118 / 231
Brasil
PackTrends
2020
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).