Here at PACKLAB we are endlessly fascinated with the way consumers interact with packaging. Having packaging that not only grabs attention, but entertains also after the product has already been purchased is one of the best ways to connect with consumers.
Here are some great examples of packaging that gets an honest post-purchase “a-ha!” moment with clever humour and design intelligence:
1. Heineken STR Bottle
Inspired by dark dance clubs, this seemingly ordinary bottle illuminates suddenly when exposed to black UV light in the nightclub. The design fits perfectly the Heineken brand and shows thorough understanding of consumers’ lifestyles and consumption contexts. This is a piece of packaging that allows for a truly memorable moment of secondary discovery.
2. Ricola Cough Drops
We like this clever packaging that uses the opening experience itself to communicate the value proposition of the product. As you twist the wrapper and the suffering signer’s throat gets relieved, one can almost hear the familiar “Ricolaaaa”. Well done indeed.
3. Blossom Cava
With Blossom Cava we are asking the purchaser turn the bottle upside down and by doing so give the gift receiver more than wine but flowers and a smile. The often serious category of sparkling wines can use a bit of humour indeed.
4. Ford Truck Matches
This is a promotional collateral, but worthy of a mention in this list for sure. Clever packaging for simple matches that communicate the expandable cargo bed of Fords Ranger Extreme series. Simple and effective.
5. Krönleins Cider
Do you see it? The seamless integration between the brand name Cider and the familiar wink symbol is simply brilliant. A great example of how developing packaging, identity and product together, and not as an afterthought in the pre-launch marketing to-do list produces impressive results.
6. Peltolan Blue Cheese
Peltolan Blue Cheese is brand that prides itself in offering a slice of Finnish nature. The packaging communicates this narrative as it stacks in store to form the traditional Finnish birch. When they approach this point of sale in store, customers can take away premium blue cheese; once at home, the packaging also allows the customer to discover subtle details, such as the sincere depiction of the farmer’s tractor and cows, noticeable once the packaging is sitting on the table and one takes a closer look.
Agency: PACKLAB / http://www.packdesign.com/peltolan-blue-cheese
7. Blk Water
Blk water is infused with fulvic trace minerals, which when added to pure water change its color naturally without artificial colourings. The minimalistic packaging of this unusual product is also quite great. A simple idea that surely can get you chuckle is the usage of black lettering that reveals a message only once the product has been consumed. Now that is a good “ha” moment…at least the first time around.
8. Wishbone Wine
Clever and memorable design that ask consumers to interact with the label physically. Simple yet effective diecutting encourages to “break” the wishbone and tear off a piece of good luck. This label is a great example of how a brand can not only grab your attention in store, but continue the dialogue through packaging in the consuming environment itself.
9. Padre Divino
Speaking of wine, a lovely concept that utilises word-play (in Italian "divino" means divine, whereas "di vino" means wine). The bottle and label work together with the box to get the message across through a holistic design that will definitely make you look twice.
10. Kanniston Gingerbread
In Scandinavia, there is a tradition around Christmas time that if the gingerbread cookie breaks in three it means good luck. We implemented this idea into the design not only of the packaging but the cookie itself, designing a cookie that will break evenly every time. As a result, a typically nordic minimalistic design will grab your attention in store, while the product itself will inspire a lovely interaction between the brand and the consumer at home.