How F&B Brands Can Develop A ‘Signature’ Brand Identity?



Foodies have been around forever since the age of fire to microwave, but today the competition in the food industry has reached newer heights. With so many restaurants and F & B brands competing to establish a premium brand and snatch the number one spot, what can you do to stand out?

For anyone working in the food business – launching your brand by creating the buzz around “insta-worthy” food items, pretty pictures, and tv shows-inspired interior may help jumpstart the business but novelty eventually wears off and people move on. To create a sustainable relationship with your customers it is important to go beyond the quality and services and craft exquisite brand experiences that stay with them and help forge an emotional or even better gastronomic connection.

While the nuances of food branding aren’t obvious and are a bit tricky to pin down, in the article, we will discuss ways to make the right impression and eventually create a signature brand identity.

1.    Concept


For an F & B brand, a concept is defined by its culinary style, prices, interior design, service, seating, and ambiance. So, are you a premium dining restaurant, pop-up bar, pub, fast-casual, food truck or online order only spot? Your concept basically dictates how your product and services work.

Choosing a unique and appealing concept will make your brand stand out and give prospective customers an easy way to find your business with unique keyword combinations. In this digital age of highly targeted campaigns and keywords, your customers are likely to define their food preferences in their searches using the key phrase “vegan chocolate ice cream” instead of generic “ice cream.” Your concept has the potential to become your brand’s USP or Signature. Apart from everything, the concept will act as a primary tool for branding and work efficiently with word-of-mouth strategy, ideal to find your perfect set of audience.

2.    Brand’s Philosophy and Vision


Your brand’s vision and philosophy lay the foundation of your values that your eatery hopes to achieve. A mission statement will allow your brand to connect with your customers, staff, and stakeholders. Your philosophy will also act as the element that will differentiate you from your competition. More often than not, brands with undefined mission and vision tend to struggle to find their brand identity and later the position in the market. Work on your mission statement, you can use it as a guide for the rest of your decisions regarding the visual elements of your brand. 

3. Work On Logo & Tagline


You have heard it a million times that logos are the face of the brand but when it comes to food brands, it becomes the centerpiece of your entire branding strategy. Still not convinced? Suppose you are driving in the city, you will recognize the golden arches on a bright red background of McDonald’s’ in the sea of brands.

Also according to colour theory, warm colours like red, orange, and yellow work best for food branding. Green on the other hand is associated with natural and organic brands. And blue is recommended to be avoided as it has the least effect on the appetite.

While the logo visually represents your brand, the tagline on the other hand sums up the defining feature of your brand in line and is meant to strike a chord with your audience.

4. Tell Your Story


Everyone loves a good story. Storytelling is critical, it connects people and helps form new connections. So, if you are still contemplating or haven’t figured out how to tell your brand’s story well, you’re missing out on the huge revenue-boosting potential of your content marketing strategy.

How does it work with F&B brands?

The food and beverage marketplace is crowded with brands fighting for the attention of tech-savvy and socially connected customers, delivering great taste and optimal nutrition is no longer enough. To win a share of your consumer hearts and wallets, your brand must deliver an experience driven by emotions – design and content are the perfect channels to wield a story’s true magic.

5.    Create A Website


The world is amid a pandemic, social media channels and online deliveries are the saving grace of the food and beverage industry. With contactless delivery and social distancing norms in place, your prospective guests and loyal customers might want to check out your website for your product range, menu, opening hours, or to simply learn more about your brand.

For an industry as dependent on visuals as f&b, we recommend you invest in a high-quality website and photoshoots, it will help you set the tone, voice, and aesthetics for your brand. While you are at it, keeping an active Instagram is highly recommended as a medium to express your aesthetics, new additions, and essence of your brand through images and videos. Being consistent with socials is worth it.

6. Invest In Visual Identity


The term visual identity imposes a huge selection of elements such as logo, typography, colours, shapes, images, etc. Though each element is crucial in design, when it comes to food branding, the packaging is the cohesive effect powerful enough to attract the customers.

While food is a sensory experience, your customers first experience your product through their eyes, not their taste buds, so the way you house your food or drink matters a lot. While it is easy to get swayed by the creative freedom, it is important to ask yourself: who is my customer? Will my customers have expendable income or are they on a strict budget? Are they eco-conscious or experimental? It is essential to understand your product and the people who will be purchasing your products, packaging them accordingly will increase the sales.

While we are at it, packaging also helps customers distinguish your product from the zillions of other options crowding shelves. Distinguishing yourself from your competitors is a great way to pave the way to signature brand identity.



By this time, you’ve settled on the major components of your brand, after they are made it’s important to make sure they make sense together. Though experimentation is a strong suit of the food industry, it is wise to tread delicately as it might miss the mark and leave your audience confused. When you aim to create a signature brand identity, take your time, and put thought into it, a great effort is always appreciated consciously and subconsciously by patrons and loyal customers.

If you wish to rebrand your own business whether it is a logo design, a website design, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Contact Us

Check out our work at Vowels

We are always available at

Want to get in touch over a call?

(+91) 97858 40004

Brand Storytelling is Your Sales Team Head



“Marketing is no longer about the stuff that you make but about the stories you tell. People do not buy goods and services. They buy relationships, stories and magic.” Seth Godin


Humans love to listen to new stories; they love being on the receiving side of storytelling. They feel heard, they feel a sense of belongingness. Once the prospective customer’s psychological needs of belongingness are satisfied, that sense is followed by purchases, both informed and impulsive. In simple words, good stories told by the brand impact the customer’s perception driving him to a state where he wants to possess that brand. If a product you are selling is similar to what others are selling, storytelling will become your magic wand and give you an edge. Here’s how!

Brand Storytelling — imperative to penetrate into the consumer’s minds

It’s hard to neglect human emotions. If your brand story has been able to touch a prospective customer emotionally, a happy purchase is coming next. You could share this brand story on your packaging or through an advertisement, but ensure that your brand story is a heart-wrenching tale evoking emotions and sentiments. A few professional creative agencies in Dubai know the art of stealing hearts with minimalistic marketing and packaging — exactly how it works. Making a strong heartfelt impression without going too overboard is the trick they have aced and one that brands must deploy for making it big.

Airbnb hired a high-profile artist to artistically portray the experiences of its clients and hosts to the rest of the world. A classic way of storytelling!

Marketing gimmicks that don’t look like marketing gimmicks

The idea is to get people talking without the brand going out and doing all the talking. One smart campaign can turn the tables for any brand. Professional branding agencies understand what can trigger stirring conversations on social media and other channels. They come up with fool-proof marketing gimmicks which don’t seem like marketing gimmicks to the public.

Take Dove for example. It focuses on being true to self and being happy in one’s authentic beauty for all skin colours — exemplification of breakthrough branding which is consistent, much more deeper and well-implemented.

Your Brand Is The Protagonist Of The Story

Why does everyone love watching movies? It is simply because loving storytelling is in human nature. Always remember, in your story, the protagonist is your brand. Some brands push their product on different channels and make unyielding sales pitches to expensively bought leads. Whereas, smart brands get the people talking about the product without the brand going out and talking aggressively about the product. They create content, giving only subtle attention to the product but making the overall story so engaging that people share, like and the word spreads like wildfire. Brand still remains the hero, although subtly!

For example, Almarai, a renowned dairy brand in the Kingdom of Saudi Arabia got the world talking about it when it launched a breastfeeding video which became the second most shared video in the world at almost 1.3 million shares, within a week of its launch. Its Facebook Page became the third fastest growing page in the world after Nestle and P&G. Almarai garnered over 39,000 new followers every day.

All you need to ensure at marketing level is that your story is told effortlessly and consistently without seeming too desperate to make a mark. There is of course a very fine line between powerful storytelling and desperate storytelling — something which creative agencies understand the best. In today’s cut-throat competition, storytelling bags you the golden medal. Storytelling is essential for a brand to become successful in such overcrowded markets, almost saturated with every kind of product.

What is the story about?

It could be a story about anything you find peculiar in your brand — it could be about how your venture came to life, a story about how you process your products, a story about the place you source the raw materials from, a story about the artisans, a story about if and how you use a part of your profits towards social causes, a story about how your brand gives employment to the underprivileged people living in the poor geographies and the list goes on.

For Example: Dubai-based makeup brand Huda Beauty founded by beauty blogger Huda Kattan raked in record sales in 2020 despite the pandemic. Although her products are priced at a higher end, her brand story is clear and simple. She promotes her brand as a means of expression, as a means to feel confident. About her brand, Huda says,” It is about giving people the power to express who they want to be no matter who they are, or where they are from. Beauty is not about how much you spend, but how confident you feel, so that will always be the ultimate goal for us.”  Indeed, a lovely way to swap the customers’ worries about spending more with the “feel good” factor. Next thing you know, that sense of self expression makes the customer almost addicted to the brand and keep coming back for more.


If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” – Jay Baer

If people today ask you what’s your business’s USP – it could mean Unique Selling Proposition as we have traditionally known the acronym or Unique Story Proposition, as rightly introduced by renowned author Jim Signorelli. This is the age of storytelling, really! An age where a brand potentially reaches the ultimatum of attention and wide success purely because of a well-articulated story. The idea is not to ring in fame overnight through extensive social media campaigns and rigorous storytelling. The idea is to uniquely position the brand and stand out from the competitors, with a story that is hard to go unnoticed, even when narrated periodically to keep your community waiting for more.

If you have been planning to launch a new startup or rebrand an existing one, now is the time to get started. Whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Also read – 8 New Year’s Business Resolution To Make In 2021

Contact Us

Check out our work at Vowels

We are always available at

Want to get in touch over a call?

(+91) 97858 40004

2020 Logo Design Trends



Logos are a significant part of a brand’s identity which defines and often completes the brand image. They help brands establish a sense of association with the consumer and deliver a sense of remembrance for the brand.

Logos are not something which are required to be altered every now and then, they usually last longer, but as we continue to live in an era governed by trends, it is important that brands accommodate these trends and emerge adaptive.

While 2020 was a year filled with challenging times, it also led most of us to lean to our creative sides. Designers and creatives have dedicatedly created aesthetically pleasing content, from which we have curated the trendiest of trends, and logo style highlights of the year 2020!

1. LINES, to live by



Elegance will never possibly go out of fashion, rather it will keep complimenting design trends with every passing year.

There is nothing which communicates simplicity better than thin line typefaces and minimal geometry. A lot of brands are leaning towards creating simplistic brand images by using thin line fonts, and one letter logos.

2. I – catching



Things that stand out usually catch your eye, just like this cool “I-Catching” logo trend that we have seen in 2020 quite a lot.

Dots compliment and make a design look complete like nothing else, strategic placement and usage of a contrasting colour palette can make your logo stand out and help you develop a consistent brand image.

3. Tighten them BOLTS!



Logos are meant to develop a brand identity and a sense of association for your brand, but if you get lucky your logo can directly communicate what your brand stands for.

Icon logos have dominated the design trends since forever. Bolts are one such icon which have acted as service translator for many brands in 2020. Since things have been moving pretty slow in a pandemic, The bolt icon symbolizing speed has been on top for a lot of brands in 2020.

4. SIMPLE , the oldest normal



We have all come across a client brief mentioning, Simplicity is the key, and this might be the only statement where we share the same sentiments as our clients.

No matter what you are creating, the best way to communicate a design is to keep it simple which automatically makes it a gorgeous one!

Since this year has been full of complications, simplistic brand identities stood out!

5. CLUTTER, looking good this time!



While 2020 gave us all the time to DE-CLUTTER, some trends made clutter look good. Graphic designers have created trendy content throughout the year, which blessed our feeds with numerous memes. This particular trend made it to the “meme market”.

Although, clutters do not always deliver satisfactory visuals, but if designed strategically they can come out to be trendsetters.

6. Metallic finish – A little shine did no harm to anyone!



2020 has been one of the darkest years for most of us, and we did not leave a single opportunity to bring in some light. Metallic finish logos have been adding that one missing element to your designs for a long time. A lot of brands decided to bring in the shine by resorting to metallic finish designs.

7. REPEAT, after me, Will you?



Well, Repetition might not sound like the best idea, but it’s one of the most popular ways to give shape to designs that stand out. It delivers a sense of symmetry in the design, which makes it all the more visually attractive to the audience.


Be it repetition of simple geometry or colours, it has helped brands develop an unique yet simple visual identity for themselves.

Disclaimer : We are not in any way implying that repetition of 2020 would be a good idea.

8. All the Dimensions, but you chose 3D!



While we spent most of our 2020 socially distancing from 3D’s, Graphic designers decided to create some 3D’s for us. 3D logos have been a cliché for a while now, but one can agree that they make visual communication for brands, better. Be it isometric designs or just a 3d view, this particular style has proved to be accommodative almost all the time.

9. Interaction simplified, Animation!!!



When human interaction looks scary, well because it’s 2020! We created brand identities which made interaction fun. Animation is a fun trend, which will never fail to create a great interactive experience for your consumer. It proves to be extremely engaging, and in this fast paced world where waiting seems impossible, Animated logos are here to fill the those waiting moments, between you and the app you are trying to open.

10. Cartoon, catering to all ages



In 2020 as we explored literally everything to keep ourselves sane, the Cartoon logo trend emerged to feed our childlike visual needs. Various different styles of incorporating cartoons in designs have stayed in the game this year, like hand drawn doodles, outlines, Flat cartoons etc.,

This particular style proves to be interactive and is extremely successful in creating a sense of remembrance for the consumers.

A little RECAP!

While logos are something which do not necessarily strive with trends, but it’s always a good idea to tweak it a little and create space for accommodating trends.

Trends are a great way to create relatable content and gather effective audiences. We are aware that logos constitute a big part of a brand’s identity.

2020 did give us a lot of time to reflect and create better things for ourselves, why not do the same for your brands and businesses. Re-creating might not sound like the best choice, but rebranding is always an option. Shaping a new brand language and accommodating trendy visuals and colours can help you broaden your consumer base and curate an authentic visual experience for your customers.

We owe gratitude to creatives and designers for making this year a little better by creating visually appealing content for all of us.

If you think this article made you rethink a little in terms of your brand identity, and you would want to accommodate some trendy looks for your brand, you have just landed on the right page. From logo design to creating trendy packaging design, we have got it all for you.

Also Read – How Does Research Helps In Building Successful Brands?

How Does Research Helps In Building Successful Brands?



When that perfect business idea strikes you, you wish to conceptualize it, gather your team, start making and selling things right away. After all, in business timing is everything.


In such exciting moments, the thought of detaching yourself from the process, and conducting a market or brand research seems like a waste of time. The more confident ones claim that they know who their target customers are and what they exactly want. But does anyone really know? Probably no.

Your brand is your company’s most valuable asset and touches every part of your company and customer experience. Similar to an individual, a brand must grow with time, experience, and circumstances. Therefore, brand research must be an ongoing process to confirm that your brand is gaining insight into consumers’ minds, build brand equity, and know if the brand is still relatable with the target audience. 

Remember, the world is changing faster than ever and your brand needs to keep up with the pace of changing economy, customer preferences, and market needs. It will be an impossible task if you’re not keeping up with them through brand research. In this article, let’s discuss the benefits of researching a brand’s identity development phase.

Understanding Consumer Behaviour


Understanding what the consumer thinks, to what it responds, and how it behaves to certain messages are critical to every business and achieving their goals. Whether the decision is about a new product or a relaunch, communication channels, or pricing strategies, research can help you answer these questions and many more.

For decades, research has proved to be the backbone of any successful business and its marketing strategy. In essence, brand research is a valuable tool that helps people understand the finer details like what the potential customer likes, needs, and if there is a space that you can fill.

Detailed research helps in understanding the consumer better and as a result, helps create impactful marketing strategies. Additionally, a well-formed strategy improves a brand’s position in the market.

Composing A Relevant Brand Message


Great brands aren’t built in a day. They are thoughtfully curated and patiently built, word by word. Research is a critical step in determining the voice of your brand, and the message it sends.

First things first, a great brand starts with an in-depth understanding: who your target audience is? What do they care about? What motivates them? what does their day look like?

Understanding your industry, your space in it, your competition, your product, and the value it provides, are some of the questions that brand research helps you answer. Moreover, it gives your communication strategy a direction rather than taking shots in the dark and hoping something will resonate with your target audience.

Understanding Your Weakness


It doesn’t matter if you are starting or positioned successfully in the market, it is important to take a long hard look in the mirror and evaluate your company and its shortcomings.

Whether it is stakeholders, investors, employees, or employees, it is important to understand their perspective on the business. How do they see your business? What are the values you share? What is your USP in their eyes? This assessment will give you an honest insight from a third-party perspective.

With the help of research data, you can spot blind spots in your marketing strategy, a new audience segment, or a need for a new product. That’s why whether you are a startup, small business, or an established company, you should spend time, resources, and a section of your marketing budget in discovering your weaknesses.

Amplifying Your Strong Points


After research, it is clear who you wish to reach, what are they interested in, and where you can find them, but there is so much more to it. In-depth research strengthens your brand in varied ways. A solid gathering and analysis of data can help you identify new business opportunities, unknown audience, and untapped market.

Research helps companies know their consumer’s interests and pain points, a brand can tailor products to the needs of the target audience, upgrade their products, provide with the add ons among other things. Along with that, good research helps a brand expand its influence in terms of audience and demographic. Discovering an ideal geographical area will allow you to create effective and compelling targeted campaigns that suit the needs of your audience.

Set Better Goals For The Brand


Businesses are profit-oriented ventures that are expected to grow every year. If you are a CEO, Marketing Director, or business owner, you are expected to have plans and goals related to growth in sales and customer retention and how to achieve them.

But how do you know the potential of your business? the expected industry tends or if the current is attainable. That’s where the research comes in.

Many organizations after significant success feel cooped and get stuck, and are unable to accomplish their business goals. Whereas, some of the startups set overarching and unattainable goals that tire them out without even getting started. So, organizations must recognize the benefits that can come from purchasing or conducting market research.

From securing funding from the investors to determining new opportunities to mitigating risks, research helps you connect the dots and accomplish the business goals.

Making Informed Decisions


From gazing at new opportunities and competitor analysis to estimating the size of the market, current industry trends, buying behaviour, and customer’s needs, research is at the core of everything.

Research helps you evaluate your ideas, make them relevant to the industry, and refine the implementation for smooth success. The crux of market or brand research is to make tough business decisions easier. While research might not solve the problem for you but it can surely provide you with data that can predict the situation, mitigate the risk, and prepare the company against the possible threats. Conducting constant research will help your company make informed decisions rather than shooting in the dark, leaving the fate of the company to arbitrary concepts such as luck.



Now, that you understand the importance of research and the value it can provide your company, it’s time to give it a go. The process might look intimidating and borderline unnecessary but to conquer your target audience and market, research is the key.

As a business owner, we understand the burden of responsibilities you bear and the value of your time, so leave the work to professional branding agencies such as Vowels. We specialize in design and branding. If you wish to rebrand your own business whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Also read – Why Is A Good Website Design So Important To Any Business?

Contact Us

Check out our work at Vowels

We are always available at

Want to get in touch over a call?

(+91) 97858 40004

Why Is A Good Website Design So Important To Any Business?



Imagine, after months of envisioning an idea, you have gathered courage and started your brand new business. Now, you wish to promote your products and services to a wider audience. What will your next move be? How will you gain credibility and grab your audience’s attention?


Considering the ongoing pandemic and hours people spend on the internet, having a dynamic and accessible website is the way to go. Let’s face it, in today’s digital age, a website is more than a selection of pictures, clickable buttons, and text floating on the screen. It’s an integral part of the branding strategy.

From budding entrepreneurs to business owners who are contemplating the significance of websites in their business, in this article, we will discuss the importance of website design and how it will impact your business.

First Impressions Lasts Forever

Maybe your audience came across you on social media or a popup, impressed by your selection, they have visited your website. If your website looks cluttered or outdated, your audience will have a negative impression of your business, resulting in you missing out on potential leads.

Especially in the time of hyper information, overwhelmed and time-starved consumers when given only 15 minutes to consume content, 66% would prefer to see something beautiful and aesthetically pleasing than something plain and dated.

Your website is the face of the brand and the impression you make on them impacts how the audience perceives your brand. To make a lasting impression, we recommend you get in touch with a branding/ design agency.

Aids in Search Engine Optimization Strategy

With hundreds and thousands of websites contesting to appear at the top of the search engine results pages (SERPs), search engines like Google had to find their way through it.

Along with web design parameters like title, relevant keywords, image optimization, and linking that affects how search engine spiders crawl and index your website. Sound web development and design is the way to ensure your visibility. The technical aspect of optimization is trickey and should be handled by professionals from web design agencies.

Helps Increase Sales

Prosperity is at the heart of every business venture. Creating a website can effectively aid in attracting more sales. Today, almost every business has moved online, especially in the metropolis where people struggle to balance work-life balance, businesses have spotted a great opportunity to capitalize on that through online sales.

Getting customers through targeted social media campaigns and influencer marketing is one way to go, retaining customers is a herculean task. It is at this point that the development and designing of the website help you out. The metrics retrieved from the website enable webmasters to monitor the activity of users. Then, it is upon the business owner or  marketing head to guide the web design agency to take creative routes to retain those customers and earn their loyalty through excellent customer service.

Establishes Credibility and Builds Trust

In recent years, technology has changed several folds so has the taste of the customers. In the sea of well-designed apps and pages, people do not trust poorly designed websites. Whether you are a bricks and mortar outlet or an online store, credibility is important in building a successful business.

A good web design agency knows that a website should show the brand’s personality and evoke brand values, including on-site customer review or customer support window can strengthen their belief.

The journey to finding your brand voice may seem daunting but don’t be afraid to go ahead. To minimize your anxiety, we recommend you do your research, understand your taste, and look around for inspiration.

Better Communication

One of the perks of having a website is the accessibility to communicate with your customers. Apart from creating a good landing page that improves the customer’s experience on the website, a website allows short forms and live chats or 24/7 customer service. Having a dedicated team that is well-versed with the working of the company and equipped to solve the problem is a game-changer. Such personal interactions make it easier for the team to generate new leads and drive more conversions. A personal touch and genuine care for the brand is lacking when a customer orders through a third-party website.

Create A Cohesive Brand Identity

When branding agency designs (or redesigns) a website, there are certain criteria of a good design that are non-skippable. Some of the examples include being visually appealing, aesthetically pleasing, and more accessible to people.

These basic principles of design translate into brand values. To impart these brand values in a design, taking a brand’s perspective while creating the website is the best way to accomplish the goal. The other major task of a website is to create a cohesive brand identity, it houses logo, packaging, social media channels, and other digital assets under one roof. Cohesive brand identity makes the product more recognizable and marketing easier.


If you are looking for someone to create a great website to generate leads and drive more conversions, get in touch with Vowels. A professional branding agency is known to build and maintain beautiful and functional websites to navigate our customer competitive digital landscape.

We specialize in design and branding. If you wish to rebrand your own business whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Contact Us

Check out our work at Vowels

We are always available at

Want to get in touch over a call?

(+91) 97858 40004

How Brands in Gulf Area are Saving Big With Packaging Guideline



First off, let’s understand what is a Packaging Guideline. It is a purely customised document containing elaborate guides to formulate the perfect packaging for all your products. A Packaging Guideline contains guides for logo placement, logo colours, typography, brand colours, text on packaging, product photography style, etc.

Packaging guides are prepared after conducting in-depth research of your existing/aspiring brand image, the industry, characteristics of target audiences, etc. It also comes with a set of do’s and don’ts which makes the whole packaging process ultra smooth.

If you are a multi-product manufacturer, packaging guideline is for you.

Getting custom packaging for each and every product can cost you thousands of dirhams and exhaust your marketing budget instantly. On the other hand, a packaging guideline gives you the perfect packaging without burning a hole in your company’s treasury. It serves as an SOP for all your company’s packaging requirements. That said, it is essential to get these guidelines made from professional creative agencies rather than generic packaging vendors. Remember: Packaging is the first impression of your product. And unprofessional or inappropriate packaging is a major turn-off. Making your product stand out through packaging is a direct route for getting customer attention.


Why packaging guidelines?

Packaging guideline is a bible for multi-product manufacturers. It is a master document especially curated for a specific brand for all its packaging needs. It enables a brand to follow a certain packaging pattern, a set  of brand colours, a specific set of fonts and background elements, etc. across all their product packaging ensuring consistency  and product identifiability.


When all your products come under one packaging pattern, it becomes easy for the customer to recognise your brand and all your offerings. In the long run, it gives a competitive edge, fosters repeated sales and builds brand loyalty. Following these guidelines across all product channels upscales brand identity and aids in creating a standardised packaging process.

Packaging Guideline: Your Brand’s Story Teller

What’s your brand story? What makes your brand unique?


The conscious consumers of today are interested in your brand story; they invest in your story before investing in your product. Therefore, story-telling is important. Packaging is understood as a tool to tell your brand story and attract customers at the first glance.

Every brand has a unique story to tell. Whenever a creative agency begins preparing a packaging guideline, the first step they do is pen down a unique brand story. The creation of the brand story is a result of intensive study and research of the brand’s foundational values, vision, mission, geographies, etc.


Telling your brand story with your packaging.

There are multiple benefits of opting for Packaging Guidelines but the most important aspects are consistency, brand identification and professionalism. Having a Packaging Guideline in your hand ensures you and your packaging vendors are on the right track. It gives you a blueprint and answers the following basic questions to get you started with your packaging:

Product Vibe – Every packaging should suit the product’s vibe, its look and feel and most importantly, its functionality. Eg: a tech product should mostly have a cool and groovy packaging that also keeps the product safe.

Packaging guideline captures the essence of the products and based on it formulates a basic packaging framework. Every packaging guideline comes with design templates which serve as full-fledged blueprint and are used as instant references by your in-house printing department or external Chinese vendors who will do only what they do best – Print. Only Print. Not designing, not strategizing, etc.

Typography – What family of fonts will be used on the packaging? For instance, if a product’s target audience is mature working professionals, a subtle font with a minimal undertone would be apt. On the other hand, if the product is meant for kids, the typography should ideally be huge, bright and colourful. Packaging guidelines contain a detailed guide for font usage across all your products.

Brand Colours – Colours help customers identify your products on the shelves. Packaging Guidelines come with a set of brand colours which could be used across all your products making it easier for the customers to identify your products, thereby increasing chances of repeated sales.

Branding and Target Audience – It is important to understand the target market of your product and carry out an in-depth study of their demographics, physiological patterns and behaviour, etc. before selecting the packaging. Every packaging guideline is prepared after a holistic understanding of the target audience and their preferences.

Competition – Before preparing a packaging guideline, a detailed study is carried out to understand why your competition’s product failed or succeeded owing to packaging. Having said this, it is important to make your product stand out from your competition and also learn from your competitors’ mistakes.

Selling – For deciding the right packaging, it is important to understand how it will be sold. For instance, if you are selling your product purely online, people are not able to get the look and feel of the product. Therefore, the packaging must appeal to other senses and your packaging guideline would ensure this happens.

Content – On the packaging, mentioning the content that actually matters to the audience is key to getting their eyeballs. A clutter-free design and text placement makes the customer want to read what’s written and also makes it easy for him to understand how the product is beneficial for him. In case your product sells in malls and shops — if the customer isn’t able to instantly read why he should buy your product, he is most likely to have his attention shifted to the competitions’ shelf.

Apart from offering the aforementioned specifications, a packaging guideline is an ideal packaging solution if you are a multi-product  manufacturer. Custom packaging for multiple products can be expensive. Therefore, unless it serves a significant purpose, it could be a waste of marketing budget.

All in all, packaging guidelines is a document allowing your brand to create the packaging of your dreams and that of your customers’ with the help of your packaging vendor. Apart from being highly cost-efficient and budget-friendly, it offers a bundle of benefits to keep your brand packaging shining and winning, in the long-run as well as short-run.

Also Read – A Preparation Guide for Your Brand, for the Dubai Expo 2020

A Preparation Guide for Your Brand, for the Dubai Expo 2020



While most of us are still recovering from the adverse effects on our businesses and brands, due to the COVID-19 Pandemic, The UAE expo 2020 has emerged as a ray of hope for us. Being blessed by such an opportunity, how do you determine if your brand is ready yet?

With an expected footfall of 25 million people, from across the globe, The UAE expo is all set to welcome you to the ocean filled with abundant growth opportunities for your brand. Now it’s time for your brand to gear up for the dive and prepare in full swing.

Preparation is the key!


The clock is ticking, and the countdown has already begun!

Planning and preparing paves a concrete pathway towards the success of anything. Planning for such an event, does not end with the hotel bookings and securing your booth, it BEGINS right there. With proper strategy and plans in place, your brand can secure the spotlight and get the best out of the UAE expo 2020.

Is your Brand strategy in place yet?


The UAE Expo is a perfect opportunity for every business or a brand to re-analyse its Brand Strategy. Whether you are thinking of launching a new product, or curating a new service, it is extremely crucial for your brand, a well executed brand strategy can help you secure the spotlight at the UAE Expo 2020.

While trade shows and expos can be a challenging space for brands, they also provide a space for immense growth and development at the same time. Crafting engagement led experiences which deliver the authenticity of the brand can help build stronger consumer relationships.

A brand strategy also consists of a Brand experience which not only highlights the product or a service, rather it focuses on communicating the brand story woven with the nuances of serving the consumer. While the tangible aspects always seem to steal the show, it is also significant to focus on the intangible aspects, like the brand promise of assurance and quality, smooth communication, and consumer support. A well planned brand strategy serves you with an opportunity to focus on the intangible and deliver an experience which evokes a sense of reliability for the consumer.

A brand strategy involves telling a story consistently across all platforms yet uniquely tailored for each platform. Conveying a story involves putting your core competencies & Values into a consistent brand identity which uniquely associates with your brand. Effective communication of the visual identity of the brand, derived and developed from the brand colour palette, can help develop and create an associative image in the consumer’s mind, which in turn compliments the loyalty of the consumer to the brand.

Update your Brand Guidelines

Update-your -Brand-Guidelines

The UAE Expo 2020 is all set to provide you with a stage to showcase the ultimate potential of your brand, you possibly cannot afford to go wrong. Brand guidelines consist of a toolkit which ensures a consistent brand identity, through various communication channels and delivers information about what the brand actually does. Whether it’s your packaging design, or landing pages for your website, or even your social media campaigns, an effective brand communication crafted surrounding your participation in the UAE Expo 2020 can help you create a rather relatable brand image for your consumers.

UAE Expo 2020 is an opportunity for you to uniquely craft an experience which tailors your Brand identity with brand guidelines and bridge the communication gap between the consumer and the brand. Detail out information in various forms like product brochures, Activation creatives, Newsletters, and advertisements to announce your presence at the Expo 2020.

Crafting a unique Communication strategy


Communication plays a very important role in generating awareness amongst your consumer base. While we are living in the Digital era, we are blessed with numerous platforms to establish an effective communication channel with our potential audiences. This also comes with a challenge of identifying the uniqueness of every platform and tailoring your strategies around the same.

This is where you answer all the questions for yourself, and for your audience. Focus on all the preparatory hype that your brand could create about your presence at the UAE expo 2020.

Get Social!


Develop a Social media campaign in order to spread awareness about your presence at the UAE Expo 2020. Every brand is unique in its own ways. There are a set of Brand values which define the roots of the brand. It’s a unique opportunity for your brand to re-communicate its potential, by deep diving into the brand story and pulling out content which conveys the most relevant information about the brand. With exercising regular social media engagement, one can also look at expanding horizons, in terms of the content that needs to be circulated. Remember the underlying focus of the campaign is to “tell people” about your presence at the expo, and Social media can result into being an extremely effective tool if your Engagement plan is right in place.

Focus on generating content around the information related to the UAE expo 2020, this can result in increased traction for your social handles, and help you gain a better reach. You can also focus on Email marketing, reach out to your existing customer base via email, it is completely free of cost and you might just end up making a sale. LinkedIN is emerging as another effective platform for brands to connect with their audiences, many brands are already out there communicating to their audience about the UAE Expo 2020. Look at how Swatch has started with a Video marketing strategy which highlights their new product and uniquely announces their participation at Expo 2020.

Your communication strategy should focus on nurturing your existing consumer base and at the same time also focus on generating more leads by creating and curating engaging content across various communication channels out there.

The time is NOW!


That new product or a service that you’ve been waiting to launch for so long, and 2020 just brushed away all our plans just like that! Well, no more, especially when we have learnt to survive amidst a Pandemic. The UAE Expo 2020 has swooped in like a superhero and has provided us with a pool of limitless opportunities, it’s time we revisit our plans and deliver even better products/services for our audiences.

Trade shows are the best places to launch new products and services, as it provides you with an opportunity to connect with a vast variety of audiences. It’s time for you to look at developing a branding strategy around your new product or service, and create an effective visual language which communicates all the relevant information about your product or service.

Once you have the right Branding in place, it is time to plan your launch and create a hype around the same. Feature content which helps you create a build-up around your product/service, this will get your targeted buyer groups excited to meet you at the UAE Expo 2020.

Create an unforgettable experience for your visitor!


Once you are past the pre-planning stage, and you have got your marketing tools in place, it is time to also plan your presence at the UAE Expo 2020 . Now when you have secured the booth, and marketed your presence in the most effective ways, it is significant that your setup speaks your Brand Language out loud.

It is an opportunity for your brand to engage with potential leads and tell your brand story in the most interactive manner. Design your booth in a way that it complements the visual language of your brand, which means choosing the right colors, and décor products. You can also look at Video marketing and create motion graphics targeting the product/service you want to showcase. Make usage of print marketing by investing in designing a brand catalogue for your audiences, and keep it handy at your booth. To generate better one on one engagements, you brand can focus on activations by curating contests and planning giveaways. Product demonstrations can also prove to be extremely effective as it provides your audience with a first-hand interaction with your product.

Get Set Go!


Now, when we have our communication tools and right brand strategies in place. It is time for us to take action and make the most of this opportunity that has been handed to us. You cannot afford to lose out on such a vast opportunity of growth for your brand. It is the best time for you to begin with crafting a plan of action and deliver an outstanding performance at the Expo2020.

Have something in mind? Let us take over and we will make sure your brand stands out at the Dubai Expo 2020! From brand consultancy to crafting the most effective Digital Marketing strategies, we’ve got you covered. We curate brand experiences like never before. Get in touch with Vowels, and get your planning and execution sorted right here!

Also Read – Smart Packaging Is The Future: Packaging Strategies of HUL, ITC, Red Bull and more

Smart Packaging Is The Future: Packaging Strategies of HUL, ITC, Red Bull and more



You can bring the customer to you but you can’t make him buy your product. Many brands do heavy advertising and offer sales promotions but still fail to reach the customer’s home/office. Why?


Because the truth is that even if you have lured the customer by fancy advertising or promotion schemes, if the product fails to look good at the point of sale, all the heavy marketing investment goes to waste. If your marketing plan was incredible, the promotion offer was undeniable but your packaging was awful and unprofessional, all the previous hard work of your marketing team and investments serves no good.

So how do we make all those marketing investments worthwhile?

The customer attention span is as short as 10 seconds and if your product fails to stand out and grab his eyeballs in that time span, you lose that customer and your competitor acquires him. The basic formula to get attention is to level up the packaging! Shape is the first thing which gets noticed by a customer’s eyes while scanning through a tonnes of other products. This is why MNCs always work with professional creative agencies to bring out the smart packaging that instantly hits a chord with the prospective customers. The creative agency ensures that MNC’s products outpace their competitors’ with strategically and technology driven packaging that is modern yet feasible.


Shape matters.

Packaging that makes you look responsible

Customers are increasingly shifting towards responsible brands. Hence, it is essential that your packaging demonstrates you in good light, portraying you as a responsible corporate. For example: If you are a technology company, a simple line like “for every purchase, we contribute 2 Dirhams to fulfill the dreams of underprivileged children in the GCC, KSA, Gulf Area.” is likely to bring in 10X more attention. This is what MNC’s have been doing for a long time now. Multinational Conglomerate ITC mentions on its packaging of select food and stationery items that a part of the sale proceeds will go towards water conservation and tree plantation.

Sustainable Packaging

With the world becoming more Earth-conscious and sustainable, many MNC’s are trying to gain customer’s confidence and attention through sustainable methods of packaging. For instance, FMCG giant HUL uses r-PET blister packaging (80% recycled packaging) for its products like Pepsodent Toothbrush. It also introduced refill packaging for detergents and oils which was received well by its clientele, thereby keeping the brand in good books as well as increasing its revenue.

Innovation + Research based Packaging

As a part of its incredible packaging strategy HUL also collaborated with Disney to design packaging for its product – Kissan Jam. They featured cartoons on the pack and gave their otherwise normal packaging a twist by creating a squeeze tube. Again a huge success! The point to be driven home is that innovative packaging works magic when it is in sync with deep behavioural study of target audiences. Just putting innovative packaging or even simple packaging wouldn’t create wonders unless it has been designed with precision and backed by research.


HUL’s Kissan Jam in collaboration with Disney.

Its success story proves that good packaging results in good revenues.

Packaging that embodies your brand

Take Red Bull for example. Although an Austrian company, its packaging is often credited for its ever-growing global appeal. It’s neither sold in a 12-ounce can or in a bottle, nor does it have similar typography to that of its peers like Coca Cola or Pepsi. It stands out with its consistent packaging. “Like its product, Red Bull’s branding campaign is sleek and small,” says Nancy F. Koehn, professor at Harvard Business School.


Consistent packaging wins hearts and costs less.

The idea of consistent packaging is incredible, especially when you are dealing with a melange of similar products. All you have to do is invest in a packaging guideline which shall take care of all your packaging woes, at least cost.

Leveraging Technology

With digitalisation and Internet of Things (IOT), brands are rapidly moving towards reducing costs and increasing customer convenience by integrating technology innovations in packaging. E.G: QR codes to directly reach on the shop page or on social media pages or radio-frequency-ID tags and near-field-communication protocols, etc.


Fortune 500 brands such as Coca-Cola, PepsiCo, and Amazon have been using packaging incorporated with QR Codes. After using this packaging, these brands have observed a huge increase in sales and ROI.

What’s your packaging mantra and how do you plan to achieve it?

Taking inspiration from the brands and trending ideas we have discussed above, what is the kind of packaging you aspire for your brand? Would you want it to be created after studying the target audiences or would you go with generic packaging? Should your packaging be technology-integrated for high customer convenience? Like Red Bull, should your packaging embody the product inside? Would you work with professional creative agencies to create an exclusive packaging for your brand or go with generic packaging by common vendors which serve thousand other brands like yours?

Smart packaging or stale packaging — what’s your pick?

Also Read – Thinking About Redesigning Your Logo? Here’s How You Know It’s Time

New Startup, New Look, Now What?



Being an entrepreneur and building your own company is thrilling. Your heart thumps with excitement when you think about the business model and strategies backing it. Adrenaline rushes through your veins when you pitch the investors and your heart skips a beat when you think about the future possibilities of your idea that is now up and running. But your idea meets reality when you start to market your product. In this oversaturated market, grabbing the attention of your potential customer is a luxury. It is heartbreaking to accept that someone is better than you or worse, people don’t care much about your product. This phase is not permanent rather a reality check and a chance to gather your wits together.


Normally, young leaders delve headfirst into marketing by hiring a team and increasing the budget, however, the problem lies not with marketing but with branding. Assuming that brand is only skin-deep and the presence of a flimsy logo on every channel is enough is one of the biggest blunders that an early startup can ever make.

A flawed branding can tank hundreds and thousands of rupees, sending panic waves across the company. But when done right, it can make an instant connection with your audience and stir emotions like no other, your golden egg-laying hen, if you wish.

In this article, we will discuss some branding lessons that can save you a lot of anxiety-inducing, sleepless nights.

Logo Is Important But Not Enough

Looks are an important part of branding, especially when it is a startup, as it is their first introduction to their audience. The visual elements like logo, colours, typography, and imagery contribute towards creating an identity. However, plastering your logo on every channel is not going to be enough. Just as visual elements create a persona, intangible elements like copy, tagline, sound, and social media breathes life into the caricature, making it a living entity.

A logo might be the face of the brand but rarely does that account for success. A startup needs to have a solid brand identity system consisting of brand guidelines to form a strong marketing strategy and even stronger customer retention value.

Work On Your Story

Every successful brand is backed by a great story. For any startup founder or business owner who aspires to create a successful brand, you must sell your story.

One of the major setbacks about a startup is that it may not be instantly recognized, building a story will help you get etched in the memories of your customers, creating a personal connection.

Always remember that a good company sells products, a good brand, sells an experience.

One of the best brand stories is of Old Spice. The basic premise of Old Spice is not that it will transform an average man into a perfect man rather they focused on making an average man ‘smell’ like a perfect man.


If You Have It, Flaunt It

If your startup has a USP that has the potential to be a thought leader, make it a fuel that drives your brand strategy. Similar to Apple Inc. whose ‘think different’ ads made them the thought leader of the IT industry for decades, we recommend you leverage the value of your idea, create a content strategy to cultivate a position of a thought leader in your niche.

In this overcrowded world, it is hard to find a thing that has never been done before so if you are going against a dominant competitor, do your research, find the loopholes or area for improvement and strategically place your product as a solution. Self-awareness about your market, products, and competitors is crucial for such an evaluation.


Know Your Purpose, Influence More People

While developing a branding strategy for a startup, it is important to realize that every element of brandings such as logo, colours, fonts, designs, and copies contribute towards creating a position. Behind every solid position is a purpose.

In layman’s language, a brand purpose is a reason a brand exists beyond making money. One of the common mistakes that a startup makes is that they dive into marketing without having clarity about the products they are developing or who their audience actually is.

How do you find your purpose? By asking a simple question: ‘What’s the one special thing only you can do that your customers will miss out on if you never existed?”

Example: Airbnb promises you an experience of ‘living like a local’ everywhere you travel. Their purpose is to give people a chance to get a taste of life in a different city/country.


Go Beyond Obvious, Create Brand Environment

By this point you have gained a significant insight about creating a unique visual and verbal story – now is the time to accumulate your knowledge about your product and the persona you wish to show through the brand and integrate it with your business objective.

The point of creating a branding environment is to reach your target audience through a synchronized message across all channels. Popularly known as a brand guideline, creating a brand environment is focused on your purpose, goals, and size of the company. It is the comprehensive guide that helps you choose from stock photos to the icons on your website, colours on your design to intangible elements like the voice and tone.

Your brand is a powerful tool that can help drive your startup’s reputation and foster customer loyalty—but only if you believe in it. Branding for a startup isn’t easy but linking deep knowledge about the product and industry with visual and verbal elements will make it look more aligned.

In the end, the purpose of branding and brand strategy is to tailor the best experience for your customer and develop a sense of preference and familiarity within your desired target segment.

If you are a startup wishing to build a brand or someone looking for a fresh start, rebrand your own business whether it is a logo design, a website design, tailored messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Contact Us

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Also Read – Packaging: Creating An Impressive First Impression of Your Product

Packaging: Creating An Impressive First Impression of Your Product




The  world still judges the book by its cover. Exactly how the world judges a product by its packaging.

With competition rising by the day, it’s becoming necessary to leave a strong impact on the customer’s minds and packaging is the primary way to do that. To make the customer interested in what’s inside, it is important to first make him interested in the outside.


While you are relying on your vendors in China for product packaging, your competitors are working with professionals and creative agencies to create superior packaging for ensuring maximum product sales. They are working to create packaging that sets the brand apart; packaging that grabs eyeballs and attracts new customers.

What you get from Chinese vendors/freelancers VS What you get from agencies?

If someone truly trusts in their product, they’d invest in its packaging, whatsoever.

Packaging is the first impression  of a product and as they say, the first impression is everything. In today’s day and age when things and minds are changing fast, your product can easily get lost if it fails to stand out in the first glance.

Yes, sure ordinary packaging is low-priced and may seem attractive but in the long run, it fails to bring you the right customers. Mostly, low-priced packaging is done by vendors catering to 1000 other businesses like yours or it is done by freelancers found on the internet who you can’t hold accountable. This kind of packaging lacks quality, aesthetics and a personalised touch — thereby letting the customers move to other products which made a more solid first impression than yours through their packaging.  The pain-points of someone dealing with Chinese vendors or low-budget freelancers is unprofessionalism, delay in delivery, sub-standard quality, run-of-the-mill design and the list goes on. Most importantly, the packaging loses human connection and that is EVERYTHING. What happens in this case is that the product is packaged just so to complete the order you have placed with the vendor.

In contrast, imagine when your product packaging is created with an aim that the product becomes a rage in the market, that it hits the market with a bang! After the conceptualisation of the product, an intensive research is carried out by the creative team to find the product’s target audiences, competitors’ packaging, and an array of other sub-variables to ideate  the packaging that uplifts your product and brand image in the customers’ minds. This is followed by the last stage of packaging which envisages final mock-up design, prototyping, etc. 

Unique Packaging VS Packaging Guideline

Unique packaging refers to a product-specific packaging which is created for a particular product keeping in mind its functionality, safety, observing the psychological behaviour of its target audiences, studying the competitive packaging models, demographics, distribution model, etc.


A packaging guideline, on the other hand, is a brand-specific document with a particular set of guides related to logo placement, typography, brand colours, product photography style, etc. A packaging guideline ensures consistent packaging across different product categories. It differentiates the brand from its competitors, thereby making a product easily identifiable on shelves and also making it easy for the customer to identify your brand’s products the next time he comes shopping and for repeated sales. In simple words, packaging guidelines are a collective set of packaging rules to be followed across different product categories, thereby making the brand packaging identifiable and consistent. It is known to positively influence purchase decision-making behaviour and create competitive advantage in the long run.

Your packaging decision depends on who you are

If you are a manufacturer or seller dealing with ‘limited but exclusive’ products, you should be opting for exclusive and unique packaging — packaging that is tailor-made for every product. The packaging of a unique product needs to be just as exclusive and unique. So, in case of less products, bespoke packaging is what you shoup opt for.


If you are a manufacturer dealing with bulk products, a smart decision would be to avoid unique packaging for all products as that would lead to  heavy packaging costs. What is best in the bulk product scenario is to opt for a ‘packaging guideline’ — it would not only ensure your brand packaging is consistent but also edgy and competitive.


Investing in the packaging of your product is ultimately investing in your branding, which ultimately leads to continued patronage and ever-growing clientele. The mantra is out and clear: Better packaging = Better brand image = Better product success.

Also, if the inside of  a product is awesome. Why should the outside stay behind? Take your time to choose the perfect packaging method for your products. Take a note of your budget, the number of products you have and make an informed decision. The only thing to not do is to do ordinary things which lack heart and soul.

PS: Packaging embodies the brand. If your brand is unique, so should be the packaging.

If you have been planning to get packaging done for your new product launches or simply repackage already existing products, we’ve got you covered. If you are working on a new startup or rebranding an existing one, look no further for all your branding needs. Whether it is a logo redesign, a website redesign, powerful packaging, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.