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Thursday, March 18, 2010

Brand-Building: POM Wonderful Packaging

By now, just about everyone has seen the distinctive labels and packaging of POM Wonderful pomegranate juice. But have you ever stopped to consider exactly what it is that gives their products such visual appeal?

A recent interview with Lynda Resnick (aka the POMQueen) on Brandmix got me thinking. First, the shape of their bottle imitates the curves of the pomegranate fruit, giving it some stand-out power among beverages. Secondly, the logo featured on their packaging imitates those attractive curves with a spacious, confident font that substitutes a heart for the ‘O’ in POM. That, plus the ‘Wonderful’ tells you something right off the bat: whatever it is in this unusual bottle, you’re going to love it.

This makes plenty of sense in terms of a focus for this brand, because prior to its entry in supermarkets everywhere, almost no one (other than the foodies) had any idea what a pomegranate was. POM's logo and packaging works to overcome that objection right away: it doesn’t matter whether you know what it is. People love this stuff. It’s wonderful.

For everyone who works with labels and logos in selling products, there’s an object lesson here. What’s your ideal customer’s single biggest objection to purchasing your product? And how can you work to address this (or negate it) with the feel, focus and aesthetic of your packaging and label design?

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