- Daily Zen
Packaging is the primary means of communication brands use to create an identity and demonstrate their philosophy. It’s important for businesses to understand that the brand is fitting their target consumer sectors as well as the cultures it operates in. However, marketers see packaging more of a cost than an investment to remain competitive. Hence, increasing number of businesses turn to cost saving packaging through use intelligent use of materials and design. Not only can that, appealing and clever designs prompt window shoppers into buying shoppers. Iconic branding through redesign contributes to consumer’s self-expression and personal identity. Brands with philosophies and a strong value grow and mature organically in the market. Below are a few examples we have inked for you where businesses turned to redesigning packaging as a means of cost saving and re-branding.
Portland’s Union Wine Co., wanted to bring craft wine to the masses without all the snobbery and fuss embracing a ‘pinkies down’ philosophy in a way that beer-lovers could identify with. And thus, Underwood Pinot Noir in a 12oz can was born.The redesign alone reduced packaging cost by approximately 40% versus the traditional glass bottle which are not only fragile but also expensive. It also helped the company bank on masses as a laid back wine connoisseur with its packaging that could be carried without spilling on hot summer barbeque nights thereby re-branding the wine drinking experience. The cans cost $5 which is equivalent of a $10 glass bottle.
With a mission to reduce its carbon energy, water and waste print, PUMA launched the Clever Little Bag.A single folded sheet of cardboard in a reusable recyclable PET bag designed to protect shoes right from the time they leave the factory until the customer gets them home. The redesign reduced packaging manufacturing by more than 60% per year. It also reduced carbon emissions by 10,000 tons per year. The packaging was widely embraced by consumers who are sensitive towards environmental issues thus expanding their target customer portfolio. PUMA now plans to make remaining packaging materials fully sustainable by 2015.