Brasil Pack Trends 2020

BrasilPackTrends2020 116 aesthetics and identity FIGURE 5.10 Identities of consolidated brands Source: Press Release FIGURE 5.11 Examples of package shapes that have become market icons Source: Press Release The choice of packaging material, for example a plastic, metal, glass container etc., is usually done according to the product characteristics and protection requirements. However, a wide variety of formats can be found within the same category. In each category there is the option for choosing a standard or unique format shape, because in this case, there is still the possibility of product differentiation through the use of special labels, seals and closures. In many cases, a simple and functional packaging format offers a projection mark and can ensure consumer loyalty. However, the preparation of a different structure or format can enhance brand value in a unique way and impact the brand perception and recognition. As examples, we present the unique shape of the Yakult packaging, Toblerone chocolate and Absolut vodka, without forgetting the traditional Contour format of the Coca-Cola bottle, among others (Figure 5.11). These are examples of packaging formats which have become icons and which have led to the quick identification of the mark by the consumer. Therefore, the macro tendency related to the use of symbols and special shapes looks for brand identification and recognition by means of the package, in order to differentiate and express the product’s quality, authenticity and personality. In many cases, especially in the categories of products, innovation in the structure or shape is used to challenge the limits of package design (HILL, 2010). This trend is quite strong in the cosmetic category that utilize packages with unique and exclusive formats to create a clear differentiation of their products from other brands within the same category. As an example we present the Nina Ricci perfume designer labels, with lavish packages that represent the urban woman in vibrant color, Jean Paul Gaultier, which explores the elegance of feminine curves in the shaped bottle, and Vivienne Westwood, with a unique gold crown or scepter style lid (Figure 5.12).