Brand mascots have been a surefire way to start a relationship with consumers from the get go, and the latest packaging of OTMA food dressing look to do this.
The design agency behind the packaging -- LION Brand & Story -- decided to emphasize the main ingredient of each sauce to expand on the notion of freshness and taste. This was done by anthropomorphizing veggies, cheeses and fruits to help catch eyes in the grocery aisle in a fun, interactive way.
The OTMA food dressing packaging doesn't go so far as to create an entirely cartoon-oriented design that's too childlike, but rather straddles the line between being playful yet mature. According to market research done by LION Brand & Story, the approach appears to have been a success with consumers picking the OTMA brand over others in the dressing aisle.
Anthropomorphic Produce Sauce Packaging
The OTMA Food Dressing Packages Bring Ingredients to Life
Trend Themes
1. Anthropomorphic Packaging - Exploring the idea of anthropomorphizing items to attract attention or make connections with consumers through imaginative ways.
2. Ingredient Emphasis - Using packaging to draw attention to the ingredients in a product to emphasize taste and freshness.
3. Playful Yet Mature Design - Designing packaging that is playful and imaginative while still maintaining a level of maturity to appeal to a broad audience.
Industry Implications
1. Packaging Design - There are opportunities for designers to take bold, imaginative approaches to conventional packaging design and stand out on the shelf.
2. Food and Beverage Industry - Food and beverage producers have an opportunity to showcase their ingredients in a fun, imaginative way through packaging that's designed to appeal to a variety of audiences.
3. Marketing and Advertising Industry - Marketers and advertisers can explore creative ways of emotively packaging products to appeal to a broader range of consumers from different demographics.