Category
Lifestyle
Assisted Choices
Trend cluster
Category
Crossover
Casing
Brands look to reposition products by tapping into adjacent packaging trends.
3.8
Trend score
Trend
What is the Crossover Casing trend?
Crossover Casing: As a response to the analysis paralysis consumers face in grocery stores when inundated with shelves full of similar-looking products, CPG brands in particular are aiming for cross-categorical applications of their merchandise by incorporating interactive packaging features drawn from adjacent categories. By leveraging insights found outside their immediate category, brands are able to differentiate themselves from competitors and increase consumer awareness through repositioning that requires very little change to the physical products themselves.
Trend themes
Themes within the Crossover Casing trend
Three behaviours holding the trend together01
Interactive packaging
Brands are incorporating interactive packaging features drawn from adjacent categories to create cross-categorical applications of their merchandise, thereby increasing consumer awareness through repositioning that requires very little change to the physical products themselves.
02
Modern packaging designs
Companies are creating modern and chic packaging designs that play on consumers' desire to experience a product's packaging in a way that is exciting and innovative.
03
Unique packaging concepts
Companies are creating packaging designs that are unique, unconventional, and outside the traditional norms of a particular food or drink item.
Industry implications
What the Crossover Casing trend means for industry
Where the trend changes the playbookFor
Consumer Packaged Goods
Consumer Packaged Goods brands are aiming for cross-categorical applications of their merchandise with interactive packaging features drawn from adjacent categories.
For
Food and Beverage
Food and beverage companies are creating modern and chic packaging designs that play on consumers' desire to experience a product's packaging in a way that is exciting and innovative.
For
Marketing and Advertising
Marketing and advertising agencies are creating unique food and drink packaging concepts to pay homage to a particular culture while being innovative and exciting.
Workshop question
If you were to reposition your brand or product in a completely new direction, what adjacent category would you draw inspiration from?
Trend signals
Trend signals for Crossover Casing
Trend score 3.8 out of 10, from popularity 48%, activity 57%, freshness 8%.
Popularity48%
Activity57%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Crossover Casing trend
7 featured examples from Jun 10 to Nov 21, 2016CategoryLifestyle
Fast Food Wine Kits
This Creatively Packaged Wine Looks Like a Perfect Meal for Adults
Fast food restaurants can incorporate adult fast food options onto their menus, appealing to busy consumers who want to grab a snack and drink without having to go to a bar or res…
CategoryLifestyle
Wrapped Oil Bottle Packaging
The Rivōs Olive Oil Packaging Delights with a Present-Like Design
The enhanced packaging experience trend seen in the Rivōs oil bottle packaging design provides an opportunity for food and beverage brands to elevate their product presentation an…
CategoryMarketing
Honey-Based Jam Tubes
This Jam Packaging Was Inspired by Oil Paint
Opportunity for packaging designers to create sophisticated and modern packaging designs for jam products.
CategoryLifestyle
Teapot-Shaped Mint Packages
Sencha Naturals 'Tip'N'Try Teapot' Cleverly Shows Off Green Tea Mints
Opportunity for food and beverage companies to use glass packaging and tea-inspired flavors to differentiate themselves in the market and attract new customers.
CategoryLifestyle
Cylindrical Maple Snack Packaging
This Snack Duo Combines Food and a Condiment
Innovative packaging concepts can disrupt the traditional food packaging industry.
CategoryLifestyle
Abstract Pasta Branding
This Branding Abandons Traditional Pasta Packaging Ideals
Innovative packaging design ideas can lead to disruptive innovation in the food industry by creating unique brand identities.
CategoryLifestyle
Aseptic Creamer Packaging
The Dostea Tea Creamer's Resealable Pouch Prolongs Product Freshness
The food packaging industry can explore the adoption of resealable pouches to extend the freshness of various liquid and perishable products.
