It’s Monday, so let’s talk cookies!
Suppose it should be about cookie packaging. Looks like Oreo is the latest in the lineup to give their packaging a dose of customization. In fact, they’re putting YOU in the driver seat.
Just in time for the holidays, the infamous sandwich cookie has rolled out a new line of Colorfilled packaging designed by New York-based artists Timothy Goodman and Jeremyville. The current designs are heavily pop art-inspired, quite literally filled to the brim with stylized seasonal goodness. As far as colors go….you get to pick them! That’s right, the packaging is customized on the spot. Want Santa to have a blue beard? Then Merry Christmas to you! Add little accessories like winter hats and scarves, fun phrases with classic cookie at the center, and even personalize it with your message.
When your design is complete, you can actually get it made and filled with Oreos. The custom package holds 14.3 ounces of creme-filled bliss. That’s almost a pound of cookies! For craftier cookie lovers, the packaging also comes in simple black-and-white (much like the cookies themselves) with a set of markers to be colored in by the recipient. Mad props if you can color the whole bag before opening it.
Munchies aside, the packaging is beautiful, unique, and personalized making a bag of Oreos an even better gift idea. (Even if it’s a gift to yourself.)
Custom gift boxes and personalized retail packaging is an important aspect to remember this time of year. The attention these boxes draw is marketing that you cannot afford to miss out on. Not to mention it makes whatever’s inside that much sweeter. In the case of the new Oreo packaging, truer words have never been spoken. But presentation pieces like it are always the smart (and stylish) choice for packaging upscale products.
I came across an introduction to the Brand Packaging’s Packaging That Sells V show that is scheduled for October 2009. They say:
“Your packaging is critical to your brand. It’s the last three feet and last three seconds (and the ultimate measure of success) of your marketing program. But, these days, packaging has to do more than just “pop” at the shelf; it must communicate the story of your brand and become an essential part of consumers’ daily lives. Is your packaging powered to do all that?”
This is so very true and good packaging design can help you make your product, your brand, and your packaging an “essential part of consumers’ daily lives.”
Examples of custom, limited edition, water bottles by Evain designed for different audiences.
So you may ask, what’s the recipe for creating this type of packaging?
- Meaning: The first step in creating packaging that will communicate the story of your brand is to know what story you want to tell. People don’t want to simply purchase your brand they want to be apart of it and by knowing exactly what you want to communicate you can achieve this. Figure out your story and then try to make this visual through your packaging.
- Audience: Packaging is an interaction between the product, your brand, and the audience so to better communicate through your packaging you must know your audience. Knowing what they relate to, what issues affect them, and their lifestyle will allow you to create a packaging that centers on these things.
- Response: Once your brand has meaning, create a list of outcomes that your packaging could achieve. Think about your audience and what types of emotions, feelings, and reactions the product packing can evoke in your customers.
- Stay Informed: The last ingredient in the packaging recipe is to stay informed about your competition. This is a simple task that is often over looked. Staying on top of what the competitors are doing allows you to be innovative and stay ahead.
Put all these things together and your packaging will have a recipe for success.
So when the above quote asks you, “Is your packaging powered to do all that?” Your reply will be, “Yes it is!”
Ever have problems being the person making the coffee run and trying to remember how each person likes their coffee? I came across this creative packaging idea that I have not seen anything like before.
Josh Harris came up with the “Coffee Top Caddy”, which was created to help the people going on those large coffee runs for their co-workers. Many people are very specific on how they like their coffee, so with this invention, you do not have to worry about getting each person’s order right. These lids are designed to hold creamer and sugar packets right on top. Each person can then customize their own drink by adding however much cream or sugar that they would like.
Not only does this form of custom packaging make the product more helpful, but it also makes the product much more distinctive. Customers will recognize and remember that your store has the creative lids that make the office coffee runs so much easier. Custom packaging lets you bring your own creativity and flair to your product’s packaging by matching the personality of your product or company. It also allows your product to stand out on the shelf above the competition.