In the world of consumer packaged goods (CPG), trends play a significant role in shaping the design of products. The impact of viral food brands like Graza, Fishwife, and Brightland can be seen in the aesthetically pleasing packaging that has taken over the shelves of specialty stores and major retail chains alike.
Gander, a Brooklyn-based design studio, is behind the visual appeal of many of these viral brands. Co-founder Mike McVicar shared insights into the evolution of packaging design trends over the years. From the over-the-top and ugly designs of the late 90s to the minimalistic and generic styles of the 2010s, the pendulum has swung towards a more fun and colorful approach influenced by social media aesthetics.
While the current trend focuses on creating visually appealing packaging that caters to the Instagram generation, Mike warns against prioritizing aesthetics over brand values and differentiation. Emulating trends blindly can lead to brands being easily replaceable and failing to communicate their unique identity to customers effectively.
Gander’s success stories, such as the rebranding of Banza pasta, highlight the importance of standing out through design. By focusing on their brand story, understanding their target audience, and identifying unexplored opportunities in the market, brands can differentiate themselves and make a lasting impact in the industry.
In addition to visual aesthetics, the inclusion of high-quality food photography on packaging is a trend that has gained momentum in recent years. Brands are recognizing the importance of creating appetizing visuals that appeal to consumers’ senses and enhance the overall product experience.
As the design landscape continues to evolve, it is essential for brands to strike a balance between following trends and staying true to their unique identity. By incorporating elements of storytelling, audience understanding, and visual appeal, brands can create packaging that not only catches the eye but also resonates with consumers on a deeper level.