We do a lot of branding work for clients. It's not uncommon to be in the midst of market research, branding workshops and corporate identity work at any given time.
But, like anything one does regularly, it's easy to get so familiar with it that you take some aspect or another for granted.
I was reminded just last week that I've fallen prey to this by taking a product's form for granted. We don't get involved in package engineering for products, but I was so moved by this recent experience that I thought I should share it with you.
I'm currently on an extended holiday in the Western Cape region of South Africa with my family. We're busy visiting old friends, reuniting with my wife's family and spending time together with our kids and catching our breath in the southern hemisphere's sun. My wife and I popped into a local grocer to get supplies for our temporary home and I was struck with a feeling of wholesomeness and comfort.
What evoked this feeling? The milk containers in the cooler. We grabbed a couple and I snapped a picture of them when we got home.
Why did simple milk jugs evoke a feeling of happiness and comfort for me?
A few reasons stand out.
1. The form is both intuitive and unexpected at the same time. The milk jugs are reminiscent of glass jugs left at the door in the early morning by the village milkman. And yet, one never sees this form anymore, due to the more functional shapes that inhabit our shelves.
2. The form draws on cultural history. As I've stated above the form reminds of of our past. Even though I'm in a foreign country, its history is based on European agriculture, as is the Untied States. So, the idea of fresh cold milk in a glass container, similar to those pictured above, is powerful.
3. The form is simple. There is something quite elegant about the simplicity and lines of these containers and that's pleasing.
4. The form is human. It's not high tech, and it does not look like it came from a factory, even though these containers most surely do.
Of course, there are whole books written about the power of form in branding. I just wanted to share my experience and challenge you. Take a purposeful look at the products you interact with this week and think about how their form impacts their brand. You may be surprised by what you see.
