White Castle Joined with Bryan Moss to Create Interactive Packaging
Riley von Niessen — March 16, 2021 — Lifestyle
References: whitecastle & qsrweb
In order to provide its customers with a more engaging experience, White Castle partnered with Coca-Cola and artist Bryan Moss to create augmented reality cups and a corresponding mural for the American burger company's home office.
The AR cups are activated through a customer's smart phone, and each represent a different part of White Castle's history. This spans all the way back to the 1920s and goes into present times. All of the cups take inspiration from classic comic book designs, and feature a scene of what White Castle might have looked like in the decades past.
Moss spoke to the interactive element the packaging provides, stating "As kids, so many of us would sit and eat our bowls of cereal while staring at the back of the box. Here, I see a 21st century version of that same experience with people eating White Castle while exploring the cup through AR. It's just so cool!"
Image Credit: White Castle / Bryan Moss
The AR cups are activated through a customer's smart phone, and each represent a different part of White Castle's history. This spans all the way back to the 1920s and goes into present times. All of the cups take inspiration from classic comic book designs, and feature a scene of what White Castle might have looked like in the decades past.
Moss spoke to the interactive element the packaging provides, stating "As kids, so many of us would sit and eat our bowls of cereal while staring at the back of the box. Here, I see a 21st century version of that same experience with people eating White Castle while exploring the cup through AR. It's just so cool!"
Image Credit: White Castle / Bryan Moss
Trend Themes
1. Augmented Reality Packaging - The use of augmented reality technology in product packaging to create interactive and engaging experiences for customers.
2. Collaborative Design Partnerships - The collaboration of brands with artists, designers, or other companies to create unique and innovative product packaging designs that stand out in the market.
3. Historical Brand Storytelling - The use of product packaging and branding to tell the brand's history and connect with customers by providing a nostalgic or emotional experience.
Industry Implications
1. Food and Beverage - The use of augmented reality technology and collaborative design partnerships in the food and beverage industry to create unique packaging experiences that enhance customer engagement.
2. Marketing and Advertising - The use of historical brand storytelling and augmented reality technology in marketing and advertising to create memorable and impactful campaigns that resonate with customers.
3. Art and Design - The collaboration of artists and designers with brands to create innovative and visually appealing product packaging designs that stand out in the market and enhance brand recognition.
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