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Identical Packaging Is Not Cool
By: Justine Huffman
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All companies are not created equally, so their branding should contrast with others in their field.

Given the number of similar products sold by different vendors (e.g., Coke’s classic pop and Pepsi’s original soft drink), businesses must make every effort to distinguish their line of products and/or services from the competition.

SheaMoisture and Nubian Heritage didn’t get the memo.

Both enterprises used nearly identical packaging labels for their African black soap body washes. Both products have a black label with orange text in elongated containers with push-bottle caps. The bottle from Nubian Heritage has a translucent bottle, while the SheaMoisture bottle is transparent. Those are the only differences, aside from the company logos and text formatting.

Seems like a given to use black coloring on the label, due to the item name, but why didn’t either company do their research to avoid the twin branding faux pas? 

Here are some alternative label design options:
  • Reverse color scheme; orange background with black text
  • Illustration of the Serengeti with black outlined white text
  • Illustration of black-colored African continent behind a blend of common African cloth-patterned text
  • Mud cloth borders lining goldenrod background with royal blue text
The African black soap body washes by Nubian Heritage and SheaMoisture are high-quality beauty items that have been used by scores of consumers.

If either company intends to extend its reach to new buyers, they’d better head to the drawing board. Posthaste!

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About the Author
Justine Huffman is an indie author, poet, and graphic artist residing in Delaware, USA. When she's not unleashing her creative powers, she enjoys reading humorous fiction, dining at local seafood eateries, and daydreaming. 
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