Feb 11, 2011

Window shopping

The idea of letting your product show through a window in the packaging is a great temptation to producers and designers alike, provided it doesn’t affect shelf life and that the product ‘looks the part’.

Stories that work with windows are usually about product pride or authenticity, but there’s always the risk of accidentally shouting ‘commodity’.

Neither Natco nor Cigala can be accused of that, but the latter’s ‘crayfish garnish’ turns out to be a one‐trick pony, the only product in a large range that looks the same when cooked.

On the other hand Natco’s ‘authentic Indian cooking’ story frames its pulses so perfectly that it’s a shock when the product moves.

But unless a brand has a unique, robust and great‐looking product (in the raw), the window can only ever be a nice detail within a bigger story; not much evidence of that here.