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Food Packaging

Get to know which packages are right for your brand, and work out how to weave them into the design of your pack.

Fergus

To me this diminishes the brand. Fair enough it's a clever bit of packaging and I love the New York diner'ness of it. But, with the iconic glass bottle and with the upside down squeezy bottle the primary purchase decision is made on the basis of brand, "it's Heinz, it's better than other ketchups". The tomato is more likely to be bought primarily for the
packaging. In a strange way they've just commoditised something by way of premium packaging which is a pretty clever trick. They've moved from a playing field where "it's Heinz, it's better than other ketchups" was pretty much unchallengeable to one where anyone who can come up with cute packaging can compete on level terms. Bad move!

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