We want to tell your consumers a story.
Better still, we want your consumers to tell themselves a story, and if we’re really lucky, to tell their friends as well.
It’s the story of why they just bought your brand, your new product, or your service, as opposed to anyone else’s...
If your brand story is a book, then packaging is its cover.
It shouldn’t tell the whole story, but it must tempt, intrigue and persuade us enough to pick up, and then buy the book.
“Never judge a book by its cover”? Think again.
Here’s one of the best packaging brand stories we know.
Its jar design unchanged for over 25 years, Bonne Maman is a highly successful global brand which does not spend much on advertising.
That’s largely due to the power of the story embedded in this great pack:
‘Grandmother’s recipes are pure and delicious’.