As the start of the end-of-year festivities dawns in South Africa, the festive season presents an alluring context for brands wanting to re-engineer themselves among their target audience, leaving them satisfied, which increases sales.
Design that enables audiences to walk about in wonder, such as customised gift packaging, festival accessories, or holiday cards, excites the senses, besides connecting the audience.
However, the traditional way of doing product positioning during peak seasons is through limited edition packages that occur at festivals. Brands that give their brands a makeover at festivals by giving their products a surprise package design delight others.
“Incorporating festival concepts such as colours, textures, and designs will make your brand unique compared to your competitors, eventually creating a magical connection with your consumer,” said packaging expert Karen Lambrechts of Creative Packaging Solutions.
Elsje Design & Decor Studio in Cape Town started an enterprise where they shared with their customers ideas and designs of gift wrapping related to the season, gift tags, and personal cards reflecting the spirit of the festive season.
And with such products as the Cape Flora Christmas Cracker and the Stellenbosch Delft wrapping paper designs reflecting the heritage of the country, each buy indeed becomes an experience in itself. Just Brand is one of the local organisers that provides bespoke festive gift sets with branded packaging, ideal for corporate clients who want to give appreciation to their staff and loyal customers in equal measure.
Just Brand makes gifting easier and reinforces brand identity.
“Adding a seasonal twist to packaging upgrades not only the look and feel but in fact creates an experience of your product,” said marketing strategist Lindiwe Mokoena. “Customers remember brands which celebrate with them, not just sell to them,” she added.
She further explained that seasonal branding encompasses not only packaging but also themed merchandising, decorating retail space, and digital shopfronts with seasonal imagery.
“This strengthens brand interaction and enhances the shopping experience. Whether consumers are shopping at brick-and-mortar or e-commerce sites, thematic displays are able to create an emotive environment that will foster browsing and buying,” she said.
Retailers like Pick n Pay do in-store displays and product promotions along the seasonal moments, which fall toward the year-end festive periods, capturing the mood of celebration and community defining this time in South Africa.
According to Dr Kishan Singh, the CEO of MetPac-SA, packaging solutions that relate to the season and culture go beyond being aesthetically pleasing.
“It’s incorporating thoughtful design that reflects local festivals, traditions, and consumer values enables brands to make an emotional connection, which outlives the festival,” he concluded.
Emily@vutivibusiness.co.za
