Have I got a story for you. Or rather, Michel et Augustin’s packaging does. Job postings, requests for spaces to rent, rooftop selfies, open house hours and announcements for pastry certification classes in Paris are all shared on the packages of the gourmet pastry brand ran by two childhood friends.
We’re so constantly bombarded with stimuli that our brains are built to weed out all but the most urgent of incoming material. So for the first issue in our third decade of publishing, we decided to shake things up: Our brand mark’s design, while attractive, hasn’t matched our messaging, and it was time to set that straight.
Brands can keep or lose customers at every point in the buying cycle, from first open of the site to the re-ordering of purchases. BRANDPACKAGING talks to experts in the various steps of e-commerce activity on how to help your company help its customers.
Over the past several years, we’ve seen an enormous shift in consumer preferences for food and beverage products. Increasingly, shoppers, most notably younger ones, are walking away from large brands perceived to be processed, artificial or mass-produced in favor of options they feel are more authentic, local and “real.”