There seems to be a little bit of a buzz around ketones at the moment.
For those that don’t know, this is an alcohol alternative, which promises ‘all the buzz but without the booze’.
Ketones are a type of alcohol that are metabolised in a completely different way in the body. As it lacks ethanol (as you would find in alcoholic drinks), it allegedly breaks down into a less toxic by product, providing the kick from an alcoholic drink, but without the subsequent hangover!
Quite a promise!
With new sectors comes the requirement for a new level of consumer education. If you are creating a whole new category, then there is a great opportunity to create a whole new set of rules.
This story is a lot to try and get across on the pack as per the example below, its executed more like a hard seltzer product. Therefore, it’s always going to look ‘alcoholic’.
I wonder if this would’ve been better approached creating a slightly less aggressive tone of voice in order to communicate its apparently less aggressive outcome!
What do you all think?
#PackagingDesign, #Packaging, #BrandDesign, #Innovation