# Narrative Pack Brands employ storytelling in design to enhance engagement with products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 17, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/narrative-pack ## Key Figures - Trend score: 6.0/10 - Evidence articles: 12 ## 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. ## At a Glance - Evidence: 12 featured examples - Articles from: Sep 15, 2016 to May 14, 2019 - Published: Jan 17, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Narrative Pack trend ### Storytelling Packaging Brands are using art, tech and design to tell stories in the packaging of their products. ### AR Packaging Brands are utilizing augmented reality to bring their packaging to life, creating an interactive and educational experience for consumers. ### Custom Packaging Brands are offering personalized packaging options that allow consumers to express their individuality and create unique experiences. ## What the Narrative Pack trend means for industry ### For 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 for Narrative Pack Trend score 6.0 out of 10, from popularity 85%, activity 87%, freshness 8%. - Popularity: 85% - Activity: 87% - Freshness: 8% ## Examples of the Narrative Pack trend 12 featured examples from Sep 15, 2016 to May 14, 2019. - [AR-Powered Story Labels](https://www.trendhunter.com/trends/storybased-education): Jack Daniel's Creates an Augmented Reality Story Book (Category: Marketing) Implication: Alcohol companies can use augmented reality labels to stand out in a crowded market and educate consumers about their products. - [Storytelling Lipstick Packaging](https://www.trendhunter.com/trends/lipstories): Sephora's #LipStories Explores Themes Like Nostalgia and Memories (Category: Fashion) Implication: Cosmetics companies can explore innovative packaging designs and personalized product offerings to create unique and engaging experiences for consumers. - [Storytelling Seasoning Packaging](https://www.trendhunter.com/trends/salt-and-sugar): The 'BooM' Salt and Sugar Packaging Creates a Narrative (Category: Lifestyle) Implication: The 'BooM' salt and sugar packaging presents an opportunity to disrupt the traditional food packaging industry by incorporating narrative-driven design and product visualization. - [Storytelling Chocolate Wrappers](https://www.trendhunter.com/trends/chocolate-wrapper): Mirzam Monsters' Packaging Layers Black, White & Colored Wrappers (Category: Lifestyle) Implication: The use of unique packaging design in the chocolate industry to create a memorable consumer experience. - [Storytelling Food Calendars](https://www.trendhunter.com/trends/food-calendars): Aurika's Multi-Sensory Christmas Calendar Tells a Tale of the Seasons (Category: Lifestyle) Implication: Printing houses and packaging manufacturers can explore new possibilities in creating multi-sensory and narrative-based packaging experiences. - [Narrative Mooncake Packaging](https://www.trendhunter.com/trends/mooncakes): This Branding Reflects the Culturally Based History of Its Contents (Category: Marketing) Implication: Incorporating cultural elements into food packaging can enhance the overall brand experience and attract consumers. - [Cohesive Beer Brand Identities](https://www.trendhunter.com/trends/beer-brand-identity): Molson Coor Canada Launches a Unifying, Brand New Visual Narrative (Category: Lifestyle) Implication: The brewing industry can explore unified brand identities to strengthen their market position and engage consumers. - [Art-Focused Coffee Branding](https://www.trendhunter.com/trends/archer-farms): This Archer Farms' Coffee Comes with Dozens of Artistic Embellishments (Category: Eco) Implication: Incorporating art and creative packaging in the coffee industry to differentiate brands and attract consumers. - [Thai Heritage Snack Branding](https://www.trendhunter.com/trends/snack-pouch): The Pleonta Pansib Snack Pouch Packaging Highlights Thai History (Category: Lifestyle) Implication: Creating brand differentiation through heritage-inspired packaging design and developing healthier snack options. - [Warrior-Inspired Supplements](https://www.trendhunter.com/trends/supplements-for-health): Wild Health Warriors Makes Chinese-Inspired Supplements for Health (Category: Lifestyle) Implication: Opportunity for disruptive innovation in the health supplement industry by incorporating Chinese herbal practices into new product offerings. - [Customizable Granola Packaging](https://www.trendhunter.com/trends/bear-naked-custom-made): Bear Naked Custom Made Offers Quirky, Personalized Packaging (Category: Lifestyle) Implication: The food packaging industry can explore innovative solutions to offer customizable and personalized packaging options for consumers. - [AR Wine Labels](https://www.trendhunter.com/trends/ar-wine-labels): Treasury Wine Estates' 19 Crimes Bottles Bring 19th Century Convicts to Life (Category: Lifestyle) Implication: Wineries can incorporate AR technology into their packaging to stay current and appeal to tech-savvy wine drinkers. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)