I’ve just finished writing an article for Water Innovation magazine (page 43 if you’re interested), examining the different stories being told by water brands.
Naturally my focus is on their packaging, but after analysing lots of really interesting bottle designs, my attention turned to the fact that the main design feature on the supermarket shelf is a large area of stretched and distorted shrink film.
Despite its challenges this secondary packaging provides a great deal of space for brand storytelling, including sub‐branding and strategic promotions.
As the stories become more complex than ‘our mountain source’, embracing ethical and environmental dilemmas, the pressure to use this space effectively will only grow.