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The spirit and alcohol industry is growing at a phenomenal pace and competition can be intense. More and more, craft premium distilleries are entering the upper end of the market with a variety of high-end spirits.
However, it is possible to carve out a position for yourself and your spirit brand. But you need to know how to stand out.
You will need to understand the complexities of building a brand, and understand how luxury packaging design can be the ultimate differentiator.
Cognac, scotch, whiskey, tequila, gin, bourbon… Whatever fine spirits you offer, you want to make sure you have the best bottlings and high-end packaging in the business.
Build a Strong, Memorable Spirit and Liquor Brand
Yes, the spirit market may be young, thriving and growing very quickly. However, it’s growing saturated… which is why creating a strategic approach to brand development and packaging design is crucial.
Your product’s high-end quality speaks for itself, of course. But strong branding and successful packaging will be the reasons your customer will try your product in the first place.
Remember: people buy brands —and recommend them— based on emotional responses.
Branding tells the visual and verbal story of your craft premium distillery.
This consistent, authentic and well-told story is the reason they will pay a premium for a distilled spirit.
So how do you create a strong luxury spirit brand?
By creating a set of expectations, stories and relationships that will make your customer choose your liquor over another on the shelf.
Creating the Perfect Packaging for your Premium Spirits
Have you noticed finest spirit packaging has become increasingly elaborate?
How bottles have become high-quality vases, home for artistic expressions?
How liquor packaging is crafted to look more like fragrances?
We are witnessing a transformation in the way that we create spirit packaging design.
In a saturated market, it is crucial to create a compelling packaging design to position your brand as a luxury masterpiece premium good.
A few more details on liquor bottle packaging isn’t enough. If you want to remain on top, you need to go above and beyond the functionality of a bottle and successfully express the brand in unique, memorable ways.
How to Create a Premium Spirit Packaging Design that will Stand Out:
Does your packaging design communicate ?
What makes a package truly stand out goes beyond impeccable design.
Packaging should capture attention and convey the brand’s essence so much it entices the viewer to explore it more closely.
Luxury packaging is usually simple. Don’t go overboard with vibrant, contrasting colors or bright graphics. Instead, choose one or two subtle, understated shades. A well-placed, elegant logo speaks volumes.
Does it tell a memorable story ?
When you create a packaging design that illustrates your spirit brand’s unique story, it helps elevate it to the luxury category. You can include highlights of your distillery’s history on the packaging information, or images to evoke a particular moment in time.
This masterful storytelling will enrich your customer’s perception of your spirit’s quality, uniqueness and exclusive nature.
Does it engage the senses ?
Did you know that branding and packaging design experience strongly influences the flavour experience?
If you want to create the best luxury packaging design for your liquor, you need to address your customer on a multi-sensory level. Unique details that add up to a sensorial experience (metal structure or a bold crest, for example) draws your audience into the story, and helps connect with them.
Enrich your spirit packaging experience with sensory details and in doing so, your value —and status— will go up.
Does it consider practicality and convenience ?
Taking your customer on a sensorial journey is well and good, but only if the packaging works on a practical level.
How do you ensure your glass bottle is safe in its container? How comfortable is it to carry your package? Is your container easy-to-open? How can its design experience enhance usability to meet the needs of, say, bartenders?
These questions help consider the practical levels of luxury spirit packaging.
Does it focus on the details ?
If you want your customers to pay a premium on your spirit and liquor products, you will need to pay attention to detail in both the design and the brand experience.
What is it that makes your high-end beverage so unique?
Use bespoke packaging design as an opportunity to demonstrate your luxury credentials. Subtle touches that add visual and sensual appeal —custom typography, bold lettering, gold detailing— will make all the difference.
Does it convey status, exclusivity and value ?
Your customers buy a luxury masterpiece because they expect the masterpiece they are purchasing carries a unique status. How you meet this expectation is crucial.
Is it through public endorsement? Is it through a limited edition? How can you make your product and packaging unique and exclusive?
Would it serve as a perfect gift ?
Packaging gives the sense that your spirit is a premium good, and it can also help make it a giftable piece.
A high-end liquor, presented in a visually appealing packaging, can be the perfect gift for a holiday, birthday or any kind of celebration.
Crafting the perfect packaging for luxury spirit brands isn’t easy. It should be a sensual experience for the senses to delight in, communicate its superior level of quality and represent the brand accurately.
The premium spirit market is growing, and it can be challenging to stand out.
At Noland, we have extensive experience in successfully helping spirit brands turn their packaging ideas into reality.
Millions of packages are delivered every day.
Creating a packaging design experience is more important than ever.
Packaging isn’t just about good aesthetic or graphic design. A strong, effective packaging serves several purposes: it protects and preserves products, connects with consumer values and it’s a key element in brand design, positioning and differentiation.
Whether it is in the world of e-commerce or traditional retail, packaging has grown and evolved.
The packaging industry has adapted to various trends worldwide, as e-commerce continues to be a consumer preference, technology advances and sustainability continues to be a priority.
So what are the new trends in packaging what will serve brands like yours to compete more effectively?
1. Sustainability: The #1 Priority
One of the strongest trends we continue to see is a strong consumer desire for packaging that is aligned with contributing to a more environmentally-friendly future.
Whether it’s through limiting the use of single-use plastic or choosing brands that are ecologically conscious, consumer behaviour and product choices have changed drastically and you need to pay attention.
When designing for packaging solutions, it is crucial to keep sustainability in mind.
Leading brands are focusing on sustainability and plastic replacement in their packaging strategy, and so should you.
Some of the ways these new trends in sustainable packaging may be expressed:
− Higher quality products and durable packaging.
− Biodegradable and compostable materials. Companies looking to replace single-use plastic with eco-friendly alternatives such as biodegradable plastic, corn starch, paper, cardboard, fibre-based materials and plant-based alternatives, among others.
− Designing for reusability and recycling. This huge shift in consumer behaviour has pushed many companies to design their products and packaging with the purpose of giving them a second chance at life.
− A perfectly imperfect look. Using raw materials, earthy textures and a natural look reminds consumers of where the materials come from and demonstrate how companies are being more conscientious with their choices.
− Use of logos to show off environmental properties of the product and packaging.
Sustainability in packaging design will only grow to be more important in the following years.
If you want to connect with your customers values, switching to eco-friendly packaging may be a smart way to keep your brand image strong and relevant with the current times.
2. Interactive Packaging & QR Codes
Many businesses are engaging customers through modern digital technologies (such as augmented reality and smartphone scanning) and using QR coding to track shipments and store information of the traceability, location, and condition of the package.
Through these and other forms of digital tech, brands now have an opportunity to engage their customers and direct them to links with helpful information and tips on how to best use their products.
Give your consumer added value that will help build trust with your brand, while cutting down on packaging materials. A double win.
3. Minimalist Design & Transparency
More businesses are stepping away from plastic and multi-material packaging solutions and creating mono-material packaging instead.
Most packaging usually consists of several components, and most of them like plastic, laminate and other composite material are not recyclable. Trying a mono-material approach is a good opportunity to add value and originality to your products.
Businesses are choosing minimalistic brand designs. A strong, well curated image speaks directly to customers who are used to seeing aesthetically-pleasing images in the Instagram era, and who expect nothing less from the brands they buy from.
4. Edible Packaging
Edible packaging has been slowly gaining traction, especially in the food industry, in businesses both large and small.
Whether it is edible straws, like Bacardi and Sorbos have partnered to create, Loliware’s edible cup or Bakey’s edible cutlery made from rice, wheat, and sorghum, these eco-friendly alternatives have come to stay.
This new approach to packaging tackles both plastic consumption and environmentally-minded consumers’ increasing demands on sustainable packaging.
5. Packaging as an Art Form
Finally, using art in packaging is no longer an exclusive domain of the fashion or fragrance industry.
Those markets may have understood the value of well-designed, high-quality packaging first, but now thinking of packaging as an art form has become an essential part of the brand experience.
Transforming high end packaging design into a masterpiece —through illustration, strong visuals, effective storytelling techniques and art direction— adds value to your product and makes it much more captivating.
As the packaging industry evolves, it will focus on helping brands meet consumer demands for both sustainable standards and mass consumption.
Need Help Designing your Packaging?
Whether you would like to make your packaging more sustainable or explore interactive packaging solutions, at Noland we can help create the ideal packaging solution for your needs.
Now more than ever, potential customers are looking for luxury masterpieces that offer them a memorable experience.
Packaging is an incredibly important aspect of creating that luxury experience, and yet — it can be one of the most overlooked.
Luxury packaging offers the opportunity to elicit desire, demonstrate prestige, ensure consistency in the brand messaging and serve as competitive advantage.
If you want to invite your audience to your luxury brand’s universe, high-end packaging design is vital. Each element tells a story and you want to make sure the story you are telling is aligned with your brand.
Luxury Branding and Packaging Design: Why It’s Important
Packaging isn’t only physical protection for the product. Your customer’s interaction with packaging will be the first impression on the luxury masterpiece, and it should speak for itself.
It’s Not for Everyone.
Luxury packaging is very different to commercial packaging: luxury products don’t need to be covered in bright colors. They don’t need to be visible. They don’t need to be accessible everywhere at all times. The allure of luxury branding actually lies in its perception of exclusivity.
Create a unique and alluring packaging design that will draw the right audience to you.
Follow these steps to properly execute a successful high-end packaging design and showcase your brand’s true artistry.
5 Steps To Create a Luxury Packaging Design:
1. KEEP IT SIMPLE
Luxury brands don’t need to shout to be noticed. Quite the contrary: they seek to attract the right audience. How does this translate to premium packaging? Two words: Design simplicity.
Luxury packaging is usually simple. Don’t go overboard with vibrant, contrasting colors or bright graphics. Instead, choose one or two subtle, understated shades. A well-placed, elegant logo speaks volumes.
2. MAKE IT A SENSUOUS JOURNEY
Premium brands know how to turn high-end packaging into a sensual experience. If you want to position your brand as premium, keep in mind that the packaging should look and feel refined.
Engaging with the senses is a direct connection to the emotional world of your audience, and a remarkable opportunity to over deliver on your brand’s promise.
When you’re designing your luxury brand packaging, ask yourself: How can you include the senses of touch, sight, smell, hearing or even taste into your haute design packaging?
3. CREATE AN UNFORGETTABLE EXPERIENCE
Every step of the brand experience should exude elegance for your customer. You want to create a design experience that is so delightful that the unwrapping process brings excitement.
Customers expect more from high-end brands. When they buy from premium businesses, they do so stirred by deep emotions relating to belonging and exclusivity, and your luxury brand should be able to reassure them at each point of contact.
Luxury packaging materials are an integral part of your exclusive brand identity, and will help keep your clients yearning for more.
4. USE NOBLE MATERIALS
When your target customer holds your luxury packaging, they should sense they have a sophisticated object in their hands. Invest in high-quality materials so that your packaging exudes the same aura of quality and refinement as what’s inside.
You’re a luxury brand, and your packaging should feel luxurious, too.It should be aesthetically pleasing, with a heightened attention to detail, and elements of elegance.
While this means packaging will cost more, it goes a long way to creating the high-end, tactile experience your customers are expecting from you.
5. HAVE A COHESIVE BRAND MESSAGING
Packaging is an incredible branding opportunity for your high-end brand, and you can capitalize on it to communicate its quality, character and exclusivity. Packaging —as any other element of your luxury business, from its identity to creating the luxury experience in online and offline retail spaces— is a direct link to your premium brand.
Ensure that you have consistent brand messaging across all communication channels and at every step of the process.
When your luxury packaging design is aligned with your brand’s story, your products and your target audience, it will create a memorable brand experience.
Want to know more about building a successful luxury brand packaging?
When thinking about creating your luxury beauty brand, every detail is important. Especially now when the skincare beauty market is growing rapidly: yes, the industry may be growing more lucrative, but also more competitive.
If you want to stand out, your cosmetic brand has to offer something unique and extraordinary in every channel.
So, how can you stand out from the crowd in the skincare industry?
The Luxury Skincare and Beauty Industry is Here to Stay
Increased consumer interest in natural ingredients, self-care routines and anti-ageing products are only some of the reasons the skincare industry has gone through a rapid and explosive boom. Social media has also driven the cosmetic industry to the spotlight, thanks to beauty influencers and celebrities sharing their skincare rituals and face masks.
This is great news if you have a cosmetic brand, but also challenging: how do you stand out from the fierce competition?
First: Why Luxury Beauty and Skincare?
Luxury beauty brands are no different from any other luxury brand. If you want to create a strong high-end skincare brand, you need to design it with careful consideration, considering every aspect.
Moisturizer, cream, fragrance — it’s not just about the product in and of itself. It’s about the luxury brand experience. If you want your customers to invest in your premium beauty products and luxury fragrances, you need to deliver on your brand promise.
Your target audience will splurge on your products if they understand what is so exclusive about it.
Luxury brands have stories to tell. Offer them a good story, premium quality products, a flawless design experience and they will trust your brand, and you will have a loyal audience who will follow you everywhere.
6 Key Steps to Stand Out as a Luxury Beauty Brand:
1. CELEBRATION OF TRUE CRAFTSMANSHIP
Who are you as a business, and what are your core values? What do you want to contribute? Where do you come from? Where do you want to be?
What sets your cosmetic products apart from the myriad of creams, serums and toners on the shelf?
Competition is high and you need to think about what makes your brand different. What can you offer your customers that will catch their attention and give them a reason to buy from you?
2. IDENTIFY YOUR COSTUMER
Your beauty products aren’t for everyone. Identify who your target audience is and you will determine the best strategy to use to connect with them.
Imagine the exact person who will want to buy your beauty products: Where do they live and what do they look for in skincare products? Are they an older demographic looking for anti-ageing solutions? Are they a younger segment seeking for organic ingredients?
If you want to tap into the luxury skincare market, you will need to create products that exude quality and prestige.
3. KNOW YOUR COMPETITION
Finding out who your true competitors are is the first step to position your high-end beauty brand successfully. Look for similar-sized brands that sell similar products and target the same audience.
Once identified, reflect on what makes your luxury beauty brand different from them. Are your cosmetics organic? Are your processes more efficient? Are your ingredientes local? Focus on these elements and highlight them in your brand story, visual branding and content creation.
Competition will always be there. But if you position your brand successfully and offer great value to your target audience, your products will stand out and draw your ideal clients directly, choosing your high-end skincare brand over any others.
4. DEFINE YOUR PERSONALITY
Every brand has a personality. You only need to discover the essence of your cosmetic brand and hone in on it. Once you know what makes your luxury beauty brand unique, it will be much easier to find ways to emotionally connect with your target audience.
What are the first words that come to mind when thinking about your brand? Those are your brand attributes, the essence of your skincare company.
5. CREATE AN IMPRESSIVE BRAND DESIGN
Beauty products are everywhere — and they are all battling to win the customer’s attention.
Your visual identity must be recognizable and be a direct visual reflection of your business. When it comes to your high-end skincare brand design, looks matter. Every detail counts, from your logo, color palette and font to the packaging design. A memorable, attractive and relevant visual identity will put your products above the rest.
Most shoppers need to see and learn about your beauty brand multiple times before they make a decision to invest in you with their first purchase. A well-designed visual identity can speed up that process and build trust.
6. PACKAGING SPEAKS VOLUMES
Luxury skincare is all about selling a luxury experience, not just a product — and that means delivering quality and refinement in every step of the purchasing process.
When designing for luxury skincare packaging, the materials must be high quality and pleasing to touch. Think boxes, ribbons, gift paper.How can you create a premium experience that feels like unwrapping a luxurious present?
Packaging design is your opportunity to communicate important information about your beauty brand and its personality.
7. GET THE WORD OUT!
Choose good storytellers to share your luxury skincare brand’s story. Rely on celebrity endorsement and micro-influencers to spread the word and reach your target audience. Beauty editors and influencers can generate a strong and positive word of mouth by outlining how your products work, while seeming more authentic and genuine.
Looking to Take Your Luxury Beauty Brand to the Next Level?
Make sure to follow these 7 infallible steps to create a remarkable luxury skincare brand and attract your ideal clients.