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Sustenance Storytelling

Food packaging seeks to make an emotional connection with consumers

Implications - Marketing efforts that tell a story have proven successful in creating an emotional connection between brand and consumer. When it comes to the food industry, and animal products in particular, the story focuses on the origins of the product as well as the thoughtful means of production. This method alleviates growing concerns about the ethical creation of goods, while continuing to intrigue consumers with the narrative format they've come to expect.
Workshop Question - Does your packaging tell a story about your brand? What story do you want to be telling?
Trend Themes
1. Storytelling Marketing - Brands are using storytelling marketing in food packaging to create an emotional connection, alleviating customers' concerns about ethical production while intriguing and engaging them using a narrative format.
2. Ingredient Transparency - Brands are promoting ingredient transparency in food packaging to attract customers who are interested in maintaining a healthy diet and who seek product transparency, which promotes brand trust and loyalty.
3. Origin and Locality Emphasis - Brands are emphasizing origin and locality in food packaging by using illustrations that illustrate the origins of the product's ingredients and convey the process of cultivation to make the connection to the product' origins in the audience's mind.
Industry Implications
1. Food and Beverage - The food and beverage industry can apply storytelling techniques and illustrations that emphasize origin and locality to create a deeper emotional connection with their audience.
2. Health and Fitness - The health and fitness industry can use ingredient transparency in their products' packaging as a marketing tool to promote their product as a natural and healthy choice for consumers.
3. Graphic and Product Design - The graphic and product design industry can leverage the trend of storytelling marketing and emphasize the origin and locality to create distinct and memorable designs that can attract potential customers.
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 52 Examples:
338,092 Total Clicks
Date Range:
Jul 15 — Dec 15
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Heritage-Inspired Food Packaging
Heritage-Inspired Food Packaging
This Wine and Game Meat Products Branding Takes Cues from Biology
MICIS is a Latvian wine and game meat products brand who was in need of a charismatic yet authentic packaging scheme to showcase the character of the products. In order to achieve just that, MICIS... MORE
Emotive Food Packaging
Emotive Food Packaging
This Rustic Packaging Range Uses Emotional, Story-Based Marketing
This example of rustic packaging applies the aesthetic to a range of products sourced from local farms. The storytelling-based designs are characterized by the emotional marketing techniques... MORE
Farm Fresh Snack Bars
Farm Fresh Snack Bars
Made with Local's Products Emphasize Natural and Handmade Origins
Beyond just simply celebrating its healthy products, Made with Local makes a point to celebrate the Atlantic Canadian farmers who provide the ingredients that are lovingly packed into each snack bar.... MORE
Mountainous Chocolate Branding
Mountainous Chocolate Branding
This Chocolate Bar Design and Packaging Illustrates Its Origin
La Naya is a brand of gourmet chocolate that illustrates its origins through its vibrant packaging and mountain-inspired chocolate bar design. Combining imagery related to the mountains in which the... MORE
Recipe-Focused Protein Packaging
Recipe-Focused Protein Packaging
The Natural Snack RXBars Put the Ingredients at the Forefront
The RX Coconut Chocolate bars are a natural snack alternative for those interested in maintaining a healthy diet. The packaging reflects the branding ideals with a recipe-focused design that lists... MORE
Anecdotal Jerky Branding
Anecdotal Jerky Branding
The Sweet Meat Jerky Packages Each Tell a Unique & Personalized Story
Creative agency ‘The 6th’ designed the playful and illustrative story branding for all of the Sweet Meat Jerky packages. The Nashville-based jerky company wanted to convey a personal... MORE

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