Packaging and Branding That Help CPG Brands Sell Better

Remember the days of generic, cardboard boxes adorning supermarket shelves? The age of bland branding and one-size-fits-all marketing? Thank goodness those days are behind us. Today, CPG brands face a battlefield fiercer than ever, where packaging and branding are the mightiest weapons in the arsenal.

When it comes to today’s saturated market, it is no longer enough to simply have a good product; you need to educate, build trust, and stand out from the crowd. From the sleek minimalism to the playful storytelling, brands are crafting experiences that go beyond the product itself.

So, this article will not just be about pretty boxes and catchy slogans; it is a deep dive into the psychology of consumer choice, the power of emotional connection, and the art of using packaging and branding to win hearts, minds, and yes, wallets.

Understanding the Power of Packaging

Packaging is often the first impression a consumer has of your product and the first impression counts. It is your silent salesperson, working 24/7 to grab attention, communicate your brand story, and convince shoppers to choose you over the competition.

Here are some key elements of effective CPG packaging:

• Eye-catching design: Bold colors, unique shapes, and engaging graphics can help your product stand out on the shelf.

• Clear and concise information: Consumers need to quickly understand what your product is and what benefits it offers. Use clean typography, bullet points, and icons to communicate key information effectively.

• Functionality: Packaging should be easy to open, hold, and use. Consider factors like portion sizes, resealability, and sustainability when designing your packaging.

• Emotional connection: Can your packaging evoke a feeling or tell a story? Consumers are drawn to brands that resonate with them on an emotional level.

• Storytelling through design: For example, KIND Snacks does not just sell bars, they sell a message of kindness and conscious living. Their playful wrappers with vibrant colors and whimsical illustrations tell a story, connecting with health-conscious consumers who value more than just the ingredients.

Building a Strong Brand Identity

Your brand is more than just a logo and tagline. It is the sum of all the experiences a consumer has with your company, from the packaging they hold to the customer service they receive. Building a strong brand identity is essential for creating loyal customers and driving long-term success.

But what are some key elements of a strong CPG brand identity?

Brand values

What does your brand stand for? What are your core beliefs and principles?

For example, Seventh Generation is a cleaning product brand that embraces eco-friendly materials and promotes plant-based formulas. If you observe their products, you would notice that their commitment to sustainability shines through in their packaging and messaging, which resonates with consumers who prioritize environmental responsibility.

This is why it is crucial that you clearly define your brand values and ensure they are reflected in all aspects of your branding, from packaging to marketing materials.

In fact, TOMS have woven social responsibility into the fabric of their brand with their “one for one” model. From packaging that highlights their charitable mission to marketing campaigns that showcase impact, their values are omnipresent. This helps them attract consumers who seek ethical choices.

Consistent messaging

Imagine hearing your favorite song in a completely different genre. Confusing, right? That’s how a brand with an inconsistent voice feels. Make sure your brand voice is consistent across all channels, from social media to in-store displays. Consumers should be able to easily recognize and connect with your brand no matter where they encounter it.

This where established brands like Dove win. The brand maintains a consistent tone of empowering women across all channels, from their calming packaging colors to their inspiring social media campaigns, building trust and loyalty through familiarity.

Chobani’s another example of simple yet elegant packaging with bold lettering. It has helped them stand out in the yogurt aisle. Their consistent branding and focus on natural ingredients have built a loyal following because their customers can recognize them immediately.

Differentiation

What makes your brand unique? What sets you apart from the competition? Identify your unique selling proposition and communicate it clearly in your branding. Many CPG brands have mastered the art of using packaging and branding to drive sales. The beverage industry giant, Coca Cola, is one of them.

When Coca-Cola launched a personalized can campaign that allowed consumers to print their names on cans, it sparked excitement and engagement. This innovative take on branding created a shareable experience, turning consumers into brand ambassadors. This is the power of unique packaging that blends with the principles of creative brand-building strategies. 

But Coca Cola is a brand with unlimited resources. What if you don’t have that? RXBar is a great example of this even though it is not a small brand anymore.

In a sea of similar granola bars, RXBar stood out with their minimalist packaging and transparent ingredient list. They identified a niche: consumers seeking clean, unprocessed options, and tailored their branding to perfectly fit that space. Now that is something that all brands can do.

So, get creative with packaging. Think outside the box and consider unique packaging formats that can surprise and delight consumers.

Emotional connection

Just like packaging, your branding should evoke an emotional response in consumers. Create a brand identity that resonates with your target audience and builds trust and loyalty. Case in point, Patagonia is known for its commitment to sustainability, which is reflected in their eco-friendly packaging and outdoor-inspired branding. Their brand resonates with consumers who value environmental responsibility and active lifestyles.

The Psychology of Color: Using Colors to Sell

Understanding the psychology of color is key to crafting an effective palette. All unique, in that red screams excitement, blue whispers trust, and green signifies naturalness. Here are some color principles to keep in mind when choosing colors for your brand:

• Warm colors (red, orange, yellow): Energetic, bold, evoke passion and excitement. Use sparingly to avoid overwhelming.

• Cool colors (blue, green, purple): Calming, soothing, build trust and reliability. Great for everyday essentials. For instance, Cadbury’s Purple. The rich, luxurious purple associated with Cadbury chocolates signals decadence and indulgence helps make their treats irresistible to those seeking a sweet escape.

• Complementary colors: Opposite colors on the color wheel create high contrast and visual interest. Use carefully to avoid clashing. The vibrant, playful palette of M&M’s, for example, instantly evokes childhood memories and carefree fun. This keeps the brand relevant across generations because the colors work in tandem.

• Monochromatic schemes: Different shades of one color; creates a sophisticated and unified look.

Bonus Tip: Consider leveraging social media trends and seasonal color palettes to keep your branding fresh and relevant. For instance, you could use vibrant oranges for summer campaigns and reds and greens for the Christmas season.

Making Your Branding and Packaging Work Together

Packaging and branding are more than just aesthetics. They are powerful tools that can help you tell your brand story, connect with consumers, and ultimately drive sales. You can create packaging and branding that makes your CPG products stand out from the crowd and capture the hearts (and wallets) of consumers by understanding the power of the various elements that make a brand and taking inspiration from successful brands.

Make it a point to utilize social media. Encourage consumers to share photos and videos of your products on social media using branded hashtags. In addition, you can also partner with influencers. Collaborate with those who align with your brand values to promote your products and reach new audiences.

Finally, consider embracing sustainability. Consumers are increasingly concerned about the environmental impact of their purchases. Choosing sustainable packaging materials and practices can help you resonate with eco-conscious shoppers, who are going to dictate the future of retail businesses.

Packaging and branding are not static elements; they evolve alongside your brand and market trends. Be willing to experiment, refine your approach, and stay ahead of the curve. The branding experts at Aventive Studio have years of specialized experience in building health and wellness brands in the CPG space. We can help you master the art of packaging and branding so that your CPG product won’t just stand out on the shelf, it will stand out in hearts and minds. Get in touch to learn more.