Jelly Fresh Packaging Channels Antique Imagery for Nostalgic Marketing
Amelia Roblin — August 7, 2017 — Marketing
References: behance.net & thedieline
With so many different branding styles on supermarket shelves, the designer of this old-fashioned fish packaging wanted a way to really stand out. It wasn't going to be the contemporary purist type or the modern vibrant aesthetic that would really catch the eye––the lesser seen vintage look was employed by Chiapa Design for this product.
The line of fish seasonings is represented with a harkening to bygone means of buying and selling seafood. Newspapers were once used to wrap the day's catch, so Chiapa chose the black and white image of the paperboy to be the face of this brand. The child holds up a fish enveloped in yesterday's news, enthusiastically presenting it to market-goers. To make Jelly Fresh even more of a visual draw, bright primary colors were added in the form of accents and typography.
The line of fish seasonings is represented with a harkening to bygone means of buying and selling seafood. Newspapers were once used to wrap the day's catch, so Chiapa chose the black and white image of the paperboy to be the face of this brand. The child holds up a fish enveloped in yesterday's news, enthusiastically presenting it to market-goers. To make Jelly Fresh even more of a visual draw, bright primary colors were added in the form of accents and typography.
Trend Themes
1. Vintage Branding - Opportunity for brands to differentiate themselves through nostalgic and retro-style packaging.
2. Nostalgic Marketing - Using childhood imagery and retro design is becoming a popular way to trigger consumer nostalgia and create an emotional connection.
3. Eco-friendly Packaging - Opportunity for brands to incorporate eco-friendly packaging materials and designs in their vintage and nostalgic branding.
Industry Implications
1. Seafood Industry - Brands in the seafood industry can utilize vintage branding to create a unique selling proposition and stand out on crowded grocery store shelves.
2. Food Packaging Industry - Companies in the food packaging industry can create specialized and unique packaging materials and designs for brands seeking nostalgic and eco-friendly packaging.
3. Marketing Industry - Firms in the marketing industry can incorporate nostalgia and vintage design elements to create powerful emotional connections between brands and consumers.
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