Brand Packaging

Packaging That Sells

January 1, 2008

Escada fragrance bubbles over
Procter & Gamble’s Prestige Products, part of the company’s Global Beauty Care division, launched Escada S in a weighty rectangular glass bottle embossed on the back with a pattern of curved, red dots and topped with a brushed aluminum cap and collar. An outer foil carton is printed in red and dressed with the same “bubbly” pattern. The fragrance is offered in three sizes (30, 50 and 90mL) and is part of a line that includes body lotion, shower gel and body spray. Packaging for Escada S was developed by QSLD New World (www.qsld.com).
Maple syrup bear gets a knit cap
Highland Sugarworks has packed medium amber maple syrup in a 16.9oz glass bottle that’s shaped like a bear. The so-called Brrrton Bear packaging is topped with a red knit cap that playfully reinforces the brand’s Vermont origins, where the chilly winters spur maple trees to produce their sap. A cork closure sits under the cozy hat, and a paperboard tag—shaped like a set of snowshoes—hangs from the bear’s neck.
Dry baby cereal with less mess
The number two leading baby food brand in the United States, Beech-Nut Nutrition Corporation has a line of baby foods enhanced with DHA, an omega-3 fatty acid found in breast milk. The line includes what reportedly are the first dry cereals in the United States packaged in gable-top cartons—a format more commonly used in packaging milk. A twist-off spout on the seven-ounce carton is said to make opening, closing and dispensing the dry cereals easier and less messy for parents. Flavors include Brown Rice with Bananas and Raspberries, and Multigrain with Apples & Yogurt.
Fuel For kids
Clear Beverage Corp’s Kid Fuel is a vitamin-enhanced water that shuns the high-sugar high-calorie contents of conventional sodas and juices—a growing trend among kids beverages. The brand’s health factor is sure to be a hit with moms. And its packaging should get buy-in from kids: The eight-ounce contoured bottles are squeezable with spill-proof sip tops and labels that showcase a rotating cast of graphic characters they can collect (bottles are reusable) or follow online. Brand identity, packaging structure and online elements are credited to Brand Engine (www.brandengine.com).
Perfectly portable polish
Avon’s Perfectly Portable nail enamel targets consumers who find conventional glass nail polish bottles impractical, or just messy to use. Ideal for travel or quick touch-ups, the product comes in a 12mL polyethylene tube with a built-in applicator brush; squeezing the tube draws the product up and into the brush. Perfectly Portable is smaller than standard polish packaging (though its secondary carton seems excessive), giving air travelers a bit more room in those over-stuffed quart-sized plastic bags. The enamel is offered in five shades, retailing for $2.99.
Eco Trends Electronics
Sakar International launched Eco Trends at the Consumer Electronics Show in January, showcasing the brand’s green manufacturing and packaging practices, which include the use of recycled paper and plastic and eco-friendly dies and inks. Eco Trends targets younger consumers with solar-powered products and a line of accessories for computers, digital cameras and iPod/MP3 players; a set of four graphic design/color stories helps consumers shop each category. Smith Design (www.smithdesign.com) developed the identity and package design system and made recommendations for the reduction of structural packaging waste.