A generation ago, dinnertime was a daily ritual at which all members of the family unit were present. The Butler's Pantry packaging jogs the memory of middle-aged consumers with images reminiscent of their childhood. The style in which the cartons have been drawn is reminiscent of what you would have seen in advertisements in the 1960s.
The scenes that Brandcentral of the UK chose are not of the act of eating, however, but rather of the process of preparing the edibles inside of the boxes. The harvesting, the chopping and the baking of dishes like shepherd's pie, duchess potato, chicken Italian and fish pie are pictured with lovely loose pen strokes on the pastel-colored Butler's Pantry packaging. Only a bit of white blocking has been incorporated here and there.
Throwback Illustrated Branding
Butler's Pantry Packaging Conjures Nostalgia Around the Family Meal
Trend Themes
1. Nostalgic Packaging Design - Opportunity for brands to tap into consumers' longing for the past by using throwback illustrations in their packaging.
2. Emphasizing Preparation Process - Brands can differentiate themselves by showcasing the behind-the-scenes process of preparing the product, creating a sense of authenticity and connection with consumers.
3. Pen and Ink Artwork - The use of loose pen strokes and pastel colors in packaging design can create a unique and visually appealing aesthetic that catches consumers' attention.
Industry Implications
1. Food Packaging - Companies in the food packaging industry can explore nostalgic illustrations to make their products stand out on the shelves and evoke an emotional connection with consumers.
2. Advertising and Marketing - Opportunity for advertising and marketing agencies to help brands develop packaging designs that capture the essence of nostalgia and communicate the brand story effectively.
3. Art Supplies - With the rise in demand for pen and ink artwork, art supply manufacturers can target a new market segment by promoting their products for packaging design and illustration purposes.