When your brand aims to communicate ‘goodness,’ striking the right balance between projecting health credentials and driving taste appeal is crucial.
If the packaging leans too heavily towards functional attributes, the product may come across as artificial and lacking in taste appeal. Conversely, an excessive emphasis on taste can undermine the perceived healthiness.
The packaging example from For Goodness Shakes below, illustrates this challenge. The simple shapes and primary colours give a basic, unsophisticated impression, while the small brand logo lacks authority. Although promoting ‘great taste’ helps counter the notion of compromising on flavour, the overall feel suggests that choosing a high-protein, zero-sugar option necessitates sacrificing taste.
Successful branding in this space requires harmonising health and taste messaging. The packaging should exude quality and indulgence, conveying that consumers can enjoy a delicious, guilt-free treat without compromising on nutrition or flavor.
To stand out, be the brand that offers both.
#Packaging, #Marketing, #Branding, #Design
