Gift packs have evolved over the years. They used to be only festive chocolate selection boxes or random sets of shower gel and soaps, however many of the premium spirit brands have seized on the opportunity also.
These are a great opportunity to present single servings to loyal or new consumers. Many of these are combinations of spirit brands with an appropriate mixer as per the example in the image below.
You would think it’s an easy challenge to bring some of the brand story onto what is effectively an increased canvas ,but many brands struggle.
A couple of years back I did a post on the Engine gin brand as it was an interesting example of challenging the format in a very busy category. This engine oil inspired pack was a great way of standing out amongst the competition, however when it’s contained and constrained in a small gift box this cheeky format seems a little overlooked.
In this instance, the gift box completely covers up the unique oil drum container, the key point a difference for this brand.
What could be a very unique offering then ends up looking like every other gift set out there.
If your brand is known for something, push this every opportunity. Your ‘point of difference’ should be just that.
#Design, #Marketing, #BrandDesign, #Packaging
