What is our obsession with packaging? After all it's what's inside that we're paying money for, what's the big deal with the box? In the competitive consumer electronics space companies are learning that well designed, unique packaging gives them a boost over the competition. The box is becoming an increasingly important part of the sales process.
Last week I posted about the upswing in iPod Shuffle photos on Flickr. As expected, Apple fans (including this one) fawned over the packaging design of the 2G Shuffle.
But what about packaging of basic things, specifically generic grocery store products?
First off, they're not called generic anymore, that name conjures up visions of ugly yellow packages with a single black word on the front like 'Rice'. Today, the politically correct name is 'private label'. Just about every major grocery store chain has a line of private label goods. The most famous among these is probably Trader Joe's.
Here in the Southeast US we have Publix. Publix has undergone a recent redesign of all their private label goods. Along the way they've built up a fan base and plenty of photos on Flickr.
Now the fan obsession has gone one step farther. Print/web designer Megan Gales created the Publix Packaging blog or in her words, "a tribute to the best branding campaign ever." The blog features reviews of the new Publix private label packaging. Recent critiques include the Graham Crackers, Light Bulbs and Sour Cream.
The blog was started back in May of 2006 with a review of the Flour packaging. Why? You can read over her About Page for the details.
Why create a site entirely devoted to a store’s packaging, you might ask. We say, why not? Perhaps we’re a bit obsessed with the topic, but this gives us a way to connect with others who share our love of this one-of-a-kind store brand.
A blog like this is a sticky situation for any corporation. Of course they love the fan support, but the downfall for the packaging blog might be the name. The domain name and title of the site both include 'Publix' and as we've seen recently, the trademark lawyers don't look too kindly on this. The standard line is, if we don't protect the trademark and use of our name in every situation then we're opening ourselves up for problems in the future. The end result? A good-cop/bad-cop letter, or in this case a good-marketer/bad-laywer letter.
It's a sad situation since anyway you play it the corporation comes out looking like, well a corporation, while the fans take the hit. Perhaps the domains LoveThatPackaging.com or PackagingBlog.com are available and a switch can be made.
Visitor Comments
I think our love of packaging is deeply rooted in our inner child. My toddlers favorite part of Christmas last year, as well as this year I'm sure, will be the wrapping paper and the box.
Posted by: Tac Anderson | November 6, 2006 10:59 AM
LOVE Trader Joe's Brands (that's all they really sell, and it's just fine), but I love Publix for the mini-stores more than for the 'Private Label' products. Really it is their fresh food that can't be beat - deli, bakery, produce, meat - also their dry goods like foil, paper towels, plastic bags.
Trader Joe's focuses more on high-quality, organic, locally grown canned and packaged foods and produce. For me, the 'local' part is huge. It takes less gas and resources to ship there and we are supporting local agriculture. Trader Joe's also has great packaging and branding.
Posted by: Ryan Price | November 6, 2006 1:52 PM
Wordpress says,
"Error establishing a database connection"
Domain switch must be in progress ;)
Posted by: Justin@Publix | November 6, 2006 2:40 PM
Josh, I definitely agree with you that people have an obcession with cute packaging. It is amazing some of the products that people will buy due to creative packaging designs. I will admit I am definitely guilty of this. Publix has spent time and money to build its brand, and I don't blame them for looking down on people using the word publix in the domain name or the title of the site. Publix has taken the time to design its all its label goods, and I think they have done a good job with the redesign. The packaging is very distinct, and whenever, I see the Publix packaging, I automatically associate the product with Publix. It is important to establish that trademark name and make sure that other people do not use it.
Posted by: Rachel Dresher | November 9, 2006 5:25 PM
This is a fact that once we made our mind for any product, packaging plays a key role in our selection.
Harry
http://www.abc-packaging.com/sections/Type_70.asp
Posted by: Harry Bradman | April 10, 2008 6:19 PM
Josh, packaging sells half the product around the world just because it appears attractive. Its human nature to be tempted by things that somehow or the other appeal to them in a good way. Packaging can also cause loss to a company if its not in order. Packaging companies spend lots of money just to have packages that appeal to people and will sell. Taking for example abc packaging. It’s a main player in the packaging market sector. They are 3rd party solution provider and to attract deals from their customers they say that they listen to the consumers needs. They provide a wide variety of loads of packaging materials pouches, bags etc. http://www.abc-packaging.com . They are the top ranking ones and that’s just one example. Many such industries exist that work on the same basis. They are all competitors and they all compete on this base because it is us who demand such things from them cause its us that they are eventually targeting.
Posted by: Edith | July 2, 2008 10:15 AM