting sustainable materials and ensuring that they are used in a way that reduces excess. Design for disassembly: Creating products that can be easily disassembled at the end of their life, facilitating recycling and reducing landfill waste. Energy efficiency: Reducing the energy required during the production process and encouraging the use of renewable energy sources. Reduced use of hazardous substances: Avoiding materials and processes that release harmful substances into the environment. 5 Practical Steps for Implementing Eco-Design in Packaging At Find, we have distilled this thinking into five actionable steps that any brand can follow to enhance the sustainability of their packaging: Minimise colour usage: Reducing the number of colours in packaging design can significantly lower the carbon footprint of both print and digital applications. Complex colour combinations require more energy and materials. On the other hand, simple designs using fewer colours are more sustainable and often more visually appealing. Single-ink printing: Using black-and-white logo and design versions can minimise the environmental impact, as black ink generally has a lower carbon footprint than multiple-colour ink. It is often less harmful and more sustainable than multiple-colour inks. Optimise image usage: Images contribute to the overall carbon footprint of a design. By reducing image sizes and using fewer images, brands can decrease the amount of ink, materials, and energy required for printing and display. Pattern-based designs: Solid-colour printing can complicate the recycling process due to the difficulty of de-inking. Using patterns instead of solid blocks of colour can facilitate the recycling process and reduce the environmental impact of packaging. Material selection: Choosing materials that are easier to recycle and have a lower environmental impact are critical considerations in eco-design. This includes opting for biodegradable or compostable materials where possible. A Business Case for Eco-Design The future of packaging lies in sustainability and innovation. Eco-design is not just about being environmentally friendly; it’s about creating smart, innovative solutions that benefit businesses, consumers, and the planet. By embracing eco-design principles and prioritising sustainable packaging, brands can reduce their environmental footprint and connect with consumers on a deeper level. In fact, they’re likely to enjoy increased customer loyalty, enhanced brand reputation, and even cost savings from more efficient production processes. Moreover, regulatory trends increasingly favour sustainable practices, meaning early adopters will be better positioned to comply with future regulations. The journey towards sustainability is ongoing, and we are committed to leading the way. Join us as we explore new horizons in eco-design, and let’s create sustainable packaging solutions that are not only beautiful and functional but also kind to our planet. DOWNLOAD OUR CHEAT SHEET Ready for Standout Success? Our multi-disciplinary team will work alongside you to unpack your brand challenges, propose innovative solutions, and guide you to market faster and more effectively than ever before. CONTACT US TODAY

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