{"id":9160,"date":"2022-04-19T04:53:55","date_gmt":"2022-04-19T04:53:55","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=9160"},"modified":"2022-04-19T04:53:55","modified_gmt":"2022-04-19T04:53:55","slug":"packaging-for-a-digital-savvy-world","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/packaging-for-a-digital-savvy-world\/","title":{"rendered":"Packaging for a Digital Savvy world"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9160\" class=\"elementor elementor-9160\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b89ea33 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b89ea33\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab60adf\" data-id=\"ab60adf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1efa801 elementor-widget elementor-widget-text-editor\" data-id=\"1efa801\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Packaging is an important moment of truth for a brand for many reasons.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">First, packaging interacts with the consumer on more than one occasion \u2013 once when they see the product on the real or virtual shelf, and then again when the product reaches the hands of the consumer. Second, packaging serves to drive awareness and consideration for the product prior to purchase. Finally, packaging can also enhance the overall consumption experience throughout the product use-cycle and hence also play an important role in driving repeats.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">However, the standards of what consumers will find interesting and attention worthy have gone up considerably in recent years. Today a brand needs to attract a consumer who is navigating through an ocean of choices and has a low attention span.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In such a scenario, there is a much higher onus on packaging to help a brand stand out from the clutter and capture consumer attention.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>So, what are some key considerations that packaging should deliver on to better connect with today\u2019s savvy consumers?<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><b><i>1. Packaging needs to be optimized to stand out both on-Shelf AND on-Screen:<\/i><\/b><\/p><p><span style=\"font-weight: 400;\">With omnichannel purchase journeys becoming a norm, brands today are often discovered online, regardless of the eventual channel of purchase. Hence, it is important to adopt online-first thinking in effective packaging design to optimize it for mobile screens- which is where potential consumers are most likely to interact with your brand for the first time.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In fact, it\u2019s a good practice to stress test the packaging on a standard mobile screen to ensure everything that the packaging intends to communicate is effectively conveyed on the screen. This will require the brand to rethink a range of packaging elements including colour combinations, text legibility and aesthetics, including art and graphics.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Second, for a time starved consumer browsing through a virtually infinite digital aisle, front label is becoming the new back label. It is important to arrest the attention of consumers in the first few seconds by placing product USPs right on the front of pack- concisely and aesthetically.<\/span><\/p><p><span style=\"font-weight: 400;\">Be it claims, authenticity or ingredient integrity, if it\u2019s consumer relevant, it needs to be told upfront, on the front label. Consider using devices like icons and call-out boxes to optimally utilize the front of pack space.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">An interesting example of this thinking is the packaging of D2C brands and a good case in point is Yoga Bar Muesli. The brand&#8217;s effective packaging design utilizes the front-of-pack real estate to talk about key ingredients, benefits and claims in an easy-to-read format, justifying its premium pricing and effectively capturing the attention of a health-conscious consumer:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b29df00 elementor-widget elementor-widget-image\" data-id=\"b29df00\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"593\" height=\"334\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-13.png\" class=\"attachment-full size-full wp-image-9163\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-13.png 593w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-13-300x169.png 300w\" sizes=\"(max-width: 593px) 100vw, 593px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a27066 elementor-widget elementor-widget-text-editor\" data-id=\"5a27066\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fa5bdb elementor-widget elementor-widget-text-editor\" data-id=\"5fa5bdb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>2. Packaging can be leveraged as a category disruptor and trial driver<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">In an environment where brand loyalties are falling and repertoire usage is becoming a new normal, it\u2019s important for brands to give their consumers talking points that can become an additional reason for brand preference. Thoughtful packaging can deliver these talking points.<\/span><\/p><p><span style=\"font-weight: 400;\">Incremental innovations in packaging that enhance product functionality or experience can become another reason to choose the brand. For example, inducing an aspirational element in packaging can up the premium quotient by several notches and can positively impact both brand perceptions and margins.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">For instance, Tuborg\u2019s ring-pull cap was a simple yet powerful packaging innovation that not only created a massive consumer buzz but also became a creative tool to bring alive the brand story through the line (\u201cOpen for fun\u201d). Another interesting example is that of Indulekha, a hair oil brand that added a comb applicator to its oil bottle for easy application, and this gave a major boost to brand trials.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f029ea1 elementor-widget elementor-widget-image\" data-id=\"f029ea1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"583\" height=\"316\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-14.png\" class=\"attachment-full size-full wp-image-9165\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-14.png 583w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-14-300x163.png 300w\" sizes=\"(max-width: 583px) 100vw, 583px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba0f098 elementor-widget elementor-widget-text-editor\" data-id=\"ba0f098\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Of course, when talking about disruptive packaging, it\u2019s impossible to not mention Apple.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Apple transformed packaging rules in the consumer electronics category with a packaging that made electronics items look like luxury products. They introduced the phrase \u201cUnboxing Experience\u201d to the otherwise staid and functional world of consumer gadgets.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e51cfe elementor-widget elementor-widget-image\" data-id=\"6e51cfe\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"574\" height=\"221\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-15.png\" class=\"attachment-full size-full wp-image-9166\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-15.png 574w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-15-300x116.png 300w\" sizes=\"(max-width: 574px) 100vw, 574px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe033a0 elementor-widget elementor-widget-text-editor\" data-id=\"fe033a0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>3. Packaging should deliver a shareworthy experience<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">The new age consumer thrives on external validation in the form of likes, shares, and comments. They want their every acquisition to add to their social coolness factor or give them social talking points. Delivering a share-worthy experience through packaging would not only elevate consumer experience but also go a long way in generating organic \u201cword-of-mouth\u201d around the brand. And in today\u2019s day and age no brand can afford to miss riding on the power of these unpaid, organic, and authentic endorsements.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Hence, the age of functional, cluttered packaging design is slowly coming to an end. New age consumer package designs need to be insta-worthy, designs that entice consumers to click pictures and upload them onto social media. As a result, modern design sensibilities like minimalism, pastel shades, or dominant colours that pop on screen are becoming an important part of the new-age consumer package design.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Further, brands have an opportunity to deliver a compelling packaging unboxing experience by ensuring that every part of the packaging- from primary to secondary- has a clear role to play. Enabling delightful discoveries through packaging can make it truly share-worthy.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">A case in point is the packaging of The Whole Truth bars- where every aspect of the packaging unboxing experience leads to new discoveries, inspiring the consumers to lovingly talk about the brand and endorse it both online and offline.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1b295f elementor-widget elementor-widget-image\" data-id=\"d1b295f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"448\" height=\"326\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/The-Whole-Truth-Packaging-cover-image1.jpg\" class=\"attachment-full size-full wp-image-9175\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/The-Whole-Truth-Packaging-cover-image1.jpg 448w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/The-Whole-Truth-Packaging-cover-image1-300x218.jpg 300w\" sizes=\"(max-width: 448px) 100vw, 448px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-853beda elementor-widget elementor-widget-text-editor\" data-id=\"853beda\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>4. Packaging needs to satiate the information needs of curious consumers<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Search is an intuitive behavior today. From personalities to products, consumers increasingly want a slice of behind-the-scenes action. Packaging can double up as a brand spokesperson that satiates their intrigue and tells the brand\u2019s POV- concisely and convincingly.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Packaging is a great opportunity for brands to be upfront with consumers about essential information like ingredients, nutritional value, functional benefits and even disclaimers. This can help brands to come across as credible, transparent and by implication, desirable.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">A good example is Minimalist, which leverages its limited packaging real estate to transparently reveal its ingredients, something that beauty brands aren\u2019t really known for doing. In the process, it has successfully established a new category of \u2018active-based\u2019 skin care products that stand well-differentiated from the usual clutter of \u2018Natural\u2019 claims in the category.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-493d1e1 elementor-widget elementor-widget-image\" data-id=\"493d1e1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"550\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-16.png\" class=\"attachment-full size-full wp-image-9177\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-16.png 580w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-16-300x284.png 300w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40eb654 elementor-widget elementor-widget-text-editor\" data-id=\"40eb654\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>5. Packaging can bring alive your brand\u2019s story\u00a0<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Used cleverly, packaging provides brands with a great opportunity to engage with consumers and create emotional bonds with them.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Brands can use packaging to tell stories that bring alive the brand\u2019s purpose and its intentions. Seen in this sense, the packaging is effectively a media that can be leveraged to communicate the brand story to every single consumer.\u00a0\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Vahdam is an excellent example of a brand that has leveraged packaging to bring alive its story- right from the inspiration behind its name to the community impact it has created. And this story seamlessly links up to Vahdam\u2019s core proposition around \u2018Freshness\u2019, providing a strong reason to believe in its product superiority.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7eed04c elementor-widget elementor-widget-image\" data-id=\"7eed04c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"504\" height=\"541\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-17.png\" class=\"attachment-full size-full wp-image-9178\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-17.png 504w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-17-279x300.png 279w\" sizes=\"(max-width: 504px) 100vw, 504px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5ad2a8 elementor-widget elementor-widget-text-editor\" data-id=\"b5ad2a8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>6. Packaging can be leveraged as a tool for consumer engagement<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">While product formulation is sacrosanct, packaging is an opportunity to keep the brand consistently fresh. With the right moves, packaging can be leveraged to give the brand a sheen of dynamism- a brand that\u2019s open to challenge the status-quo and evolve with changing consumer needs.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Using tools like co-creation (Moonshine), personalization (Heinz\/Nutella\/Coke) or engaging content (Indigo), brands can use packaging to break category monotony, challenge the established norms and in the process, create highly engaged brand evangelists.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">For example, Moonshine Meadery, a beverage brand that makes honey based alcoholic beverages, crowdsourced effective packaging designs through a social media contest among artists. The brand generated a lot of organic social media chatter and product intrigue among the right circle of influencers and creators.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d64e1e6 elementor-widget elementor-widget-image\" data-id=\"d64e1e6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"607\" height=\"308\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-18.png\" class=\"attachment-full size-full wp-image-9179\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-18.png 607w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-18-300x152.png 300w\" sizes=\"(max-width: 607px) 100vw, 607px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6a806a elementor-widget elementor-widget-image\" data-id=\"f6a806a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"589\" height=\"365\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-19.png\" class=\"attachment-full size-full wp-image-9180\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-19.png 589w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-19-300x186.png 300w\" sizes=\"(max-width: 589px) 100vw, 589px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d04f069 elementor-widget elementor-widget-text-editor\" data-id=\"d04f069\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><i><span style=\"font-weight: 400;\">Coke launched a series of bottle designs in India that celebrated family and social relationships in 12 different languages. Each relationship was accompanied by an exciting descriptor (Grandad \u2013 Old School, Yet Cool. Grandma \u2013 Scolds Me, Spoils Me, etc.)<\/span><\/i><\/p><p><span style=\"font-weight: 400;\">In the category of air-travel that\u2019s traditionally considered uptight, Indigo lives up to its ethos of a disruptor. And this is also reflected in its food packaging which, with its interesting content, serves as a great tool for engaging travellers and providing a welcome respite from the monotony of a flight journey.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">It doesn\u2019t just bring a smile to the face of travellers but also becomes a talking point long after they have got off their flight.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f238a57 elementor-widget elementor-widget-image\" data-id=\"f238a57\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"587\" height=\"396\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-20.png\" class=\"attachment-full size-full wp-image-9181\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-20.png 587w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-20-300x202.png 300w\" sizes=\"(max-width: 587px) 100vw, 587px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30fb016 elementor-widget elementor-widget-image\" data-id=\"30fb016\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"573\" height=\"245\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture2.png\" class=\"attachment-full size-full wp-image-9182\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture2.png 573w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture2-300x128.png 300w\" sizes=\"(max-width: 573px) 100vw, 573px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-132e393 elementor-widget elementor-widget-text-editor\" data-id=\"132e393\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>7. Sustainable packaging to match consumer values<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Consumers are becoming increasingly conscious of the environmental impact of their purchase decisions and brands have seen this as an opportunity to garner consumer affinity by making all the right claims (carbon neutral, plastic positive etc. on their website and packs).\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">However, consumers today expect brands to walk the talk when it comes to sustainable solutions \u2013 and packaging is a very visible, tangible proof of this. Brands that are able to demonstrate this would be rewarded with consumer loyalty while brands that do otherwise are equally likely to be called out.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">For instance, Chai Point is famous for its sustainable innovations in the beverage delivery business. Chai Point pioneered the innovative Chai Flasks with eco-friendly packaging for online delivery.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54ed973 elementor-widget elementor-widget-image\" data-id=\"54ed973\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"550\" height=\"403\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-21.png\" class=\"attachment-full size-full wp-image-9183\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-21.png 550w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-21-300x220.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00c3b4e elementor-widget elementor-widget-text-editor\" data-id=\"00c3b4e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Two Brothers Organic Farms is another example of an upcoming startup that uses eco-friendly, zero plastic packaging, even for intercity deliveries.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c5b52f elementor-widget elementor-widget-image\" data-id=\"3c5b52f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"303\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-22.png\" class=\"attachment-full size-full wp-image-9184\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-22.png 577w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-22-300x158.png 300w\" sizes=\"(max-width: 577px) 100vw, 577px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1e3707 elementor-widget elementor-widget-text-editor\" data-id=\"b1e3707\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>8. Smart packaging to appeal to smart consumers<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">An emerging though niche trend, smart packaging is a combination of specialized materials, science, and technology that enhances packaging functionality by allowing brands to offer a more personalized and tailored experience to consumers.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">While today most \u201cSmart Packaging\u201d moves use simple tools like QR codes printed on the packaging or Augmented Reality (like Bombay Sapphire gin), future innovations could unleash the full potential of this trend when a smart blend of tech and packaging would enable consumers to virtually interact with products before purchase, know more about the products without having to research online independently, and can even be entertained by the packaging.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">It&#8217;s important for brands to keep an eye on this rapidly evolving trend.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67a22c6 elementor-widget elementor-widget-image\" data-id=\"67a22c6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"594\" height=\"334\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-23.png\" class=\"attachment-full size-full wp-image-9185\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-23.png 594w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-23-300x169.png 300w\" sizes=\"(max-width: 594px) 100vw, 594px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bd00df elementor-widget elementor-widget-text-editor\" data-id=\"8bd00df\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b><i>9. Delivery-friendly packaging that retains the brand experience<\/i><\/b><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">With the advent of online commerce, delivery has become an important part of the purchase journey. Channels like Amazon, Big Basket, Nykaa and Flipkart have become an integral part of the distribution network for every brand.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Hence brands need to ensure that their packaging can withstand the wear and tear that accompanies delivery and still give that curated brand experience to their consumers.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">This could call for using sturdy yet flexible materials, eco-friendly void fillers, and packaging that reduces the overall weight while still keeping the products snug and tight with no spills or damage.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">For instance, a new-age D2C shoe brand Plaeto, that takes pride in its sustainability credentials, uses reusable cloth bag (as opposed to traditional cardboard shoe boxes)- and in the process makes a telling statement about its product quality, community impact and commitment to its sustainability claims.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be51d9c elementor-widget elementor-widget-image\" data-id=\"be51d9c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"598\" height=\"292\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-24.png\" class=\"attachment-full size-full wp-image-9186\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-24.png 598w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/Capture-24-300x146.png 300w\" sizes=\"(max-width: 598px) 100vw, 598px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source: Plaeto's website<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-489b320 elementor-widget elementor-widget-text-editor\" data-id=\"489b320\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In summary, packaging plays a critical role in delivering an exceptional brand experience, especially in today\u2019s world where consumers expect and demand the best service from all brands. Like a lot of these trends show, despite its challenges, the new consumer paradigm also holds many opportunities that were hitherto not available to brands.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Brands that keep an eye on these trends and incorporate some of them in their packaging strategy are likely to enjoy an inherent competitive advantage.<\/span><\/p><p><span style=\"font-weight: 400;\">What are the interesting forms and functions of packaging you have seen? Let\u2019s keep the discussion flowing at freeflowing@winnerbrands.in. We read all your emails.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Packaging is an important moment of truth for a brand for many reasons.\u00a0\u00a0First, packaging interacts with the consumer on more than one occasion \u2013 once when they see the product on the real or virtual shelf, and then again when the product reaches the hands of the consumer. Second, packaging serves to drive awareness and [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":9173,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Packaging for a Digital Savvy world - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"From being a trial driver to delivering a shareworthy experience and bringing alive a brand\u2019s story, packaging can be a true brand differentiator.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/marketing-101\/packaging-for-a-digital-savvy-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Packaging for a Digital Savvy world - 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