6 brands that take packaging to the next level
Packaging that pops! Who does it best and what can you learn from them? Find out in our retailers' guide.
What makes your heart flutter?
Is it a ring box in a distinctive robin-egg-blue shade? Or a red box with golden arches?
Some packaging is so familiar that you recognise it by the shape, the colour or the logo before seeing the brand name. These businesses have successfully created an image that represents their brand.
As a small business, have you carefully considered your packaging?
It isn't there just to protect your product. It represents you and your brand. The colours, typography, shape and function all influence how the customer perceives the brand and its product – and, ultimately, you the maker.
Why is it important?
When you started your business, your focus was on the product – and you may not have paid much attention to the packaging.
But in the world of eCommerce, the only interaction between you and your customer is through a website and the postal system. The personal touch and relationship between seller and buyer can be lost.
Packaging can be one of the bridges that close that gap. It is important for the customer to feel that care, attention and thought have gone into how an item is presented. It shows respect for the product and the customer. It speaks for you before the product is even unpacked.
If your packaging is recognisable, it becomes a form of advertising – all the while doing its actual job: protecting the product.
Effective packaging helps to project a brand image. It shows you're prepared to invest time and effort into growing your business and you're not a "here today, gone tomorrow" kind of brand.
What are some brands that have taken packaging to the next level?
So, which did you choose: the Tiffany ring box or the McDonald's meal?
1. Tiffany & Co.
This jewellery brand's packaging sports an iconic blue shade that's now trademarked as Tiffany Blue.
The box is simplicity personified, with only the name of the company on the lid in a plain font. The lack of other embellishments helps to symbolise beauty – and opulence.
At the time of writing, Tiffany's UK website features a quote from 1899:
"Tiffany has one thing in stock that you cannot buy of him for as much money as he may offer… And that is one of his boxes."
So, right from the beginning, the company intended its packaging to be as desirable as the product.
2. McDonald's
McDonald's bold red box and golden arches are recognised around the world. With colours this bright and cheerful, it's no wonder they call it a "Happy Meal".
The fast food giant's packaging has remained more or less constant for decades. Call it "timeless" – or simply "savvy marketing". Not only does the packaging evoke nostalgia for older customers, but it also attracts new generations of children.
For millions, the golden emblem now represents quick service and affordability. Smart stuff.
3. Pringles
Pringles is one of the world's most recognisable snack brands in the world – and it's all thanks to that distinctive tube-shaped packaging with a pop-off lid. It's even referenced in the brand's slogan: "Once you pop, you can't stop!"
Did you leave your glasses at home? No worries – you can choose your favourite flavour by the colour of the tube.
The packaging is practical as well as recognisable. Its shape keeps the crisps in place, thus maintaining product quality.
4. Harrods
Harrods has transformed a green bag with gold writing into a global icon – and has turned fleets of upmarket shoppers into walking advertisements in the process.
At least both sides are in on it. For shoppers, it tells the world that they appreciate (and can afford) the luxury goods that Harrods sells. For Harrods, well… it's free brand exposure.
The bag makes a strong visible impact. It stands as a sign of traditional British heritage and prestige – yet its minimalistic design proves that simplicity is sometimes the key to memorability.
Unlike Tiffany and its exclusive jewellery packaging, Harrods has capitalised on its popular design by making the bag available to buy as a souvenir.
5. Chanel
Chanel is another brand that epitomises simple elegance – this time with its Chanel N°5 perfume box. With its black sides and writing, it's simple yet chic.
Gabrielle Chanel said, "Always remove and never add". Small changes have been implemented over the years, but the design remains almost untouched since its inception.
6. The Campbell Soup Company
Campbell's uses a similar strategy with its half-red, half-white tins.
The font, though slightly modernised now, is based on founder Joseph Campbell's original signature. It reminds the consumer that this is a long-established brand with years of experience in making warming, wholesome soup.
Postal packaging vs product packaging
Let's also make a distinction between postal packaging and product packaging.
Postal packaging is the box that the product is shipped in. The parcel helps to protect it but (usually) will be discarded on arrival.
This is more practical in nature than product packaging and thus has less flexibility in design.
However, even this can be branded and made unique in some ways.
For instance, Amazon may use standard brown boxes – but its distinctive tape and black arrow angled to look like a smile make it instantly recognisable.
If you want to customise your packaging, your account manager at Stowsafe will be able to advise you on how this can be achieved.
Why make your packaging novel?
Creating attractive packaging creates a good first impression, increases your product's perceived value and helps build connections with customers.
Consumers yearn for a feeling of connection with brands, as well as for new, exciting experiences they can share with friends.
It should come as no surprise, then, that unboxing videos now flood social media channels. There are specific unboxing channels on YouTube, while others mix unboxing with reviews.
Carefully designing each aspect of your packaging not only helps make your brand unforgettable – it also means you're more likely to enjoy social shares, likes and exposure.
Custom boxes
At Stowsafe Fulfilment, all our services are 100% bespoke. This includes providing custom packaging using high-quality materials.
Work with us and we can customise your postal packaging to your exact requirements. We can also apply custom labels for specific retailers, include marketing flyers, create kits and assemble subscription boxes at the packing stage.
Do you need an online fulfilment centre to help take your eCommerce business to the next level? Get in touch with Stowsafe Fulfilment today.
