Grabbing the consumer’s attention is one of the most difficult challenges brands face in a saturated retail market. This is especially true for businesses in the beverage industry.
Effective beverage packaging is more than knowing how to package drinks to meet retail shelf requirements. Businesses must design their packaging with marketing already in mind by infusing their branding efforts into it to create a memorable experience for the customer.
This article will guide brand managers on what to consider when planning your beverage packaging for retail success and tips on how you can improve it.
5 Factors to Consider for Your Beverage Packaging
Before committing to any beverage packaging design, you must address a few considerations.
1. Beverage type
The beverage itself determines many of the packaging design decisions to be made. For beer packaging, a darker, amber color is commonly used, as direct sunlight can alter the drink’s taste and consistency.
Alternatively, composite carbon packaging compromises the taste of soft drinks that typically contain carbon dioxide. Lastly, if you sell wine, you will need packaging that prevents oxidation, which is why wine is sold in glass bottles.
2. Material options
After understanding the properties of the beverage your brand sells, begin selecting the materials that should comprise the packaging. Common materials may include plastic or aluminum, each with its own advantages and disadvantages.
Plastic can easily be molded to fit your design needs but won’t protect the product’s freshness as well as aluminum will.
The materials will represent how you intend to market your product. Glass is typically used to convey luxury or a premium look, while paperboard can represent sustainability.
Select the packaging material that best represents your brand while optimizing for practicality, protecting the beverage during transport and storage.
Warehousing refers to how products are stored before they’re sold at retail stores. Remember that your products will remain fresh for a limited time. The conditions where you store your beverages—the temperature, humidity, and packing organization—can significantly affect the product’s quality.
When focusing on your beverage packaging, ensure that your storage facility meets the requirements to keep your products fresh.
4. Transportation implications
An often-overlooked component of product packaging is supply chain management. It ensures that your products arrive at retail stores fresh and undamaged. When designing your product’s packaging, consider the logistics of transporting the final product.
For instance, if you select glass as your packaging material, you must invest in extra pallet wrap to secure it during transport.
5. Labeling requirements
Product labels provide limited space to work with, so consider what information you can exclude and which are required. The label should include your logo, convey your brand’s identity and what the product is, and grab the customer’s attention.
To maximize the area of your label, as well as your packaging design, follow a few beverage packaging design tips.
5 Retail Success Tips for Your Beverage Packaging
Different aspects of your business, from sales and marketing to logistics and operations, will benefit from effective product packaging. Below are a few tips to help you achieve an effective beverage packaging design for retail execution.
1. Understand your target audience
Much of how you market your products will depend on your target market. Consider what might appeal to them and design accordingly. If you want to target an older audience, you may want to enlarge the typography on your packaging to make it more readable. If your ideal customers are using the product while traveling or moving, then using a durable material is better.
2. Define your brand identity
Everything about your product, from the bottle’s shape to the label’s colors, represents your brand’s values and personality. Your brand’s identity also helps differentiate it as unique from generic products.
Choose the colors, imagery, and typeface that best capture your brand’s identity. For example, the simple typography and iconic colors in Pepsi packaging conveys the brand’s personality and individuality to stand out from its competitors.
3. Assess your competition
Retail stores place your products side-by-side with your competitors. Observe your competitors’ packaging approach to learn how you can further differentiate your brand. You can also consider interviewing your and your competitors’ customers to understand what they look for in beverages.
4. Consider sustainable packaging
There are a few strategies to take when shifting to sustainable packaging. You can select recycled materials to limit your company’s negative environmental impact. You can also partner with manufacturing companies that value sustainability. By prioritizing sustainability, you not only help the environment but also make your products more marketable.
5. Decide on your copy
The copy on your beverage will influence your customer’s decision to buy your product. Understanding your audience is essential when writing copy that turns curious shoppers into new customers.
For instance, if you want to target fitness enthusiasts, highlighting the vitamins and minerals of your beverage on the label can encourage them to try it. If your ideal consumers are mothers, you can emphasize how your beverage will benefit their children.
Excite Your Customers with the Right Beverage Packaging
An effective beverage packaging strategy is no longer merely about how to store drinks for consumption. Considering your brand’s identity, what appeals to your target audience, and the beverage itself enables you to stand out in a growing and competitive industry.
Collaborating with printing professionals will help you create the right beverage packaging for your products. Reach out to Meyers today to bring your packaging solutions to life.