Craft is all about care, consideration, experience and pedigree. The pack has to hit the consumer with all of that brewing know-how and convince the consumer of it
This means playing certain category rules and if you’re going to break them in order to force some differentiation then ensure that this craft, experience and artisanship is fostered through the packaging design, storytelling and quality of print
Consumers use all of these quickly decoded signals to make an immediate purchase decision.
If as per the rather strange example below you miss out on all of that, however good the product, are you going to struggle to convince the consumer.
In this individual products instance it’s the fact that the IPA is made with surpless fresh pasta.
Poor execution can steer a consumer away before they have had a chance to understand an interesting brand story.
#Marketing, #Design, #BrandDesign, #Packaging
