The role of package in branding
From our previous article “Brand image design and execution ,“ we mentioned that a good brand image manages people’s expectation to the brand, just like a person’s image. Down to execution, package plays an important role in delivering, maintaining the brand image, and most importantly, differentiating the brand from other competitors.
Case Study 01
Fun in packagePaper box is the most commonly used mean for packaging. However, if you change the form, it adds values to the products and makes the brand more impressive.
- Malebranche Horohoro Chocolate
Different from usual paper box and aluminum foil, Malebranche Horohoro Chocolate in Kyoto puts chocolate plates between two bamboo sheets, and ties them with rubber bands which are designed from symbols in Kyoto. The specific cultural aspects are implanted in both products and packages to enhance the brand image.
- Luxerode cocktail
Unlike most luxurious wine brands, cocktail itself is a more fun category because of its vivid colours and presentation. Luxerode from New Zealand surprises the market with a series of “Ready to drink” by putting the drink in test-tube-like containers. The package also comes with a colorful tin box. It not only represents the brand’s personality but also match the features of cocktail.
Case Study 02
Behaviors in package
Another way you can work on package is to change the structure. By designing the package and people’s behavior to unfold it, you can definitely enhance the brand image.
1.GRAINS FOR A DAY
Korean brand Zip banchan worked with DaHye and Jeon to develop a simple but fun package for grain cookies. More than just a paper box, it is cropped with a hole at one side for consumers to take the cookies. Moreover, the window with cellophane at the front shows how many cookies are left. It is a good idea to echo with the brand’s name “grains for a day” and concept of simplicity.
2.Pistachios
Pistachios in a paper pistachio! Designer Maija Rozenfelde was inspired by the shape of such grain and put the vivid image in package. Opening the box is just like opening a pistachio, which creates more fun and attractiveness.
Conclusion
Sometimes package design is overlooked. However, a good package design will enhance brand image and customers’ experience with the brand. As a result, your brand stands out naturally and speaks for itself.
