# Branding Transparency As consumer demand for purity rises, brands adopt a see-through aesthetic. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 28, 2014 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branding-transparency ## Key Figures - Trend score: 5.4/10 - Evidence articles: 6 ## What is the Branding Transparency trend? **Branding Transparency:** Consumer demand for products that are free of additives is running higher than ever, which has forced a number of brands to adopt transparent packaging to literally convey purity and ethical worth to buyers. As the competition stiffens, the wave of transparency also denounces standard products as having something to hide. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 23, 2013 to Apr 3, 2015 - Published: May 28, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Branding Transparency trend ### Transparent Branding Brands adopting transparent packaging to convey purity and ethical worth to buyers. ### Calorie-controlled Packaging Packaging that contains a predetermined number of calories for consumers following special diets. ### Natural & Earthy Packaging Branding identity that showcases the organic and nature-loving philosophy of the company. ## What the Branding Transparency trend means for industry ### For Food and Beverage Industry where packaging and branding modifications to showcase purity, freshness, health and ethical practices can appeal to consumers. ### For Sustainability Industry where packaging incorporating eco-friendly designs, reduced waste and reusable materials can positively influence consumer preference. ### For Fitness & Health Industry where branding and packaging catering to specific diets, counting calories or emphasizing natural and unprocessed ingredients can appeal to consumers. ## Trend signals for Branding Transparency Trend score 5.4 out of 10, from popularity 72%, activity 83%, freshness 8%. - Popularity: 72% - Activity: 83% - Freshness: 8% ## Examples of the Branding Transparency trend 6 featured examples from Feb 23, 2013 to Apr 3, 2015. - [Earthy Product Packaging](https://www.trendhunter.com/trends/allnatural-branding-identity): GreenLife's New All-Natural Branding Identity is Fresh and Harmonious (Category: Eco) Implication: GreenLife's all-natural branding identity and packaging updates are particularly relevant to the food and beverage industry, offering opportunities for businesses to enhance their… - [Indulgent Treat Branding](https://www.trendhunter.com/trends/yolo): Branding for YOLO Sweets Encourages Treating Yourself (Category: Lifestyle) Implication: Companies in the food and beverage industry can capitalize on trends of fun and indulgence by creating unique and playful products that prioritize enjoyment over dietary restricti… - [Raw Salmon Branding](https://www.trendhunter.com/trends/raw-salmon-branding): Norwegian Fish Packaging is as Pure and Untreated as Its Contents (Category: Eco) Implication: The use of untreated stock packaging and minimalistic designs present disruptive innovation opportunities for seafood brands that target health and eco-conscious consumers. - [Calorie-Controlled Meal Containers](https://www.trendhunter.com/trends/calorie-controlled): The 360 Concept Packaging Contains 360 Calories Per Serving (Category: Lifestyle) Implication: Opportunity for packaging companies to create innovative designs that cater to the needs of calorie-conscious consumers. - [Transparent Water Branding](https://www.trendhunter.com/trends/transparent-water): Tundra Packaging Shows the Product's Purity with a See-Through Image (Category: Marketing) Implication: Transparent water branding and sustainable packaging have the potential to disrupt the beverage industry's traditional branding and packaging practices. - [Creative Dairy Branding](https://www.trendhunter.com/trends/milkin-it-packaging): Milkin' It Packaging is as Stimulating Visually as its Contents Taste (Category: Life-Stages) Implication: Companies in the packaging and design industry can explore creating visually stimulating and creative packaging solutions for various products. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)