Feb
27
2009
For Mars, green is the new pink
Mars Inc. is going green for Valentine’s Day. Its iconic M&Ms candy will appear with striking green-themed graphics in a promotional version starting next January.
I came across packaging design for a game. Packaging looking like Banana.
Packaging a game in what looks like a bannana.
Display even better.
Dip-N-Go convenience packaging for on the go and take out applications.
Feb
15
2009
I LOVE this name!
Graham Packaging Cells Up Its Life Science Bottle Design
Twinings is wrapping its Everyday tea products in NatureFlex, a sustainable and compostable packaging film offered by Innovia Films.
Award Winner packaging
Even tuna in cans can get a packaging makeover. Look closely “no drain” message is stated clearly on the can packaging.
Great packaging innovation. Corrugated chair and packaging all in one.
Feb
11
2009
Recently Tropicana made major change in its orange juice packaging. Several article were written about the successful rebranding of the packaging from a design standpoint. I’m sure they put a lot of thought and research into the new packaging but the question is what were they thinking? Consumers hate it.
My question is did they ever connect with their core customer before making the packaging design changes?
Several companies are now using the power of the Internet to reach out to consumer to help them make the packaging decision by asking for feedback. Both Nestle and Eight O’Clock coffee are reaching out with the specific intent of engaging consumers online in the process.
The New York Times covered Tropicana’s new packaging change and that got quite a bit of the feedback from their readers. Most readers were quite critical of the product packaging and the consensus was that the packaging was to a generic for a premium price.
Twitter users also came to the same conclusion. There were numerous discussions about the Tropicana new product packaging on Twitter (not sure why Kellogg’s isn’t there monitoring the Twitter discussions and weighing in). Most tweets complained that they could not find their trusted brand on the store shelves. Everyone with few exceptions felt the packaging was to generic and looked low end not upscale which is the message that Tropicana is trying to convey. Quite a few recommended replacing the straw (which might be a dated look but consumers like it )and that the orange be added back to the packaging.
Given that the outcome of this packaging makeover the question arises when should a brand make over their product packaging? How and what will consumer products companies do to keep from alienating their core customer. With the growth of private labels, branded goods are suffering. Was it Tropicana’s intent to look more like a private label or a generic brand?
I didn’t speak with them directly but in the New York Times article Tropicana expressed the fact that they were branded with the 100% orange to represent fresh oranges and no added sugar. I’m not sure how relevant this is to changing their brand but in doing so they may have alienated their core customer.
People shop by rote and look for what they have purchased in the past. If they can’t find it they move on. This is especially important with the proliferation of brands. Don’t confuse your core customer for once they make the switch to an alternative product they may never come back.
When considering a packaging makeover think about the expectations of your consumer. Changing a package esthetically might appeal to the “creatives” but what will it do to your brand? So before you do a major packaging makeover the wrong way be sure 1st that your consumer is connected to the new packaging image and message.
Old packaging
New non-descript packaging
Feb
10
2009
Chin Tang Paperware uses paper in creative new ways in products such as this paperboard “snowball lamp.” (Photo by Huang Chung-hsin)
Can you beleive Clearly Canadian is 20 years old.
Remember their 1st packaging took the industry by storm
Remember the 5 R’s 4 eco-friendly packaging: reduce, reuse, recycle, refill, repurpose?
Dial has begun shipping three new varieties of its liquid hand soap refills:
Feb
01
2009
Oil and air filters need updated packaging too
Updating 100 yr old branded packaging. Your thoughts on updating established packaging brands?
The new packaging contains the same amount of food, but the shorter, fatter design is expected to fit into pantries more easily.
KFC Changing from paperboard packaging to paper
A new look for paint packaging incorporating lifestyle branding
I like both of these product groupings of beauty products think Sophyto packaging more unique
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