Trends are a reflection of how people behave, how they live and vice versa.
One may believe tech-based products like smartphones & AI assistants are changing the way people live. But there is as much change happening in their lives through humble packaging design. In times of extreme actions and judgments, it is believed that design becomes prettier. This actually is happening.
There are certain things individuals look for before buying foods, beverages, personal & home care products nowadays:
• Game Changers
Technology-based enablers are bringing some change too. The biggest change is in the way packaging can enable customization of every consumption experience. Technology & insightful design makes it possible to have small batches, personalized messaging or even controlled release of ingredients. Eg Kolibri (Japan) beverage bottle allows consumers to control the amount of sugar they want in their drink.
Recent advancements in automated packaging lines are not only more efficient, but also adaptive & flexible. They enable personalized packaging with individual names like the Coke cans & bottles from “Share a Coke” campaign.
• Studio Sampler
Elephant helped develop a brand of Indian ethnic drinks that was based on nostalgia, aptly named “Paper boat”, taking one back to the good old days of childhood when life was simple and full of optimism.
Doy packs seemed a more sustainable choice against bottles, cans or cartons. The shape was designed to feel like squeezing a fruit and easy to open cap was inspired by paper boat itself. Graphics were simple and represented an uncomplicated, delightful world.
The incredible part was that the brand refrained from using mass media for a couple of years. ON-the-shelf packaging did all the talking. And in less than five years, the brand made it to the top position in single-serve beverages, won many awards and also made it to the list of buzziest, most promising brands from India.
This is an interesting example because it aligned with all the five reasons for engaging with a brand and was created well in time to be able to ride the wave successfully.
For designers & consumers who don’t like to be cookie cutters, personalization and customization possibilities are like a boon. The only limitation would be ideas, which one is hopefully never short of.