Packing a punch in branding
In part six of Time Travel with Packaging, we explore how packaging elevates brand perception and becomes an integral part of the brand story.
Every object has a story to tell – from where it came from to its purpose, the passion behind it and so much more. Stories are captivating, evoking emotions and connecting us to people, memories, objects, and even brands. So, when a product tells its story via its packaging, the effect can be far-reaching.
Often a consumer spends more time handling a food and beverage pack than consuming the product inside. This makes the pack a part of their daily lives and an ideal channel to foster a connection with the brand.
Nostalgia rules
Nothing evokes emotions as much as memories. The Indian brand, Paper Boat that claims to package “drinks and memories” has shown how simple storytelling can cut clutter and capture the imagination of consumers. But differentiation with storytelling on packs is not new. When Toblerone came up with a new recipe for chocolate in a unique pack symbolising the Swiss Alps, the story of its origin didn’t need to be spelled out.
The winning combination of a product and its packaging telling one unified story helps create iconic brands, be it 100 years ago or today. And even though brand identity takes many forms, one of the more memorable ones remains visual identity.
A visual tale
Coca-Cola is probably the most overused example when discussing iconic visual identities, however, one cannot deny that it transcends geographies and generations so much so that the brand colours have even influenced Christmas imagery. Though not all brands can make this tall claim, visual associations of a product, often make a big impact in brand recall, especially when it is reinforced on all channels including packaging.
Think of an ice cream brand with blue skies and green grass and it is likely that Ben & Jerry’s pops into your mind as does Amazon every time you see a cardboard box with a smiley arrow on someone’s front door.
Making a mighty impact
Each aspect of packaging comes together to position a product in the right way. Mighty Pea, a plant-based milk alternative, showcases how to do this – standing out on the shelves in a SIG carton bottle with a vibrant story that you cannot miss. Each surface of the pack reinforces their messaging about a sustainable choice making these beverages top-of-mind for consumers, even those not in the plant-based space.
The power of packaging in creating a brand story is undeniable. And with technology taking away the challenge of limited space on packs, manufacturers are now elevating their storytelling using QR codes and even augmented reality. At SIG, we believe every product has its own story to tell and we can help differentiate your brand with our expertise in connected packaging and wide range of packaging solutions, from pouches to cartons.
In the next part, we will look back at all our time travel stories in the roundup of the series. If you have missed any of it, this is your chance to catch up by subscribing to SIGnals Update, our exclusive bi-weekly newsletter.
- October 06, 2022