Creative director Martin Kuspal of Maison D'Idee designed the packaging for Gingi Foods' #gingi cookies. The sole purpose of this hashtag-labeled cookie package is to reach younger generations who are avid social media users.
In order to appeal to a young demographic of Internet-focused consumers, Kuspal took the direct approach of using a commonly understood symbol. The hashtag is used on Twitter, Instagram, Facebook and now it is being used as a branding and marketing tactic.
In addition to social media-influenced packaging, each bag of #gingi cookies uses a unique color such as gold, teal blue and a medium-hued green. Each cookie package contains a different flavor such as chocolate, walnut or pistachio. On the front of every package there is also a tag-line that reads: "best cookies ever."
Hashtag Cookie Branding
These Treats are Titled #gingi to Reach Younger Generations
Trend Themes
1. Social Media-influenced Packaging - Opportunity to design packaging that incorporates popular social media symbols and appeals to younger generations.
2. Unique Color-flavor Combination - Disruptive innovation opportunity to create cookie packages with different color schemes that correspond to different flavors.
3. Tag-line Personalization - Chance to add customizable and catchy tag-lines to cookie packages for enhanced branding and marketing.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore incorporating social media aesthetics and customizable packaging.
2. Confectionery - The confectionery industry has a chance to innovate by creating unique color-flavor combinations in packaging.
3. Advertising and Marketing - Advertising and marketing professionals can explore opportunities to personalize tag-lines on packaging for brand enhancement.