Extending the canvas

This was quite a surprise to see.

In packaging design, we are used to dealing with awkward canvases and having to try and tell a compelling brand story, complete with individual product stories on a tiny label. But that’s the art of it.

The consumer has a very little time to scan the fixture and make an informed buying decision based on the communication to hand. So it is important that what space you have, works hard.

Seeing these neck tags on a premium spirit, seems to be an admission that the pack design didn’t work hard enough on its own.

A premium spirit should look like an object of desire, overloading it with additional extra communication that seems to be a bolted on afterthought, has a tendency to devalue the product and brand.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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