# Anthropomorphic Produce Sauce Packaging The OTMA Food Dressing Packages Bring Ingredients to Life By Michael Hemsworth | Published 2016-05-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/food-dressing References: [packagingoftheworld](http://www.packagingoftheworld.com/2016/05/otma-dressings.html) & [lionstory.cz](http://lionstory.cz/) Brand mascots have been a surefire way to start a relationship with consumers from the get go, and the latest packaging of OTMA food dressing look to do this. The design agency behind the packaging -- [LION Brand & Story](https://www.trendhunter.com/trends/tenzing-natural-energy-lions-mane) -- decided to emphasize the main ingredient of each sauce to expand on the notion of freshness and taste. This was done by [anthropomorphizing veggies, cheeses and fruits](https://www.trendhunter.com/trends/fruit-bliss) to help catch eyes in the grocery aisle in a fun, interactive way. The OTMA food dressing packaging doesn't go so far as to create an entirely cartoon-oriented design that's too childlike, but rather straddles the line between being playful yet mature. According to market research done by LION Brand & Story, the approach appears to have been a success with consumers picking the OTMA brand over others in the dressing aisle. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 41% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Anthropomorphic Packaging:** Exploring the idea of anthropomorphizing items to attract attention or make connections with consumers through imaginative ways. - **Ingredient Emphasis:** Using packaging to draw attention to the ingredients in a product to emphasize taste and freshness. - **Playful Yet Mature Design:** Designing packaging that is playful and imaginative while still maintaining a level of maturity to appeal to a broad audience. ### Who This Affects Most - **Packaging Design:** There are opportunities for designers to take bold, imaginative approaches to conventional packaging design and stand out on the shelf. - **Food and Beverage Industry:** Food and beverage producers have an opportunity to showcase their ingredients in a fun, imaginative way through packaging that's designed to appeal to a variety of audiences. - **Marketing and Advertising Industry:** Marketers and advertisers can explore creative ways of emotively packaging products to appeal to a broader range of consumers from different demographics. ## Related on Trend Hunter - [Pasta Sauce Characters](https://www.trendhunter.com/trends/mr-ridiculously-good.md) - [Eye-Catching Fruit Cups](https://www.trendhunter.com/trends/dole-sunshine-company-packaging.md) - [Re-Designed Family-Owned Olive Oils](https://www.trendhunter.com/trends/itxart-olive-oil.md) - [Squeezable Tangy Sauces](https://www.trendhunter.com/trends/dip-and-drizzle.md) - [Rebranded Squeezable Sauces](https://www.trendhunter.com/trends/sarsons.md) - [Culinary Brand Packaging Redesigns](https://www.trendhunter.com/trends/mousline.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Revitalized Pasta Packaging Designs](https://www.trendhunter.com/trends/ronzoni-pasta-brand.md) - [Convenient Cherry Tomato Boxes](https://www.trendhunter.com/trends/special-edition-cherry-tomato.md)