Packaging Totem

When the brand's core is integrated into the packaging, packaging becomes a kind of totem, and consumption becomes a kind of necessity, a kind of enjoyment, and a kind of taste. Totem packaging is not a concept or hype.

Totem is the crystallization of the brand's core Not long ago, when I talked about the 2006 wine packaging trend with several packaging design experts, everyone mentioned the totem invariably. In the process of new product development, companies should focus on the core differences in brand positioning, innovative design, and in the process of conquering consumer psychology, continue to strengthen this core difference, promote consumers to their spirit, and ultimately make packaging Become the brand's "spokesperson" and the only identity - that packaging totem. In fact, it is precisely in the cultural innovation that consumers recognize and purchase products for the first time, so that it is possible to feel the spirit of the brand from zero distance, appreciate the packaging design, and strengthen the resonance in repeated purchases and consumption, and finally form a totem of product information. Cognitive.

Experts believe that packaging can ultimately create visual totems in the minds of consumers through advertising and terminal experiences. In the process of product sales, packaging is called “the wordless speech”, which can instantly attract consumers and make consumers form symbolic cognition. For example, when consumers think of Chinese famous wines Maotai and Wuliangye, they will think of their intuitive and unique bottle shapes and packaging. Then, through proper advertising and good consumer experience, consumers will gradually form product-information awareness and become loyal consumers. For example, ABSOLUT V is the absolute packaging of Absolut Spirits, the third-largest international spirits company in the world.

Totemization is good for brand communication Today, when people see the absolute packaging of absolute vodka from all corners of the world and various media, they are all shocked and enjoy, even thinking: Is this commercial advertising? Or an art poster? Indeed, the absolute packaging of absolute vodka has overturned the boundaries of business and the arts, and its emergence makes the fusion of business and art so perfect, so integrated. The author cannot even disguise her love in her words, just like any other commercial media in the world. Because absolute vodka absolute packaging is worth our Chinese wine to learn and learn from.

Back in 1978, as early as the absolute vodka company tried to find a distributor in the United States, they had decided to design a distinctive bottle that could display ABSOLUT. As a result, it undoubtedly became an important factor in brand success. This bottle has become the protagonist of more than 1,000 advertisements and has attracted much attention. Absolut Vodka believes that advertising, packaging, and products are as unique as they are.

In the design process, even the name of the ABSOLUT itself, there is no mystery. First, Absolute Vodka focused its attention on Sweden, where the brand originated. They considered and rejected many different creative solutions, such as the Swedish Black Vodka in the background of a Viking who seems to conquer the world, the Country of Sweden Vodka in the Swedish landscape, and Russian-style bottles.

In the end, the Absolut Vodka company found a surprisingly old Swedish bottle-shaped bottle in an antique shop in Stockholm's Old Town. After deciding on the shape of the bottles, they used a 250-year-old bottle manufacturer to make ABSOLUT bottles, while maintaining the name Lars Olsson Smith once called ABSOLUT.

In addition, Absolute Vodka decided not to use regular labels after trying many different styles of labels. Because conventional labels obstruct people's direct products, they have chosen to demonstrate the transparency and purity of absolute vodka in the most direct way out of their pride and pride. In order to tell people how perfect ABSOLUT is, the designer engraved ABSOLUT's story on each absolute vodka bottle. Since then, Absolute Vodka's absolute packaging has been simplified to a transparent and perfect bottle, which vividly demonstrates the brand value of ABSOLUT. The bottle itself has been competed by commercial design, photography, sculpture, glass, furniture, folk art, and computer digital masters of various countries. It has become an absolute totem of absolute vodka and created the absolute differentiation of the core brand.

Now if you don't look closely, you will think that the current bottle is not different from what it was in 1979, but if you take the 2003 bottle and the 1979 comparison, you will find that the position of the cap has become higher and the printing format is more mature than before. Stable. It is important that these changes do not compromise the overall impression and appearance of the bottle, but also maintain the freshness of the brand. For years of interpretation, Absolut Vodka's totem-style packaging is an absolute classic.

Let packaging become the brand's "spokesperson" and the only identification At present, China's wine packaging is facing a lack of brand, over-packaging, cultural bleak, blind pursuit of quality and many other designing situation. On the one hand, many brand owners are taking for granted so-called cultures and speculating on the so-called concepts. On the one hand, many packaging companies and designers are swindling and deceiving brands to pursue packaging grades because of the impossibility of collecting design fees, and use high-grade materials to obtain production profits. . Therefore, in the process of developing new products, brand owners should recognize themselves, liberate the packaging, carry out differentiated innovations around the core of the brand, subvert the distance, excessiveness, and luxury, strive to create wine packaging that reflects the core of the brand, and promote branding in the later period. And market development continues to strengthen, occupying consumers' limited mental resources. Learn from Absolut Vodka and make packaging the brand's “spokesperson” and the only sign.



Source: "Sugar & Alcohol Weekly"

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