Taking risks with your packaging and stepping outside of category norms are scary brand moves. Playing it safe with design and messaging may feel comfortable, but what brand has ever created an impassioned, excited following with a middle-of-the-road strategy? Think about this:
In 2012, popcorn brand Boomchickapop defied food category convention—and buyers’ top request of wanting to see the product—by launching in a colorful opaque bag without a single bit of imagery. The design choice, encouraged by creative agency mono, was a risk, but the brand is now a category leader.