Post by Sakky B.

Here's how to make your product stand out by removing, not adding. San Pellegrino replaced its own logo, and still owned the shelf. Instead of the usual packaging, they asked questions: "What food reminds you of home?" "Be right or be liked?" Perfect conversation starters for the dinner table. And underneath is Sainsbury's own-brand water shouting "Sparkling British Spring Water" in big letters. It has to. Nobody recognises it just by the shape of the bottle. San Pellegrino is distinct. The green bottle, the red star, the foil top, you recognise it straight away. But not every brand can do this. It takes time to build trust and recognition. Where have you seen a brand or product remove something everyone assumed was essential and come out stronger for it?