Here is an unusual pack that two has two specific challenges.
Whilst it arguably grabs attention, it’s not immediately clear what it is. On flow wrap bags it’s always tricky to put the brand logo on the top part of the pack near the crimp as this is the area of maximum distortion.
The net result is that it gets squished and as you can see here, becomes unrecognisable
Most flow wrap bags utilise the centre part the pack as that has much less distortion so maintains the integrity of whatever logo is positioned there.
And that brings me neatly onto the second key problem here, Malibu?! It’s very much the first thing you see or can at least recognise which then makes you think why are Malibu doing a popcorn based snack brand!?
This strange hierarchy on the flow wrap bag then creates quite a bit of confusion. Sure, some people may be intrigued enough to pick it up but it should always lead with the main brand first and the collaboration as a support.
Being loud and brave may grab attention but you have to do more than catch the eye, you have to break through confusion, encourage the consumer to trust you, that builds credibility, then they will pick it up.
#Marketing, #Design, #BrandDesign, #Packaging
