When you hold a product in your hand, what do you see? More than a simple container, packaging tells a story—sometimes one filled with innovation, accidents, and even unintended consequences that transformed a humble product into a household name. Let's delve into some lesser-known stories about famous packaging that have played a significant part in branding history.
Take, for instance, the iconic Coca-Cola bottle. The 1915 design competition aimed to create a bottle so distinct that it could be recognized by touch or even when shattered on the ground. Alex Samuelson and Earl R. Dean, two employees at the Root Glass Company, designed the contour bottle, inspired by the shape and curves of the cocoa bean. However, through a misinterpretation, their design reflected not a cocoa bean but rather the silhouette of a gourd, demonstrating how happy accidents can sometimes yield lasting branding elements. This singular bottle shape set a precedent and became a touchstone for Coca-Cola's identity.
Moving across the Atlantic to the UK, Marmite’s quirky jar has been met with numerous design iterations, yet always retains its unique identity. Marmite jars boast their eccentric shape in homage to the actual marmite, a French term referring to a large earthenware pot, reinforcing their brand philosophy of authenticity. Despite manufacturing expansions, the sentimental attachment consumers hold towards the Marmite jar means it remains largely unchanged—a link to tradition with visual consistency.
The Tetra Pak carton brings innovation at its best: though it may be commonplace now, the Tetra Pak was revolutionary upon its first appearance. The brainchild of Erik Wallenberg, assisted by Ruben Rausing, explored efficiency and convenience by designing a square-bound paper carton which was simple but effective. The challenge was not only to create durable packaging but also enable bulk stacking, thereby reducing logistics costs—a task successfully achieved with the Tetra Brik. This principle of marrying practical use with consumer needs set new standards for the packaging industry at large.
While necessity often breeds invention, sometimes nostalgia plays a part. Wilbur Chocolate, an American confection company, reintroduced their iconic Wilbur Buds in the early 1900s—crafted using a 'stamping' method instead of a mold. This choice reflected qualities reminiscent of a popular chocolate, and the foil-wrapped buds quickly found space in consumer nostalgia. The packaging speaks to those familiar with its long history, maintaining aesthetic consistency while celebrating tradition.
Let's sail to the world of children's entertainment products, where packing allure draws powerfully from imagination. The beloved LEGO brick packages, adorned with vibrant imagery and clever design tricks, succeed in luring collectors and kids alike. Originally, LEGO sets were packaged in ordinary boxes, but the introduction of portrayals that hinted at what creative adventures lie within caused a sales boom. The packaging format tempts even the biggest skeptics, often incorporating elements like 'bazillion-piece' graphics to spark excitement, thus ensuring that both imagination and storytelling start from box-opening anticipation.
The course of packaging throughout history has often mirrored societal changes. The tide-turning advent of wax paper milk cartons during the 1950s in the United States reflects such shifts. The need for efficient milk distribution systems amid a fast-paced, urbanized society led scientists to invent leak-proof, foldable cartons that minimized spoilage and assured easy recycling. Resultantly, milk consumption soared, marking a perfect example of how well-designed packaging can not only preserve content but influence consumer behavior, with its own narrative exploring breakthroughs in sustainable design.
As almond milk and soy milk increasingly move into prevalence, the portability and presentation of these products highlight similar creative attention to packaging detail, often chosen to resemble simplicity and purity, subliminally reassuring health-conscious consumers. Tetra Paks, glass bottles, or minimalist cartons—each style tells a tale in its respect for environmental awareness and plants an ethical footprint.
Lastly, we turn to the transformative world of technology. Apple's meticulous packaging has evolved into an anticipation-building exercise, guiding consumers through an unboxing journey designed to incrementally reveal the wonder that lies inside. Sparse design, clean lines, and thoughtful touches like precise-fit trays transform Apple packaging into a curated introductory experience, a probable tactic to solidify brand prestige and foster consumer loyalty.
The history and evolution of product packaging go well beyond basic function, representing a narrative interaction between product and consumer, where every crease, seal, and color serves a purpose beyond containment. In essence, packaging encapsulates not just products, but stories of innovation, tradition, emotion, and the ever-evolving dance with consumer expectations.
The curious stories behind iconic product packaging
