How Packaging Plays a Key Role in Branding for Food Products

[GaryHyslop]

Hi everyone,

I’ve been diving into the importance of packaging for food related businesses recently and wanted to share some thoughts. In the food industry, how products are presented can make a huge difference in how consumers perceive them. It’s not just about keeping the product safe it’s also about creating a memorable experience.

For instance, think about the packaging for gourmet chocolates or artisanal sauces. The right packaging can elevate the perceived value of the product and communicate the brand's message clearly. I came across some really insightful points in a blog post on how different packaging strategies impact brand identity, especially in food businesses. It highlights things like using eco friendly materials, leveraging creative design to stand out and ensuring the packaging reflects the brand’s values.

It’s interesting to see how packaging can play a silent but powerful role in how food products connect with their audience. Has anyone here worked on food packaging design or branding? Would love to hear your experiences!

 

[Silversage]

You again!

 

[caseydog]

I've never designed food packaging. Computer software packaging (back when there were brick and mortar stores for that), and a whole lot of men's socks and underwear packaging for JC Penney -- more than I ever wanted to design. I designed a logo for their "Big and Tall" menswear that they don't seem to use anymore. That was 20-ish years ago, and they used it for a good 10 years, I believe. I don't guess I can complain about that.

Some of the things you mention apply to those products. One big thing for computer software was the box had to be big and tamper resistant to prevent "shrink,' with is the retail term for shoplifting, basically.

Interesting tidbit... One of the software companies I worked for had a main product that retailed for $149. The COGS (Cost of Goods Sold) was $7.00. The CEO who started it (still a friend today), made MILLIONS from that company. Retailers paid between 45 and 55 percent of MSRP, so they did well, too. I was a brand manager there, who just happened to have an Art Degree.

Eco-friendly wasn't a big thing back then, but it is now.

One thing I can guarantee is that the product inside the packaging better be good, or the best packaging in the world won't save it. If customers aren't happy, the retailer WILL return it, and expect all their money back... and keep the coop money you gave them. Walmart is #%@&% brutal. They can make you or break you.

CD

 

[taxlady]

Eco friendly packaging is a good idea. But, I have seen too many packages that look eco friendly, but aren't actually. A lot of the packaging that looks like paper is booby trapped. It's paper, but with a plastic coating on the inside, where the consumer won't see it until the package is open. And, often the consumer won't notice, because that plastic can be subtle. It's like getting that cup of coffee in a paper cup, that looks old-fashioned and then you notice that the inside is coated in plastic. Or, paper straws in plastic packaging. There seems to be a whole sub-genre of packaging that looks eco friendly, but isn't.

 

[Jade Emperor]

I order a lot of specialty items from Korea, Thailand etc and I really don’t know what they are doing with their packaging.
If you buy a box of cookies, each one will be individually wrapped in plastic packaging, then all put together in a bigger plastic bag then all into a bigger box.
I think they would individually wrap M&Ms.

 

[caseydog]

Eco friendly packaging is a good idea. But, I have seen too many packages that look eco friendly, but aren't actually. A lot of the packaging that looks like paper is booby trapped. It's paper, but with a plastic coating on the inside, where the consumer won't see it until the package is open. And, often the consumer won't notice, because that plastic can be subtle. It's like getting that cup of coffee in a paper cup, that looks old-fashioned and then you notice that the inside is coated in plastic. Or, paper straws in plastic packaging. There seems to be a whole sub-genre of packaging that looks eco friendly, but isn't.

Yes, that is a big problem. Only about six percent of plastic packaging actually gets recycled. The rest ends up in a land fill, where it will last for fifty-plus years. Aluminum and steel cans, and paper/cardboard mostly gets recycled, if you rinse it out, but you have to remove any plastic from it. Being eco-friendly requires some research and effort.

CD

 

[Aunt Bea]

If being eco friendly is top of mind it seems like we should buy locally.

Then we could just chuck the cookies in a plain old paper bag and walk them home.

 

[caseydog]

If being eco friendly is top of mind it seems like we should buy locally.

Then we could just chuck the cookies in a plain old paper bag and walk them home.

I try to buy as locally as possible. I buy Texas beef, which is easy since we produce more than any other state... and most countries. Chicken and eggs are also abundantly raised in Texas. Most of my veggies come from Mexico, which is pretty close. I know a lot of people love to buy that Irish butter, but the carbon footprint on that is something I can't spend my money on. Texas butter is just fine with me.

CD

 

[Jade Emperor]

Yep. I have a few places that I buy from who always want to wrap things in butcher paper, even jars of mustard etc. I just stop them and tell them it’s fine in my shopping bag.

 

[Jade Emperor]

I try to buy as locally as possible. I buy Texas beef, which is easy since we produce more than any other state... and most countries. Chicken and eggs are also abundantly raised in Texas. Most of my veggies come from Mexico, which is pretty close. I know a lot of people love to buy that Irish butter, but the carbon footprint on that is something I can't spend my money on. Texas butter is just fine with me.

CD

@caseydog I think the Irish butter you might be referring to is Kerrygold. It got plenty of online viral attention some years ago when some chefs and celebrities started extolling its supremacy.
I got sucked in and tried it (@ $9/250gm ) and it was good, yes.
But it wasn’t other worldly. It was butter.

 

[caseydog]

@caseydog I think the Irish butter you might be referring to is Kerrygold. It got plenty of online viral attention some years ago when some chefs and celebrities started extolling its supremacy.
I got sucked in and tried it (@ $9/250gm ) and it was good, yes.
But it wasn’t other worldly. It was butter.

That was my feeling, too. Yeah, it is good, but not THAT good.

CD

 

[Badjak]

Yep. I have a few places that I buy from who always want to wrap things in butcher paper, even jars of mustard etc. I just stop them and tell them it’s fine in my shopping bag.

Here everything still goes in plastic bags. And poor quality plastic bags as well. You can't use them more than once
Everyone looks very strange at me when I say I don't want any!

 

[Aunt Bea]

Here it’s Wegman’s Butter Boy French butter at approx. $22.00/pound.

IMO it compares with any of the creamy high fat cultured butters made with slightly fermented cream but the price and country of origin give it a sort of cachet or snob appeal.

 

[caseydog]

Here it’s Wegman’s Butter Boy French butter at approx. $22.00/pound.

View attachment 71714
IMO it compares with any of the creamy high fat cultured butters made with slightly fermented cream but the price and country of origin give it a sort of cachet or snob appeal.

HEB is a Texas only. They have a brand called Central Market, and even a few stores under that name. Their Central Market brand butter is every bit as good as what you will get from Ireland, and with a much smaller carbon footprint. A little bit less expensive than Kerrygold, but not cheap.

BTW, HEB is family owned grocery store chain based in San Antonio, and gives five percent of their gross profits, not net profits, to charities that feed people who need help. They sell good products, and give to people who need assistance. That is why I talk them up so often on this forum.

CD