Product ranges
A family of products that can be read at a glance on the shelf.
Product range design organizes varieties, formats, and tiers under a single system. Each reference occupies its place, and the product hierarchy guides the shopper's gaze, from the category to the exact product. A well-constructed range scales with order: it accommodates new flavors, sizes, and editions while maintaining coherence. At Baud, we design families that are self-explanatory, encode variety logically, and sustain portfolio growth at the point of sale.
A well-designed product assortment works on the shelf
A range is the level where the packaging design it stops being an isolated piece and becomes a system. These six levers turn a set of references into a family that the buyer understands effortlessly.
Legibility
The buyer recognizes the brand from a distance and locates its variety in seconds.
Hierarchy
Brand, line, variety, and format are ordered by visual weight. The view travels from the general to the specific.
Scalability
The product line accommodates new references without redesigning the assembly. The system leaves spaces planned for growth.
Manifold coding
Color, icon, or name distinguishes each flavor or version with a stable and memorable rule.
Coherence
All references share a grid, typography, and tone. The set reads as a family.
Tiered differentiation
Each level (access, premium, edition) is distinct and maintains the family resemblance.
Signs that the product line is asking for a redesign
- New references have been added without a common criterion and the range looks like a collage.
- The buyer gets confused by varieties or formats in front of the shelf.
- The premium brand and the entry-level one are so similar that they compete with each other.
- Each launch requires redesigning the packaging from scratch.
- The portfolio has grown, and the hierarchy is already distinguished with effort.
- Retail demands a system that organizes flavors, sizes, and editions.
From portfolio to system
We designed the range as part of a broader assignment like brand consultant, and we coordinate the visual system with the format and the material, the field of structural packaging design.
Portfolio audit
We map references, varieties, formats, and levels. We detect overlaps, gaps, and cannibalizations.
Range architecture
We define the hierarchy: what separates one line from another and how each variety is encoded.
Visual system
Grid, color, typography, and iconography that the entire range shares and that supports growth.
Growth rules
A manual so that every future release fits within the system.
We are reorganizing the Figuero portfolio towards a more premium positioning: each wine occupies its level within the family, and the range hierarchy gains height. That move towards the premium segment is allowing it to grow.
Gamas that organize real portfolios
From mass retail to premium packaging, we design product families that grow with logic. We work on ranges for mass retail with brands like Carrefour, private label systems, and dermo-cosmetic portfolios like Farma Dorsch, where each reference finds its place within the family.
Large distribution with range system
We organize varieties and formats from a mass-market retail range so that the shopper can spot their preferred product at a glance on the shelf.
A private label with range architecture
We structure the private label wine range into clear tiers so that each bottle communicates its origin and the collection reads as a family.
Does your product line demand order and system?
About the product lines
What is product line design?
Product line design organizes a brand's varieties, formats, and tiers under a single visual system, so that the family is understood at a glance and grows in an orderly manner.
How does a product line differ from loose packaging?
A package resolves a reference. A product line defines the rules that all of them share: hierarchy, variety-based coding, and a common visual system.
How does a product line avoid cannibalization between products?
With a clear hierarchy between levels and stable coding by variety, each reference takes its place and the premium is distinguished from the entry-level.
Does the range allow for future growth?
Yes. We left planned gaps and a rulebook so that each release fits within the whole.