Our Strategy & Provocation Partner, Emma Bennett, gives a few tips for those looking for a successful recipe for eye-catching food packaging in this era of health and wellness.
More than ever it’s important to make a brand’s packaging work hard to communicate a balance of nutrition and enjoyment.
Along with expressing how the product tastes and looks when it comes to quality, packaging is a vital vehicle for driving a positive perception.
The successful food packaging recipe includes creating taste appeal through design, balancing nutrition with enjoyment, emphasising sustainability, shouting about quality ingredients, and thinking beyond the pack towards the overall brand experience.
Let’s consider design. Brands have to deliver that pop on the shelf through contemporary colour, illustration or photography. These days, creating something covetable is more important than a great shot of gooey caramel on the front of the pack.
Instagram culture is driving desirability
There are over 1 billion active users and the hashtag #food has over 360 million posts.
What you put in your body says something about who you are. Take a look at memorable, Insta-friendly designs for kombucha healthy fermented tea. Surely packaging design plays a role in the fact that the kombucha category is expanding at a rate of 13% a year to reach £2.7 billion in global sales by 2025?
Balance nutrition with enjoyment
Overall, the wellness industry is now worth £2.8 trillion globally, and British consumers are forecast to spend £487 per head a year in this category by 2022, according to analytics firm GlobalData.
Food packaging is adapting accordingly, shifting away from depicting indulgence towards conveying a broader sense of enjoyment and positivity. With this new focus on health and wellness, food packaging design emphasises quality ingredients, nutritional information and the tastiness of the product.
The healthier snacking category is a good example of a category balancing health and enjoyment. The sector is anticipated to grow by 5.2% a year to reach £25.6 billion in global sales by 2025 for example.
Aisles are full of colourful snacks that are guilt-free, helped by packs that communicate this balance of nutrition and enjoyment. Leveraging a friendly tone of voice and express functional claims in a playful way seems to be the way forward. Halo Top and Proper are good examples of brands striking the right balance and using colours that pop and playful illustrations.
Undoubtedly sustainability and the drive for plastic-free packaging are important. Innovative solutions such as KFC’s edible, rice paper-printed wrappers and KitKat’s recyclable origami paper wrappers are two stand-out examples.
Communicate a sense of quality through packaging that drives a positive perception and be sure to consider the bigger brand experience. Ensure you have a strong identity system stretching across touchpoints, from the retail experience to the digital space. Use this visual identity creatively and consistently, and you’ll most likely succeed.