The packaging to strengthen the brand

Product packaging is their wrapping, bag, package, cover, wrapper, container or label. Even the instruction booklet can be part of the packaging, because we have to think of the packaging as a system and not just as a wrapper. In general, it is useful for identifying content, presenting features, communicating warnings or instructions, protecting content, and communicating your identity and branding.

Although packaging has become one of the most important elements of marketing in recent decades, because it is the first thing customers see of the product – an advantage that services do not have – its story did not begin with that purpose, but with that to keep the product safe in its original condition: for example, already during prehistoric times pumpkins have been found treated as containers for food.

Packaging is a much more specialized and complex subject than we might think: it has an entire dedicated industry which, through research and development, improves the materials and structures that contain the products every time, facilitating the opening or closure, preservation, storage, transport, placing on shelves; also improving the materials taking into account allergies, materials harmful to health or the environment; perfecting the conditions in which a product arrives at our home, both through us and with the courier, thanks to the development of the right packaging.

Brand and packaging are not the same thing, but they become

Obviously it is the image, the one that attracts us and makes us choose between one product and another, so it is important that the identity of the product is clear and that it communicates the brand, remembering that the brand is not just the brand or the logo but an entire world in which the product inhabits from the moment it is conceived and designed to the moment it is delivered.

Consequently, the packaging not only communicates the coordinated image or the ingredients or what is required by law – if the product is blue, the expiry date, if it contains 500 grams of coffee or if it contains peanuts or soy – but the packaging it must make the whole world in which the product inhabits perceived, that is, transmitting one's brand through an experience, using the senses, in particular sight and touch, and therefore very often through visual communication. For this reason, it takes first a solid brand to then develop a packaging that is one with its brand.

In recent years, brands have taken care to include among their values, topics and above all actions that are important for their community, society, vulnerable groups or minorities and the environment.

This commitment must be reflected not only in the product itself, such as cosmetics without animal testing, new production techniques with recycled plastic or campaigns to avoid child exploitation in industries, but also by packaging and packaging: such as example, use vegan cardboard if your brand is (not all paper or plastic packaging is cruelty free or completely vegan); prefer recycled materials; use water-based inks for printing, developing during production so as not to waste cardboard and ink; design ink-saving versions of the brand. The important thing is knowing how to balance without losing identity, remaining consistent with the brand's values.

The main objectives of the packaging

Packaging can have these types of goals:

• distribute the product making sure it is not damaged
• communicate product information, including descriptive and persuasive information
• communicate the brand to enhance its identification in the market
• serve as a means of promoting the product at the point of purchase.

Packaging today, after Covid.

Covid and everything that followed has changed our habits considerably.

The lockdown and the various closures have almost forced us to buy online, even if we were unfamiliar with electronic payments, even if we weren't used to or were simply against online purchases.

Not only have we consumers had to adapt, but also a large number of service companies, traders and producers who were not already on that path, have had to quickly set up systems for sale and delivery, virtual showcases, catalogues, websites ecommerce not always successful but functioning, above all because their customers, acquired or potential, were literally locked up at home and often in front of the PC studying, working and therefore ready to buy.

Online sales are here to stay, no doubt

An acquaintance who has a sandwich shop near my house told me that, although the sandwich shop has been reopening for some time, many people continue to consume take-away with home delivery. The convenience of finding things in front of the door will not allow us to go back and this underlines the importance of this sales channel.

And then, the packaging?

Even if it is no longer the first thing you see on the shelf, because by now the products are no longer found only there, the packaging continues to be very important because it is a very powerful tool for explaining the content, for communicating the use and positioning the brand in our head. If we use it and it works as promised and is consistent with what you perceive on the packaging, we will certainly remember it. This does not mean, however, that new consumer habits have imposed important changes in packaging and beyond. Let's see them together.

• We shouldn't overlook the design of the pack just because it's sold online, but it continues to be the most important thing. Sometimes the product itself cannot be seen or is not attractive or cannot show its characteristics, so with the packaging we have to make it interesting and attractive, to the point of inviting people to at least try it.
• Take beautiful and interesting photos for the catalog or product sheets . We are not necessarily talking about the classic advertising photos, but the images must communicate the product effectively, even in comparison with others, for example on Amazon or on Ebay. Even if online. it's like being in front of supermarket shelves, with products next to each other competing: but photos alone can't do all the work, you need a nice packaging.
• Take advantage of the advantages of having the text in the product sheets . Add all possible information to help the choice: for example, Esselunga has decided to add almost all the texts on the packaging to the product sheet   (i.e. on the packaging), allowing us to read as we would have done in front of the shelf, and added at least two photos of the product, front and back. I must say that in the case of Esselunga the photographs are not so beautiful, but they still allow us to reproduce the purchasing habits we had before. The pack continues to be important: if the brand is already present in our minds, we will choose it without many problems, but if we discover other brands by dint of seeing the photographs of their products, perhaps the product will position itself in our minds and we will also choose it when we are in person at the supermarket.
• For years, the development of packaging, for transport, for storage, for wholesaling has not been designed for the final consumer. Now, with home delivery, this step has been added to our purchasing habits and taking care of the packaging for the transport and storage of the product without losing sight of the brand is very important . Staying consistent with your values, presenting the product at its best when it arrives at home and above all making sure that the product arrives intact and keeps what it promised is a full part of the brand promise.

Someone objects that if a product is a good product, the packaging can also be secondary. Maybe it's also true, those who know the product know the quality, but those who don't know it cannot know how good it is and that's where the packaging becomes important. Furthermore, with the current competition, the ease of reproduction and the achievement of certain quality standards through innovation and technology, the potential forgery of a quality product without visible differences, the only possibility to differentiate yourself from the competition is to have a solid brand with values shared by our ideal customer : and here too the packaging shows all its weapons and potential, communicating our brand correctly.