Important questions and a different form of luxury

Column by Izvorka Jurić in the new issue of the magazine ‘Ja Trgovac’

In the latest print issue of the ‘Ja Trgovac’ magazine, you can read a text on the topic of premium packaging today, under the title ‘Important questions and a different form of luxury,’ prepared by our Izvorka Jurić.

The text is provided below.
Published in the print edition of Ja Trgovac, November 2021. 

Important questions and a different form of luxury

Premium products today address important questions, and there is a completely different form of luxury at play. Brands must constantly adapt to reflect the new values of their consumer base. This change is particularly evident in the premium product market, where consumers are less concerned about the product’s superior heritage or extravagance and more focused on transparency, ethics, purpose, and the experience the product provides

Premium products today address important issues, and there is a completely different form of luxury at play. Brands must constantly adapt to reflect the new values of their consumer base. This change is especially evident in the premium product market, where consumers are increasingly less concerned with the product’s superior heritage or extravagance and more focused on transparency, ethics, purpose, and the experiences the product provides.

Users today have different and broader expectations from premium brands than they did just a few years ago. Premium products are expected to meet the requirement of superior quality, and it is a given that the product will meet these expectations. However, that is no longer sufficient. In a market saturated with often very high-quality similar products, consumers will choose the one that offers something more—something that goes beyond their personal needs and contributes to society as a whole or to specific social groups or important issues.

Brands have always been a means for consumers to express their identity by choosing between two or more similar options. Choices such as Pepsi or Cola, Nike or Adidas, or maybe Dr. Martens, define a part of our identity. When it comes to luxury products or the premium category, communicating one’s identity through brand choice becomes even more pronounced.

Although brand choice is often linked to the perception of status symbols or signaling affiliation with a subculture, there is a strong trend towards associating a brand with the positive impact it has on the wider community. Today, consumers view luxury brands as those that allow them to have a voice, enabling them to indirectly or directly influence an area they care about through the brand’s platform. Their choices contribute to sustainability, raise awareness of social issues, or promote the equality of minority groups.

Unfortunately, in some parts of the world, the right to choose a healthy option, clean air, or the realization of individual rights has become a luxury. Consequently, linking a brand with a socially beneficial purpose is increasingly important in communication and has an extremely positive impact on the brand’s public perception.

Brands must constantly adapt to reflect the new values of their consumer base. This change is especially evident in the premium product market, where consumers are increasingly less concerned with the product’s superior heritage or extravagance and more focused on transparency, ethics, purpose, and the experiences the product provides.

The social responsibility of a brand and the integration of environmental, sustainable economic, and social issues into its operations are extremely important in building a brand strategy. According to some data (surveys, the U.S. market), 2 out of 3 consumers believe that brands that publicly promise sustainability are more reliable than others, highlighting this as an important part of their decision-making when choosing between two similar products.

From the perspective of product design strategy, especially in the field of packaging design, we can do a lot to contribute to the creation of a socially responsible business for a company. For example, by using recycled materials or some other form of sustainable production, applying a circular economy business model, or reducing our own ecological footprint in any segment of our business.

One of the top topics is undoubtedly the secondary role of packaging or an approach to product packaging that allows for multiple uses – whether we change its purpose, reuse it for the same purpose, or process old items or waste to create our own product. In all these or other creative ways, our aim is to reduce our own ecological footprint and design a more sustainable product or packaging. Although zero-waste packaging is very hard to achieve, we can limit packaging waste by choosing eco-friendly packaging options whenever possible.

What was once normal for centuries – reusing a product or packaging – somehow got lost with the development of the economy. Today, it’s making a comeback in packaging design and the development of new products. Customers appreciate this approach; they want to be environmentally responsible and save money because refilling is usually cheaper than purchasing a new full primary package.

Example of implementing sustainable design strategy as a product’s primary comparative advantage

CERU is a brand of London restaurants that serve contemporary Levantine cuisine. The task we were given was to come up with a packaging solution for the delivery of fresh or partially prepared restaurant food – for the restaurant’s ‘Cook at Home’ offering, within the framework of the existing identity and in line with the brand’s values.

The solution we offered is a menu set that combines two things that CERU is passionate about – delicious, healthy food and sustainable innovation. As the number of people ordering food online increases, so does the concern for sustainability and the impact of food delivery on the environment. Choosing the right utensils for the menu set doesn’t just mean fewer packaging elements, but also less food waste, fewer trips to the store, and a smaller carbon footprint.

By using a reusable packaging strategy, we conveyed the story of CERU’s commitment to sustainability in a thoughtful way. The ‘Cook at Home’ line was designed with an emphasis on environmental impact, utilizing local suppliers, British products, and biodegradable and reusable packaging. Each menu set perfectly coordinates ingredients, spices, and sauces, helping to reduce food waste. All of this is aimed at creating a positive user experience while taking care of our planet.

CERU’s “Cook at Home” Sustainable Packaging

The promotional part of the project includes naming the projects and the “Feelgood food” logo, texts and PR materials, a promotional video to present the sustainable story of CERU, photography of the packaging and the possibilities of reusable fabric, as well as promotional materials for social media.

The packaging design covers the basic packaging elements and external transport packaging, which have also been replaced with sustainable options.

The key element of CERU’s eco-friendly packaging is a lightweight, specially designed textile fabric for multiple uses, inspired by traditional textile “wraps” that were once used to carry daily meals into the field or for grazing, a tradition specific to the Levant region.

CERU textile scarves are intended for multiple uses and can be used as a fashion accessory, scarf, tablecloth, napkin, or for wrapping gifts, among other versatile purposes.

All other packaging elements are entirely biodegradable and proudly made in Europe. All ingredients are packaged in a soft container made of 100% bioplastic that can be recycled. This is an environmentally friendly alternative to regular plastic, made from renewable natural materials.

Each menu set features labeling with the menu’s name, a card with CERU’s sustainable story, and a card with preparation instructions. All paper materials are printed on eco-paper made through an upcycling process. Ordinary paper combined with leather fibers gives the paper a unique finish and a soft, velvety feel.

The CERU fabric’s format is practical, modern, and versatile for various uses, such as a scarf, a fashion accessory around the neck, a headband (bandana), and more. It can also be used as a tablecloth, a napkin, or material for gift wrapping.

Implementing this design strategy brought CERU restaurant significant visibility, and shortly after the introduction of this product, they were featured on many food blogs, noticed by a large number of users, and ended the last year by entering the TOP 10 slow food delivery restaurants in London.

Example of sustainable gift packaging – Fjori Fôra organic spices and extra virgin olive oil set in a reusable textile bag.

Fjori Fôra is the result of a demanding and comprehensive rebranding project in which a new brand strategy and brand architecture for the complex group of Ćurin products were established. As part of the rebranding, a new name, verbal communication, and visual identity for the group, as well as the identity and packaging design for individual product lines within the group, were conceived.

The Fjori Fôra gift packaging, featuring extra virgin olive oil and organic spices, is designed as a gift set in a high-quality textile bag that the user can reuse for other purposes after removing the products.

In conclusion – advice. Place your sustainable product or packaging at the core of your communication, and customers will appreciate it. Socially conscious companies moving toward sustainable business practices are recognized by consumers today, and they prefer products from such brands. Considering the current situation, if you also incorporate safety and communicate a “healthy and safe” option, it definitely results in a winning product communication.