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...solutions is not always easy.
Consumers have demonstrated a desire for products that relate to their daily routines and, at the same time, offer more diverse experiences. Additionally, they are demanding greater product integrity and flavor, forcing marketers to change product formulations and launch new brands in the all-natural arena. The end result is that beverage marketers are looking for ways to cater to a wide range of demographic profiles and lifestyle choices, are scouring the globe for new ingredients, additives and flavor experiences and launching new brands and new packaging schemes in response.
With all of these dynamics to consider, the need for brand marketers to exploit creativity--through innovative structures, enhanced ergonomics, distinct brand personalities or dazzling graphics--is undeniable.
* CROSS-POLLINATION YIELDS INNOVATION
In preparation for this article, it was important to canvass the innovations taking place in other industries and product categories that might provide worthwhile reference. In many cases, the innovations and successes of one industry can be effectively "borrowed" to produce worthwhile impact in another.
As always, there was a dazzling array of packaging solutions within the fragrance arena. From gloriously streamlined and sleek designs offered by Kenzo, Missoni and Vera Wang to significantly more ornate presentations from Annick Goutal and Dior, not to mention the whimsical and sculptural forms employed...
NOTE: All illustrations and photos
have been removed from this article.
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