Brand purpose and food packaging – ideas and inspiration

Millennials in particular are placing increasing emphasis on making their work and leisure time, as well as their consumer behavior, meaningful. This trend naturally also affects food brands, insofar as they have to sharpen their brand purpose and communicate it accordingly, for example in the language of packaging design. This is a challenge, but also a great opportunity to strengthen their own brand.

We have already discussed in another article what exactly is meant by brand purpose and what immense importance it has for the success of a brand. In the current article, we want to focus entirely on brand purpose in the context of food brands and food packaging. Our main goal is to provide ideas and suggestions. Before that, we would like to share the reasons why it is extremely important, especially for food brands, to give themselves and their products a special purpose:

– Food products are a dime a dozen, even within a specific product group. In order to attract numerous consumers to their own products, it is important to stand out in a “meaningful” way.

– Nutritional trends such as organic quality, vegan foods, dietary foods, no artificial additives or sugar and so on have motivated consumers to change their culinary lives in recent years. When buying food, more and more people are consciously paying attention to certain criteria that are significant to them, especially those related to health aspects. Food brands therefore have the task of positioning themselves clearly(er) with their products. What do they stand for, which nutritional trends do they pick up on?

– Consumers want to be able to identify with a brand. To do this, they need something that makes the brand accessible to them. And that’s exactly what the brand purpose can or should be, in addition to the cornerstones of the corporate philosophy.

Communicating the brand purpose on food packaging

The developed brand purpose must run through every single detail of the food brand in order to actually be perceived as such. Packaging is one area where the brand purpose can be conveyed very well. Packaging design opens up a great deal of creative scope that must be exploited. But how?

To come up with ideas for representing a brand’s particular meaning, it’s a good idea to start by doing some good old brainstorming. What images and words reflect that meaning? What colors go well with it? Which font enables associations with the brand purpose? Which design language hits the nail on the head? From what has been collected, one can finally perfect those ideas that make the most sense in every respect and optimize them for the packaging.

A successful example of brand purpose on the packaging of a food brand is the Tetra Pak Saucen von THOMY . What is the purpose of this brand and its products? THOMY wants to give families the opportunity to experience culinary pleasure in a casual, light and emphatically relaxed way. The packaging design presents itself accordingly: from the color tones to the typography to the food shot, all characteristics radiate the overriding brand purpose.

We have already successfully helped numerous well-known food brands to optimally communicate their brand purpose through food packaging. We would be happy to support you and your brand in the implementation.