Brasil Pack Trends 2020

BrasilPackTrends2020 118 aesthetics and identity Alcoholic drinks is another category seen constantly innovating in modern and aesthetically pleasing shapes, like packages for Rosé and Verde wines from the Lagosta brand, re-created with the objective of modernization and targeted to a more refined audience; another example: Ultra Premium Vodka, from Roberto Cavalli, a sophisticated Italian product and marketed in glass packaging with a snake coiled around it; Samurai vodka, presented in glass packaging that appears to have been cut in half by a sword, and the package for the liquors brand, SX Latin liquors, which explores in its curvaceous shape feminine sensuality during dancing (BUSINESS INSIGHTS, 2010; BAILADO Sensual..., 2011) (Figure 5.14). FIGURE 5.14 Packages that show modern, pleasing and sensual shapes Source: Press Release Another trend associated with shape is to explore the functional aspect of the package, such as ease portability, handling and optimizing the feel in the hand , for better premium positioning of the brand and differentiating itself in retail outlets. The ergonomic shape is especially important for packages for sporting and on-the-go consumption (Figure 5.15). Other examples are glass containers for olive oil Dama Hojiblanca by Sandeleh Food, an ergonomically shaped handle which facilitates its use, the packages for Mojito cocktails in a different shape, and packaging for cappuccino Três Corações brand in a non-cylindrical shape, ergonomic and compact (BUSINESS INSIGHTS, 2010; BUSINESS INSIGHTS, 2011; CAPPUCCINO ..., 2011) (Picture 5.15).. FIGURE 5.15 Packages with functional and ergonomic shapes Source: Press Release Packaging designs with unusual shapes and differentiated have become a very useful tool to ensure the visual appeal for products geared especially for children (BUSINESS INSIGHTS, 2011). In the quest for differentiation, the format of the package can also be directed to the playful and entertainment aspect, such as those for personal care using characters from movies or television to attract public attention from children and captivate adults for its quality and visual appeal (Figure 5.16). In the Brazilian market, the search for identity and brand recognition has been constantly explored in the packaging of various products with special shapes and made from different materials, thus ensuring its innovative character, visual appeal and differentiation from the other products in the same category (Figure 5.17).