Successful Brand Enhancement Through Packaging: Best practice in leveraging unique brand attributes and innovative products

Date: July 22, 2010
Pages: 159
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Successful Brand Enhancement Through Packaging: Best practice in leveraging unique brand attributes and innovative products
In mature markets the importance of packaging design in contributing to brand communication and appeal (on-shelf, in-store) is increasing, due to a number of factors, including:
  • Consumers are increasingly aware and demanding in terms of brand choice, product quality, health and ethical issues.
  • The environmental challenge for companies to optimize the use of materials, water and energy, minimize waste and maximize the recovery of used packaging.
  • The trend towards premiumisation is influencing innovation and packaging in many market sectors, particularly mature markets.
  • The increasing diversity of media channels for marketing and advertising is creating greater focus and importance on packaging design.
This report provides and overview of how packaging is used in food and drinks products to enhance brand perceptions and value. It provides an in-depth analysis of current and emerging trends and strategies for enhancing brands through packaging.

Key features of this report
  • Defines what brand enhancement is and how it contributes to brand identity, the nature and role of packaging and identifies the drivers of packaging innovation.
  • Explores how structure and functional features of packaging are used to enhance the brand, including: Creating distinctive and defendable characteristics.
  • Enhanced safety, handling and product delivery, storage and consumer involvement.
  • Enhanced convenience e.g. utilising new microwave technologies.
  • Explores how surface design is used to enhance brand communication and appeal - demonstrating the use of logos and brand marks, typography, colour, photography, illustration, pattern, textures and finish.
  • 10 case studies to provide learning from superbrands and illustrated examples of how packaging has been re-designed to strengthen brand communication and appeal. Superbrands: Coca-cola, Babybel, Nutella, Frito Lay, Kohinoor basmati rice. Re-design case studies: Dorset cereals, Silver Hills Bakery, The Fruit Lab, The Yorkshire Provender
  • Examines challenges and innovations in ‘green packaging’
  • Explores the trends in food and drink reflected in packaging,with illustrated examples in : Super indulgence; Provenance and traceability; Artisan/homemade; Natural convenience; Celebrity endorsement; Limited edition; Interesting basics.
  • Over 60 illustrated examples of packaging from around the world.
Key benefits from reading this report
  • Understand how packaging materials and features can improve the functional performance of packaging.
  • Gain an understanding of packaging architecture and the different tools available to designers to create distinctive brand identity and defensible properties in packaging.
  • Understand how packaging design contributes to the aesthetics and emotion of brand identity.
  • Learn how food and drink brands are using different strategies to connect with consumers, including - from reflecting increasing consumer interest in the source and content of products, to the use of limited editions and celebrity endorsement.
  • Inform how brand enhancement demands consideration of the different factors that impact on packaging, including: consumer needs, cultural trends, manufacturing processes, retail requirements, environmental and ethical considerations and EU legislation.
  • Identify the areas of focus for brand enhancement amongst industry executives.
  • This report provides highly visual case studies and illustrations to show how packaging design has been used by different brands to enhance their communication and performance. Prompt and inspire your marketing and NPD teams with ideas from around the world.
Key findings of this report

Effective pack design creates packaging that reflects and enhances consumer perception of the brand; goes beyond the purely functional and practical; and creates an identity that is memorable, meaningful, differentiated, authentic, consistent, sustainable, flexible and adds value.

Design for brand enhancement demands consideration of brand communication, consumer needs, the context in which the product is sold, category norms, brand guidelines and constraints, potential pack structure or format and surface design.

Packaging is one part of the marketing mix. Examining the global superbrands demonstrates how packaging is an integral part of branding and enhances the brand experience.

Out of all innovative product launches in food and drink, 68% are driven by product formulation and 15% by packaging benefit. Packaging design contributes to both the aesthetics and emotion of brand identity and the functional aspects of product usability. However, the focus of brand owners tends to be on delivering brand identity and impact and differentiating from consumers. Enhancements to improve functionality are secondary.

Consumers tend to be unaware of the various roles packaging plays in containing, protecting, communicating and enabling easy use, though to reducing environmental impact. Research has shown that aesthetic appeal is most important to consumers, followed by food safety and convenience, and then ethics and recyclability.

In crowded or mature markets, sophisticated imagery can be used on pack to reflect consumer lifestyle and connect with consumers on a different level, above and beyond the product. In the future, brand enhancement through packaging will continue to evolve in response to politically imposed requirements and changing lifestyles and cultural trends.

Key questions answered by this report
  • What are the different roles of packaging?
  • What is brand enhancement?
  • What are the different considerations in creating brand identity and packaging?
  • How does packaging enhance the brand?
  • What are the drivers of packaging innovation?
  • What are the ethical and environmental factors that impact on packaging development?
  • What consumer needs, behaviour and lifestyle factors are driving change in products and packaging?
  • What tools are used to enhance brands through packaging?
  • How is color, typography, photography, illustration, pattern, texture and finish used to enhance brands?
  • How can pack structure be used to create a distinctive brand identity?
  • How do functional pack features enhance brand perceptions and value?
  • How can I improve product delivery, usability an storage through packaging design?
  • How does packaging format influence product perceptions.
  • How can I optimise product visibility in my packaging to maximise consumer appeal?
  • What are the new ways of delivering convenience to consumers?
  • How is packaging technology influencing how we prepare food?
  • How can consumer involvement in packaging grow my brand?
  • How are the global superbrands enhancing their brands through packaging.
  • How are smaller brand players using packaging to enhance their brands
  • How are supermarkets/retailers using design to brand their own label product ranges?
  • What are the key consumer trends in food and drink and how are brands enhancing their packaging to reflect these?
  • What aspects of packaging are most important to consumers?
  • What is the key areas of focus for industry now and in the next 5 years?
  • What are the most important factors in brand enhancement for the future?

Executive summary
Brand enhancement tools – structure and functionality
Brand enhancement tools – surface design
Case studies
“Green” packaging
Leveraging premium attributes through packaging


What is brand enhancement?
Brand touchpoints
Designing brand identity and packaging
How packaging enhances a brand
Why brand enhancement is important
Drivers of packaging innovation


Impact of format on product perceptions
Using structure to create a distinctive brand identity
Enhanced functionality
Food safety
Vacuum sealed jars with bubble top lids
Special membranes
Breakaway/tearaway closures
Shrink sleeve tamper evident packaging
Paper-based seals
Product visibility and aroma
Convenient preparation
Microwaveable packaging
Eat from the pack solutions
Handling and product delivery
Consumer involvement


Packaging architecture
Brand marks
Surface color and imagery
Texture and finishes
Sensory qualities


Global superbrands
Case study 1: The Coca-Cola Company
Iconic packaging
Flexibility to keep the brand alive
Case study 2: Babybel
Packaging combines unique benefits
Case study 3: Nutella
Multiple messages through packaging
Creating a new consumption occasion
Redesign case studies
Case study 4: Dorset Cereals
Redesign reflects repositioning
Case study 5: Silver Hills Bakery
Using wit and lightheartedness to break category homogeneity
Caste study 6: The Fruit Lab
Redesigning to increase space efficiency
Case study 7: The Yorkshire Provender Company
Increasing brand recognition by simplifying communication
Retail own label redesign
Case study 8: Via Roma
Communication authenticity through design


The environmental challenge
Biodegradable fast food packaging
Applications for biodegradable bio-based plastic film
Environmentally friendly drink bottles
100% recycled pet bottle
Coca-Cola PlantBottle
Lightweighting laminated drinks cartons
Lightweighting glass
Refill packs
Mixed materials packaging


through packaging
Provenance and traceability
Halvors – traditional fish product brand (Norway)
Holli M?lle – traditional milled organic flour (Norway)
Waitrose pre-packed specialist cheese UK
Artisan/home made
Belvoir Fruit Farms – fruit cordial (UK)
Botanical Bakery – cookies (US)
Mrs. Massey’s – chutneys, sauces and salad dressings (UK)
Natural convenience
Preshafruit – fruit juice and couli brand (Australia)
Yorkshire Saucery – chilled fish sauces (UK)
Fresh As° - Freeze dried herbs and fruits (New Zealand)
Urban Fruit (UK)
Celebrity endorsement
Andreas Caminada (Switzerland)
Paul Smith designing for Evian mineral water
Limited editions
Coca-Cola limited edition for Selfridges (UK)
Marmite events-related limited editions (UK)
Innocent special guest smoothie
Interesting basics
Frozen herbs – Uncle Statis (Greece) and Waitrose (UK)
Importaco nuts range (Spain)
Pulses and dried fruits (UK)


Future priorities for the food and drinks industry
Consumer attitudes and behaviors
Legislative pressures
Increased pressure from private label
Food safety and traceability
Holistic approach to capitalizing on key trends


Figure 1.1: Brand touch points
Figure 1.2: Considerations in the design of brand identity and packaging
Figure 1.3: How packaging enhances the brand
Figure 1.4: Average number of brands in a company’s portfolio, 1997-2001
Figure 2.5: Examples of uniquely shaped bottles from the perfume category
Figure 4.6: Packaging format by soup type
Figure 4.7: Using bottle shape to create distinct brand identity
Figure 4.8: Points of interface between the consumer and packaging
Figure 4.9: How functional features enhance brands
Figure 4.10: Examples of breakaway and tearaway closures
Figure 4.11: Examples of shrink sleeve tamper evident packaging
Figure 4.12: Examples of paper-based seals
Figure 4.13: Aluminum overseals – Belazu balsamic vinegar
Figure 4.14: Enabling product visibility in different packaging types
Figure 4.15: Ground coffee one-way de-gassing valve
Figure 4.16: Convenient preparation – fresh foods
Figure 4.17: Microwave friendly packaging
Figure 4.18: Campbell’s microwaveable packaging
Figure 4.19: Cathedral City, Danola and Ten Ren Teazip bag closures
Figure 4.20: Fridge packs
Figure 4.21: Heinz Tomato Ketchup and Colman’s Mustard squeezy plastic jars
Figure 4.22: Kashi Lean cereal, US
Figure 2.23: M?ller Corner twin pot yogurts
Figure 4.24: Sharwoods & Discovery sauce and spice mixes
Figure 4.25: NNew Can - twist to crush can
Figure 3.26: Elements of a brand communication system
Figure 3.27: Type of brand marks
Figure 4.28: Use of color in retail food portfolios
Figure 4.29: Brands using a limited color range
Figure 4.30: Packaging utilizing photography
Figure 4.31: Brands adopting a strong illustrative style on packaging
Figure 4.32: The use of pattern on packaging
Figure 4.33: Packaging led by typography
Figure 4.34: Coca-Cola primary packaging
Figure 4.35: Limited edition Coca-Cola summer cans, 2009
Figure 4.36: Coca-Cola Vancouver Olympic Winter Games can, 2010
Figure 4.37: Mini Babybel
Figure 4.38: Nutella packaging
Figure 4.39: Nutella & Go breadsticks and dip
Figure 4.40: Dorset Cereals packaging redesign
Figure 4.41: Silver Mills packaging redesign
Figure 4.42: The Fruit Lab packaging redesign
Figure 4.43: Yorkshire Provender Soups packaging redesign
Figure 4.44: Via Roma Italian cuisine and ingredients packaging redesign
Figure 5.45: Sustainability in packaging and product systems
Figure 5.46: The packaging waste hierarchy
Figure 5.47: Foo.go biodegradable packaging
Figure 5.48: Jordans Cereal: The first 100% biodegradable cereal package
Figure 5.49: Examples of compostable packaging
Figure 5.50: The world’s first 100% recycled PET drinks bottle
Figure 5.51: PlantBottle from the Coca-Cola Company
Figure 5.52: Innocent laminated cartons
Figure 5.53: Coke and Uncle Ben’s lightweighted glass containers
Figure 5.54: Kenco refill pack
Figure 5.55: Yeo Valley packaging designed to recycle mixed materials (UK)
Figure 5.56: Atributes that can enhance the premium status of products
Figure 6.57: G? ice cream and deserts
Figure 5.58: Halvors Tradisjonsfisk (Norway)
Figure 5.59: Holli M?lle (Norway)
Figure 5.60: Waitrose specialist pre-packed cheese (UK)
Figure 5.61: Belvoir Fruit Farms
Figure 5.62: Botanical bakery
Figure 5.63: Mrs. Massey’s - chutneys, sauces and dressings (UK)
Figure 5.64: Preshafruit (Australia)
Figure 5.65: Yorkshire Saucery (UK)
Figure 5.66: Fresh As° Freeze dried herbs and fruits (New Zealand)
Figure 5.67: Urban Fruit
Figure 5.68: Andreas Caminada (Switzerland)
Figure 5.69: Evian - Paul Smith limited edition bottle, 2010
Figure 5.70: Coca-Cola limited edition bottles for Selfridges, London
Figure 5.71: Marmite limited editions (UK)
Figure 5.72: Innocent special guest smoothie
Figure 6.73: Frozen herbs – Uncle Statis and Waitrose Cook’s Ingredients
Figure 6.74: Importaco dry fruits range
Figure 6.75: Examples of UK supermarket own label basic ingredients
Figure 7.76: Innovation type as share of all innovative food and drink launches (%), 2007 to 2009
Figure 7.77: Focus areas for packaging brand enhancement over the next 5 years


Table 2.1: Household with microwave ownership by country (%), 2000-2015
Table 7.2: Category share of innovative packaging launches (% ), 2007-2009
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