design

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.

The role of package in branding - Image 2

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.

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More we thought

marketing

Event Branding for NPOs

Funding raising and advocacy are the most common methods of NPOs to reach its target audience. For NPOs, whichever fields, events are always the keys. A successful event can share the vision, build consensus and attract sponsors to help the organization to go further. So is there anything to do with branding? In fact, to run an event as a brand can make it a long term business with strategy and creativities, such as naming, slogan, key visual and applications, just like what a brand possesses. For small-medium NPOs, with limited resources, event branding can elevate the image and influence.