Branding Imperfection

Brands turn to flawed packaging to reflect realistic shortcomings

Implications - Despite a continuous emphasis on perfection in the media, achieving such results is often rare and uncommon. Seeking to reflect a more realistic view of consumer behavior, brands are turning to purposely broken and torn product labels to emphasize natural shortcomings and flawed aesthetics. Referencing notions of imperfection helps create a sincere link between the consumer and brand, speaking to a desire for more sensible and personally reflective forms of consumer engagement.
SCORE: 4.7
Warm Top 5 Examples: 25,730 Total Clicks Mar 13 - May 14
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Consumer Insight Topics: Art & DesignFashionMarketingBranding
Crumpled Paper Bag Packaging - The UR Wine Bottle Comes in a Wrinkled Brown Paper Bag
SCORE: 6.1
Hot 18,600 Clicks Pub: Jan 23, 14
Crumpled Paper Bag Packaging
The UR Wine Bottle Comes in a Wrinkled Brown Paper Bag
The new UR wine packaging design presents this bottle to consumers in a crumpled brown paper bag. This seems almost humorous when one considers that in old films booze was often concealed in a brown... [More]
Torn Bulletin Branding - Brandy Chronicle Packaging Came From Repurposing Periodicals
SCORE: 6
Hot 2,722 Clicks Pub: Mar 6, 13
Torn Bulletin Branding
Brandy Chronicle Packaging Came From Repurposing Periodicals
The particular appeal of Brandy Chronicle packaging was not that it was tailored to the product, but rather that it was appropriated in a way that is playful and conveniently aesthetically fitting.... [More]
Busted Bottle Branding - Broken Beer Packaging Suggests Cracks in the Glass That'd Potentially Form
SCORE: 4.4
Warm 2,440 Clicks Pub: Mar 7, 14
Busted Bottle Branding
Broken Beer Packaging Suggests Cracks in the Glass That'd Potentially Form
It seems as though there was some anger designed into Broken beer packaging, for the detailing on the label suggests the potential break marks that the bottle might acquire if smashed a certain way.... [More]
Merged Emblem Branding - Figula Winery is Reinvented with the Coat of Arms of Two Areas
SCORE: 3.5
Mild 859 Clicks Pub: Mar 27, 14
Merged Emblem Branding
Figula Winery is Reinvented with the Coat of Arms of Two Areas
Figula Winery has been reinvented by two students, Kata Moravszki and Richárd Lakosi, who merged together two separate coats of arms. The reason for doing this was because the winery sources from... [More]
Broken Symbol Branding - Smets Packaging Outlines the Specialties of This Exciting Store
SCORE: 3
Mild 1,109 Clicks Pub: Nov 12, 13
Broken Symbol Branding
Smets Packaging Outlines the Specialties of This Exciting Store
There are contrasting visual techniques employed throughout Smets branding that simultaneously give the shop a clean and controlled look, as well as a spontaneous one. It all comes down to the... [More]