Many of you know that I like to focus predominantly on branding Ethical, Eco Friendly and/or Clean & Conscious companies. So it wont surprise you to learn that I like to read up on them as well. The Dr. Bronner’s Brand has a powerful story, full of ups and downs but also a great payoff and a happy… well no end in sight it seems.
Netflix has a great documentary summarizing his trials and successes. If you truly aim to clean up your footprint their products are a must. All Fair Trade, Organic and Bio-beneficial with a powerful message attached.
Dr. Bronner’s product branding is a perfect example of a company that has left the general design consensus in the dust. They successfully break several of the industries “design don’ts”, continuing all along to climb in sales and popularity. My favorite conversation to have with new clients is the all too familiar “importance of brand slash color”. At this point there really is no need to continue down this path. All rules are out the window.
Provide the public with an outstanding product and they don’t care what color it is.
In fact when you get creative with your packaging and consider how it will fit into its environment you will no doubt get sales based on that alone. Face it we’re all guilty of buying things because the package brings an element of flair to our living space. I mean really, nobody wants this sitting on their bathroom sink…
So why strive to compete with packaging that’s only designed to get your attention at all costs? Would you like to be thrown into a drawer as soon as your product makes it to its final destination? Or would you rather occupy valuable living space and bring a sense of pride to your buyer’s home?
Dr Bronner’s has managed to nail the growing trend for “industrial living space design” decades before it was cool. fortunate mistake?
Mike Luke – GiDesign & Marketing, Northern California.