With the rising demand for uniqueness and personalisation driving purchasing power, premium packaging has taken off as a success overall for the packaging sector.
In particular, limited edition designs attract consumers, as this enhances notions of personalisation.
Many beverage and condiment products have seen overhauls to packaging, and glass is seen as a bespoke way to package products and add premium quality to the designs of products.
Two packaging and design experts shared their insights with FoodBev on what premium packaging can do for brands. We spoke with Charlotte Taylor, marketing manager for Beatson Clark, and Chris Shuttleworth, senior designer at Robot Food.
Packaging can reflect on how a brand is perceived. In the recent case of Fuego, premium hot sauce brand, Shuttleworth explained that they wanted to reflect this expertise.
“Initially, [Fuego] started with their subscription service, Fuego Box, where they deliver some of the world’s best hot sauces, so we wanted to reflect this knowledge and clout.
“There was a lot of thought and consideration that went into the range and we wanted a design that would set them apart.”
Robot Food worked with Fuego to release a premium design for its packaging.
Overall, Taylor noted how the industry is moving towards premium packaging as a response to consumer desires.
“We have seen an increase in the last couple of years in the number of customers asking for more bespoke designs rather than off-the-shelf products.
“In general we’ve seen a move towards artisan rather than mass-produced products and consumers are willing to pay a little bit more for quality.”
Shuttleworth offered that it is the perception of premium itself that is driving change within packaging and branding.
“This changes category by category. When we looked at hot sauce, most of the products on offer are dominated by quite cartoonish/ masculine design.
“Fuego Spice Co. specialises in creating hot sauces that focus on flavour first and then heat, so rather than play to category clichés we chose a look that felt more refined and quality.”
Both agree that premium packaging can distinguish a product’s high-quality from competing options.
This can bolster trust from consumers, said Taylor.
“Premium packaging says ‘quality’ to the consumer. It signals to the customer that he or she can trust what is in the product and it reinforces a confidence that the product will actually taste as good as it looks.”
Irish food producer Folláin Preserves worked with glass packaging manufacturers Beatson Clark to rebrand in order to boost sales abroad.
Shuttleworth emphasised how this trust can be formed at first glance, as initial impressions of a product or brand can be improved with premium, high-quality packaging.
“First impressions are very important and packaging instantly communicates more about a brand than you might think. The packaging should reflect what is unique about the brand whether that be quality, heritage, attitude etc.
“People are always looking for something new and exciting that they haven’t seen before and well-designed branding and packaging is the most important aspect that determines if your product will catch someone’s attention or get lost amongst the competition.”
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