Some brands are associated with ceremony. The wedge of lime in the top of a bottle of Sol or Orangina’s shaking the bottle. These rituals create a connection with the brand. They dictate how the product is used and become powerful memory anchors.
Another of these iconic ceremonies was the Salt ‘n Shake blue bag. Hours would disappear rooting around the packet to find said blue bag before ripping it open and sprinkling the salt over the crisps. It was an important part of the whole experience. So important was this little blue envelope that Salt ‘n Shake integrated it into their logo on the front of the back.
I still remember once as a kid having a packet of crisps and finding two of these blue envelopes in it. I thought I’d struck Gold!
A couple of times a year thfind their way into the family shopping basket and it is always a nostalgic trip down memory Lane. Or so we we thought.
Upon opening a bag this weekend the iconic little blue bag had disappeared only to be replaced by something more akin to breaking bad than Salt ‘n Shake!
Not only had the blue bag being replaced, but the ability to find its transparent replacement was made even more difficult.
Although it is only a small detail in the whole brand it is so integral and important to the ceremony that if removed or altered, it changes the experience dramatically.
if you have a pack ritual that has reached iconic status never dilute it. Memory triggers warmth and trust.
#Marketing, #Design, #BrandDesign, #Packaging
