Author Note: This article is a divergence from our traditional Packaging FINDINGS focused on the retail environment. I thought it a good opportunity to review packaging from the perspective of online purchasing as well as a product’s ability to make a connection with the consumer.
Snacks are ubiquitous. For every activity – breakfast, lunch, sports, traveling (just to name a few) – there appears to be not just a snack, but also an overwhelming cache of options to choose from. However, following the
My products arrived – a three-pack assortment of flavors presented in a clear plastic bag whose principle communication was “ready to ship”. Being one of several other products delivered, I admit I was a bit let down by the “utility” of my first engagement with Kalahari Biltong. I may be behind the times, but I continue to believe that your first impression of product packaging is the one that has the greatest impact on you, and this presentation did not have that pop of wonderful I was expecting from a new product.
The individual packages were linked through a uniform design grid with a strong blue center panel color band accompanied by secondary colors distinguishing flavor variations. Graphics were uncluttered and communication
The product name is supported with Air Dried, Thinly Sliced Beef. Tracking back up to the package top, there is a statement “you will never go back to jerky!” yet there is no compelling message answering the question “why”? The logo centered above the Biltong copy was somewhat confusing – was it representative of a mountain or a sand dune and how did this relate to the Kalahari Desert? I had a hard time linking this into the theme of a sport worthy energy food or wine tasting accouterment as stated on the back panel.
What did work effectively was the copy flag with “6 ingredients” followed by icons of the ingredients in the product – universally and immediately understandable, and from a consumer view point a definite product benefit. Additional supporting copy identifying the product as hormone and antibiotic free – was another positive communication for those looking for the “better for you” snack.
The structure of the package is a footed plastic bag consistent with the trends in current snack packaging but none of the packages fill out the structure enough to deploy the stabilizing feature of the base. Unless you open the package and shake the product into the bag the package doesn’t merit the gusset feature. I cannot comment on the product, I can only observe what the package presents to the consumer. I wanted so very much to be “taken” with this new product but in the end I simply wanted to know more about why this is “more” than jerky.
These are nice packages,
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The purpose of our “findings” blog is to spotlight packaging that displays thinking that breaks the mold, delivers something new or chancy – or at the very least, highlights packaging that catches your eye in the retail environment.