Savvy CPG marketers know that packaging is one of the most powerful mediums for conveying a brand’s message. In the natural products industry, it’s sometimes niche brands who are the biggest packaging disruptors on the shelf. Packaging is an invaluable way for a small brand just starting out to stand out in an increasingly crowded marketplace—and to attract the core consumers who identify most with the brand. In short, packaging is an effective way for smaller brands that may not be able to rely on name recognition to make that critical initial connection with a consumer.
Without question, unique, disruptive branding is one of the biggest assets a company, big or small, can have. Representatives from branding firms interviewed for this story tell Nutritional Outlook that no matter the size of the company, the type of packaging likely to find success with both a niche audience as well as a mainstream audience is packaging that clearly conveys a brand’s values and voice and that reflects the kind of marketing trending in natural product packaging these days, driven by a generation of Millennials who appreciate boldness, cheekiness, and sustainability.
Of course, first figuring out what that unique brand message should be can be a challenge. Today’s consumers, including those in the mass market, want to feel a personal connection with a brand. Determining how best to appeal to the individual on a personal level, while also appealing to the masses, is a tricky line to walk.
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