- trends
- packaging
- Design
The one with the design that lasted decades
Visiting friends at their vineyard in the New Forest recently, I was reminded of a wine label project my old agency worked on over 25 years ago.
My friend dug out the original concepts and there it was. The winning design, from an internal competition, stood out head and shoulders above a strong set of work and it’s still proudly featured on their wine range today.Fast forward and my current agency, ALL Creative Branding, has been working on a hayfever treatment pack that I design directed many moons ago.
The pack design? The brand assets? Untouched. Still going strong.
We’ve evolved the brand world to fit new channels, but the original visual equity remains untouched, saliency achieved. That’s value for money.
It got me thinking: how often do we, as agencies, consider longevity when pricing our work?
Because let’s be honest, billing by the day or by the hour doesn’t come close to reflecting the true value of distinctive brand assets that keep delivering for decades.
The subject of pricing came up this week at the
Agency Hackers Super Summit. Keynote speaker Mark Ritson drove home the need for agencies to rethink their pricing models to reflect what clients are really paying for and are prepared to pay for.Not just hours logged. Not just studio days. But the lasting effect of a solution that pays back for years and sometimes decades.
Back to that hayfever brand. By my reckoning, it’s cost the manufacturer just £3.98 a day over its lifetime… and still counting down.
Now that’s a bargain.
Special thanks to Polly Hamm for the original design work.
