The power of packaging is nowhere more evident in our daily lives than at the supermarket. Brand recall and recognition, value proposition, nostalgia - the visual cues given to us by packaging design on FMCG goods drive our consumer behaviour. The more anonymous packaging appears, the more dystopian it feels. A product's presentation tells us about the product itself, but it also tells a story about ourselves.
How visible will the product be once you get it home? Will it be hidden away in the pantry, or constantly out on display for yourself, your family, your guests? Everyday food products like tea, coffee, sugar and condiments are highly commoditised, so setting themselves apart from each other on the shelf is essential to the product being picked up and put into the shopping basket. First impressions matter, especially in low-involvement, transactional purchases. Differentiation here can be based on factors such as price point, ingredient quality or provenance.
Snack products on the other hand have a little more opportunity for differentiation based on flavours, ingredients and prestige. In addition to the classics, how many crisp flavours are produced across multiple brands, each trying to attract the buyers’ interest and desire? Biscuits with chocolate chips, nuts or dried fruits may attract or repel shoppers based on trends or personal preferences. Packaging design helps depict and communicate these differences, at times also in response to compliance or basic information about factors such as allergens.
Seasonal products such as limited edition flavours or Christmas branding use illustration to continue with a cohesive brand identity whilst highlighting something unique and special. Artwork and illustrations on packaging are also often then used in promotional materials, campaigns and social media, bringing continuity from external touchpoints into the decision-making process in store.
From everyday breakfast foods to luxury brand beverages, our illustrations and animations have brought a little magic to all sorts of FMCG products - take a look at some of our past work:
