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E-Comm Package Storytelling

Unlike retail packaging, e-commerce packages are first viewed after purchase, providing brand owners the opportunity to present a new insight or character of the brand with each shipment.

Dr. R. Andrew Hurley
Dr. R. Andrew Hurley

There have been a lot of changes in our lives recently. For me it’s been working from home, minimizing trips to the store, teaching online while also homeschooling my kids, and wearing face masks.

I knew it was impacting consumer goods and our industry, too, but it wasn’t until recently—one day while I was making my morning coffee—that I saw its impact on packaging. As I set the freshly-ground beans to brewing, I immediately noticed that the packaging of my favorite brand of e-commerce coffee was different. Instead of a beautifully printed full-color pack, it was a stock white coffee pouch with adhesive labels applied to the front and back panels.

Post-lockdown coffee package, backPost-lockdown coffee package, backThe front label looked identical to the old packaging, yet it was miniaturized to fit on the sticker. I turned it around and noticed a short, upbeat, and positive message on the back that stated:

  1. The packaging is different,
  2. It’s still the same product,
  3. They’ve temporarily closed their education centers, and
  4. I’m invited to their virtual training (with a URL to visit).
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Break out of the ordinary: see what’s new in packaging & processing!
Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
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Pharmaceutical Innovations Report