After a difficult year of lockdowns, travel ban and night curfews all through 2020, everyone had put their hope on 2021. Many people believed that everything would magically in the next year.
Regrettably, the year 2021 did not meet our expectations. In all the doom and gloom, it was occasionally these unique product packaging and reinvented branding that made us grin.
• NIVEA India
NIVEA Crème is now available in limited-edition packaging. The company changed its iconic blue moisturiser tins with four alternative patterns to represent India’s four winter festivals: Diwali, Christmas, New Year, and Makar Sankranti.
The vibrant colours and festive atmosphere certainly liven up the ordinary blue. However, this isn’t the first time a company has done something similar as part of its moment marketing’ efforts, says Ashwini Deshpande, co-founder of Elephant Design.
Diwali, Chinese New Year, Christmas and many festivals across the globe have seen brands like Coca-Cola, Lindt, L’Oreal, etc., come up with special designs, he added
• Tata Tea
The celebratory mood during Durga Puja sees every region of West Bengal dressed out in fun, cuisine, and fervour. Tata Tea Gold, the iconic brand from Tata Consumer Products, seeks to provide a rich flavour of celebration with its holiday edition pack for West Bengal, in keeping with the festive spirit, which has not been dampened even during the epidemic.
The pack’s design language is a celebration of the events that occur around this season. It’s a blend of two widely recognised art styles. The Patua style’s powerful brushstrokes, as well as the ancient art of Patachitra, are defined by their incredibly fine and delicate lines.
• Nestlé India
Nestlé India modified the packaging of Maggi, KitKat, Nescafe and Everyday with the addition of a mask. As a part of the ‘Face of hope’ initiative, the brand wanted to raise awareness about COVID and educate people to use masks.
• Burger King (BK)
Burger King launched a global rebranding initiative in January 2021. This included a new logo, product wrapper design, and visual aesthetics at their retail shops. BK has undergone a comprehensive rebranding for the first time in over 20 years.
• Sunlight
To aid West Bengal’s handloom weavers, Sunlight detergent created the ‘Sunlight Tantir Rong’ campaign. This happened around the time of the Durga Pooja.
The business also modified the product packaging design and produced a unique ‘Sunlight Pujo Pack’ to bring the promotion to a wider audience. It also included a QR code that directed them to the campaign’s website, to encourage people to donate.
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