Brasil Pack Trends 2020

BrasilPackTrends2020 123 aesthetics and identity In some cases, changes that would modify the texture and surface finish of various packaging materials to improve the perceived quality of the product are necessary. Among the options trends focused on the use of metallized material, combinations of matte and glossy effects in the same package or the use of textures that can be associated with nature or the tradition of the packaged product can all be highlighted. For other purposes the matte finish can differentiate the packaging aspect from other products in the same category, taking it to a premium positioning. Examples include the glass containers for water brand Q Tonic and Cold Spring, with the latter having the matte effect applied on the ceramic label (ACL - Applied Ceramic Label) while keeping the “window” effect (transparency) near the label (INNOVATIONS. .., 2010; HILL, 2010) (Figure 5.25). This technique is susceptible to be used, but this feature is still little explored in Brazil. The Sensations crisps portfolio from Elma Chips, in Brazil, knew to explore the matte effect on their packages, differentiating it from other products in the same category (Figure 5.25). FIGURE5.25 Packages with a superficial matte finish Source: Press Release The use of thermochromic inks and labels to indicate the recommended drink temperature for consumption is ideal to create a special effect or simply glow in the dark, is the option that has been constantly used in the beer market, especially in limited or commemorative editions. An example is the beer can from Nova Schin, which was produced with a special paint technology similar to that used in fluorescent switches, which absorb light they are exposed in order glow in the dark or under black light after (Figure 5.26). Another example is the label for glass bottles for beer brand Coors Beer and Coors Light produced with thermochromic paint to indicate the ideal temperature for consumption of the product, so that the white coloring of the mountain turns blue when reaching a temperature equal to or below 6 ºC (Figure 5.26). Dutch beer brand Heineken has also launched an aluminum bottle called Star Bottle that glows under black light. The special ink applied to the packaging appears on the surface of the cylinder drawings showing shooting stars (Figure 5.26). The aim is to strengthen the brand concept for those who seek quality, taste, innovation, and especially style. The idea was to show their concern for creating the best experience when drinking a premium beer (INNOVATIONS.., 2010; ... HEINEKEN, 2012; ... LATA 2012; EXAME.COM, 2012) FIGURE 5.26 Packages that use thermocromic inks Source: Press Release