The Pepperjack Packaging Shows it Should be Drank with Meat
Jamie Danielle Munro — June 21, 2014 — Lifestyle
References: thecollective.au & lovelypackage
The Pepperjack packaging by The Collective Design Studio explicitly draws a correlation between food and this kind of drink.
Pepperjack came to the studio and asked them to make this connection between a specific type of wine and food. However, the challenge was to keep with the same kind of branding identity the label had used for years (a cream background put on an angle). The studio thus used the same colors and placement of the label, but illustrated images of a cow on the front, and used language that's similar to various cuts of beef to help draw this connection. The result is an effective marketing technique that makes people thing of a specific food to drink with the wine.
Pepperjack came to the studio and asked them to make this connection between a specific type of wine and food. However, the challenge was to keep with the same kind of branding identity the label had used for years (a cream background put on an angle). The studio thus used the same colors and placement of the label, but illustrated images of a cow on the front, and used language that's similar to various cuts of beef to help draw this connection. The result is an effective marketing technique that makes people thing of a specific food to drink with the wine.
Trend Themes
1. Wine-food Pairing - Opportunity for brands to create explicit connections between specific types of wine and food through packaging and marketing techniques.
2. Branding Identity Continuity - Innovative approaches to maintain consistent branding identity while incorporating new elements to enhance product associations.
3. Visual Storytelling - Utilizing visual elements and language to tell a story and create meaningful connections between products and consumer experiences.
Industry Implications
1. Wine and Spirits - Opportunity for wine and spirits industry to explore explicit food pairing strategies to enhance consumer experiences and tap into new market segments.
2. Packaging Design - Innovative packaging design approaches that go beyond aesthetic appeal to communicate specific product associations and enhance brand messaging.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to develop creative storytelling techniques that establish stronger connections between products and target consumers.
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