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According to Mintel, “Good packaging protects your product. Great packaging protects your brand.”
Product packaging is much more than a cover to protect goods, rather it’s a representation of the company and its values. With personalized package design, consumers will remember that package design long after it’s in the garbage.
Nutella recently completed its “Nutella Unica” campaign in Italy, with seven million jars showcasing seven million different package designs. Ferrero the manufacturer of the hazelnut spread worked with Ogilvy & Mather Italia on the project.
According to Dezeen Magazine, “‘We think Nutella can be as special and expressive as every single one of its customers,’ said Ogilvy & Mather. ‘With this objective, Nutella Unica was born – the first limited-edition made by seven million different jars. Dozens of patterns, thousands of colour combinations, one special algorithm.’”
Nutella’s logo stayed the same while the packaging design reflected the good feelings associated with the sweet spread. The moral? Don’t confine your brand with its packaging; instead take the opportunity to stay true to your brand’s story and stand out from the crowd. Nutella’s proof is in the results with the seven million jars throughout Italy selling out in just one month.
Every brand has a story to tell and deserves a package design to reflect that. You don’t necessarily need seven million different designs for your one product, but you should have one great memorable look.
Silver Creative Group is an award winning design, technology, and creative ad agency with many food and beverage package design projects successfully completed to date. Our full service marketing approach gets noticed, leaves an impression, and promotes brand loyalty. Ready to stand out from the competitors with a trendy package design? Contact us today.
