This Example of Wool Packaging Focuses on the Quality of the Product
Rebecca Byers — September 14, 2015 — Art & Design
References: cleckheatonsuperfine.au & aspreycreative.au
This example of wool packaging speaks to the movement of artisan branding as a means to positioning a product offering as premium. The brand, Australian Superfine Merino by Cleckheaton, is currently in pre-launch and features a letterpressed swingtag. Cleakheaton is owned by Australian Country Spinners and decided to create a retail brand for the line of superfine merino yarn.
Designed to highlight the artisan quality of the product, the exquisite letterpress swingtag features a carefully thought out mix of fonts in various hues of purple. The dramatic swingtag is a huge step up from the conventional paper or sticker packaging, which carries connotations of lesser quality.
The Australian Superfine Merino brand by Cleckheaton has since expanded into an e-commerce effort and shows the marketing power of wool packaging in this context.
Designed to highlight the artisan quality of the product, the exquisite letterpress swingtag features a carefully thought out mix of fonts in various hues of purple. The dramatic swingtag is a huge step up from the conventional paper or sticker packaging, which carries connotations of lesser quality.
The Australian Superfine Merino brand by Cleckheaton has since expanded into an e-commerce effort and shows the marketing power of wool packaging in this context.
Trend Themes
1. Artisan Branding - Opportunity for brands to position their products as premium by incorporating artisan elements in their branding.
2. Retail Packaging Innovation - Potential for brands to differentiate themselves by using unique and visually appealing packaging, like letterpressed swingtags.
3. E-commerce Expansion - Growing trend of brands expanding into e-commerce to reach a wider audience and increase marketing opportunities.
Industry Implications
1. Fashion and Apparel - Fashion and apparel brands can leverage artisan branding and unique packaging to attract customers seeking premium products.
2. Paper and Packaging - Innovation opportunities for companies in the paper and packaging industry to develop visually appealing and high-quality packaging solutions.
3. E-commerce Retail - Businesses in the e-commerce retail sector can explore the potential of expanding their offerings to include premium products with unique branding and packaging.
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