This Rustic Packaging Range Uses Emotional, Story-Based Marketing
Rebecca Byers — July 10, 2015 — Lifestyle
References: retaildesignblog.net
This example of rustic packaging applies the aesthetic to a range of products sourced from local farms. The storytelling-based designs are characterized by the emotional marketing techniques communicated through clever banter between artfully sketched characters. The farm-sourced rnage distributed by Milk & Honey includes meat, poultry, milk and bread.
While many packaging concepts aim to employ artisan or craft branding in order to elevate the perception of the product, Milk & Honey takes it a step further by injecting it with a dose of emotion. The stories conveyed on the packaging are those that make us feel and remind of us innocent naivete. In this way, the rustic packaging designs serve to separate themselves from the less authentic products marketed on such concepts.
While many packaging concepts aim to employ artisan or craft branding in order to elevate the perception of the product, Milk & Honey takes it a step further by injecting it with a dose of emotion. The stories conveyed on the packaging are those that make us feel and remind of us innocent naivete. In this way, the rustic packaging designs serve to separate themselves from the less authentic products marketed on such concepts.
Trend Themes
1. Story-based Packaging - The use of storytelling in packaging design to evoke emotions and differentiate products from competitors.
2. Localized Sourcing - The use of locally sourced ingredients and products to create a more authentic and sustainable supply chain.
3. Emotional Marketing Techniques - The use of emotional marketing techniques to create connections with consumers through product packaging designs.
Industry Implications
1. Food Packaging - Opportunities to innovate in food packaging by incorporating emotional storytelling and locally sourced products.
2. Local Agriculture - Opportunities to innovate in local agriculture by partnering with businesses that prioritize emotional connections with customers through packaging design.
3. Marketing and Advertising - Opportunities to innovate in marketing and advertising by incorporating more emotional and authentic storytelling techniques in product packaging.
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