This example of hummus branding elevates an ancient to the level of a gourmet artisan product through the use of delicate illustrations. Gerove Hummus is a Lithuanian brand producing a variety of nutritious and delicious snacks that are brought to life through their packaging.
Designed by agency VRS WPI Vilnius, the range is most notable for its laid back color palette and choice of glass jars for a container over the flimsy and toxic plastic designs many are accustomed to. Designed for user experience, the packaging scheme transforms the process of eating hummus into one that feels indulgent and like a treat. Each of the four flavors is denoted by a different colored label, while the jars can be cleaned for reuse.
Key Themes Behind This Trend
- Sustainability-conscious Packaging
- This trend involves using eco-friendly materials like glass jars over plastic containers for packaging products, offering a disruptive innovation opportunity for companies to enhance their brand's appeal to the growing sustainability-conscious generation.
- Artisanal Gourmet Food Packaging
- This trend emphasizes packaging designs that give a product an artisanal and gourmet appeal, providing an opportunity for companies to stand out in their industry by appealing to consumers who associate premium packaging with quality and luxury.
- User Experience-centered Packaging
- This trend involves creating packaging designs that offer an enjoyable user experience, such as the laid-back color palette and clean design of Gerove Hummus' packaging, providing companies an opportunity to differentiate themselves from competitors by delivering a unique experience.
Where This Applies
- Food and Beverage
- Companies in the food and beverage industry can adopt trends such as artisanal and gourmet packaging to enhance the perceived value of their products, potentially capturing the attention of discerning consumers who prioritize quality and minimalism.
- Packaging
- Packaging companies have the opportunity to create more eco-friendly and reusable packaging options for businesses who want to reduce their carbon footprint without sacrificing product quality or safety.
- Design and Branding
- Design and branding firms can take cues from the user experience-centered packaging trend and create packaging designs that prioritize aesthetics and functionality, using minimalistic and eco-friendly materials to provide a more premium and enjoyable consumer experience.
