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Tim Sumner Draws Inspiration From Nursery Rhyme for Snazzy Branding

 - Aug 15, 2011
References: timsumner & lovelypackage
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.