Step 5. Product packaging
Packaging isn't Product, right?!
The art and science of product packaging: Lessons from Dark Forest Beverages
As a product and marketing enthusiast, I understood that product packaging is more than just a container for our delicious kombucha. It’s crucial to our brand identity, marketing strategy, and operational efficiency.
I knew that the product was light sensitive and would do better in amber glass bottles, that carbonation is lost via capping so metal oxygen saver twist top crown seals would do the trick. I also thought we all signed up to the messages from War on Waste, so in the context of “good better best”, 100% recyclable - good, compostable better and no outer packaging at all would be best, so we went to work recruiting retailers who didn’t need outer shells (Hospitality venues mostly) and talking to packaging companies about compostable alternatives.
Landing tape was easy - we found great products from multiple distributors. Outer boxes were limited to recyclable because of our weight requirements and labels remain our biggest disappointment - rolls of labels come on old school backing paper which goes straight into landfill. Not to mention when you get pallets of packaging delivered, the pallets are wrapped in plastic film for stability.
We made some progress with the packaging film being replaced by a film made from old tyres but even that eventually goes into landfill.
We were successful in getting onto tap banks so we could supply kegs to Hospitality venues, however when COVID happened and we pivoted to direct-to-consumer as our channel strategy - there was a ripple effect that would change our trajectory forever. Our product inadvertently became a present. And presents don’t come in plain kraft brown boxes with brown paper tape….
Here, I'll share insights into the marketing and operational considerations we take into account when creating packaging, as well as some examples of both successful and unsuccessful packaging designs.
Marketing Considerations
Brand Identity: Packaging is the first point of physical interaction with our customers. It needs to reflect our brand values, which in our case are natural ingredients, wellness, and sustainability. Our packaging incorporates earthy colours and organic materials to convey this message. We use recyclable materials to align with our eco-friendly ethos.
Visual Appeal: The packaging must catch the eye of the consumer. A cluttered design can be overwhelming, while too minimalistic can go unnoticed. We struck a balance with clean lines, a logo that included a deer (people love animals in advertising), and distinct flavour colours to make selecting from a distance easier. This helps stand out in crowded fridges and conveys the freshness and vitality of our product.
Information Clarity: Consumers want to know what they are buying. Our labels display the ingredients, nutritional information, and brewing process. Transparency builds trust, and well-informed customers are more likely to make repeat purchases.
Differentiation: In a market saturated with loud beverage labels, we have to do things differently to set ourselves apart from the competition. Relying on the adage "space sells", our labels are clean of clutter, use Hunter the Deer as the logo and make the flavour colours distinctive so you can imagine the fruit flavour it represents. We aim for “quietly confident” - think Aesop vs Red Bull.
Operational Considerations
Cost Efficiency: Packaging should be cost-effective without compromising on quality. We use a supplier who provides bulk discounts and maintains high standards. Additionally, our packaging design minimises material wastage, which not only saves costs but also aligns with our sustainability goals.
Durability and Functionality: Our kombucha is a live product, which means the packaging needs to protect it from light and temperature fluctuations. We use dark amber glass bottles, which are ideal for preserving the probiotics in kombucha. The design also includes a tamper-evident seal for consumer safety.
Supply Chain Logistics: The packaging must be compatible with our bottling and labelling machinery. It should also be easy to stack and transport to prevent damage during distribution. We’ve invested in custom moulds that fit perfectly on our production line, ensuring efficiency and reducing the risk of delays.
Examples of Great Packaging
Monday: Known for its fun and approachable packaging, Monday Distillery uses playful graphics and engaging copy to connect with its audience. Their use of bright colours and clear messaging makes them stand out. And are very giftable.
Apple: Apple’s packaging is sleek, minimalistic, and exudes premium quality. The unboxing experience is carefully crafted to enhance the product’s value and user experience.
Examples of Packaging That Didn't Work
Tropicana: In 2009, Tropicana redesigned its packaging, opting for a more modern look. However, the new design was so different from the original that loyal customers didn’t recognise it, leading to a significant drop in sales. They quickly reverted to the old design, highlighting the importance of brand recognition.
Coors Light: Coors Light introduced a plastic bottle for their beer, aiming for convenience. However, customers associated the plastic bottle with cheaper, lower-quality products, which negatively impacted sales. This underscores the importance of aligning packaging material with customer perceptions of product quality.
Creating effective packaging for Dark Forest Beverages is a dynamic process that balances marketing appeal with operational practicality. By understanding and addressing both aspects, we can ensure that our kombucha not only stands out in the fridge but also reaches our customers in perfect condition. While we’ve learned from both successes and missteps, the key takeaway is that packaging is an integral part of the product experience, deserving of thoughtful design and strategic planning.