How to brief your packaging design agency to get the best results.

We’ve all heard the stories of agencies and designers being briefed on the back of a fag packet or post-it notes. Briefings take many shapes and forms. Some are very thorough, others are very top line and need a lot of digging around work out the objectives.

You can only do a great piece of work if you get a great brief. By a great brief, what I mean is a very detailed explanation of what your key aims are along with any mandatories.

Now, whether you are designing a flavour extension to a product, or repositioning an entire range of FMCG products, the core principles of briefing remain the same. In order to make sure that you are happy with the deliverables, you need to pull together a ‘bobby-dazzler’ of a brief!

So, how do you go about doing this?

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

The role of the branding & packaging design agency is changing & agencies need to adapt.

This episode is an offshoot to the normal podcast. Instead of critiquing specific brands we going to look at more general advice for brand owners looking to make their brands stand out.

I plan to do one of these each month as an extension to the usual podcast.

In this episode we look at how the role of the packaging design agency is changing.

The design agency of the past was a creative powerhouse, revered for its artistry, craftsmanship, and ability to shape culture through eye-catching campaigns. But fast forward 10 to 20 years, and the role of the design agency is being challenged from all sides. In-house teams are growing, AI is accelerating processes, and clients’ expectations are shifting. It's no longer about creating the "prettiest" design—it's about impact, agility, and results. This transformation is redefining what it means to be a design agency in the modern era.

Gone are the days when a design agency’s core offering was limited to print ads, TV spots, and packaging. The traditional agency model revolved around proprietary processes, secret "big ideas," and long-winded pitches that dazzled clients with their creativity. Today, this model is being deconstructed.

The role of the agency has become more consultative, with a need for greater agility and hyper-specific expertise. It’s not about offering a “one-size-fits-all” process but rather tailoring every approach to fit the unique needs of the client. Agencies must now act as strategic partners, innovation hubs, and change agents—not just creators of beautiful imagery. Clients demand smarter, faster, and more impactful results, and agencies that cling to outdated models risk being left behind.

The role of the design agency is not dead, but it’s certainly different. Clients now demand more strategic thinking, faster turnaround, and greater accountability for commercial impact. AI is automating the labor-intensive parts of the process, while in-house teams are taking on more creative work themselves.

But here’s the sweet spot: Agencies such as here at Slice, operate as your external, in-house agency. We’re not bound by outdated agency models or rigid processes. We’re flexible, agile, and tailored to each client’s unique needs. We combine in-house efficiency with external perspective, ensuring that every solution is strategic, creative, and built to drive results.

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

This episode is an offshoot to the normal podcast. Instead of critiquing specific brands we going to look at more general advice for brand owners looking to make their brands stand out.

I plan to do one of these each month as an extension to the usual podcast.

In this episode we look at how to choose a packaging design agency to best suit your brand.

If you are responsible for a brand, you have probably found yourself in the situation where you either need to select a new packaging design agency or shortlist an agency from those available on the wider company roster.

With the wealth of offerings among agencies, how do you best decide which one is the right fit for your brand?

You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #design #agency #designagency #drink #food #advice

Branding & packaging design for Amazon Savers & the need for private label products to have personality.

In today’s podcast, we delve into one of the most competitive spaces in retail – private label grocery essentials. In light of rising living costs, consumers are looking for ways to stretch their cash without compromising on quality.

Amazon, the global e-commerce giant, has entered this space with its new line of essentials under the banner "Amazon Saver." The question is, has Amazon cracked the code for affordable yet appealing groceries, or is there room for improvement?

In this episode, we’ll explore the packaging, strategy, and overall marketing implications of Amazon's Saver products. Plus, we’ll talk about some design watchouts that could potentially hurt Amazon’s ability to connect with consumers on an emotional level.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #amazon #amazonsavers #groceries #drink #food

Branding & packaging design for Radox Shower Gel & the need for packs to look good in the home environment.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #radox #shower #bathroom #health #personalcare

Branding & packaging design for Danone GetPRO & the issues of borrowing assets from other brands.

Today we'll be discussing the importance of creating unique brand assets and the potential pitfalls of borrowing from other brands.

I'm going to use Danone's latest brand launch GetPro protein drink as a case study and explore best practices and important watch-outs in the industry when borrowing assets linked to another brand.

Let's kick things off with one of the most fundamental principles in packaging design: originality.

It's tempting to draw inspiration from successful brands, but there's a fine line between inspiration and imitation.

Consider this scenario: imagine a protein drink that borrows design elements reminiscent of a well-known battery brand. While it might seem clever to associate your product with energy, especially if you want to appeal to gym goers and health concious consumers, this approach can backfire spectacularly.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #danone #drink #drinks #health #protein

Branding & packaging design for Yakult & the benefits of using core assets consistently.

There are lots of brands that consumers associate with a recognisable delivery format.

The Coca-Cola bottle or the Tic Tac box for example. All of these formats have capitalised on this type of iconic packaging to create a strong brand identity and visual shortcut to the brand and help differentiate them from the competition.

If you’re the owner one of these unique little assets it’s always advisable to use it as part of your communication.

So this brings me neatly onto todays pack, Yakult.

Yakult is a brand that has built its identity around a very distinctive packaging format - the small, angular shot bottle. This unique asset has become synonymous with the Yakult brand, giving consumers an instantly recognisable visual cue. So why don't they use it?

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #yakult #probiotic #shots #health #drink

Branding & packaging design for Coca Cola Lemon & managing pack architecture with FMCG brands.

If your brand makes up a large chunk of Warren Buffett portfolio, chances are you’re doing something very right.

Coca-Cola is undoubtably the most recognised brand on planet Earth so if you launch a new flavour or make a change people are going to notice. It wasn’t that long ago That the portfolio had a revamp and a pretty robust new architecture was created in order to unify the range.

When this happens, it usually comes with a pretty tight brand guidelines dictate how new products are integrated and how flavour extensions are displayed. In essence, that is what the brand guidelines are for, to make a Robust set of rules in order to reinforce the brand at every consumer Touchpoint.

That was until Coke decided to bring back the lemon flavour from the grave. This was originally a flavour extension consigned to the dustbin back in 2006. However the company has identified enough interest to relaunch The pack and flavour in a completely new livery, which challenges the existing pack architecture.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them? Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #cocacola #coke #drinks #carbonates #fizzy