Standardisation vs Distinction
Is it the beginning of the end for physical packaging equity?
We visited Packaging Innovations at the NEC this year and attended some compelling talks by Dizzie, Innocent Drinks and the brand agency JDO.
The big takeout: We’re heading for a fork in the road for packaging design: standardisation or distinction?
To make a circular economy supply chain in consumer goods optimal, we’ll likely need standardised packs that are suited for efficient and wide reaching refill & reuse.
Does this mean we’ll see an end to unique physical pack equities which erodes brand belief?
We don’t think it will effect belief at all, if brands use their holistic toolbox to instead strive for experiential equity, that represents their purpose within any new constraints.
Further still, if a brand was quick enough to own their category standard first, such as the case with Aesop, that becomes their equity and everyone else’s standardisation.
Image credit: Aesop
www.aesop.com/uk/r/sustainability/
