In addition to providing imagery for consumers first being introduced to a brand, narrative branding helps to cultivate a connection between brands and consumers through the use of educational packaging. Packaging and branding schemes that educate consumers on the traditions and values of the brand in question offer the benefit of influencing shopper expectations of quality.
Particularly effective examples of narrative packaging in consumers packaged goods is the branding for MICIS, a Latvian brand producing wine and game meat products. Packaged like chocolate, the label of the game meat products showcase all of the game animals traditionally hunted in Latvia culture, such as rabbit, deer, boar and duck. Overall, the brand's source of inspiration, in this case Latvian culture, is illuminated for consumers to experience and understand the product in relation to.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
