Monthly Archives

August 2022

Package Design. Party in the front – business in the back

Wow. That’s a great looking package.

Packaging is like the unsung hero of the retail world. It plays a vital role in the industry. Packaging isn’t just about wrapping a product; it’s a powerful tool that can make or break a brand’s success. Example: POM pomegranate juice would have never been the success it is today if it hadn’t done two things: use a unique bottle shape AND identify itself as an “antioxidant superpower”. Read an interesting article about Pom’s strategy here.

A Hot Package Success Story

If that package success story is too vintage for you, maybe you’re familiar with TRUFF hot sauce? “Truff differentiates itself in several ways, beginning with its trademark truffle flavor, as the name suggests. “That not only helped elevate the brand and the flavor profile, but it allowed us to really separate ourselves from anything that had been done in the market before,” per co-founder Nick Guillen.” Ok, yes, the truffle oil is total luxury – never been done before in hot sauce that I know of.

But that bottle! The real difference for me is the bottle, the bottle cap and the label design. First comes the bottle, then comes Oprah. I didn’t realize until I read this article though, that their strategy was built on a social platform first. I’m going to talk about that in another post where we will look at brands started on social… I’m talking about you Black Rifle Coffee.

Packaging is for Protection.

You can see that from a practical standpoint, packaging is crucial for protection. It shields products from damage, contamination, and environmental factors, ensuring they reach customers in perfect condition. It’s the essence of packaging’s importance.

Packaging is for Branding.

Packaging is also the face of a product. It’s the first thing customers see on store shelves or online listings. A well-designed package can turn a mundane item into a must-have. It communicates a brand’s identity, values, and story, creating a connection with consumers. Think about how a unique and visually striking package can make a product stand out in a crowded market. Let’s party!

Packaging is for Information.

Business in the back. Packaging serves as a practical tool for information dissemination, with labels providing details like ingredients, usage instructions, and compliance information in various market spaces. It’s the unsung storyteller, protector, and communicator that plays a pivotal role in a product’s journey from production to the hands of delighted customers.

Package design is big business. If you have a product to take to market, make sure you hire a professional package designer!