Example: Dark Brew Coffee House - Star Wars
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| Trooper and Vader |
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| Star Wars Packaging |
Sources Cited
"Dark Brew Coffee House (Concept)" Packaging of the World. Web. 27 Feb. 2016.
Sunday, February 28, 2016
Open Post #5: Familiarity Packaging
A popular method in packaging today is using familiarity - the ability to be drawn in because of recognizing something displayed on a product package. Many companies create a new theme to their product packaging that relates to popular shows, movies, comics, etc.
Example: Dark Brew Coffee House - Star Wars
With the dawn of the 7th Star Wars movie coming out, Star Wars is buzzing anywhere and everywhere. What better way to market a product than relating it to something that society is crawling over? The slogan, "come to the dark side & drink dark brew coffee" relates the popular "dark side" from Star Wars to the dark coffee being advertised. Along with a catchy slogan, Dark Brew Coffee House uses fun, Star Wars related packaging for their lids and cups. I'm far from a die-hard Star Wars fan, but even I can't deny the lids that mirror the masks of Storm Trooper and Darth Vader are awesome.
The packaging of cups display quotes that replace certain words from Star Wars lines and relate them to Dark Brew Coffee House's coffee. One famous line that is used is "I find your lack of faith disturbing"; they replace "faith" with "caffeine", converting it to "I find your lack of caffeine disturbing". This method is not only effective but it's entertaining for customers and also people working in the packaging design field. I would absolutely enjoy creating designs like these ones that attract consumers in ways that are fun, creative, and culturally popular.
Sources Cited
"Dark Brew Coffee House (Concept)" Packaging of the World. Web. 27 Feb. 2016.
Example: Dark Brew Coffee House - Star Wars
Sources Cited
"Dark Brew Coffee House (Concept)" Packaging of the World. Web. 27 Feb. 2016.
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The use of familiarity in marketing does seem to greatly augment a products appeal to its intended audience. What are some other examples of marketing that appealed to you specifically? Why did they do to garner your attention? Finally, what type of familiarity would you incorporate into your own work if given the chance?
ReplyDeleteThank you for your input, Josh. Other examples that appeal to me are the new Diet Coke bottle. The main thing that caught my attention with these bottles is the creativity and varying bottle designs. You should definitely check them out if you haven't already! If I were given a chance to work on something like this, I would incorporate a Harry Potter theme into a popular brand.
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