You don’t have to re-invent the wheel to stay hip…
But it does help if you’re creative, unexpected, and smart!
I came across this email years ago, but held onto it because I thought it was so clever. It’s taking something so simple and bland and transforming it into an edgy, smart branding effort all of its own. What am I talking about? Packaging. And not product packaging. Something much duller. Shopping bags. Take a look:
What makes this idea so clever is that it takes advantage of the way we consumers already interact with the product! We have to stick our hand through that hole or grab those strings, so the design might as well enhance the meaning of that action. All shopping bags are branded with their store’s logo, but this type of design resonates on such a deeper level than mere text. This packaging says “everything we do expresses who are… and btw-we’re really smart and cool.” And – this might be a long shot – but I’d bet to say that it enhances the perceived value of the content inside the bag by curious onlookers. Which again, gives more props to the brand.
I would stop and look at someone walking down the street with a bag like that. And more importantly, I’d have to find out what store they got it from. BAM! Brand awareness and positive associations.
Well done designers. Well done.
