Their Brand, Your Way: Emotional Connecton in Food Packaging Design

Their Brand, Your Way: Emotional Connecton in Food Packaging Design

Emotionally attached… to a piece of candy? Coca Cola, Reese’s, Heinz, Snickers, and Sprite all have customized packaging. These are top brands in their categories that have been around for a long time. These candies had to do something new to keep relevant on top of all the other new brands coming out in each category. Candy and soda are not on the top of people’s minds with a health movement that is trending. It is the emotional aspect of these new brand campaigns that bring the consumer to the product despite the clear lack of nutrition. The emotion is in seeing your name on a product, or an attribute that is associated with you or your friend. Coca Cola is all about “opening happiness” and their new customized packaging recommends you share this happiness with someone else. People have taken this campaign and ran with it- from wedding proposals to a new babies name to graduation parties. When someone sees their name, or their friends name on a product they almost feel entitled to purchase it. With this packaging there is a deeper meaning to the product. It is more than your favorite soda- we are their favorite consumers. Our names are on their products giving us the recognition. Packaging that gives emotion, connection, and starts a relationship with a brand will be upheld over all others. On top of this Walmart started a campaign putting Coke and Reese’s together to “share your summer”. The coke would show you or your friends name and the Reese’s would give an adjective like “chill”, “perfect”, or “2 fun”. There are...
Scary Good Halloween Food Packaging Design

Scary Good Halloween Food Packaging Design

Halloween is creeping up on us! Our office is getting creative this year, making chicken, parrot and banana costumes but one thing is for sure — We are all gushing about the sugar. Below are some Halloween inspired packaging that have us ghoulishly excited and in the spooky spirit: Our account director Kyla has her eye on Hotel Chocolat. While other brands are taking a cheesier approach to Halloween design, the tastefully terrifying design aesthetic of Hotel Chocolat’s Yikes boxes takes a very grown up approach to a kid-centric holiday and category. Our newest graphic designer, Janna is loving the playful but creepy illustrations on Jones’ Halloween soda cans. The large portraits in the center of the can are eye catching, while the small size of the can allows the illustrations to be a little less spooky and a little more cute.   Burger King recently reintroduced it’s chicken fries in a new, perfectly-packaged custom-made box. Another designer and team member, Mollie Starr loves that the box designs are clearly inspired by emojis and for Halloween, and that the fast-food chain created monster and zombie boxes that are just the right amount of gory without losing your appetite. And last but not least, our favorite office coordinator Danielle Gunter is going goo goo for YumEarth Organics “organic pops.”  She loves how they’ve created fun, illustrated Halloween packaging. They’ve made a way to introduce a “healthier” option into the candy space and have made it look...
Expo East 2015 Recap

Expo East 2015 Recap

Interact works exclusively with grocery brands. We study consumer culture, design trends, and industry innovation to create iconic work. To learn more about how we can help you grow, contact...
Frozen Through Time

Frozen Through Time

In the 50s, families filled their living rooms, possessed a new form of entertainment, the Television. Eyes could not be peeled away and as a result there was no time, nor desire to make a gourmet dinner. People suddenly needed it to be quick, convenient, and ready to go. Frozen food was available with limited options(ie. Vegetables), but there was an obvious demand for more in the market. The frozen dinner was invented in 1953 and its convenience caught on immediately. As this hype died out, frozen dinners started to seem undesirable. People felt that frozen food lacked nutrients, and was a cheap version of the idea of “dinner”. Mothers wanted to bring the family back to the table, and frozen foods weren’t doing the job. Today, frozen food is making its way back into peoples’ lives. It’s becoming healthier, less processed, but still very convenient. One of the leading brands that disrupted the frozen category is EVOL with its motto to “love what you eat”. They want their customers to care about how their food is made and where it comes from. They make real food with real ingredients that you could find in your own kitchen. On top of this they believe that frozen simply pauses nature, by keeping it fresh for longer, “If it was up to us, we’d freeze everything.” With this brand and others brands jumping on this frozen trend, every person has access to simple, healthy, convenient foods. As frozen brands are booming on this health trend, how do you make your packaging stick out, and more importantly, how do they set consumers...
Co-branding Today

Co-branding Today

More and more, brands are looking for inventive ways to gain relevancy with consumers outside of their core product offerings. A current trend is the experimentation of food and beverage outside of retail core categories. For example, Lululemon launched a limited edition beer, “Curiosity Lager,” at their annual yoga conference Seawheeze in Vancouver Canada with the aim to play in the lifestyle space beyond athletic clothing. Other examples include Carlsberg Beer, which controls more than 8% of the global beer market has set itself in the beauty industry to produce a line of personal care products for men. The company’s brew is a main ingredient in the product line. Yes indeed, these products contain barley, hops and yeast which evidently are chalk full of vitamin B and silicium (silicone), and have multiple health and beautifying benefits such as strengthening connective tissues, as well as strengthens nails, hair and skin. McDonald’s has also followed suite. They’ve opened an online store with the lure of “burger-emblazoned board shorts, thermals, dog coats, wallpaper, linens, sleeping bags, tents, and more.” They’ve capitalized on their iconic sandwich to produce additional marketability and reach, not to mention their profits are reportedly going to the Ronald McDonald House Charities, dedicated to helping children live happier and healthier by providing a place for families to remain together as their children heal from various illnesses — Now that’s a cause a person can get behind. They’ve now opened their online store to shoppers in the United States, Canada, Europe + Australia. Burger King took on a quirky approach to this interplay of food + beverage – As an...