Discover the charm of packaging from classic creative packaging

[China Packaging Network News] Commodity packaging as a continuation of product design has become a basic element of product marketing. Innovative and classic packaging has become the simplest and most effective way for companies to increase brand value. This article lists several classic creative packaging marketing cases, let us explore the charm of packaging.

One of the classic cases: Samson glass bottles

A 6 million dollar glass bottle

Speaking of Coca-Cola's glass bottle packaging, it is still praised by people. In 1898, a young worker of Rutter Glass Co., dating his girlfriend, discovered that his girlfriend wore a sleeve-type dress that looked slim at the waist and legs. After the date, he inspires and designs a glass bottle based on the image of his girlfriend wearing the skirt.

After repeated modifications, he not only designed the bottle very beautifully, it was like a slim young girl, but also designed the bottle's capacity to be just a glass of water. After the bottle was prototyped, it was praised by the public.

At the time, Coca-Cola's decision maker, Kandle, saw the glass bottle in the market and thought it was a good fit for Coca-Cola. So Coca-Cola bought this patent for $6 million. This bottle designed by Alexander Samson is not only beautiful, but also very safe to use, easy to grip and not easy to slide off. Even more exhilarating is that the lower and middle part of the bottle type is twisted like a striped dress worn by a young girl. In addition, because the structure of the bottle is small and medium, when it is filled with Coca-Cola, it gives people the impression that A lot of weight. After using the glass bottles designed by Alexander Samson as Coca-Cola's packaging, Coca-Cola's sales grew rapidly and sales volume doubled in two years. Since then, Coca-Cola, which uses Samson glass bottles as packaging, has begun to sell well in the United States and has rapidly swept the world. The investment of 6 million U.S. dollars has brought hundreds of millions of dollars in returns to the Coca-Cola Company.

The second classic case: Chanel No. 5 perfume

Perfume bottle becomes artwork

In May 1921, when perfume designer Ennis Bower presented her invented variety of perfumes in front of Mrs. Chanel to make her choice, Mrs. Chanel did not hesitate to choose the fifth paragraph, which is now known worldwide. Chanel No. 5 perfume. However, in addition to that unique flavor, the real Chanel No. 5 perfume as "aristocratic aristocratic nobles" is that it does not look like a perfume bottle, but like the creative packaging of medicine bottles.

Mrs. Chanel, who was born as a fashion designer, has an extraordinary passion for designing Chanel No. 5 perfume bottles. “My aesthetic view is different from others: other people are afraid that they will not be able to add up enough, and I will reduce one item.” This design concept allows the simple packaging design of the Chanel No.5 perfume bottle to be used in numerous elaborate perfume bottles. It emerged as the most weird, most offbeat and most successful model. Chanel No. 5 has become a new aesthetic concept with caps in the shape of its gems cut, a square shape of transparent crystals, and simple and clear lines, and it quickly captured consumers. Since then, Chanel No. 5 perfume has been sold well all over the world for more than 80 years and it is still alive and well.

In 1959, the Chanel No.5 perfume bottle was awarded the title of “Contemporary Works of Art” by its unique modern beauty, and was among the exhibits of the New York Museum of Modern Art. The Chanel No. 5 perfume bottle has become a veritable artwork.

The third classic case: Red Star blue and white porcelain treasures Erguotou

Creative Packaging Change Brand Image

As a brewing company with a history of more than 50 years, the Red Star Erguotou produced by Beijing Hongxing Co., Ltd. (hereinafter referred to as “Red Star Company”) has always been a table wine for Beijing residents and has always been loved by the common people. However, due to the fact that it has always been an "old face" on the product packaging, Red Star Erguotou has always been at the low end of the liquor market, and it is unable to obtain higher economic benefits.

With the launch of Red Star Blue and White Porcelain Erguotou, Hongxing Erguotou entered the Chinese high-end liquor market for the first time. Red Star Blue and White Porcelain Erguotou integrates the essence of Chinese ancient culture on the product packaging. The bottle adopts imitation Qing Qianlong blue-and-white porcelain kiln tribute bottle type. The wine box pattern is based on the Chinese dragon as its main body, and is supported by purple wood tray. The overall color composition is mainly red, white and blue, with typical Chinese culture characteristics. The packaging won the silver award at the award ceremony of the second China Design Patent Competition. Xing Shengcai, deputy director of the State Intellectual Property Office, said after reading this package: “This product is very creative and combines Chinese traditional culture with liquor culture and is very successful.”

In this regard, the relevant person in charge of the marketing department of the Red Star Company told the reporter that the red star blue-and-white porcelain exquisite Erguotou wine is an important product of Hongxing Company's more than 50 years of milestone history. “The introduction of it has completely subverted the single low-end image of the Red Star Erguotou. It has not only created outstanding economic benefits, but also improved the company's image, product image and brand image.” Red Star blue and white porcelain treasures Erguotou in the market sales price Up to 200 yuan, while the ordinary Red Star Erguotou wine is only 5-6 yuan. In addition to the red pot blue and white porcelain treasures Erguotou, Red Star also launched a variety of high-end liquors with traditional Chinese cultural elements packaged in red stars, gold medals, red stars, and hundreds of red stars.

Classic Case No. 4: "Crystal Love" Jelly

Packaging design "captures" consumers

The early appearance of jelly manufacturers in China was in 1985, and Guangdong Xizhilang Group Co., Ltd. (hereinafter referred to as “Hezhilang Company”) did not enter the entire jelly production industry until 1993, which was 8 years later than the entire industry. However, in 1999, the CCTV Survey and Consultation Center's “National City Consumer Survey” showed that Xizhilang Company has occupied 83% of the market share of China's jelly market. What makes Xizhilang Company grow rapidly as the oldest jelly enterprise in China in a short period of 6 years? In addition to the quality of the product itself, Chishiro's creative packaging and unique marketing strategy have made Chishiro's market share year after year.

In 1996, Xizhilang Company was well-known in the market, but it is still a local small brand with limited market share. In 1998, the new product "Crystal Love" series of Xizhilang was officially listed and quickly gained market recognition. In the consumer positioning, the "Crystal Love" series of products narrows the target market, focuses on young couples, and creatively designs "love style" and "love language" for "Crystal Love", and the traditional model of jelly is traditional The style of the bowl was transformed into a heart-shaped shape, and the two comic characters hugged each other on the cover. This kind of heart-shaped jelly added a bit of charm and quickly gained recognition from the market. With the launch of “Crystal Love”, Xizhilang Company has quickly jumped from a local brand to the second largest brand in the industry in just one year.

Classic Case 5: Hanwang Computer Painting Board

Innovative packaging "thaw" market

In 2006, Hanwang Technology Co., Ltd. (hereinafter referred to as “Hanwang Company”) produced a high-end computer drawing board product—the master of creative arts. The product itself has reached the international advanced level both in application and quality. When Hanwang Company launched this product to the market with great fanfare, it was met with a cold market. In the competition with Wacom, a well-known international computer painting board company, the product price and market share were far lower than those of Wacom.

After detailed market research and analysis, Hanwang Company found a problem with its own product packaging. The original “Master of Creation” packaging was low-end positioning and did not integrate well with its own brand image, making it impossible for consumers to identify with the product. Product packaging can bring consumers the most direct and intuitive product impression. In combination with Hanwang's own brand identity and product definition, the use of water drop elements has combined Hanwang's brand with product packaging systems. When the “Creative Master” re-entered the market with a brand new creative packaging image, it quickly gained consumer recognition. The new packaging has increased the sales volume of the "Master Creative" by three times, and the price has also increased substantially.

Classic Case 6: Colgate Toothpaste

Aesthetic habits determine the success or failure of packaging

Toothpaste is an indispensable commodity in our lives, so the market is very competitive. The international giant toothpaste company Colgate has done a lot of market research before entering the toothpaste market in China. Colgate company found that China's toothpaste market is fiercely competitive, but its homogeneity competition is serious. Both the packaging of toothpaste and the wide appeal are very plain. In response to these features, Colgate uses an innovative composite tube plastic inner packaging and uses the red color that Chinese consumers are very fond of as the theme color of the outer packaging. The result was a great success. In a short period of several years, it quickly occupied 1/3 of our toothpaste market share.

Colgate's success has greatly touched the nerves of our toothpaste companies. Many brands of toothpaste, including "Zhonghua" and "Zhongmianzhen," have given up aluminum packaging that has been used for many years and replaced it with more convenient, hygienic, and durable composite tube plastic packaging. In addition to reforms on packaging materials, domestic toothpaste brands have also carried out innovations in the packaging design, basically replacing them with new feelings that are generally fresh and natural, and that are more contemporary and popular.

In the past, our companies did not attach importance to the packaging of products and found that in a market competition with foreign companies, a creative and good packaging often means more market share. So our company began to realize the importance of packaging, and strive to create a packaging with Chinese characteristics and aesthetic habits.

Classic Case Seven: Tea Packaging

Traditional cultural elements highlight value

Tea is one of the three major drinks in the world and has always been loved by people. Due to the uniqueness of tea itself, the packaging of tea is mainly required to be moisture-proof, high-temperature resistant, odor-proof and easy to transport and carry. However, with the development of economy and the improvement of people's living standards, the role of tea packaging in addition to the original practical functions, the greater role is to enhance the tea itself value and cultural quality.

First-class products can not be separated from first-class packaging, especially tea. As a special kind of drink, tea has always been connected with the traditional cultural elements of China. Therefore, the packaging of tea is always inseparable from the elements and spirit of traditional Chinese culture. The first thing to consider when designing tea packaging is the packaging material and structure, because the proper choice of packaging materials directly affects the preservation of tea. In addition to the elements and traditional senses of tea culture, other aspects of design, such as designs and texts, must emphasize the image of the product.