Sunny side up: Bringing brands to life with packaging

Prioritising creativity

At Sun Branding, creativity buzzes with purpose and passion. Picture a hive of activity where dozens of brand catalysts converge, gathering over their latest project: in this case, the creative rebrand for Stork’s butter. Here, amidst the controlled chaos, designers thrive on challenges that could otherwise stifle their creativity.

“I think sometimes with designers if you give them too many constraints or specific print requirements from the outset, it can be daunting and stifle the creative process,” Claire added. “Here, it can strengthen it because the worst thing for a designer is to create a beautiful, amazing design, have it approved by the client, and then see it on the shelf where your heart sinks because it doesn’t look like what you envisioned—the colours aren’t as vibrant. Without understanding what’s achievable from the beginning, you’ll struggle to achieve it unless you push hard later. Knowing the boundaries upfront, while still being creative, is a valuable skill.

“You can still be highly creative without hindering anything. It fosters collaboration within the team because we’re all under one roof. At Sun, we’re different because we apply both ‘Magic and Logic’ to our clients’ challenges. You can approach the colour expert, production team, or adaptive designer and say, ’I have this design idea, but I’m limited to these colours. Can we achieve it this way?’ You can still push boundaries; it’s not a matter of designing something and being told it’s impossible. It’s about constant evolution—starting high and sometimes bringing it back down but ultimately presenting something to the client they’ll love. It’s a highly creative process that taps into current trends while ensuring what we present will be achievable in the end.

“There are obstacles along the way. Sometimes, a specific design needs to be changed suddenly, but having a cohesive team allows us to address these challenges as they arise. We also do a lot of name generation and navigate legal considerations to ensure everything fits and complies. Discovering unexpected and creative solutions is a rewarding aspect of our teamwork. Having experts around us is invaluable. Sometimes, it’s not just about starting with a creative idea; other teams come to us for creative input or assistance, which shows how joined up our work is.”

At Sun Branding, they prioritise managing client expectations in an industry where possibilities seem limitless. By fostering open communication and understanding clients’ visions, they ensure each project captures and enhances their brand essence. Their commitment to balancing innovation with practicality makes them a trusted partner in bringing bold ideas to fruition.

“Sometimes, it’s about evolving—it’s not about totally changing who you are,” Claire adds. “It’s minor  tweaks, simplifying and evolving the brand to stand out. You don’t have to reinvent yourself fully. Often, with brands, it’s about attention to detail, depending on whether it’s a brand redesign or refreshing an existing design. If it’s a new product launch, you must adhere to those brand guidelines and ensure it’s identifiable. But it might involve exploring a different look or trend, educating on what that might entail, and adapting it to fit that specific brand. This sometimes juxtaposes the brand’s identity, which can be challenging. Building trusty client relationships is key. Understanding their bigger picture, of what they want to achieve and who they want to appeal to,  staying true to their values while moving with the times.”

Claire points out that while they keep a keen eye on the pulse of cultural shifts, Sun Branding understands that while trends like those propelled by TikTok can ignite overnight sensations, true longevity lies in designs that transcend the whims of hashtag-driven popularity. Drawing inspiration from the cyclical nature of trends—the nostalgic revival of Barbie’s pink hues or the enduring allure of olive greens—their approach blends innovation with timeless sophistication. By anticipating the evolution of consumer tastes and preferences, Sun Branding crafts designs that capture the current zeitgeist and resonate far beyond the momentary buzz, embodying the essence of enduring brand appeal.

“When we talk about trends, they come and go quite often,” she said. “Some are relevant, others not so much. There’s always something trending, especially with platforms like TikTok, where hashtags dictate what’s in and out at lightning speed. Trends can be here today, gone tomorrow—like Taylor Swift and friendship bracelets or the return of Barbie’s pink hues. For me, trends evolve in the background, while what’s trending is fast-paced and fleeting. It’s important to consider the context of the brief you’re working on. If you’re pioneering something new, chasing a trend might be tempting, but a more classic approach often pays off for designs that stand the test of time. Nostalgia, for instance, is a significant trend now, reflecting a deeper, more enduring appeal. While drawing inspiration from current trends like the resurgence of pastels or the persistence of pink is fine, it’s crucial to look beyond the now. Ultimately, timeless design is about anticipating how things will evolve, future-proofing, not just following the latest craze.”

As trends ebb and flow at an unprecedented pace, the challenge lies in keeping up and strategically leveraging them. From the ephemeral buzz generated by platforms like TikTok to the enduring appeal of nostalgic aesthetics, brands are constantly refining their approach to stay relevant and resonate with evolving consumer preferences. Amidst this whirlwind of trends, striking the balance between innovation and authenticity has become imperative. It’s a landscape where heritage meets innovation, and brands must carefully craft their identity to capture the zeitgeist while maintaining their core values.

“I think there’s a certain amount of bravery in making changes, especially for heritage brands,” she continued. “When you start playing with these brands, you tend to focus on refinements, crafted detail and storytelling. We’ve discussed how brand representations can evolve on and off the pack. Think about ad campaigns—they change quickly. Your packaging doesn’t change as swiftly. You can simplify, refine, and adapt to changing times while staying true to your brand. Reinventing just for the sake of change isn’t the goal; it’s about maintaining loyalty while attracting new consumers who resonate with your brand values.”

So, perhaps the real secret sauce isn’t always about chasing the latest trend. What if brands shifted their focus to what truly resonates with consumers and how to reflect their values through packaging authentically? Instead of constantly scrambling to catch up with the next big thing, companies could delve deep into what makes their identity pop and connect with their audience.

Claire will bring these insights to life in her talk at London Packaging Week 2024, titled Captivating Consumers: Top Trends in Packaging Design. Scheduled for Wednesday, 11 September, from 1:00 PM to 1:30 PM, Claire will share how Sun Branding crafts designs that stand tall amidst the noise and resonate long after the buzz fades. Sun Branding excels in knowing when to ride the wave and when to create the waves, ensuring its designs capture the zeitgeist while maintaining timeless appeal.