# Crossover Casing Brands look to reposition products by tapping into adjacent packaging trends. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Nov 27, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/crossover-casing ## Key Figures - Trend score: 3.8/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jun 10 to Nov 21, 2016 - Published: Nov 27, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Crossover Casing trend ### 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. ### 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. ### Unique packaging concepts Companies are creating packaging designs that are unique, unconventional, and outside the traditional norms of a particular food or drink item. ## What the Crossover Casing trend means for industry ### For 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 for Crossover Casing Trend score 3.8 out of 10, from popularity 48%, activity 57%, freshness 8%. - Popularity: 48% - Activity: 57% - Freshness: 8% ## Examples of the Crossover Casing trend 7 featured examples from Jun 10 to Nov 21, 2016. - [Fast Food Wine Kits](https://www.trendhunter.com/trends/fast-food-beaujolais-wine): This Creatively Packaged Wine Looks Like a Perfect Meal for Adults (Category: Lifestyle) Implication: 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… - [Wrapped Oil Bottle Packaging](https://www.trendhunter.com/trends/oil-bottle): The Rivōs Olive Oil Packaging Delights with a Present-Like Design (Category: Lifestyle) Implication: 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… - [Honey-Based Jam Tubes](https://www.trendhunter.com/trends/jam-tubes): This Jam Packaging Was Inspired by Oil Paint (Category: Marketing) Implication: Opportunity for packaging designers to create sophisticated and modern packaging designs for jam products. - [Teapot-Shaped Mint Packages](https://www.trendhunter.com/trends/mint-package): Sencha Naturals 'Tip'N'Try Teapot' Cleverly Shows Off Green Tea Mints (Category: Lifestyle) Implication: Opportunity for food and beverage companies to use glass packaging and tea-inspired flavors to differentiate themselves in the market and attract new customers. - [Cylindrical Maple Snack Packaging](https://www.trendhunter.com/trends/maple-snack): This Snack Duo Combines Food and a Condiment (Category: Lifestyle) Implication: Innovative packaging concepts can disrupt the traditional food packaging industry. - [Abstract Pasta Branding](https://www.trendhunter.com/trends/pasta-branding): This Branding Abandons Traditional Pasta Packaging Ideals (Category: Lifestyle) Implication: Innovative packaging design ideas can lead to disruptive innovation in the food industry by creating unique brand identities. - [Aseptic Creamer Packaging](https://www.trendhunter.com/trends/resealable-pouch): The Dostea Tea Creamer's Resealable Pouch Prolongs Product Freshness (Category: Lifestyle) Implication: The food packaging industry can explore the adoption of resealable pouches to extend the freshness of various liquid and perishable products. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)