Use the unexpected

Differentiate through use of an unexpected format.

Sometimes it’s good to play around with different unrelated formats for products, especially when those formats are better recognised from completely different sectors. This helps add intrigue and excitement.

Have a look at this fantastic example from the world of gin. The normal square, green bottle has been dropped in favour of a format more familiar in the world of engine oil.

Whilst ths may seem odd, it serves 2 purposes. Firstly it creates a focal point and visual noise on the shelf and secondly it supports the more utilitarian brand proposition of 70’s and 80’s motor racing and Engine’s retro Italian roots.

An great way to differentiate from the usual artisan offerings!

Sorprendente! As they say in Italy.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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