Changing the packaging of any spirits brand is not an easy exercise. Packaging is your main advertising tool, with its year long presence in bars but also supermarkets. It should convey the value of your brand, the history, the quality and should make your consumers proud. It becomes even more challenging when you have limited consumer research tools to help you make the right decision.
These are the key reasons as to why I contacted Skyne. Dutch by origin, just like Henkes, but also based in Dubai, with rich experience in working with brands sold in Africa; one of Henkes’ core target markets.
The challenge was enormous: to change the packaging design, giving it a modern outlook whilst respecting the brand’s core heritage. We had to elevate the premium look and feel, keeping it insync with the brand attributes, ensuring that the consumers were even more enthusiastic to buy the brand. The end design had to keep us ahead of the game against all competitors, enabling us to stand out form the crowd in the new countries and markets we decided to launch in.
– Commercial Director Lucas Bols