Think about the last coffee you ordered or snack you selected.
Chances are, you didn’t just pick that can, box, or bottle out of thin air. There was, maybe unconsciously, something about the packaging. Or perhaps you’ve heard the story behind the company. Maybe a particular color made you do a double-take. That’s branding, and ideally, it makes whatever you’re about to drink bigger than the can, box, or bottle it comes in. It’s also a science. Given the depth and breadth of options consumers have these days in food and drink, making a lasting impression is both an art and a prerequisite for brands swimming in a sea of choices.
More Than a Logo
Most people hear the word “branding” and instantly think about a logo or a slogan. Sure, that’s part of it, but it’s what’s only on the surface. The best food and drink brands know that their products are more than the sum of their parts. They are in the business of creating experiences. The way a bottle feels in your hand, the kind of words they use on Facebook, even the background music in an ad work together to make a lasting impression.
Coca-Cola’s red and white swirl. Starbucks’ green siren. These are icons we all know and love. More than recognition, the return customer turns to these brands whose stories they trust and love, always because of the careful experiences that these brands have designed.
The Sensory Connection
Food and beverage branding has an edge over most other industries — the sense factor. Taste, aroma, touch, and sound all impact how people remember a brand later on. The way a can of soda pops, inviting an instant surge of thirst when opened. Or the particular smell of fast food places that rings a bell, every single time. Smart branding doesn’t merely remind people about flavor; it creates sense associations, deepening a personal feeling and a lasting memory.
Storytelling That Resonates
Behind any great brand, there’s a story. It might be a story of tradition — a vineyard passed down through generations, crafting wines for over a century. Or it could be a story of innovation: a scrappy little start-up, turning the entire beverage industry on its head with new, plant-based concoctions. The story draws customers in, making them see that a product is more than just a series of purchases.
For food and beverage brands, the story usually involves community, authenticity, and purpose. When customers resonate with this story, they’re not just buying a product. They’re buying into an identity. These are consumers who see themselves, or at least the conditions they want to live under, reflected back by the brand they love.
Working with Branding Experts
Creating that kind of chemistry doesn’t happen by accident. Many brands elect to work with a food & drink branding agency in order to realise their dream. These agencies are experts in taking an idea and translating it into design, strategy, and storytelling that can get a cut-through in a crowded space. Whether utilising far-reaching creative narratives or hard-nosed insight from the market, they help brands to develop a personality that connects with consumers.
The Role of Culture and Trends
There are no monolithic brands. The current trends in wellness, sustainability, and cultural mood affect the way food and beverage brands build themselves. Why the sudden boom in craft breweries? Because it transcends taste: it’s about artisanal quality, independence, and community. In order to build resonance with the surrounding culture, brands need to reflect and contain it. If they do, copycats will have a more difficult time cannibalizing their share of the market.
Leaving a Lasting Impression
In the long run, the food and drink brands that stick with people don’t do so simply because they do a job. Sure, they quench your thirst or fill your hunger, but the very best become emotional touchpoints. They tell a story; they are flavorful; they are part of some deeper cultural context. Whether it be the package design, the way your kitchen smells, or the number of logos on someone’s t-shirt, these things all come together to inform who we are as people and how we’re behaving. If nothing else, the best brands seamlessly work their way into the rituals and habits of our day-to-day lives.