Packaging Design Influence

Indigo, yeh kya chal raha hai? I took an IndiGo flight to Lucknow recently. Among the bunch of packaged snacks that came with the in-flight meal, one caught my eye: "Gur Para Chia Seeds", marketed as "Baked, Not Fried." Front of the pack screamed healthy. Back of the pack told a different story. Let me break it down for you: → Refined wheat flour (maida) was the main ingredient → Jaggery (sugar ka bada bhai) was the second ingredient → A chia seed product with only 2.5% of chia seeds 😟 → And palm oil? 2.3% So out of the four main ingredients, only one is good for you. And it gets worse: 163 calories in just 35 grams, that's more calorie-dense than most desserts. Plus 7 grams of added sugar. This is the problem plaguing our industry. Products masquerading as "better for you" when they're not. I have no issue with brands selling junk food. Fried food hai to fried food boldo. Sugar hai to sugar boldo. But don't manipulate consumers with clever front-of-pack marketing while hiding the truth in fine print. This is exactly what Revant Himatsingka (Food Pharmer) has been calling out with his “Label Padhega India” movement urging us to flip the pack and read what’s inside. Here's what needs to change: ▶️ Consumers, please stop trusting front-of-pack claims. Flip it. Read ingredients. Educate yourself. ▶️ Brands, transparency isn't optional anymore. You're charging premium prices for consumer trust. Honor that. At Go Zero, we put our calorie count and 0 sugar at the front, what we proudly claim. No hiding, no misleading claims. What you see is what you get. Because we want you to indulge - guilt-free. Consumers paying for "healthy" deserve actual healthy, not marketing-healthy. No?

HOW KIRKLAND OUTSMARTS BIG BRANDS—A MASTERCLASS IN PRIVATE LABEL STRATEGY When I visited Costco recently to pick up my usual Kirkland Signature Ibuprofen, I noticed something odd: two Kirkland options. One came in an orange bottle with round tablets, the other in a blue bottle with elongated ones. ❓ Was there a difference in formulation? Nope. But there was a strategic stroke of genius. The blue bottle mirrored Advil. The orange mimicked Motrin. Same Kirkland product, different packaging cues — each designed to trigger immediate brand recognition and comfort among loyal buyers of those legacy brands. This is private label sophistication at its best. It’s not just about offering a cheaper alternative (though Kirkland's version was ~40% less). It’s about lowering psychological switching costs by mimicking visual and functional design cues consumers already trust. 👉 This subtle packaging strategy increases the chance of perceptual generalization — getting consumers to confidently choose Kirkland because it feels like the brand they already know. Smart, simple, and powerful. What other examples have you seen of retailers using clever design to win over national brand buyers? If you enjoyed this, share it with others and follow me, Jan-Benedict Steenkamp, for more writing. #RetailStrategy #PrivateLabel #BrandMarketing #Costco #ConsumerBehavior #PackagingMatters

Paper packaging formats, boost sustainability in 2025. Are you thinking about your next launch? Innovations in formats, finishes, and performance improvements make paper packaging one of the top contenders. But what formats are available, and which ones best fit your needs? The sustainable packaging market was valued at approximately $272.93 billion in 2023 and is projected to reach around $448.53 billion by 2030, growing at a CAGR of 7.6% from 2024 to 2030. +82% consumers willing to pay more for sustainable pack. +78% consumers consider living a sustainable lifestyle. +30% likely to purchase products with eco-credentials. The global paper packaging materials market size reached US$ 392.75 billion in 2023 and is projected to hit around US$ 634 billion by 2034, expanding at a CAGR of 4.45% during the forecast period from 2024 to 2034. >>Top paper packaging formats for this 2025<< +Paper Tubes and Sticks: Biodegradable and chic, ideal for lip balms, deodorants, and foundations, blending eco-friendliness with style. +Paper Bottles: Recycled paperboard bottles redefine luxury for lotions and serums while cutting plastic use. +Folding Cartons and Sleeves: Enhanced with features like plantable seed paper or AR designs, these create a memorable, sustainable experience. +Paper-Based Pouches: Moisture-resistant and perfect for single-use products, offering an eco-friendly alternative to plastic. >>What’s New for 2025?<< +Smart Packaging: NCF labels, QR codes on packaging link to recycling tips, loyalty programs, or AR content, boosting engagement and sustainability. +Reusable Packaging: Modular paper containers are refillable, reshaped, or collapsible, durability meets eco-friendly design. +Barrier Technology: Bio-based coatings enhance durability and liquid resistance while staying recyclable, expanding options for liquids and creams. >>Challenges to Overcome<< +Durability: Improved but needs robust designs for liquids. +Cost: Higher than plastic but adds premium value. +Recycling: Depends on advancing global infrastructure. The future: Brands that invest in innovation and prioritize sustainability will stand out in a crowded market. Success will rely on collaboration, between manufacturers, brands, and eco-conscious consumers, to overcome challenges and continue revolutionizing the industry. Find my curated search of examples and get inspired for your next Hit! #beauty #beautypackaging #paperpackaging #sustainablepackaging

I walked into Miniso just to browse, but a tiny design detail caught my attention I reached for a perfume tester, expecting to spray it on my wrist. But there was no push-button. Just an open nozzle, forcing me to bring it close and take a sniff. Observations: 🛍️ Smart Product Placement: Perfumes were neatly arranged in visually appealing color blocks, making selection feel intuitive. 👃 Tester Trick: The tester bottles had no push-button sprays! Instead, customers had to directly sniff the nozzle—reducing impulse spraying by passersby and ensuring serious buyers engage more deeply. 👉 Behavioral Science in Action: 📌 Commitment Bias: If you take the effort to pick up and sniff, you're more likely to consider buying. 📌Scarcity Effect: No free-flowing spray means the product feels more 'exclusive.' 📌Decision Fatigue Reduction: Minimal distractions, clear choices, and a structured layout make buying easier. Retailers are getting smarter—it's not just about WHAT they sell but HOW they sell it. Have you noticed any clever behavioral tactics in stores lately? #BehavioralScience #RetailPsychology #ConsumerBehavior #MarketingStrategy #BrandExperience 

The Dark Side of Sustainable Packaging Sustainable packaging. The golden ticket to a greener future, right? Not always! Research* shows that 70% of packaging changes lead to a drop in sales. Let that sink in. Even the most sustainable solutions flop if they don't align with what consumers actually want. Take it from someone who champions sustainable packaging every day, this isn't just about swapping one material for another and calling it a win. It's far more complex. The stakes are higher than ever. Switching to sustainable materials represents a significant investment for brands. But the real challenge isn't just covering higher costs for materials or manufacturing, it's about understanding the consumer mindset. That same research reveals that in a quarter of cases, packaging changes lead to sales drops of 10%–25%. Imagine pouring resources into an innovative, eco-friendly solution, only to watch it fail on the shelf. Not only is this unsustainable, it's devastating for brands. Even big names get it wrong. Remember Frito-Lay's biodegradable SunChips bag? So loud that consumers created a Facebook group just to vent. Sales dropped by over 11%, and the brand scrapped the material. Sustainability means nothing if it ruins the consumer experience. Too many brands make decisions based on assumptions rather than evidence. They rush to market with "green" products, hoping for applause, only to discover consumers didn't want the changes in the first place. Consumers want sustainability, but they also expect convenience, affordability, and a seamless experience. A material swap that leads to leaky containers or higher prices just won't cut it. That's why risk assessment with in-store empirical research is crucial. Testing concepts in real-world scenarios helps identify pitfalls and ensures packaging resonates with consumers before hitting the shelves. Fixing issues at this stage is far easier than recalling a failed product later Sustainable packaging isn't just about doing good for the planet, it has to work for your brand and customers. We need to ask tougher questions: Will the packaging perform on-shelf? Will it enhance the consumer experience or undermine it? The ball is in our court. How do we ensure sustainable packaging doesn't just sound good but actually works in practice? It starts with listening (really listening) to consumers. Understanding their needs, testing new concepts in real-world scenarios, and finding the balance between eco-innovation and usability. The path to sustainability is complex, but with the right research and a consumer-first approach, we can create solutions that tick all boxes. Nothing's less sustainable than going back to the drawing board after a failed launch after all. Are you still in the dark? Do you research what consumers really want? What surprising insights have you uncovered? (*Source: The Sales Effect of Innovative Package Changes: Evidence from the U.S. CPG Industry, 2023)

Ever picked up a product just because it looked good? I have, and I’m not alone. 72% of consumers say packaging design directly influences their buying decision. In fact, 1 in 3 buy a product solely because it looks premium or different. Let me tell you a quick story I recently met a small brand doing ₹80L in ARR bootstrapped, a 4-member team, no marketing budget. But their packaging? Looked like a D2C unicorn. Bright colours. Bold font. QR code for the story. Minimal plastic. Insta-friendly. I asked the founder how much they spend on ads. He smiled and said, “Our packaging is the ad.” That line stuck with me. Because I’ve seen this happen again and again, especially in the MSME and early-stage world: A quirky design gets posted by a happy customer Someone shares an unboxing on Instagram Local retailers choose you over boring competition You look 10x bigger than you actually are All because of how you show up. Here’s why I believe smart packaging is an unfair advantage for small brands: 1. Built-in virality Unboxing = free UGC. Especially with Gen Z. No marketing team needed. Just good design. 2. You win the shelf war On retail shelves, your only chance is visual appeal. It’s the first and maybe the only impression. 3. Perceived value goes up Even if your product is priced higher, a premium design justifies the cost. 4. Brand recall improves Consumers remember what they saw, not what they heard. Visuals stick. 5. Trust signals Sustainable packaging, certifications, and QR-linked stories all build instant credibility. As an investor, I now actively look at packaging in pitches. Because if your product isn’t camera-ready in 2025, you’re already losing. You don’t need a ₹50L marketing budget. You need ₹5 packaging that people can’t ignore. If you’re a founder building a consumer brand Ask yourself: Is your packaging working for you or against you? Drop a ME if you’ve seen smart packaging turn into marketing. Would love to see examples! #ConsumerBrands #D2CIndia #MSMEIdeas #InvestorInsights #Branding101 #EarlyStageStartups #BootstrappedJourney 

Gen Z turns beverages into snacks – and packaging into a brand weapon Functional beverages are no longer a niche. They are becoming part of daily routines - driven by a new generation of consumers who expect more from what they drink. A sharp and insight-driven new industry report—published by Food Dive and developed by studioID for SIG Group - outlines how Gen Z and Millennials are reshaping the beverage landscape: - Functionality is the new baseline : Younger consumers seek more than hydration. They expect beverages to support immunity, stress management, focus, beauty, and gut health—often within a single product. Ingredients like ashwagandha, collagen, vitamin A, and flax seed are moving from niche to mainstream. - Beverages become snacks : 47% of Gen Z and 34% of Millennials use nutrition drinks primarily between meals. The demand is for compact, functional formats that fit busy, flexible lifestyles - snackable, not traditional. - Packaging becomes strategy : Aseptic, shelf-stable packaging - as developed by SIG - enables longer shelf life without refrigeration, preserves ingredient integrity, reduces transport costs, and opens new retail channels including vending, travel, and e-commerce. This technology supports product launches with lower risk and greater flexibility. - Sustainability is expected : SIG’s packaging combines forest-based paperboard and renewable plant-based polymers, with some solutions eliminating aluminum entirely. This reduces carbon footprint, supports circularity, and appeals to environmentally conscious consumers. - Design drives conversion : Consumers are drawn to functional packaging that communicates convenience, quality, and sustainability. As the report shows, attention to design increases trust and shelf impact—particularly in saturated categories like creamers and protein drinks. The report features expert insights from Yasmin Siddiqi (SIG Group) and Paige Leyden (Mintel) and is recommended reading for professionals across the beverage, FMCG, and packaging sectors. Source: The Next Wave in Beverages – published by Food Dive, produced by studioID for SIG A comprehensive guide to where beverage innovation is headed next. #beverageindustry #fmcg #retailinnovation #functionalbeverages #consumertrends #healthylifestyle #genzconsumer #millennialmarketing #nutritiontrends #foodtech #sustainability #asepticpackaging #snackification #plantbased #sigpackaging #readytodrink #brandstrategy #productdesign #packagingdesign #sustainablepackaging #foodmarketing #consumerpackagedgoods #ecommercepackaging #fooddistribution #retailstrategy #marketinsights #innovationstrategy #globalretail #switzerland #europe #studioid #fooddive

𝐈𝐭'𝐬 𝐦𝐨𝐫𝐞 𝐚𝐛𝐨𝐮𝐭 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞, 𝐟𝐞𝐞𝐥, 𝐜𝐚𝐫𝐞, 𝐞𝐱𝐜𝐢𝐭𝐞𝐦𝐞𝐧𝐭, 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐬, 𝐬𝐚𝐟𝐞𝐭𝐲 𝐭𝐡𝐚𝐧 𝐣𝐮𝐬𝐭 𝐩𝐚𝐜𝐤𝐢𝐧𝐠 𝐨𝐟 𝐭𝐡𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 𝐟𝐨𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 ! Glass, Wood, Paper, Plastic bags, Clothes, Ceramic and Clay, Cardboard were used earlier for packaging. But, the trend, design, need have been changed. Modern packaging have included materials like Biodegradable Paper Boxes, Glass Jars, Reusable Tin Boxes, Plant-based Packaging, Compostable Cutlery, Seaweed-based Packaging, Mason Jars etc. Packaging In the Food delivery market, smart packaging is emerging as a game changer for food businesses, driving significant growth and enhancing customer loyalty. With platforms like Swiggy and Zomato serving millions of orders daily, consumers now expect more than just a hot meal—they’re looking for an immersive experience that starts the moment the food arrives. Innovative packaging not only helps businesses differentiate themselves but also allows them to justify premium pricing. Studies suggest that eco-conscious packaging leads to increased consumer trust, with sustainable brands seeing up to 20% higher retention rates. As environmental concerns grow, particularly in countries like India, where plastic waste reaches over 9 million metric tons annually, companies are transitioning to eco-friendly alternatives. Brands like Pot Pot and Aflatoon have turned packaging into a strategic business asset by offering reusable containers and reducing plastic waste. The result? Enhanced customer experience and increased sales. Pot Pot, for example, delivers meals in reusable glass jars and cloth potlis, while Behrouz Biryani's metal handi dum biryani has become a talking point among customers. With innovations like leak-proof paper boxes, interlocking designs, and even AR-enabled packaging, businesses are connecting with consumers in exciting new ways. Smart packaging isn’t just about the look—it’s about how brands communicate their values and build a lasting relationship with their customers. As more brands tap into these trends, it’s clear that the future of food delivery will be driven by sustainability, creativity, and customer engagement, making packaging as vital as the food itself. #delivery #packaging #smartpacking #foodparcels #paperboxes #creativity #innovation #newtrends #design #fmcgindustry #customerexperience #foodpacking #businesscommunication #ecofriendly #sustainable

What is FoPL? For years, most of us have flipped food packs around, trying to decode those tiny nutrition tables. Calories, sugar, salt, fat all buried in fine prints that people never read. That’s about to change Front-of-Pack Labelling (FoPL) is India’s next big step toward transparent nutrition. The FSSAI is introducing a system that will make it mandatory for packaged foods to display nutrition ratings right on the front, where you can’t miss them. Each product will carry a Health Star Rating (HSR), from ½ to 5 stars, based on sugar, salt, and fat content. The higher the star, the healthier the product. If it’s high in sugar, salt, or fat, it’ll show it upfront. No fine print. Just clear, honest information that helps consumers choose better. This is more than just a label, it’s a mindset shift. India is witnessing a sharp rise in lifestyle diseases, obesity, diabetes, and hypertension, much of it driven by everyday foods that look healthy but aren’t. Globally, countries like Chile, Mexico, and the UK have already adopted FoPL systems and seen real impact. Chile’s black warning labels led to a 24% drop in sugary drink sales. The UK’s “traffic light” system helped people instantly recognize healthy choices. Now, it’s India’s turn. And this time, it’s not about policing brands, it’s about rebuilding trust. It’s about reshaping how we see food, and how brands communicate honesty through what they sell. For food brands, FoPL isn’t just compliance but an opportunity to build trust, loyalty, and leadership through transparency. #FoodSafety #FoPL #TransparencyInFood #FSSAI #FoodIndustry #ConsumerTrust #HealthAndNutrition #FoodInnovation #ResponsibleBranding #LeadersWhoLead #LinkedInLeaders #LinkedInTopVoices #Packaging #FrontOfPackLabeling

Water in milk cartons, olive oil in squeeze bottles, sunscreen in whip cream cans, moonshine in motor oil containers. While most companies can't afford to invest significant sums into custom packaging like Califia, Welly, Olly and Method, many have still found ways to punch above their weight, disrupt categories and build brand equity by appropriating stock packaging options from other categories. The key is knowing which structures to hijack and why, as simply being different for difference-sake isn't enough. Here are 5 approaches and principles to use when selecting a stock structure: 💥 Disrupt the Matrix  Stillhouse disrupted bottled spirits with a stainless steel can. Forty Ounce Wines broke the wine bottle mold with the infamous malt liquor bottle. Vacation's whip cream can turns heads in sunscreen. The more common a particular packaging format is, the greater the opportunity to standout. The key to success is blending novelty with functionality to both fit in and stand out. 🧲 Attract New Audiences Local Weather connected with Gen-Z by ditching traditional plastic bottles and becoming the first sports drink to use an infinitely recyclable bottle. Underwood spoke to consumers tired of wine's stuffy image by canning high-quality wine. Liquid Death needs no explanation. Category codes are meant to be broken, particularly as each new generation of consumers arises, which makes packaging a powerful tool to subvert entrenched norms. 🥛 Leverage Associations Paper board cartons trigger thoughts of milk, so Blue Bottle ingeniously used a milk pint for its first iced coffee product with dairy. Smart Home Farm's granola in a carton reinforces eating it with milk and enjoying for breakfast. Flo uses an ice cream pint for their tampons to cheekily hint at period-cravings. The more common a structure is in a category, the more associations is accrues, which can then be leveraged to subconsciously communicate information, so long as consumers can intuit the meaning. 🎉 Create Occasion Graza famously launched olive oil in plastic squeeze bottles to make in-home use fun, easy and fresh after recognizing this use in restaurants. Fred Water’s plastic flask bottle fit easily into the back pockets of bicycling urbanites on-the-go in cities like NYC, on top of giving it an edgy vibe. Underwood’s canned wine opened up pools, beaches and places where glass is prohibited. Novel packaging in a given category can encourage new usage occasions and consumer opportunities to great success. 🗣️ Communicate Values  Culina yogurt used terracotta pots to reinforce it's plant-based ideals. Boxed Water fights for more sustainable futures. Underwood and Forty Ounce Wines knows quality doesn't have to come in a bottle. Packaging, used wisely, can reinforce strong company beliefs amidst competitors. So while custom structural design can create immense value, so too can the appropriation of stock packaging with the right strategy and insight.