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).
Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability
2024 PACK EXPO Innovations Reports
Exclusive access: Packaging World editor-curated reports revealing PACK EXPO's most groundbreaking technologies across food, healthcare, and machinery sectors. Each report features truly innovative solutions selected from hundreds of exhibitors by our expert team. Transform your operations with just one click.
Access Now
2024 PACK EXPO Innovations Reports