Packaging: Design it and they will come
A package’s design is what consumers see first – make sure it’s the best it can be.
As consumers seek more sustainable and transparent packaging, brands are working hard toward appeasing them, as well as adhering to industry regulations and creating a package design that stands out on shelf. So how can you handle it all?
Many brands are looking to the public for design assistance now more than ever, in order to strengthen customer loyalty and at the same time, discover trends. And why not? It seems to be working. Take Stacy’s Chips. The chip brand’s “Stacy’s Stands With You” campaign was created to spotlight the voices and rally cries of the women’s movement and create opportunities for teen girls to achieve their full potential.
It created a whirlwind in design entries for three bags of its famous pita and bagel chips, pita crisps and pretzel thins. Stacy’s released nine bag designs inspired by posters and signs from pivotal moments throughout women’s history. The initial 8,000 bags were claimed in less than 24 hours. The campaign also provided consumers the opportunity to submit their own inspirational artwork for a chance to have it featured on a second release of limited-edition bags. The three winning designs were included on 2,000 limited edition bags.
Nestlé® Pure Life® and Crayola® teamed up to launch water bottles with labels created by children. The spring 2017 “Share-a-Smile™” campaign introduced a new collection of Nestlé Pure Life kid-friendly, 8-ounce water bottles featuring labels designed by children. The unique labels define fun with designs showing animals, family, outdoor scenes and activities, and more.
The package features the two grand prize-winning designs and some of the runners-up designs from the brand’s 2016 contest. During the campaign, Nestlé Pure Life asked parents to have their children draw what makes them smile for a chance to have their kids’ designs featured on some of the brand’s 8-ounce bottle labels, as well as a $25,000 scholarship and other valuable prizes. The 2016 contest received nearly 2,000 entries.
The bottles can be found year-round in most grocery stores and other retail locations.
Other brands have jumped on the state or team bandwagon for design work, hoping to hit locals in the “feels” – their emotions, or ties to their home state or team.
Budweiser has moved toward individual state designs to reach sports enthusiasts. The beer giant has launched custom packaging for 11 states with their namesake on Budweiser bottles and cans as part of the brand’s latest evolution of its iconic summer packaging. Available through the end of September, Budweiser’s newest look celebrates the states that Budweiser and its breweries call home. With each featuring custom copy changes as inspired by a local backdrop, including: “Budweiser” on cans and bottles being replaced with each state name; the center medallion “AB” monogram updated with state initials; “King of Beers” swapped to include each individual state motto; and “Anheuser-Busch Inc.” replaced with each state nickname.
Since 1876, Budweiser has been brewed across America and its new state packaging pays tribute to the 12 breweries that produce America’s No. 1 classic lager. The packaging will be specific to California (featuring two Budweiser breweries), Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas and Virginia.
Wine labels have hit a grand slam for major league baseball teams. Labeltronix (labeltronix.com) created the premium labels with MLB™ team logos. After a successful label printing for Wine by Design (WBD) on the National Football League’s Indianapolis Colts 10th Anniversary commemorative bottle, WBD, also the exclusive wine licensee for Major League Baseball, selected Labeltronix to print labels for the new additions to the 2017 MLB Club Series Wine Collection. The new MLB wines were created for the Yankees™, Brewers™, Pirates™, White Sox™, Red Sox™ and Indians™.
Each MLB wine label is uniquely crafted to maintain brand integrity, while adding certain elements to make them as irresistible to fans as their teams are and enhance the shelf appeal. To get the “special effects,” Labeltronix first identified the right labeling materials, such as Classic Crest and Bright White Felt, and added the appropriate embellishments in the printing process, which included foil or embossing. The wines are available online and at select retail outlets.
To keep on trend with package design, you can’t just stand out and expect it to magically work for the shopper. Keep true to your brand, answer your demographics’ call, and make sure the packaging is functional and as recyclable/sustainable as possible. This winning combination is sure to keep your product in front.