Does Your Packaging Have What It Takes to Make an Impact?
Three seconds. That’s how long a brand has to grab a consumer’s attention, according to Jeff Jacobs, director of marketing with ePac Flexible Packaging. “Packaging is the first thing a consumer sees and the last thing they touch,” he said during a BRAND United webinar earlier this year. With only three seconds to make an impact, it’s crucial for brands to maintain a vision and keep in mind how packaging fits into the larger ecosystem of what is being sold.
During the first of four brand segments, Morgan Potts, founder and CEO of Granarly — a granola designed for on-the-go consumers — shared how her brand, with the help of ePac, moved from handwritten labels to vibrantly designed and printed packaging that more closely aligns with the brand. The waterproof pouches can be taken on the go where adventurers want to be — such as in a lake.
For The Bad Stuff Tequila, its packaging wasn’t reflective of the premium quality of the product inside. The company worked with MBN Creative, led by president Hector Garcia, to create a label that featured gold foil stamping on the bottle and box. The company also began using Agave paper to carry the brand messaging through the packaging.
Garcia also worked with hip-hop star Warren G, who now has a line of BBQ sauces called Sniffin Griffin’s BBQ Rubs and Sauces, to redesign his company’s packaging to reflect Warren G’s hometown: Long Beach, CA. The label was updated from its flat black design to a digital foil label with matte lamination, featuring a Long Beach cityscape in the background, and song titles as the flavor names.
“I wanted to be able to connect where I am from with the sauce,” Warren G said, further stating that he had never before seen a BBQ sauce that “dope.”
Since brands only have a few seconds to grab a consumer’s attention, making a big impact on shelf can and should drive packaging design. Both Aura Bora and Waka Coffee and Tea worked with Emily Kealy, managing director of SKU, to ensure a big shelf impact.
Paul Voge, founder and CEO of Aura Bora, explained the company started off with its bright and fun packaging as a way to stand out on shelf. Each flavor has its own character and persona, with a very specific vision.
He explained that for Aura Bora, “More important than picking a designer or creative agency is having a strong vision yourself.”
Waka Coffee and Tea didn’t start off that way, but it has since transitioned to more powerfully designed packaging.
Kovalevski shared that Waka started with branding and packaging that was a “DIY project.” After determining that the company wanted the packaging to showcase its organic feeling, high quality, ease of use, and modernity, it transitioned its packaging to a more organic and sleek design.
For more label and packaging information, check out the PRINTING United Packaging Pavilion on the show floor (Booth N1361). This is a space to speak with representatives at leading label and packaging associations, and see award-winning member submissions on full display. You can expect to see members from Flexible Packaging Association (FPA), TLMI, FSEA, and more. Also, from 3 - 4 pm, attendees can participate in a guided tour visiting key brands — and also learn how to get started in the various packaging segments.
Ashley Roberts is the Managing Editor of the Printing & Packaging Group.