“Our job as packaging designers is to tell a story that takes the consumer on a rewarding journey – a story they feel compelled to tell again and again.”
Two weeks later, and our offices are still buzzing with excitement from this year’s annual Luxe Pack show. Walking the floor and visiting with industry peers and vendors alike was both fascinating and inspiring.
Our Creative Director Cole Johnston represented CRP by speaking on the Luxury Nuances and Customer Connectivity panel. It was a great honor for our company, and we send big thanks to Pamela D’Alessandro and the Luxe Pack conference committee for providing us with the opportunity to share our thoughts on how luxury packaging contributes to an overall brand experience.
This panel also consisted of Olivier Delcour of International Flavors and Fragrances who spoke about the influence of scent and its ability to invoke desire. Leslie Harrington of the Color Association of the US explained the importance of building a strong color story. Donna Mehalko, a renowned fashion illustrator, related the role of hand-drawn illustration as an exclusive component to a luxury experience. Cole rounded out the panel discussion by explaining how all of these elements can be united through packaging to create customer connectivity with luxury brands.
In his speech, Cole explained the nuances of luxury packaging by utilizing the analogy of a novel. “Our job as packaging designers is to tell a story that takes the consumer on a rewarding journey – a story they feel compelled to tell again and again,” he explained. But the difference between luxury and ordinary is the concept of showing vs. telling. In his words, “discovery is memorable.” Allowing the consumer to discover the unique aspects of a package, without telling them what to expect, is a powerful thing. Packaging – done right – encompasses the major theme of a brand story, and is a key touch point that empowers others to tell your story.
We look forward to attending next year’s show – and many more to come – as we continue to keep our fingers on the pulse of an exciting and ever-changing industry.