Interactive wine box design

3 Types of Interactive Drinks Packaging to Increase Consumer Engagement

The art of simply applying a label to drinks packaging is dead.

Today interactive drinks packaging is king. Whether analog or digital, consumers are looking for something new, interactive, and engaging. Make it worth talking about amongst friends and on social media. Before Living Wine Labels brought us 19 Crimes or Walking Dead, there were interactive packaging designers creating technical unboxing movements by hand.

We're going to show you how to deploy interactive packaging to get noticed, get purchased, and become the drink of choice for today's consumer.

What is Interactive Drinks Packaging?

Simply put, Interactive Drinks Packaging encourages active engagement vs passive consumption.

3 Examples of Interactive Drinks Packaging

1. Manual Interaction, Empathy Wines

Empathy Wines Packaging Design
Photo: Constellation Brands

Empathy Wines is an example of manual interaction, due to the consumer-generated movement that reveals and removes the product. Empathy requires the user to open, lift, and remove the tray containing the individual bottles of wine. The interaction comes in the form of the box's functionality but also reveals key messaging along the way. It's that hidden messaging that allows Empathy Wines to make this list.

By having messaging that rewards the consumer for looking under or behind panels, it encourages that behavior.

 

2. Analog Interactive Drinks Packaging, Eleven Wine

Eleven Wines is a completely analog example of interactive packaging. The packaging uses magnets along the inner walls to repel each other and open as the sleeve is lifted. This action reveals the bottle within slowly and dramatically.

This type of analog interaction isn't easy. It requires engineers and manufacturers working closely to execute with a high degree of certainty.

Digital Interactive (AR) Drinks Packaging, 19 Crimes

19 Crimes augmented Reality wine label design
Photo: Treasury Wine Estates

19 Crimes is the most recognized wine label using the Augmented Reality app Living Wine Labels which brings the characters to life and engages with other bottles. The labels tell their story, set the tone, and encourage the consumer to invite other characters into the conversation by buying more wine.

Last Word: Interactive Drinks Packaging

Yes, there's always going to be a place on the shelf for beautiful wine labels, but the drinks aisle isn't a museum, it's a battlefield. This competition isn't won by labels alone, you need every edge you can get to encourage that consumer to pick your bottle up and be driven to try it out. After that, it's up to the product to make a repeat buyer out of a first-timer.

Schedule a consultation here.

 


Tata Harper Packaging

How to Package Sustainability Like Tata Harper

You’ve seen beautiful green glass Tata Harper packaging with contrast yellow print on branding mood boards, packaging Pinterest boards, and if you’re like us it’s in your vanity.

The brand's website explains the materials used in Tata Harper’s packaging and provides the reader with the reasoning behind those material selections. Tata and her husband both Baranquilleros (Viva Colombia!) have been able to craft a brand story that informs consumers on the power of natural and non-toxic beauty. Because as they ask “isn’t health the ultimate luxury?”

Here’s what you can learn from the beautiful Tata Harper packaging.

1. Branding is more than a logo

Tata Harper puts her money where her mouth is by living and breathing her brand promise. Sustainability is more than just words for the brand. It’s easy to tell because choosing FSC papers for packaging isn’t ever the cheapest option. They don’t believe in short cuts or more importantly, they don’t believe in outsourcing. So Tata Harper has built their labs and farms to oversee everything that goes into their bottles.

If you’re building a brand that believes in sustainability and putting people over profits, it needs to show in everything you do. 

2. Cellophane level transparency

Each Tata Harper bottle has the batch number etched into the bottom of the bottle that allows you to enter it on the website to see when it was made and who made it. Complete with photos of the team that made your product providing transparency from Farm to Face.

Their paper cartons use FSC materials which the Forest Stewardship Council (FSC) certifies the paper has been harvested responsibly. FSC paper certification also comes with an FSC number that allows you to enter it into the FSC site to know where the material came from and where it was produced. Part of FSC certification is its chain of custody process which keeps certified and non-certified materials separated throughout the supply chain. Tata Harper’s packaging also uses 100% PCW (Post Consumer Waste) in its recycled paper boards.

3. Become the expert

You may not be an industrial engineer like Tata Harper, but you can still learn how things are made to make the right decisions for your consumer. By picking the right partners and hiring the right employees you can learn enough to fill in your knowledge gaps. You don’t have to know everything, but you need to know you’re asking the right questions. Don’t be afraid to ask questions.

When it comes to packaging there are many materials out there that claim to be sustainable, do your research. For instance, Tata Harper’s glass bottles are surely more costly than acrylic bottles but because glass is highly recyclable that material aligns with the brand they’ve built. The materials you choose say a lot about your brand.

Like Tata Harper, Intl. Direct Packaging has built our factories to produce everything we sell from making our corrugate board to rigid gift boxes and bags. Our teams of industrial engineers have patented many box constructions that are widely used in the market today because we believe in innovation over the status quo.

Each one of our master cartons shipped to clients include a hand-signed label by the person responsible for quality assurance of the product in that box. Our 100% quality control means we inspect every item we produce and can manage a transparent supply chain from start to finish. 

No shortcuts.

No middlemen.

We are the factory.