Vital Farms' Newly Redone Egg Carton Design Comes to Life with Augmented Reality
Laura McQuarrie — May 15, 2017 — Marketing
References: vitalfarms & packagingdigest
Just a few months ago, Vital Farms unveiled an all-new egg carton design that emphasizes that its cage-free eggs come from chickens that are raised on pastures. While many brands are now also taking care to highlight terms like "free roam" and "cage-free," Vital Farms set itself apart with an artisanal hand-drawn illustrations. The brand also decided to take it a step further and include augmented reality features.
Rather than just looking at the carton and seeing only words on the packaging, consumers are able to use the Roar app to bring the design to life. Through augmented reality, the carton is transformed into a scenic field showing chickens roaming freely. As an incentive for using the Roar app and viewing the augmented reality animations, consumers are rewarded with a coupon.
Rather than just looking at the carton and seeing only words on the packaging, consumers are able to use the Roar app to bring the design to life. Through augmented reality, the carton is transformed into a scenic field showing chickens roaming freely. As an incentive for using the Roar app and viewing the augmented reality animations, consumers are rewarded with a coupon.
Trend Themes
1. Artisanal Packaging Designs - The use of hand-drawn illustrations and unique packaging designs creates a memorable and personalized consumer experience.
2. Augmented Reality Integration - Incorporating augmented reality features into product packaging enhances consumer engagement and provides a more interactive shopping experience.
3. Incentivized Mobile Applications - Rewarding consumers with coupons or discounts for using mobile applications encourages increased brand interaction and consumer loyalty.
Industry Implications
1. Food and Beverage - Brands in the food and beverage industry can leverage artisanal packaging designs and augmented reality features to differentiate their products in a competitive market.
2. Consumer Goods - Consumer goods companies can explore the incorporation of augmented reality into their packaging to provide a unique and engaging consumer experience.
3. Mobile App Development - The rise of incentivized mobile applications opens up opportunities for companies specializing in mobile app development to create interactive experiences for brands.
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