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Brasil
PackTrends
2020
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aesthetics and identity
character. These demands or factors of influence on the
market have created the term
premiumization
, which
relates to the new consumer needs – “Accessible luxury”.
The premium product will differ the consumer from his
peers, the reason why it is so attractive (HILL, 2010).
Premiumization
is not only focused on luxury
brand categories, but also on lower priced products.
This has been named “accessible premium”, satisfying
consumer demand for a quality and innovative product,
without needing to spend a fortune.
To transmit a sensation of purity, the transparency
of the glass package is often combined with attractive and
exotic and, in some cases, luxury shapes to maximize the
premium quality and sophistication of certain products,
exploiting the prestige and authenticity of the brand.
Products sold in glass containers with a trend of
offering luxury and sophistication are often from the
alcoholic beverages section. Some vodka packages
illustrate this sophistication perfectly. In 2011, the
company Indústrias Reunidas de Bebidas Tatuzinho,
owner of the Velho Barreiro brand, bet on this trend
and developed the bottle for its product Diamond,
coated in a woven mesh of silver and gold studded with
211 gems and a 0,7 carat diamond encrusted in the
centre. These are limited edition packages – only 60
units, and reinforce the product’s identity. The luxury
version of this product costs R$ 212 thousand (approx.
US$100 thousand) and even before release, two units
were already reserved for Brazilian businessmen. With
the launch, the company was hoping to call attention to
Brazilian cachaça and value the product as a premium
drink, able to compete with best distilled drinks of
the world, increase export value and enter the Velho
Barreiro brand in the history of Cachaça (ROSA, 2012)
(Figure 5.1).
Table 5.1
Aesthetics and Identity – unfoldings and contributions of the package
Featured trends
Package Contributions
Premiumization
packages that transmit sophistication, luxury, premium quality,
prestiges for the masses: masstige.
Packaging renovation
multisensory packaging design; diferentiation, aesthetic effects,
color and material extravagance, high quality printing.
Pleasure experience
invite to indulgence, to guiltless pleasures; packages that
promote new sensations and emotions, escape the norm.
Life-style packaging
packages that can be associated with a healthy lifestyle
and well-being; which evoke trust and security; apparent
naturalness, retro image.
Personal identification
idols consumption; be our guest; limited edition packages.