<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73dbbd2c1a563618e06dc_651d3d583501be4e9e0819e8_64ef7a24c4a90e222ac2843f_Design20Delivers.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Round-up: 5 real-life examples of innovative packaging and visual branding</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>29 September 2023</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">With <strong>brand authenticity, sustainability, and transparency</strong> at the forefront of every consumer's mind when it comes to supporting or purchasing a product, how could your packaging reinforce its brand values and help <strong>standout amongst competitors</strong>?</p> <p class="gn-reveal">In our latest workshop, 'Design that Delivers - Reinforcing your Brand through Creative Packaging' our experts discuss the <strong>latest trends in product and packaging design</strong> across a range of sectors, the key relationship between <strong>your wider USP and physical products,</strong> and how to tackle <strong>some of the largest challenges</strong> when it comes to <strong>refreshing</strong> your own packaging and visual brand.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <p class="gn-reveal"> <a href="https://www.linkedin.com/in/antoniogiansante/" target="_blank"><strong>Antonio Giansante</strong></a>, Managing Director, <a href="https://bgn.agency/" target="_blank"><strong>BGN Agency</strong></a><br> <a href="https://www.linkedin.com/in/jonlightfoot/" target="_blank"><strong>Jon-Paul Lightfoot</strong></a>, Head of Packaging and Retouch, <a href="https://www.shootthemoon.co.uk/" target="_blank"><strong>Shoot the Moon</strong></a><br> <a href="https://www.linkedin.com/in/mark-ross-272684174/" target="_blank"><strong>Mark Ross</strong></a>, Managing &amp; Creative Director, <a href="https://www.gloriouscreative.co.uk/" target="_blank"><strong>Glorious Creative Limited</strong></a><br> <a href="https://www.linkedin.com/in/richard-attwater-2aa7b412/" target="_blank"><strong>Richard Attwater</strong></a>, Co-Founder &amp; Managing Director, <a href="https://sergeantwalnuts.com/" target="_blank"><strong>Sergeant Walnuts</strong></a> </p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP </strong><a href="https://www.thegonetwork.com/resources/playback-design-that-delivers-reinforcing-your-brand-through-creative-packaging" target="_blank"><strong>HERE</strong></a></p> <h2 class="gn-reveal">5 real-life examples of innovative packaging and visual branding</h2> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title">Actimel: Debossed bottles</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Actimel</span> <span class="gn-list-item__pill"><strong>Expert:</strong> Jon-Paul Lightfoot</span> </div> <blockquote class="gn-blockquote gn-reveal">"Within the FMCG market it has become standard that bottles <strong>are almost 100% recyclable</strong> for a more environmentally friendly approach to packaging, but what's interesting to see is how brands take this further to make bespoke plastic bottles and <strong>emboss their own identity</strong> within them. <strong>Actimel</strong> recently announced they got rid of the PET label around their bottle and instead opted to <strong>deboss their branding into the small yogurt pots themselves</strong>, which make it more recyclable yet ownable to them – as even when you take a bottle out from the cardboard wrap, you still see that branding."<cite>Jon-Paul Lightfoot · Head of Packaging and Retouch, Shoot the Moon</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><a href="https://www.printindustry.news/story/44103/actimel-bottle-takes-off-its-label-for-better-recycling" target="_blank"><img alt="Actimel - Debossed bottle" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73dbbd7385102ad12ab0e_651736fa2fa3ee1dcd6ddbcf_actimel%25202.png" width="auto" height="auto" loading="auto"></a></div> <figcaption>Actimel debossed bottle with branding embedded directly into the yogurt pot.</figcaption> </figure> <p class="gn-reveal">Read our article: <a href="https://www.thegonetwork.com/news/where-to-get-started-with-a-branding-and-design-project" target="_blank"><strong><em>Where to Get Started with a Branding and Design Project</em></strong></a></p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#02</span> <h3 class="gn-list-item__title">Carlsberg: Adhesive Dots</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Carlsberg</span> <span class="gn-list-item__pill"><strong>Expert:</strong> Jon-Paul Lightfoot</span> </div> <blockquote class="gn-blockquote gn-reveal">"You start to see things like shrink wraps replaced by cardboard, which <strong>may be a more complex and costly process from a manufacturing perspective</strong> but it's certainly a much friendlier approach to the environment. <strong>Carlsberg</strong> did it a few years ago with little adhesive dots on the cans, replacing the plastic loops that hold multiple cans together. It seems so obvious, <strong>but it's a huge manufacturing process that takes time to work its way through</strong> and take the brand in the right direction in terms of a reduction in plastic use."<cite>Jon-Paul Lightfoot · Head of Packaging and Retouch, Shoot the Moon</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><a href="https://www.packworld.com/design/materials-containers/article/15693119/carlsberg-replaces-shrink-wrap-with-adhesive-for-sixpacks" target="_blank"><img alt="Carlsberg - Adhesive Dots" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73dbbd7385102ad12ab11_65173818b1043edfbcd9261d_carlsberg.png" width="auto" height="auto" loading="auto"></a></div> <figcaption>Carlsberg replaced plastic loops with adhesive dots to hold multipacks together.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#03</span> <h3 class="gn-list-item__title">Bottle Refills</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brands:</strong> Unilever, P&amp;G</span> <span class="gn-list-item__pill"><strong>Expert:</strong> Antonio Giansante</span> </div> <blockquote class="gn-blockquote gn-reveal">"Around the usage of plastic bottles, most cleaning products are around 98% water, meaning you're essentially bottling up water in plastic and bulking it on the shelves, <strong>now there's a big movement to refills</strong> – one beautiful glass bottle for your bathroom with refills that may come on subscription. There's a lot of brands trying to disrupt the space this way, so the bigger brands like your <strong>Unilever's</strong> and the <strong>P&amp;Gs</strong> are having to react to that. Meaning when you go down to the supermarket to that cleaning aisle, there's a lot of innovation in packaging format, <strong>trying to get people to change how they buy bleach</strong>."<cite>Antonio Giansante · Managing Director, BGN Agency</cite></blockquote> <p class="gn-reveal">Read our article: <a href="https://www.thegonetwork.com/news/7-ways-you-could-be-harming-your-visual-brand-identity" target="_blank"><strong><em>7 Ways you Could be Harming your Visual Brand Identity</em></strong></a></p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#04</span> <h3 class="gn-list-item__title">Aesop</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Aesop</span> <span class="gn-list-item__pill"><strong>Expert:</strong> Richard Attwater</span> </div> <blockquote class="gn-blockquote gn-reveal">"I think you should try and force yourselves to think about what's going to happen with your packaging when it gets home? And how might it be interacted with? For example, people love <strong>Aesop</strong> packaging, it's simple, elegant, refined, and people know it's luxury. <strong>It's a piece of interior design</strong> – consumers may only buy one and refill it with cheaper alternatives but that demonstrates the point beautifully, <strong>it's not just a piece of packaging for a product</strong>, it's designed to make your house look better. Ultimately, the brands we buy reflect ourselves, and our homes are a curation of what we like and what we don't like. Therefore, all packaging falls into two categories, stuff that you're happy to have on display in your house and stuff that you hide away. So <strong>having that objective of packaging that you're proud to display</strong> is where your focus should be – but obviously, this doesn't apply to all categories."<cite>Richard Attwater · Co-Founder &amp; Managing Director, Sergeant Walnuts</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><a href="https://www.aesop.com/uk/" target="_blank"><img alt="Aesop products" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73dbbd7385102ad12ab14_6517390e591963ba32839bd5_aesop-bottle-final-dribble_1_.png" width="auto" height="auto" loading="auto"></a></div> <figcaption>Aesop's simple, elegant packaging is designed to function as interior design in the home.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#05</span> <h3 class="gn-list-item__title">Trident Xtra-Care</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Trident Xtra-Care</span> <span class="gn-list-item__pill"><strong>Expert:</strong> Mark Ross</span> </div> <blockquote class="gn-blockquote gn-reveal">"<strong>Trident Xtra-Care</strong> is a sugar free chewing gum that took an <strong>innovative, humorous approach</strong> on packaging gum. Their creative design used the little pieces of gum – which were shrink wrapped, as teeth that you could see through a cut-out on the exterior cardboard packaging of various mouths. There was also <strong>an interactive element to the packaging</strong> as by holding it up to your mouth, you create a smile on your face. Now, they're incredibly niche, so they're not going to outsell some of the major brands within that market. However, you can imagine the sort of online following and consumer engagement that packaging idea would generate – it really draws attention to <strong>the power of being creative</strong> truly has."<cite>Mark Ross · Managing &amp; Creative Director, Glorious Creative Limited</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Trident Xtra-Care" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73dbbd7385102ad12ab21_651739b881390b2692c06b23_trident%25202.jpeg" width="auto" height="auto" loading="auto"></div> <figcaption>Trident Xtra-Care's innovative packaging used gum pieces as teeth visible through a cut-out.</figcaption> </figure> <p class="gn-reveal">View: <a href="https://drive.google.com/file/d/1VwGZzWf8FMHM9vtl32-RhwVbrsSMAndn/view?usp=sharing" target="_blank"><strong><em>Trident Xtra-Care's creative packaging and Vinho do Mar's storytelling product design</em></strong></a></p> </div> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-design-that-delivers-reinforcing-your-brand-through-creative-packaging" target="_blank"><strong>WATCH THE FULL WORKSHOP PLAYBACK</strong></a></p> <p class="gn-reveal"><em>If you're investing in a packaging/branding strategy this year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more,</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a> <em>to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/design-that-delivers-leveraging-your-product-and-packaging-for-your-marketing-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Design that Delivers - Reinforcing your brand through Creative Packaging</span> <span class="gn-related__excerpt">Over 70% of buyers are swayed by packaging. Agency experts share trend insights, brand-to-pack strategy, and real best-practice examples fro</span> </a> </li> <li class="gn-related__item"> <a href="/articles/playback-the-rise-of-purpose-driven-pr-communicating-your-brands-values" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Playback: The Rise of Purpose-Driven PR: Communicating Your Brand&#39;s Values</span> <span class="gn-related__excerpt">Three agency PR leaders share how to build authentic, values-led campaigns, overcome common pitfalls, and measure the real impact of purpose</span> </a> </li> <li class="gn-related__item"> <a href="/articles/evolution-vs-revolution-defining-and-refining-your-brand-identity" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Evolution or Revolution: Defining and Refining your Brand Identity</span> <span class="gn-related__excerpt">Branding experts share the triggers, timeframes, and critical mistakes to avoid so your agency can guide clients through a refresh or full r</span> </a> </li> <li class="gn-related__item"> <a href="/articles/b-corps-to-brand-values---finding-an-agency-that-matches-your-business-principles" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">B-corps to Brand Values – Finding an Agency that Matches your Business Principles</span> <span class="gn-related__excerpt">B-corp status, DEI credentials, and staff retention rates reveal whether an agency truly shares your principles. Here&#39;s how to spot the righ</span> </a> </li> </ul> </aside>