Brand Storytelling Through Packaging

There is a crucial role of branding and packaging when it comes to the success of a service or a brand. Good packaging design communicates the values and the unique selling proposition of the brand to customers. In the entire brand-building process, some brands ignore the packaging aspect, which leads to poor customer conversion and sometimes affects brands negatively. 

However, with storytelling, either fictional or real, brands can convey their values and messages using compelling packaging designs. The packaging designs not only highlight the story, but they also represent the culture, ethics, and knowledge related to the product that feels personal to the customers. A good packaging design with a compelling story can help build trust, evoke emotions and create a relationship with the customers. 

In this blog, we will discuss why brand storytelling through packaging drives more customer engagement and conversions. It is not an aspect that brands can ignore; it’s an inherent brand-building step. 

Storytelling is Important in Packaging Design. Let’s Understand Why

#1: Clear Labelling in “The Whole Truth” Tells a Genuine Story of the Product

Storytelling is not only about crafting something which hooks users through a beginning, middle and an end. Storytelling in packaging means creating compelling visuals and leveraging smart copywriting into the packaging design so that customers can understand what the product offers. 

Let’s take the example of The Whole Truth, which is a health-conscious brand, offering all-natural, high-protein and low-sugar products such as protein bars, whey protein, healthy snacks, etc. Without misleading their consumers into believing the ingredients and additives in their products, they created a transparent packaging movement where they clean-label everything on their packaging. 

The brand achieved immense commercial success due to its transparency movement in recent years. They have an unfiltered ingredient list that compellingly communicates their brand values to the customers through the packaging. Customers understand that the brand not only offers clarity, but also integrity, along with the tastiest snacks.

#2: Consistency in Product Packaging Reinforces Brand Values

An attractive and self-explanatory packaging design of the brand reinforces brand values and identity. The packaging design of your product communicates the values, ethos, personality and messaging of the brand to customers. It offers you an opportunity to create a perception of your brand in customers’ minds. 

If the packaging is not related to the overall identity of your brand, customers may find it confusing, and the brand message may be lost on them. Hence, by staying true to your values and ethos, you can develop credibility and trust with customers through a compelling packaging design. For example, the cosmetics brands have a unique identity through which women understand their overall brand image. 

Let’s take the Kay Beauty cosmetic brand example, which is owned by a Bollywood celebrity. All the packaging designs for the Kay Beauty cosmetic brand are consistent. The brand offers consistently clear messaging, aesthetics and brand colours in the packaging. The colour, aesthetics, icons, and other elements used on the product packaging tell a powerful story to the customers about the brand that evokes intrigue and curiosity in customers.

#3: Unique Brand Packaging Creates Differentiation and Helps You Stand Out

You need a unique brand packaging design that communicates your brand story to the customers so that you can stand out in a saturated market. Let’s take the example of Nike, a footwear brand, which uses compelling and consistent packaging to deliver products to their customers. 

Nike shows their logo and their slogan – ‘Just do it’ on the packaging design, and it has been the same for ages. Now, the Nike product packages have become an emotion for the customers. It delivers their brand story through minimalism. The minimal package design has been so consistent that customers can call out a fake Nike packaging instantly when they see one. That’s how strong their packaging image has become. 

Hence, to create a differentiation from other brands offering products in your niche, you need a unique brand package design that speaks a thousand words about your brand without feeling like it is copied from somewhere. 

To Sum Up

Have you ever wondered whether you can create a timeless packaging design that relates to your brand identity? To reinforce brand recognition and recall, you need consistent messaging, imagery and visual elements in the packaging so that customers can form an image about your brand. Brands should stay true to their mission and values they believe in so that they can build trust among customers that drives brand loyalty and fosters long-term relationships. 

Your compelling story-driven packaging design allows you to connect with customers on a deeper level. By leveraging storytelling in packaging, brands will also be able to stand out in a saturated marketplace. To create custom packaging designs that communicate your brand image to customers, you can reach out to VerveBranding, a leading logo design company and custom packaging design firm in India.