If you're an agency or a brand, you need to understand how beverage packaging can help you meet your marketing objectives. It can communicate your message, promote your product and create word-of-mouth promotion.
One trend that's on the rise is sustainable packaging. This means using materials that are eco-friendly, recyclable, or even biodegradable.
Sustainable Materials: The Rise of Eco-Friendly
The world of packaging is constantly changing, driven by consumer awareness of how their products impact the environment. In response, beverage companies are looking to embrace sustainable packaging solutions that will not only support their brand but also help reduce their impact on the planet.
For instance, aluminum cans are one of the most readily recyclable primary packaging materials available. The material is widely accepted through curbside recycling programs, and companies are designing it in their packaging.
Plastic containers are another widely used packaging option. However, it is important to note that the sourcing of this material requires significantly more energy and CO2 than other primary packaging options such as glass, aluminum, or PET.
Customizing Beverage Packaging for Target Audience
Beverage packaging is a vital part of marketing, and it can help a brand capture the essence of its product. This can boost brand recognition, attract new customers and get a competitive edge over rivals.
Be sure to tailor the design of your beverage packaging for your target audience. Think about their demographics, what they like, and how they buy your product.
The packaging you choose must be suitable for your target audience, and it should be convenient to use. It also needs to adhere to manufacturing and transportation standards.
Be sure to include all necessary information, such as ingredients, association and certificate marks, barcodes, and expiration dates. This will add to the safety of your product and give potential buyers peace of mind.
Innovative Shapes and Sizes: Ditching Traditional
Whether you’re introducing a new drink or refreshing an existing brand, the packaging can set you apart from your competition. It communicates your brand’s identity, tells your story, and plants a lasting impression on consumers that keeps them loyal to your product.
One way you can make a powerful impact on the market is with innovative shapes and sizes. Curvilinear contours and rounded edges trigger brain regions that reward, inspire contentment, and create excitement.
This is especially true if you associate a shape with a contextual message. For example, if your bottle design is curvy and reminds someone of their grandmother’s pancakes, they may be more likely to purchase your beverage. Moreover, social media-friendly packaging can also drive organic buzz around your product. So, don’t be afraid to get creative with your beverage packaging!
Bold Typography and Colors: Making a Statement
In an industry where minimalist, stark packaging is still a strong trend, bold typography and colors are making a statement. Color choices evoke different emotions in consumers and playing with the combination can make a brand stand out on shelves.
Yoju, a yogurt citrus seltzer brand, uses a simple yet striking combination of font and illustration to create an eye-catching design. The white label is offset with bright green and pink hues to create dreamy, colorful beverage packaging boxes that are sure to grab the attention of consumers on the shelf. Similarly, Gerry’s, a new addition to the alcohol-infused or “hard” seltzer market, has a main logo that is balanced with a smaller type on the can to make a statement. The results are a memorable design that makes Gerry’s feel like an established name in the market.
Interactive Beverage Packaging for Enhanced User
Beverage packaging can be a powerful tool for communicating a brand’s values, attracting new consumers, and elevating the product. Technology can be used to help create a better user experience, especially when it comes to interactive packaging.
A growing number of beverage brands are using augmented reality to bring their products to life and connect with their target audience. Wine brands such as De Bortoli are launching AR experiences for their bottles that allow consumers to step out of the bottle and learn about the wine’s origins and history.
Smart packaging tech is increasingly widespread across the drinks industry, from RFID chips in supply chains to NFC tags that are accessed through mobile devices. These technologies are mainly used in production, logistics, and distribution to enhance consumer experiences.