Branding and packaging design for Red Bull and the issues faced by FMCG brands creating masterbrands.

If you have invested time and energy in an instantly recognisable, master brand, it’s advantageous to use this navigational aid across the entire portfolio.

This consistency creates reassurance for your consumer and links the wider portfolio together.

It also ensures that your product looks like it is from the brand leader rather than one of the copycat discounters.

This inconsistency creates sub ranges and product lines that don’t seem as though they are part of the portfolio and so risks them disappearing into the background on the shelf.

A robust masterbrand serves as a beacon to reassure the consumer of their choice. If you have one, use it or risk losing out to the competition.

So, today, we're talking about the power of masterbrands and why consistency is key when it comes to product packaging across a brand's portfolio.

One of the best cases in point here Red Bull, and specifically how they seem to have forgotten that unique checkerboard identifier from the parent pack when extending the range.

Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?