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Brasil
PackTrends
2020
117
aesthetics and identity
FIGURE 5.12
Packages for perfumes for unique
and exclusive shapes
Source: Press Release
As with the cosmetic market , the search for
unique and differentiated shapes is a strong trend in
other package category to ensure the recovery of the
product, attract consumer attention at point of sale and
the brand successful. Although the food and beverage
market avoids heavy investments in new package
developments, due to lower profit margin and higher
turnover of product, betting that direction ends up
being a resource against a backdrop of reduced funding
for advertising (FORÇA visível.., 2011).
Premiumization stimulates the development of
new and attractive packaging for food and beverages.
The packaging innovation, in turn, plays a fundamental
role in influencing the purchase decision. To meet a
specific market demand, the shape of the package
can be developed with the objective to explore the
sophistication and luxury of some product categories.
Attractive and modern options, differentiated by the
shape and aesthetically pleasing also have been the
target of many developments in various segments of
packaging in the world market (INNOVATIONS.., 2010).
Premium fruit uice category is also betting on
different ways to increase brand recognition. Examples
include packages from French company Pére Juice
that mimic the shape of a pear to emphasize that the
product is 100% natural; from Gloji, an energy drink
based on Goji Berry, an exotic fruit from China, which at
first seems like a perfume, and which bet on a different
shape to reflect the natural quality, the absence of
artificial additives and the product energetic properties
; and the example of POM Wonderful 100% natural
pomegranate with its unique format, which refers to
pomegranate and demonstrates the brand’s personality
for not being a usual product (GLOJI, 2012; ROLL
GLOBAL, 2012; SUNRISE PACKAGING, 2012) (Figure
5.13).
Differentiation can also be used in the fresh
products line. American company Live Gourmet, with
its package in the shape of at Squircle (a square
and a circle) in addition to achieving greater visual
prominence to its products, made gains in space
optimization, improvements in its automatic packaging
system and even provided easy handling and closing to
the consumer (Figure 5.13).
FIGURE 5.13
Packages with distinct shapes to
represent premium and natural
Source: Press Release