Sure, I know the moon isn't physically made out of cheese, but Tim Sumner's packaging design for a fictional cheese product at least lets me pretend that the famous nursery rhyme is true. Wrapped around a circular slab of cheese is Sumner's ingenious creation, which features the moon in its various phases. More importantly, if you were to see this in a supermarket, you wouldn't know what it was exactly, but you would know you just had to own it. That's marketing at its best.
Each moon phase featured on this Tim Sumner packaging represents the strength of the cheese, with the crescent moon being the lightest and the full moon being the strongest in flavor.
Implications - Consumers are appreciative of packaging with pop culture and literary allusions because it engages them on a cognitive level, something generic branding often forgoes. Corporations looking to gain an edge over their competition may consider packaging products with elements that engage consumers intellectually.
Key Themes Behind This Trend
- Pop Culture Packaging
- Incorporating pop culture references in packaging design engages consumers on a cognitive level.
- Literary Allusion Packaging
- Packaging that references nursery rhymes or literature creates a deeper connection with consumers.
- Engaging Packaging Design
- Designing packaging that sparks curiosity and intrigue can attract consumers and increase brand appeal.
Where This Applies
- Food and Beverage
- Innovative packaging designs that incorporate pop culture references can create a unique selling point for food and beverage brands.
- Consumer Goods
- Brands in the consumer goods industry can differentiate themselves by using packaging that alludes to literary themes and engages consumers intellectually.
- Marketing and Advertising
- The demand for engaging packaging designs presents opportunities for marketing and advertising agencies to collaborate with businesses and create disruptive packaging concepts.
