Impressive packaging is one of the main influences in consumers’ decisions to buy a product. It instantly forms the consumer’s first impression. Package designs that connect with consumers are more likely to end up in their shopping cart. If you want to demand the attention of consumers, you should consider illustrated packaging. Amazingly intricate art draws us in to take a closer look at products.
Illustrated Packaging Advantages
The first advantage of illustrated packaging is that it will definitely stand out among other products on the shelf. Few brands use this type of design. What do shoppers see in hand-drawn text, intricate drawings, and artistic flourishes? They instinctively believe that the product is high-quality. But creating illustrated packaging that is appealing is not easy for all design teams. It’s a challenge for creative teams to balance both their ultra-creative side and the essential aspects of the product. But it can be worth the trouble. Hand-drawn illustrations lend authenticity to brands. Brands that focus on craftsmanship, or reinforcing heritage, especially benefit from illustrated packaging.
If you’re a brand considering illustrated packaging, you could engage local or even famous artists to create ultra-artistic packaging designs. Creating limited editions of illustrated packaging is a way to easily create consumer demand. Major brands like Absolut vodka have done this for years using artist works from Andy Warhol and collaborations with famous people in the fashion and music world. The result: bottles that look absolutely unlike anything you’ve ever seen!
Burger King Global Packaging also created a series of illustrated packaging which is something that you don’t see very often in the restaurant industry because brands want to advertise real food. However, Burger King opted for hand-drawn illustrations of the food and abstract interpretations of the beverages in 2011.
Joe’s Gourmet: Illustrated Packaging
Many of our clients return to us for new projects, sometimes years after completing the last, and Joe’s Gourmet is one of them.
Over 5 years ago, Joe’s Gourmet came to id8 to design the award-winning illustrated packaging for their new Joe’s Fish Fry product. In January 2018, owners Joe Dowell and his wife, Miranda, had the opportunity to present their fish fry during an episode of Shark Tank. Daymond John loved them, the packaging, and the taste of the product, and offered $150,000 for 25 percent of the company, and they gladly accepted.
Joe’s popularity has since skyrocketed, and their customers have now demanded a gluten-free option. id8 was honored that Joe’s Gourmet reached out to work with them again to create the new packaging.
Working with Joe’s Gourmet to collaborate on ideas and direction, id8 used the colors from the existing Joe’s Gourmet Fish Fry package and refreshed them to a more vibrant neon green and bright yellow to stand out among other healthy foods on the shelves. The new packaging is currently in production and will be on shelves in the very near future.
id8 won an award for the original Joe’s Gourmet Package design in 2011 (along with nine other awards!)
The Joe’s team was featured on ABC’s Shark Tank and displayed the original Joe’s Gourmet Fish Fry packaging.
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