Why Package Production Matters More for Small Brands
Hello, this is Packative. From musicians, brands, and products only I know and love. These days, products from small brands that match my tastes and values are more favored than mass-market brands everyone already knows. What makes the packaging of today’s most talked-about brands different? In the past, indie brands were often seen as ...
Hello, this is Packative.
From musicians, brands, and products only I know and love. These days, products from small brands that match my tastes and values are more favored than mass-market brands everyone already knows.
What makes the packaging of today’s most talked-about brands different?
In the past, the term indie brand tended to bring to mind brands with limited capital, small-scale operations, or uniquely non-mainstream identities. But these days, it feels more accurate to think of them as hot brands at the center of trends.
According to one survey, 72% of respondents said packaging design has a major impact on purchasing decisions, and 67% said they consider the materials used in packaging. Because of that, it seems impossible to talk about the growth of indie brands without mentioning product packaging.
HINOK (@hinok.life)
The reason HINOK, a life etiquette brand (希 for hope, 綠 for green), has been able to stand out among so many deodorant brands is likely that it goes beyond the usual perception of a deodorant and successfully weaves its brand story throughout the product under the concept of “life etiquette.”
Source: HINOK
To reduce plastic usage, HINOK’s products embody the brand’s values through sustainable packaging, using containers made with PCR PET sourced from used plastic, refill packs, FSC recycled paper, and soy ink printing.
Also, for the 2024 Holiday edition, knitted pieces used for the products were created together with <Kim Bong-ja Hand Knitting Class> so that the entire process, from making to packaging, could reflect a warm year-end spent with neighbors.
fwee (@fwee_makeup)
Global beauty brand fwee underwent a rebrand this year and, with the launch concept of “a brand that shares those moments of awe,” became one of the most loved beauty brands among MZ consumers in just three years.
Source: fwee website
Earlier this year, fwee successfully completed its rebrand with a unified overall design from the logo onward, along with the launch of its new Pudding Pot. It expanded beyond its existing Cushion Glass product into color cosmetics as well, and its fwee AGIT SEONGSU popup store, a must-visit in Seongsu, is also operating successfully.
The reason Pudding Pot has grown so explosively may be the uniquely bouncy texture and container shape, the overall design concept, the successful popup store operation, and the packaging that further boosts the product’s appeal.
In particular, seeding boxes provided as limited-event items or to influencers create an immediate “wow” upon opening, make people want to show them off, and capture all the fun of unboxing that inevitably makes you want to buy. Don’t you just want one?😍
MONAMHEE (@mo.nam.hee)
MONAMHEE, which is expected to become the most successful among the “small and cute” key rings with its upcoming collaboration with GD, started as a brand made in a small accessories shop in Daegu. From a tiny store that sold groceries and small items, it drew attention as celebrities and influencers began using its key rings.
Source: MONAMHEE website
For key rings especially, the visual impression shown on the outside through packaging is very important. Although it uses a typical window folding carton, the brand maximized the visual impact through packaging designs that are updated with each collaboration with different companies.
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