"Every year scores, if not hundreds of new products are launched carrying the hopes and dreams of their creators. Those creators range from brand and product managers in multinationals to artisan producers for whom it’s the culmination of a life-long passion.

Sadly, statistically speaking, most are doomed to disappointment. Only a fraction of new product ideas make it on the shelf, and only a fraction of those succeed once in-store or online.

At Brother Design, we’ve taken many new products to market from all sorts of businesses. And almost without exception, they’ve been successful. Brands like Farrah’s, Tasti Foods and other businesses big and small have trusted us to give their products the edge they need, succeeding in the face of fierce competition and stringent listing practices. We’ve learned a great deal about what it means to be market ready, and we’ve counselled many would-be clients on their ideas without so much as moving a mouse when it comes to design.

Because here’s the scary truth: a new product idea can fall over at any stage of its genesis. Only by understanding a market opportunity in depth, and doing every single thing right, will a new product qualify as being market ready. 

Of course, our primary skill is in design and that’s where we add the most value to a brand’s market readiness. As the saying goes, there’s no second chance to make a first impression. And whether that’s in a presentation to your desired distribution channel or when your product sits alone on the shelf, it’s the quality of design that makes that impression.

Successful design brings immediate rewards. We’ve seen it time and again, where sales shoot up overnight as new designs go on the shelf. Take the likes of Farrah’s wraps: a stunningly good product whose potential was unleashed by clever design. Such success is built not just on the style of the packaging but on a thorough understanding of the market that a product enters. It’s something we manage using an efficient, proprietary process and it makes all the difference in the world.

If market-readiness is your focus, there’s a lot to consider on the journey. Investing in quality design, however, is a must."

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