August 29th 2024
The role of your brand identity in packaging development
Packaging is a powerful communication channel for your product that can convey your brand identity directly to the customer. Your packaging should therefore not just be seen as a practical element, but as an important part of how your brand is perceived by your customers. In this third blog post, we will dive into how your brand identity can and should influence packaging design and choice, so that it not only reaches your target audience, but also reinforces your position among your competitors.
Brand identity as the link between product and customer
Brand identity is more than just a logo or color palette; it’s the essence of what your company stands for and how it wants to be perceived. Your packaging should reflect this identity, whether it’s cosmetics packaging, personal care packaging or pharmaceutical packaging.
Your packaging is often the first physical encounter customers have with your brand, so it’s crucial that this contact feels authentic and in line with the image you want to create. This can be through a luxurious and stylish design that reflects the exclusivity and quality of your brand or a more minimalist and functional look that signals the reliability and simplicity of your brand.
Brand loyalty and alignment of expectations
While your brand identity should shine through in your packaging design, it’s equally important to keep customer expectations in mind. Customers increasingly expect the products, and therefore the packaging they encounter, to not only meet their functional requirements, but also align with their values. This can be anything from a desire for sustainability to user-friendliness or affordability that must be recognizable in the packaging. When the customer sees a connection between your brand identity and the design of the packaging, you create a relationship with your customer that strengthens customer loyalty to your brand over your competitors’.
Packaging as a strategic tool
By integrating your brand identity into packaging development, you can not only attract the right target audience, but also differentiate yourself from the competition. A strong brand expression through packaging can be what makes a customer choose your product over another. Through our design and development process at Packwise, we work closely with you to ensure that your packaging promotes your brand identity through unique design and material choices that match your customers’ expectations.
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Are you ready to let your brand identity shine through in your packaging? At Packwise, we’re ready to help you create packaging that reflects both your brand and your customers’ values. Contact us today and let us take your packaging to the next level.
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Plastic problems
Ocean waste plastic is made from plastic waste from the ocean. It has a lower carbon footprint than virgin PET. The material is shatterproof, ensuring hygiene and safety, and can be used for food and drink. Using the material saves raw materials, reduces waste and creates a better environment.
Why use a cream jar?
The difference between primary and secondary wrapping
What is the difference between primary and secondary wrapping? Primary packaging is in direct contact with the product, which secondary packaging is not. Secondary packaging is therefore the outer packaging, which can be of many different materials, shapes and sizes. It can serve different purposes. For example, it can protect the primary packaging and thus the product. In addition, it can bring together several products in one box. These boxes help to give the consumer a feeling of exclusivity, as it is an added luxury to have the products neatly packed in a box. This way, the products are protected while being collected in a nice box. At Packwise we have developed several high quality boxes in good materials. It’s a way to spoil your customers a little extra.
If your secondary packaging is a box, the consumer may end up using it for decoration, storage or something else entirely. If you want your box to end up on the consumer’s shelf rather than in the bin, try to create a design that they will want to keep on display. It is therefore important to think about how you can get the consumer to keep your secondary packaging once the product has been used. Your box should be aesthetic and functional, thus persuading the consumer to keep it. So if you hope your customers will use your secondary packaging for storage or other purposes, you should consider this when designing it. A good example is Apple’s gift box, which, with its stylish design, has won a place on many consumers’ shelves rather than in the bin. See examples of jewellery box designs in our blog.
Gosh
Several brands in the cosmetics and personal care industry are running Christmas calendars in the run-up to December. Examples include Clinique, Makeup Revolution and Clarins. Other brands produce a limited number of products in specially designed Christmas-themed packaging. Such Christmas collections can be found, for example, at the cosmetics brand M.A.C. Cosmetics, which has various collections throughout the year. The collections consist of their standard containers, which are always to be found in their range, as well as some new containers. The collection has an overall theme that influences the design of each product. So there is an overall interaction that makes the products belong together. As there are limited numbers and the products come in an exclusive design, the products often sell out before December is over.
One of the world’s leading beer companies, Carlsberg, has replaced the traditional plastic packaging for 6-packs with a sustainable alternative. Snap Pack holds the beers together using recyclable glue, reducing the carbon footprint by reducing the risk of plastic waste. According to Carlsberg, plastic use will be reduced by 76% compared to previous multipacks. This means that 1200 tonnes of plastic will be saved annually once all 4-, 6- and 8-packs have been converted. Carlsberg is committed to making a difference in reducing plastic waste. At the same time, the initiative is in line with the growing focus on sustainability, which has led consumers to demand sustainable alternatives more than before.
LØS market is a 100% organic and packaging-free shop that offers the consumer a green purchase. All their products are sold in bulk, which means that LØS market does not bother unnecessary waste. As an alternative to the disposable packaging in which much fruit and vegetables are packed, we offer LØS market packaging that can be used again and again. They have organic cotton bags, glass jars and patent bottles. For the jars and bottles they have a deposit system. LØS market is one of the companies that has taken up the fight against over-packaging.
Instead of simply making packaging more eco-friendly and less environmentally damaging to dispose of after use, packaging designers are now wracking their brains to devise easy ways to recycle used packaging.
Less is more
Cosmetic packaging
Airless packaging is used for products that needs protection from contamination from the external environment. Examples include skin care products, such as face or eye creams, or other beauty products. In addition, it can also be medical products. Once the product is placed in the air-free packaging in a sterile environment and closed with the correct closure, the bottle becomes impossible to open without breaking it. Thus, both the consumer and the manufacturer can be sure that the product has not come into contact with the external environment. Since airless packaging protects the product better, it is possible to use fewer preservatives. It is also easy to recycle air-free packaging, as it is usually made of many different types of plastic. This makes it even more appealing to consumers who are interested in more environmentally friendly solutions.
No product waste
If the consumer is going to choose your product to display in the bathroom, your packaging needs to be visually appealing. We’ve chosen