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Brasil
PackTrends
2020
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