Sun Branding Says Logic is Redefining Packaging
It says there is a huge drive toward interaction with packaging trends, with the packaging itself – the format, the substrate and how brands are enhancing their brand offering through technology and assets such as QR codes.
Claire Hoe, design director, said: “The QR code can take you somewhere beyond the surface area of the pack: usage instructions, ingredients source, lifestyle guidance. Offering a functionality for both the brand and consumer – but also the opportunity to immerse consumers into a brand world.”
Clients consider what a QR code could deliver – functionality, entertainment, loyalty programmes, environmental messaging, security features.
Hoe said the human touch is still critical: “Last year, we talked about how anything new and exciting can at times feel a little overwhelming at first, often fueling an opposed direction. So now we are seeing the rise of analogue experiences. Think glow in the dark, colour change and holographic finishes, as well as a shift towards natural, handmade and artistic, the total contrast to tech. Brands are looking to stand out amongst the crowd by enhancing emotional connection through unique storytelling. We’re seeing a focus on emotion in packaging and branding – brands putting people first and experts front and centre.”