Designed by the creative agency Sullivan Higdon & Sink, the new SONIC packaging is able to emphasize the customizable aspects of the fast food chain's menu items.
The new packaging was designed for the brand's to-go items -- coming in the form of cups, paper bags, and cardboard structures for its hot dogs, fries, and Chili Cheese Tots. The items feature 24 different illustrations and anecdotes that function as stories for consumers to enjoy while they eat, or work to emphasize the customizability of SONIC's menu items.
One such example is the brand's Mozzarella Stick packaging, which now features a story describing how consumers can enjoy them: "Our Mozzarella Stick were made to take a dip. Or a dunk. Or a swim. So if you're gonna bathe 'em in marinara, just remember to leave the floaties at home."
Anecdotal Fast Food Packaging
The New SONIC Packaging Reveals Illustrations and Brief Stories
Trend Themes
1. Anecdotal Packaging - Design packaging that includes stories or anecdotes for customers to enjoy while they eat.
2. Customizable Packaging - Create packaging that emphasizes the customizable aspects of menu items.
3. Illustrated Packaging - Design packaging with illustrations that function as stories or anecdotes for customers to enjoy.
Industry Implications
1. Fast Food - Fast Food chains can incorporate anecdotal packaging to add value to the customer experience and differentiate themselves from competitors.
2. Packaging - Packaging companies can partner with fast food chains to create unique and customizable packaging experiences.
3. Advertising - Advertising agencies can help brands incorporate storytelling into their packaging to create more engaging and memorable experiences for customers.