THE POWER OF THE UNPACKING EXPERIENCE

the RITUAL of UNPACKING

We all know the sanctity of opening our favorite alcoholic beverage. Envision, for example, the sound of a cork being persuaded out of a wine bottle, followed by the familiar “glug-glug” of the liquid against the crystalline glass. Imagine the perfect pour of a smoky scotch, the aroma filling your nostrils with peat and your mind with memories of hunting adventures. The importance of these experiences cannot be understated; it’s as integral a component to the drink as the product itself. But allow yourself to step outside the spirit space for a moment and think about other things that inspire real satisfaction when opening them. Perhaps it’s the slow draw of a new iPhone box, or the beautifully solid sound of a Tesla door opening. The unboxing of a platinum set of NBA cards, the cracking and peeling of a boiled egg, or even the classic key and peel of a simple sardine can are all experiences that hold meaning beyond just access to a product. Each of these instances encapsulates an important step in ritual. Rituals carry emotions within them, which is what we always aspire to — no matter the category, the product, or the strategic positioning of the brand.

Deep Eddy Vodka

BRANDING & PACKAGING DESIGN ......... unpack’d PHOTOGRAPHY ...................... Melissa Skorpil

DESIGN DIRECTION .................... Biggar & Leith GRAPHIC DESIGN ..... David Jenkins, Jenkins Studio STRUCTURAL .......................... Weston Heights PHOTOGRAPHY ........................ Red Production

HABITUAL vs RITUAL

If we think about the products we create through this more emotional lens, we can start to think about bringing joy to the entire experience of our products. When a product represents more than its content alone, it opens the door to relishing the preciousness in the middle. Suddenly a product is not just a product, but rather a journey worth savoring, thinking about, and cherishing just as much as the treasure at the end. Using sight, sound, and touch, semiotics (or the meaning derived from a sign, symbol, sound, or surface texture) elevates how we engage with products. It’s almost always more than “nose” and “palate,” but it’s never less. The difference between habitual and ritual is the difference between a mindless transaction and emotion-laced meaning.

WHAT DOES YOUR PACKAGING SAY?

PREMIUM/QUALITY BRANDS LEVERAGE RITUAL

Premium cues play an important role in high-end packaging like cosmetics, cannabis, and alcoholic spirits, but complexity (and its consequent expensiveness) isn’t what makes ritual so sacred. Instead, the impact of ritual lies in triggering an emotion, memory, or meaning in even the smallest of ways. It might be a subtle indention in a glass that allows for an ergonomic thumb position, cueing the precision of a rich pour and indicating the precision in a rich distilling process. Maybe a label with the image of a toe being dipped in a natural spring evokes the connection between nostalgia, purity, and overall quality of the spirit. Or perhaps slow removal of hand-dipped wax signals the ritual applied to every aspect of the bottle, down to the cork and seal. There are many ways to accomplish this goal and choosing the perfect set of solutions is a process of understanding business goals and objectives, unique truths about your product and culture, consumer needs and desires that intersect with those truths, and so on. We can dive deeper into some of these things at a future date. The high-level takeaway is this: Spending more time on proper packaging is evidence of a few important things: 1. You understand both the pain points and the pleasure points of your best and most ideal consumers; 2. You’re more than a product — you’re a brand with a personality and a point of view; 3. If you show a little more thoughtfulness on the “outside,” then it elevates the expectation of what’s on the inside. In marketing, cognitive dissonance comes into play when outside verbal and/ or non-verbal communication doesn’t match the excellence of the product inside. It creates an inconsistent belief that affects consumer behavior and attitude. Does your package communicate the same quality that your product does? Further, we know consumer purchasing decisions happen in a fraction of a second. Does your packaging communicate quickly and succinctly? These mental shortcuts in communication are called “heuristics.” What your packaging says is key, and as much as we like to think our products are distinct, unique, game-changing, and without rival, the reality is more stark: Consumers today have an almost unlimited assortment of choices and options. Setting yourself apart comes from an authentic understanding and celebration of the ritual associated with your product.

an ERA of CRITICAL EMOTION

Consider the way you use sugar, grains, heat, wood, and time to create something that stimulates the senses The era we’ve entered assumes near-com- and brings delight to a person. In the moditization of products and services. same way, branding and packaging can What separates the good from the great is use cues, color psychology, the emotional connection we have with the semiotics, and heuristics as products we consume. Odds are that if you shortcuts to emotions — enwere to personally spend 15 minutes tasting gaging more senses, surprisyour product with someone and sharing your ing people with discovery, excitement for care and quality, a consumer and building excitement. would walk away enthusiastic, bottle in hand. When you invite people to But of course founders, manufacturers, and share in the ritual of your distillers don’t have the time or ability to brand, you’re helping them pitch 1:1 like this, so we use familiar rituals skip past the transactional, as shortcuts for deeper connection. This emotionless experience of means that it’s more important than ever to opening a commodity. engage people with your brand and product through packaging that levers emotional triggers. Garrison Brothers BRANDING & PACKAGING DESIGN ........ Garrison Brothers PHOTOGRAPHY ................................. Melissa Skorpil Think of this as unpacking as an emotional journey to the treasure that is your product.

Wes Wooddell is founder and CEO of unpack’d. Visit www.unpackd.com for more information.