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More than skin deep: The beauty of packaging innovation

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Many traditional marketers still believe that getting seen is the first step in the journey to becoming successful. This is where comes in packaging and the impact of first impressions. Unconventional, innovative packaging does not just make a product easily discover-able, but also helps to create brand recall in the long run. For those engaged in the creative side of product and packaging design, the good part is that modern consumers now appear to have a stronger appetite for innovation and thus a smart mix of design sensibility and product differentiation can make for smoother sailing in the rough waters of FMCG marketing.

Unconventional, innovative packaging makes a product easily discover-able

Here are a few FMCG brands which have succeeded in recent times — at least in drawing eyeballs with innovative packaging:

1.Company: Hector Beverages

Ethnic drinks brand Paper Boat

Pune-based Elephant Design Pvt. Ltd, one of India’s largest independent integrated design consultancy firm.

Design approach:
“For differentiation and authenticity, standee pouches in a substrate that look and feel like paper have been chosen. The product form plays with the quality of grip, hold, opening ease and pouring action,” explains Ashwini Deshpande, Co-founder, Director, Elephant Design.

“The packaging graphics reflect simplicity and purity of the drink inside. Its curvilinear profile appearance is friendly, memorable and the pilfer-proof winged cap is comfortable to hold, turn and replace as well as aligned to the brand visual language. Flat colours, simple shapes and a pack language reminiscent of the childhood landscape, all contribute to the delightful nostalgia that the brand is all about,” she…

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