By Emily Vernon, brand experience lead and consultant for Reckitt
FMCG brand design is not renowned for its humor. Itâs good, solid, all “benefits and functionality,” and predominantly created for shelf standout.
But in the current global environment of uncertainty and frantic pace of daily life, consumers increasingly appreciate a brand that can bring a bit of joy or turn an everyday task into an uplifting moment. Good design doesnât have to be clean, tidy, and functional. Sometimes brands can afford to be a bit more messy, more ridiculousâmore kitsch, perhaps?
