Packaging with a Purpose
Sometimes outlined as part of the company’s mission or vision, purpose gives the reason a company is in business and what motivates it to do what it does, beyond making money. Take Ikea for example. Its purpose is more than just selling furniture – this is something every furniture company does – Ikea is about “creating a better everyday life for the many people”. And their business idea supports this purpose with a wide range of functional, well-designed products that are affordable by as many people as possible.
A brand with purpose is a brand with a unique story that connects with its audience and creates differentiation from competitors. Brand purpose should be consistently expressed across all touch points – from the way the products are made to how they’re advertised and from the causes it supports to the way a customer representative answers the phone. And because packaging is the one touch point every consumer comes in contact with, it shouldn’t be overlooked.
Brazilian brand "Pura Pet" did a nice job embodying their purpose on packaging design. On each of their bag of pet food, there is an image of an actual sheltered dog that is up for adoption along with information for the animal to get a home. This not only sends consumers a powerful message on what Pura Pet stands for, it also makes them feel better about their choices.
Turn your packaging design into a media that shows what you’re about. Contact us today to see how we can help.
Image: Pura Pet