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PackTrends
2020
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).