The salad dressing aisle has remained relatively unchanged for the past few decades. Sure, new flavors of salad dressing have been added to staples like Ranch and Italian, but the packaging has remained the same.
Don’t let Pandora’s unsuccessful mythological version cloud your idea of unboxing: This newer, worthwhile trend lets brands develop a personality, is welcomed by millennials, and helps consumers overcome trust issues toward a product or corporation.
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.