This example of grain powder packaging is evidence of a shift in the marketing behind products in its category. For many years, nutritional supplements like this have been more obviously targeted at men seeking muscle gains, yet the market hadn't really tapped into a peripheral consumer base that had also been benefitting from such products.
For XIANMOFANG of Taiwan, designer Nio Ni avoided the bulk and braun that has been the typical imagery of protein powders and the like, in favor of a bright blank canvas. On top of this white base, the illustrator drew the colorful full forms of the original ingredients –– from nuts and beans to pulses and grains –– communicating quite clearly the actual contents. This clever strategy makes the perfect, appealing packaging for women especially, but generally it is attractive to the health-conscious who wish to enhance their bodies to any degree.
Illustrated Ingredient Branding
Grain Powder Packaging Communicates an Honesty of Its Contents
Trend Themes
1. Transparent Packaging - Using illustrated ingredient branding, brands can communicate the actual contents of their products through transparent packaging, appealing to health-conscious consumers.
2. Diverse Targeting - Nutritional supplements are expanding their target market beyond men seeking muscle gains, reaching peripheral consumer bases that can also benefit from such products.
3. Minimalist Design - Moving away from traditional imagery, brands are opting for bright blank canvases and minimalist designs to create attractive packaging that appeals to a wider audience.
Industry Implications
1. Food Packaging - The food packaging industry can leverage illustrated ingredient branding to communicate the honesty of the contents, providing a unique selling proposition.
2. Health Supplements - The health supplement industry can seize the opportunity to diversify its target market and appeal to a wider audience by adopting illustrated ingredient branding.
3. Design and Advertising - The design and advertising industry can explore the trend of minimalist packaging design and illustrated ingredient branding to create visually appealing and informative packaging for various products.