CPG brand building: The power of words on food packaging

For any CPG brand in the food space, making an impact on consumers in the grocery aisle is no easy feat. With limited real estate and mere seconds to catch someone’s eye, every asset counts … particularly the individual word. 

Bold graphics and colors can disrupt, but your CPG brand needs deeper meaning to connect. There have been many instances where my team has delivered bold or iconic visual concepts, and our clients first react to the narrative. Something as simple as a single tagline or headline is where we get the most response. It’s what people remember and want to talk about.

Brand strategists wax poetic about narrative and TOV all day long, but we rarely get into the weeds of word choice. It is ironic because one word can notably shift the narrative or tone of voice. Clients often say they need help concisely communicating their brand story, especially with their packaging design. “People don’t get us.” It’s a real pain point. Because in the words of the great Leonardo: “The noblest pleasure is the joy of understanding.”

But how do you distill your brand story into something concise yet compelling on-shelf? Balancing disruption and relevance becomes key … and literally every word counts.

Use your package design copy to solve what matters most to consumers: What is it? What does it do? Is it for me?

Strategic naming is one way to speak to shoppers. Choose names (brand or sub-brand) that evoke an experience or place fitting the product. Too many CPG brands overlook the fact that food is a highly emotional space; it can create feelings of nostalgia, guilt, and recklessness. Imparting deeper meaning through naming can play into the positive associations you wish your product to elicit.

Balancing disruption and relevance becomes key … and literally every word counts.

You can only have a proper conversation if you know your target consumer. Sometimes, you need to lean into a lifestyle or problem your product uniquely solves. It’s imperative to use playful, irreverent language to fully own an unconventional idea, just as it is to use soft, gentle tones when tapping into maternal instincts. And literally, every single word counts. The difference between “them” and “‘’em” or “Hey” and “Hi” are subconsciously palpable to a consumer.

Successful branding can’t be neutral on packaging. Pushing language as far as possible with each tool available makes an emotional impact. Yet balance is critical between being overly niche or safe. Too exclusive or trendy in your word choice, and you lack relatability. Too generic, and personality gets stripped away. 

Finding that sweet spot of emotional pull without alienating shoppers is the art of positioning a brand. Be as thoughtful with tone, voice, and word choice as you are with color, imagery, and additional design elements, and you will speak volumes on even the smallest food package.

Curious about how to successfully name a brand or product? Read the article linked here.