Brand vs Packaging Design

Many famous international brands have now adjusted their production to suit local customs. Some have changed their products, while others have changed their packaging. A study from the International Packaging Exhibition in Paris, France revealed some of these details.

The most famous international packaging exhibition in Europe, EMBALLAGE Paris International Packaging Exhibition, was recently held at the Nordville-Lebanese Exhibition Centre in the northern suburbs of Paris (Nord
Villepinte) came to an end.

Before hosting each EMBALLAGE, the organizer of the exhibition will publish a report, which will play an advocacy role for the exhibition to some extent. The "Package Horizon" discussion at this year's show will investigate the international packaging market and publish a title entitled "Packaging: A Global Market. Is It Myth or Reality? The study report.

In the 27 pages of the report, the report gives several interesting observations, focusing on how international brands and their packaging and how both change themselves to cater to regional habits and tastes.

Some brands are completely international in nature, but it does not mean that the same product or the same package of the brand is used throughout the world. Nestlé’s Nestlé coffee product is a clear example. Nestlé coffee has hundreds of different sizes, flavors, and packaging products around the world because of different national and regional habits. For example, instant coffee is canned in Japan but not in Europe and North America.

Many food brands such as Haagen-Dazs and Starbucks have not changed the original intention of the product, but have also penetrated into markets around the world. There are also a number of painkillers manufacturers like Advil and Bayer.

However, compared to the success of Haagen-Dazs and other American brands, Gatorade only "acquired tepid success from the countries it is involved in." According to the report, the appearance of Gatorade has also occurred. There are brands such as Snapple and Ben and Jerry's that cannot replicate the image of the U.S. local product to overseas markets, in part because of the appearance and size of the packaging and the requirements of the European market. Does not match.

However, packaging still has its strong regionality. “The places where packaging products are produced are usually located as close as possible to the places where packaging operations are carried out, and the places where packaging operations are carried out are usually arranged closer to consumers,” the report states. For example, Smirnoff
Vodka), an internationally renowned brand of liquor, is generally produced and packaged locally, and the same shape is used by different manufacturers of the same brand. "The same thing that is apparent to marketers is rarely the case for manufacturers because glass manufacturing technology has historically been different in different countries," the report said. For example, the content of silicon depends on the country. The metal used to make beverage cans is also the same; the same appearance masks the nuances of the production process around the country, the report states.

Brand vs Packaging

The brand seems to be more international than the product itself, and the packaging is just the opposite. "Does Coca-Cola's huge success come from its products? Or because of the eye-catching logo that can be seen everywhere?" The report raises such a question.

When it comes to packaging, the size has become a localization issue. In the report, for example, PepsiCo's Tropicana juice drinks used large bottles of 2 liters in the U.S. market, but such size packaging is too large for the European and Japanese markets. "Japan's packaging is all too small, because Japan is a country with limited space and enjoys the feeling of freedom and convenience," the report said.
It also discussed the issues concerning the sustainable development of the packaging industry and suggested that the packaging industry may face “recalling energy-saving issues in the production process”. But it also said that this theory will not be easily adopted by Americans.