This blog post came naturally to me after I was given a bar of chocolate. Not only did it taste amazing (ginger and dark chocolate with a hint of citrus, for those interested) but its wrapping was fantastically stylish. I loved peeling open the thick paper and cracking off a square. Now I will be buying this particular brand for all my chocolate loving friends.
With this in mind, this post is simply about presentation and the fine art of packaging.
Have you ever received something and thought “wow” before you have even opened it? Maybe it was a lavishly wrapped present or a special delivery…
I’m talking about the cardboard, the packet and the label on the product. Also, the box they are delivered in, the packaging note and the details.
Here are some examples of good branding and packaging:
1. Selfridges. Modern, sleek and clean in design – their exact brand shade of yellow is even incorporated into their tissue paper and sealing stickers.
2. Charbonnel et Walker. I received a huge box of these luxury chocolates on Valentines Day. I remember the anticipation of untying the bow on the massive box, sliding open the lid and pushing back layers of light tissue paper. I was hit with a delicate waft of chocolate smell and then the beautiful mini boxes of chocolates were revealed. It was almost ritualistic and I enjoyed the experience of opening them nearly as much as the chocolate.
3. Fortnum and Mason. The packaging for a simple gift card says it all really (left). The shade of green and the font are quite minimalistic but traditional and iconic, like the brand. They have gone to the trouble to ensure their simplest products are presented with care and attention.
4. Kate Spade. This fashion brand is known as playful, fun and quirky. Even the packaging has little quotes and sayings printed on them to make opening up the box an enjoyable experience. Notice the gold polka dots inside the box, a branded sealing sticker inside and logos on the outside.
It isn’t just premium brands that take care with their packaging either. Shoe brand Iron Fist, offer alternative shoes and are quite cutting edge and trendy with a high street price tag. They send every box with a packaging note including the tag-line “Made with love, for a heartless world”. Quite dark, I will admit, but perfect for the young, cool (and at times cynical), target audience. It embodies their philosophy and demonstrates that Iron Fist share their customer’s mind set, values, and basically that they understand their customers.
Innocent Drinks are another prime example. They use their packaging as an opportunity to showcase their company vision and their USPs. All of this is written in their recognisable fun and friendly way.
These brands aren’t purely functional in their packaging. They also think about communicating their message by way of aesthetic and experience of opening their product. Yet, it is more than elegant paper and cute prints – from the box to the label, the brand have kept the packaging in-line with their brand. Fun, playful, eclectic, extravagant and indulgent or cheeky – they have made sure their style is incorporated from the moment the item is picked up. Colour, words, images and quality of material all go into packaging decisions.
Take a look at fashion brand Ted Baker‘s packaging for an online delivery of clothes:
The trick is in the details, notice their tag line inside the box and their sealing sticker that also expresses a message. These are little opportunities to leave your mark, reinforce your message and leave the customer with a memorable experience of shopping with you…
Are you an online retailer or a high-street shop who does deliveries? Do you have an Etsy store? Or perhaps you eBay? Whatever may be the case, could you take the opportunity to surprise and delight customers with more than just your product? Your packaging is another opportunity. You don’t need to spend heaps of cash on slick designs for boxes, expensive tissue paper or wrapping (though it can help), even a hand written note could do the trick.
I hope you have found this blog post about packaging helpful. If you do packaging perfectly, well-done and do share the love – Tweet me or message me on Facebook and showcase.