Category
Lifestyle
Assisted Choices
Trend cluster
Category
Narrative
Pack
Brands employ storytelling in design to enhance engagement with products.
6.0
Trend score
Trend
What is the Narrative Pack trend?
Narrative Pack: Brands are using art, tech and design to tell stories in the packaging of their products, offering a highly distinct form of visual narrative engagement. This shift increases the likelihood that the products are channeled through social media, and adds a level of consumer engagement that elevates the products themselves – despite a lack of change in function.
Trend themes
Themes within the Narrative Pack trend
Three behaviours holding the trend together01
Storytelling Packaging
Brands are using art, tech and design to tell stories in the packaging of their products.
02
AR Packaging
Brands are utilizing augmented reality to bring their packaging to life, creating an interactive and educational experience for consumers.
03
Custom Packaging
Brands are offering personalized packaging options that allow consumers to express their individuality and create unique experiences.
Industry implications
What the Narrative Pack trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Brands in the food and beverage industry can leverage story-based packaging and AR technology to enhance product engagement and deliver value to their consumers.
For
Personal Care and Cosmetics
Personal care and cosmetic brands can offer customizable packaging options that allow consumers to express their individuality and create unique experiences.
For
Alcoholic Beverages
Alcoholic beverage brands can create cohesive visual identities and leverage AR technology to provide educational and engaging experiences to their consumers.
Workshop question
How can your brand employ better storytelling within its products/services?
Trend signals
Trend signals for Narrative Pack
Trend score 6.0 out of 10, from popularity 85%, activity 87%, freshness 8%.
Popularity85%
Activity87%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Narrative Pack trend
12 featured examples from Sep 15, 2016 to May 14, 2019CategoryMarketing
AR-Powered Story Labels
Jack Daniel's Creates an Augmented Reality Story Book
Alcohol companies can use augmented reality labels to stand out in a crowded market and educate consumers about their products.
CategoryFashion
Storytelling Lipstick Packaging
Sephora's #LipStories Explores Themes Like Nostalgia and Memories
Cosmetics companies can explore innovative packaging designs and personalized product offerings to create unique and engaging experiences for consumers.
CategoryLifestyle
Storytelling Seasoning Packaging
The 'BooM' Salt and Sugar Packaging Creates a Narrative
The 'BooM' salt and sugar packaging presents an opportunity to disrupt the traditional food packaging industry by incorporating narrative-driven design and product visualization.
CategoryLifestyle
Storytelling Chocolate Wrappers
Mirzam Monsters' Packaging Layers Black, White & Colored Wrappers
The use of unique packaging design in the chocolate industry to create a memorable consumer experience.
CategoryLifestyle
Storytelling Food Calendars
Aurika's Multi-Sensory Christmas Calendar Tells a Tale of the Seasons
Printing houses and packaging manufacturers can explore new possibilities in creating multi-sensory and narrative-based packaging experiences.
CategoryMarketing
Narrative Mooncake Packaging
This Branding Reflects the Culturally Based History of Its Contents
Incorporating cultural elements into food packaging can enhance the overall brand experience and attract consumers.
CategoryLifestyle
Cohesive Beer Brand Identities
Molson Coor Canada Launches a Unifying, Brand New Visual Narrative
The brewing industry can explore unified brand identities to strengthen their market position and engage consumers.
CategoryEco
Art-Focused Coffee Branding
This Archer Farms' Coffee Comes with Dozens of Artistic Embellishments
Incorporating art and creative packaging in the coffee industry to differentiate brands and attract consumers.
CategoryLifestyle
Thai Heritage Snack Branding
The Pleonta Pansib Snack Pouch Packaging Highlights Thai History
Creating brand differentiation through heritage-inspired packaging design and developing healthier snack options.
CategoryLifestyle
Warrior-Inspired Supplements
Wild Health Warriors Makes Chinese-Inspired Supplements for Health
Opportunity for disruptive innovation in the health supplement industry by incorporating Chinese herbal practices into new product offerings.
CategoryLifestyle
Customizable Granola Packaging
Bear Naked Custom Made Offers Quirky, Personalized Packaging
The food packaging industry can explore innovative solutions to offer customizable and personalized packaging options for consumers.
CategoryLifestyle
AR Wine Labels
Treasury Wine Estates' 19 Crimes Bottles Bring 19th Century Convicts to Life
Wineries can incorporate AR technology into their packaging to stay current and appeal to tech-savvy wine drinkers.
