High-five for your Nice Package

31 October 2007 | By the Partners in package design

Have you noticed how cool the packaging on chewing gum has become lately?

In my day, the 5-stick pack was pretty much the rule. But now those simple packs seem to be relegated to the less prominent racks of the grocery store checkout aisle. Featured instead are products with high impact packaging like the one I picked up the other day, Five by Wrigley.

The sleek black box with its spot varnish and embossed textures immediately set itself apart from the rest of its peers – I had to have it! Opening the box added to the gum’s elite-ness, the non-traditional tab on the box lid allowed me to open and close the box as many times as I like. No more loose sticks of gum in the bottom of my purse!

Isn’t it amazing what a nice piece of packaging can do? Through the use of up-scale design, Wrigley has taken Five to the next level … and price point.

What products have you noticed that have taken their packaging to the next level?

View Comments on “High-five for your Nice Package”

31 October 2007 | Aaron Said:

I’ve noticed some fancy packaging on my cigarettes, like the buy 2 get one free promotions boxes. It seems they are trying to get into the art scene, with the designs they put on the packs.

Great post.
01 November 2007 | Linda B Said:

The tobacco companies have definitely figured out that unique packaging sells. They don’t just use creative packaging on the cigarettes they sell, but the direct mail pieces they send out are incredible.

I have received 3-D and oddly sized packaging from Marlboro that truly stand out from all of the other mail pieces that are delivered to my mail box. Whether I am interested or not, I have to open them. A lot of them are interactive and drive you to a website to register to win something. Who can resist the opportunity to win something? They reel me in every time.
01 November 2007 | Nick Said:

I too have noticed some unique packaging that isn’t considered the norm. Some music artists (Kanye West, Puscifer) have newly released cds this year and the cases aren’t the typical plastic containers we all know and love. Instead, the cases are made of thick paper, sometimes glossy, with album art throughout as you ‘unfold’ and find the cd tucked into a sleeve. Saving Plastic Trees is always a good thing!
01 November 2007 | Tracey Said:

I’ve noticed a lot of companies going green with their packaging. When I was in Great Britain, a large grocery store chain, Sainsburys, has packaging for fruits and vegetables in bio-degradable and compost-able cardboard and plastic containers. In looking on their website, I now understand that responsibility for the environment is a core part of their brand identity. Not only is that great for the environment, but in addition, like icing on the cake, it’s an incredible public relations move.