For brands looking to deepen customer engagement, there’s nothing like seasonal packaging to strengthen the connection. As consumers, we love traditions, and the holidays provide brands with the perfect opportunity to tap into the affection we feel at this time of year. And given the fleeting nature of seasonal packaging, consumer desires for the product are only intensified. FOMO is real.
The right seasonal packaging creates an air of exclusivity and immediacy, providing brands with a unique opportunity to increase sales while deepening the connection with customers. Here are few examples of seasonal packaging that works.
“People who are shopping for holiday products are in a different mindset and have a different reason for buying than an everyday chocolate buyer; they’re in a seasonal mood and want to celebrate. It’s an opportunity for brands to amp up the gifting potential and channel more cheer—and, ultimately, to bring new buyers into the brand,” said Monique Heineman, brand manager at Theo Chocolate.
Theo’s in-house design team took a fresh approach to the holiday graphics, crafting graphic scenes of an immersive winter wonderland to reflect each SKUs unique flavor profile, yet still consistent with the core Theo Chocolate line. Consumers approved, with the brand seeing a 37% increase in holiday sales.
Taking a page from Theo’s playbook, start-ups and smaller brands can maximize their budget by utilizing seasonal packaging graphics for additional marketing assets such as in-store merchandising, e-commerce listings, paid promotional campaigns, and social media.
For sources of inspiration look to other categories that offer seasonal products, not just candy or chocolate but paper goods like stationery, greeting cards, wrapping paper, and other giftable items. Keep in mind while it’s great to look to a fresh approach for seasonal graphics, it’s important for product packaging to maintain consistency with the core brand.
Rifle Paper is a lifestyle brand known for the owner's signature hand painted artwork. Their limited-edition holiday packaging is perfectly on point with the brand and resonates with its audience.
Even though seasonal packaging is limited in nature, it’s important it still reflect the brand. After all, the purpose of seasonal packaging is to sell seasonal products. And brand loyalists are looking for that product that feels exclusive. Consistent messaging of brand attributes in packaging design signals a sense of trust to the consumer, ultimately impacting sales and return on investment.
Well executed holiday packaging can expand a brand’s position with existing customers or open doors to new ones. To draw in a younger customer, heritage brand Callier updated their seasonal packaging for their pralines product with a modern, muted pastel palette and highly detailed print embellishments to bring a freshness to its holiday packaging.
By combining the highly tactile print finishes of embosses, debossing, varnishes and foil stamping with its woodland inspired graphics, Callier’s holiday packaging conveys the wonder of the season.
The packaging for Cann’s cranberry sage seasonal product, is in keeping with the cannabis company’s brand, utilizing the same line art illustration and color to convey the spirit of the season. A silver topper and metallic paper seal complement the cranberry color and label design while adding a festive touch.
Successful packaging design doesn’t have to break the bank. By combining thoughtful design and tactile materials, seasonal packaging can be an affordable investment that builds brand engagement and provides a solid return on investment.
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