BXP - May 2018 - 32
KORY GRUSHKA, PARTNER AT WORKS DESIGN GROUP
photography and sales support, such as video animation. We're
actually helping our clients pitch the retailer, whoever the
retailer and whatever the platform may be.
Packaging in the multiverse
- getting your brand to play
across all the channels.
WORKS DESIGN GROUP IS GIVING NEW MEANING TO THE IDEA OF "DOING IT ALL"
The store shelf is no longer the first place a consumer comes in
contact with your product. According to Kory Grushka, Partner
at Works Design Group, "Omni-channel transformation continues to happen; there are lots more consumer and new media
touch points. It's not just the store shelf that's getting beat out
by new sales channels and new media; it's all the traditional
consumer touch points too. In this new multiverse, design
agencies have to have a broader skill set and agility."
What are some of the things agencies
and their clients struggle with today?
Budgets are getting tighter in an environment where consumers are bombarded with messages. We're trying to help our
clients navigate this new terrain in spite of lower cost points,
very targeted spending and a confluence of channels that is
forcing packaging designers to think well beyond their comfort
zones. We've had to become a one-stop-shop.
In our recent conversation with Kory, BXP discussed the changing marketplace and key trends this thought leader sees for the
future of branding and package design.
Has this changed the way you work?
Yes, we were a traditional package design agency. Today
we work with everything from sales teams and category
management teams in addition to marketing and brand teams.
The mission is to develop a brand and packaging portfolio
that creates stories that engage the consumer. This can entail
design functions like creating comps and prototypes, in-house
Is there a channel where you are
especially well versed?
We do extensive work in a variety of retail channels, including
dollar, deep discounter, big box, and otherwise. But we've
developed a particularly unique skill set and deep experience
with club stores. At outlets like Costco or Sam's Club, we
believe packaging is more important than in any other retail
channel. It can help produce incredible volume for both large
and small brands - and sometimes even an overwhelming
amount of volume. Great packaging sells, but poorly designed
packaging can sink a product in very short order, especially in
this hyper-competitive club store environment.
That said, club stores have unique and nuanced business
models that are far different than other retail channels.
For instance, unlike other retailers, club stores leverage the
'treasure hunt'. This is intentional merchandising - a strategy
that raises excitement by offering a limited number of luxury,
discretionary and niche items at deep discounts. You won't see
this at an average grocery store. Club stores review products
all year, and even national brands are often cycled in and out
of inventory. The 80/20 Rule applies. Club retailers know that
20% of products account for 80% of sales, so they can hold a
limited product assortment while generating large revenues.
For brand owners, having a partner with this knowledge is
critical to success."
What do brand owners need to know
about packaging for club stores?
With club stores, the consumer must be able to quickly identify
the product and its core message. We've written about various