Keep the distinctive elements clear
Decide which colours, shapes, type styles or other assets carry the brand identity. Give those elements a purposeful role when developing POS. A new campaign can bring something fresh without making the product feel disconnected from the brand people see on pack.
Make the proposition understandable
Recognition is only part of the job. The shopper also needs to understand what the product offers and why it may suit the occasion. Keep the main message specific and ask whether the creative supports it or competes with it.
Consider the retail context
A campaign is seen among price labels, competing packs and other messages. Review the work in that setting. The amount of detail that works on a product page may need a different hierarchy on a shelf edge or a display viewed from several metres away.
Build consistency across the journey
Carry the same central proposition through the pack, retail assets and supporting digital content. Adapt the layout to the format while keeping the brand and message connected. That gives each asset a clear place in the campaign.
A practical review question
Show the work without the presentation around it. Can someone identify the brand, understand the product and see what they are being asked to do? Use the answer to decide what needs simplifying or bringing forward.
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