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WILLIAM FOX MUNROE INC.
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Powerful Packaging
Over 35 years ago, William Fox Munroe took the opportunity to create
a powerful packaging presence for a well-known chocolate company--Hershey Chocolate. Today, they’ve grown from those roots in
confectionery to packaged goods in the health & beauty, home & garden,
and the many other product categories that make up their vast portfolio.
Focus
Unlike competing design firms, WFM is packaging focused. Their
expertise makes them smart, fast, cost effective and more adept than
their competition. WFM’s focus is on helping its clients think more
strategically about product packaging, and the latter’s importance to
the value of the brand. They’re involved with the overall branding of a
product very early in the process in order to help their clients create
and translate a particular brand identity to all of its packaging, advertising
and promotional pieces, including point of purchase displays.
Perspectives
WFM partner, Dan Forster says, “We constantly find ourselves working
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with and then competing against the biggest brand consultancies in
the United States. Certainly, bias exists with some clients that an agency
needs to be able to reinvent your brand image in order to design
packaging. But the opposite view also exists. Clients tell us, ”“We already
have a brand. Please turn it into powerful packaging.” Our philosophy
is simple. Form follows function. There is no such thing as a good design
if it doesn’t sell our clients’ products. We are in the business of design, and
everything we create must work in its natural habitat---the real world.”
Dedication
William Fox Munroe attributes much of its success to their dedication
to packaging and packaging support---exclusively, which sets them apart
from other firms. At the onset of a project, WFM conducts extensive
research into a client’s product line, its consumers, and competitors in
order to develop a sense of the current situation at retail. What’s going
on in the stores? What innovation are the consumer embracing and
what are they ignoring? They take a holistic look at the retail universe
and make recommendations on the best ways to innovate. Oftentimes,
they will create a list of competitors’ offerings and analyze them from a
strategic point of view, summarizing what consumers are buying today
to plan for future packaging and structural designs.
WFM also utilizes their research to develop a brand “feeling” for the
product. Their creative team explores all of the influences that a
consumer may have when they enter a mindset that may lead them to
your product. Is the consumer buying snacks that they love to eat or to
impress and entertain? They explore core desires, and present evidence
from different parts of the consumer culture that support them.
Leadership
How do they do it all? It’s all about the team at William Fox Munroe.
The WFM management team develops and sustains their leadership
position by engaging and supporting their most valuable and
differentiated asset: the competence, commitment and creativity of their
designers. They provide world-class experiences, environments and
outcomes for their diverse clients by developing relationships based
on service excellence, partnership and mutual understanding. And that’s
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how they’ve managed to make a giant wave in the package industry.
Growth
WFM was #16 in the Fast Company Magazine’s “Fast 50” in 2005. The
“Fast 50” is an annual list of the most innovative companies in the United
States. WFM has one of the largest design teams in the business.
Headquartered 60 miles northwest of Philadelphia, Pennsylvania, USA,
WFM has approximately 31 employees serving clients in 15 countries.
WFM provides design expertise in nearly every industry, including:
Confectionery, Health & Wellness, Beauty & Cosmetics, Nutraceutical,
Food & Drug, Gaming, House ware, Education & Learning, Software &
Technology, Home & Garden.
WFM can serve as a resource to help the client objectively evaluate
what’s happening with the consumer, in the marketplace, and with their
products. Depending on the client, and contingent on timelines and
budgets, they may employ a combination of observational analyses,
store visits, media reviews, Internet overviews, focus groups, mall
intercepts, and online research.
Design Check R
The first of its kind in the industry, WFM offers Design Check R ,an
intuitive research tool that receives accurate results in less time than
traditional focus groups. The online research tool designed to quickly
and accurately tests new products and package design by simulating
the retail experience online. Quantitative monadic research methods
measure consumer reactions quickly and affordably. Respondents are
asked to view a design for a limited period of time and then answer a
series of questions based on their memory of that product. The short
viewing window and focused questions make it one of the few research
tools that can accurately recreate the shopping process and capture
the consumer’s first impressions. We don’t ask for advice on art direction
or copywriting, rather, we find out if the product is creating the desired
impression. And if not, why? Design Check R can test up to three designs
to 1,000 consumers, with full results and directional recommendations
in about a week. It’s all done at William Fox Munroe---“Creating a more
compelling experience for the consumer at point of sale.”
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