Five ways to successfully packaging design
Five ways to successfully packaging design
2012-02-07 Packaging Digest
Five ways to successfully break the rules in packaging design
Rapid commoditization of products in every category. Customer churn. The economy a roller coaster. All moving at Mach speed. It's enough to make marketers crazy.
If a brand is edgy to begin with, if it's a forward-thinking trail blazer with a Type A personality, daring packaging is in total alignment with the brand's values. Think HEXBUG and the packaging that showcases these unique toys. These colorful, micro-robotic, remote control operated creatures appeal to kids' imaginations as they come to life under their command. The hexagon shaped package structure refers back to the brand, while allowing product to neatly interlock at retail. The thermoformed dome works in conjunction with the paperboard base to glorify and display each HEXBUG specimen. Perfect brand alignment.
If a brand is all about sustainability, evolutionary packaging is the norm. Think Seventh Generation's Natural 4x Laundry detergent in unique recyclable/compostable bottle. It's made from 100 percent recycled fiber. The entire package system: fiber bottle, inner pouch, spout and cap uses 66 percent less plastic than a typical 100 oz laundry bottle but delivers the same number of loads! With this ground-breaking new packaging, Seventh Generation has raised the bar on sustainability without losing any equity in its brand.
If a new brand or co-branded product is being positioned in a heavily SKU'd category with a lot of similar packaging, doing the unexpected keeps it from becoming a commodity. What has more SKUs than the snack category? How about a product and package that leverages the Kellogg's and Lego brands in perfect harmony? Package artwork depicting larger-than-life iconic Legos on Kellogg's Legos Fun Snacks appeals to kids and parents. How smart is it to fashion the product into the Legos shape to reinforce the strength of the brand? The entire concept speaks of value, wholesomeness and a marriage of two trusted brands.
Brand managers can have fun with this concept while creating enjoyment for consumers. Coca-Cola and Pepsi have both indulged in artsy packaging for short periods. Some of it retro, some of it daring and cutting edge; all of it sparking commentary from packaging experts and consumers alike, pro and con. Think about the new Diet Coke can with uber-sized brand identity splayed across the can in a unique manner.
Kimberly-Clark elevates seasonal packaging with its Kleenex tissues. Who can forget the watermelon and fruit wedge boxes of last summer? The ice cream scoops with waffle cone designs this year? Tissues are a basic commodity, so how to elevate one brand over the competition? Kimberly-Clark gets it; consumers will maintain Kleenex as the category leader with hot sales on whimsical packaging like this. Not to mention social buzz.
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