To help consumers get their hands on a customized gift this holiday season, whisky brand Copper Dog offered a bottle personalization service through the luxury department store Selfridges. For a limited time, the labels of Copper Dog purchases could be customized by the hands of in-store calligraphers to add a special touch to the giftable alcohol bottles.
Over the last few years, many brands have experimented with the release of personalized packaging for food and beverage products. Although many of them have been pre-made and rolled out on a large scale, this bespoke service from the whisky brand adds a special handcrafted touch to the bottles before gifting. In the process of engaging consumers on a personal level, these kinds of services invite people to feel as though they are putting their own mark on a product to the point of co-creation.
What's Driving This Trend
- Personalized Packaging
- Opportunity for brands to offer customization options for food and beverage products, enhancing consumer engagement and adding a personal touch.
- In-store Customization
- Brands can provide in-store services, like calligraphers, to personalize products, creating a memorable and unique experience for customers.
- Co-creation
- By involving consumers in the customization process, brands can foster a sense of ownership and collaboration, leading to increased customer loyalty.
Who This Affects Most
- Food and Beverage
- Opportunity for food and beverage brands to offer personalized packaging services to enhance the gifting experience and create a connection with customers.
- Retail
- Retailers can provide in-store customization services to differentiate themselves and attract customers seeking personalized products and experiences.
- Art and Design
- Opportunity for calligraphers and artists to collaborate with brands and offer their services for personalized packaging, creating unique and artistic products.
