THE RISE OF SHELF SHIFTERS
In my observations of the ever-evolving marketplace, I've noticed a fascinating trend where brands are increasingly adopting unconventional packaging strategies to stand out. I like to call this phenomenon Shelf Shifters — a clever approach that disrupts traditional norms, surprising consumers with unexpected forms and functions. From sunscreen in whipped-cream cans to tampons in ice-cream tubs, brands are transforming their packaging into the very billboard that captures attention. This trend is one that Indian D2C brands should wholeheartedly embrace, as it offers a unique opportunity to connect with consumers in an engaging and memorable way.
Take Perfora, for instance. We crafted this brand to adopt a skincare-like approach, positioning oral care as an extension of skincare. By doing so, it not only elevates the consumer’s perception of oral hygiene but also creates a packaging design that reflects sophistication and care.
Meanwhile, Bagrry's is venturing into plant-based milk alternatives with a typography-led packaging design that tells a story, paying homage to its legacy in the breakfast category while signalling innovation. Their packaging captures attention on the shelves, proclaiming, “We’re the Bagrry's you trust, and we’re ready to surprise you.”
THE POWER OF THE UNEXPECTED
Shelf Shifters capture attention by disrupting category norms. When packaging defies expectations, it creates a moment of surprise, forcing shoppers to stop and take a second look. This disruption is especially valuable in categories where consumers make split-second decisions.
NAVIGATING THE HYBRID LANDSCAPE
Today, most brands navigate a hybrid retail environment that blends both physical and digital realms. This blend offers brands a chance to innovate and rise above the clutter. The digital retail space allows for presenting brands in a context uniquely their own, liberating them from the constraints of traditional category cues. This freedom paves the way to reimagine concepts like ‘Front of Pack’ and ‘Back of Pack’.
In physical retail, steering clear of the ‘me too’ mentality becomes pivotal. Products in the same sub-category are often grouped together, making it essential for a brand to leap off the shelves to captivate a consumer’s attention. Yet, many brands paradoxically choose to mirror the visual styles of category leaders, adhering almost religiously to established cues. This often results in a ‘sea of sameness’, where distinct brand identifiers like colours and forms are misconstrued as category cues.
BEYOND THE SHELF
Shelf Shifters do more than stand out on the shelf. They generate organic buzz, particularly on social media, where unique packaging can go viral. In the Indian market, we’ve seen this with brands like Perfora and Bagrry’s, creating memorable consumer experiences. The storytelling embedded in their packaging goes beyond the product; it’s about creating an emotional connection with their audience. This trend towards innovative packaging is also a response to broader market changes. As logistics costs rise and consumers gravitate towards one-stop shopping, direct-to-consumer brands are finding it harder to compete. As advertising becomes pricier, brands should be turning to Shelf Shifters as a cost-effective way to grab attention and communicate their values.
TREADING THE LINE
While Shelf Shifters can create buzz, there is a fine line between innovative and impractical. Puracy, a cleaning brand, found itself in hot water when it launched refill products in cans resembling soft drinks. Parents raised concerns that children could mistake the brightly coloured cans for beverages. The company had to quickly pivot, redesigning the packaging to be safer while maintaining its sustainability ethos.
Despite the risks, newer brands have more freedom to experiment with packaging than established companies, which often stick to traditional designs to reassure existing customers. Familiar packaging can convey reliability, especially in uncertain times, but for challenger brands looking to make an impact, Shelf Shifters are a powerful tool.
PACKAGING IS YOUR SILENT SALESMAN
Packaging has always been far more than a container — it can speak volumes about your brand in a split second.
As the saying goes, "You never get a second chance to make a first impression." In the world of modern branding, packaging is that first impression. And in a crowded marketplace, a Shelf Shifter might just be the game-changer your brand needs.
