Insights / Perspectives
Creating Authenticity Through Packaging
According to a recent GlobalData study, three out of four consumers consider product/brand authenticity essential or nice to have when making purchase decisions. This attitude is especially true among especially older generations and higher-income earners. Authentic brands are perceived as genuine, original, and transparent, providing quality assurance and trust. There is also interest in products with a rich history and regional or cultural significance that connects with consumers. Brands can convey authenticity through artisanal formulations, traditional product methods, local ingredient sourcing, and more. Here are some ways that packaging can help communicate authenticity.
Storytelling
Brands can share their authentic story through packaging, including branding and structural design. Whether focusing on brand origins, regionality, heritage, family history, or something else that makes the brand special, package design that shares an authentic message can connect with consumers and “humanize” the brand. Studio One Eleven created a custom bottle and label design for Regimental Spirits, a veteran-owned distillery. The canteen-shaped bottle and patriotic graphics speak to the brand’s military heritage, working together to tell a compelling and meaningful story.
Regimental Spirits
Customization
Utilizing a one-of-a-kind package for your brand demonstrates its uniqueness and reinforces authenticity. Custom structural design can suggest craftsmanship and attention to detail that aligns with a brand’s positioning and personality. J.R. Watkins is America's original natural apothecary manufacturer, founded in 1868. The Studio created a customized bottle for them with an apothecary-style neck and shoulder and the company's 'Trial Mark' device, hearkening back to the days when products were sold door to door.
J.R. Watkins
Sustainability
Today’s consumers prioritize sustainability more now than ever before. Using sustainable packaging demonstrates that a brand shares the same values as its consumers, establishing trust and driving brand loyalty. Branch Basics aims to create healthier homes with environmentally friendly products that use fewer toxins. Berlin Packaging’s Global Sustainability Team helps the company with sustainable packaging solutions that are impactful, effective, and authentic to their eco-friendly mission.
Branch Basics glass spray bottle
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The brands mentioned in this report are trademarks of their respective owners. Inclusion of these brands in this report is not meant to imply an association with or endorsement from the respective trademark owners.