Do You Need to Make Changes to Your Brand’s Package Design to Be Successful in the U.S.?
In today’s global marketplace, many brands dream of making a lasting impression in the U.S. As a rule of thumb, the U.S. consumer will spend about 3 seconds in front of a section in the store aisle. In that brief time, you have to catch—and keep—their attention.
Package design is the most important marketing tool you have when it comes to standing out in the crowded U.S. market. When it comes to launching your brand here, one crucial question often arises: Do you need to adjust your package design to be successful?
The short answer is: Yes, often you do. Here’s why…
What resonates in one market may not in another
U.S. consumers are diverse, with varying tastes, cultural backgrounds, and preferences. They often seek more than just a product with its list of features and benefits; they want to connect with a brand’s story, values, and identity. Adjusting your package design to reflect these cultural nuances can make your brand more relatable and appealing to your target audience.
The multicultural landscape of America is vast and varied
Your audience isn’t a “generic” American consumer but a rich, diverse mix of Hispanic, Asian, and European influences. These consumers may be acculturated to the American culture yet still find elements from their countries of origin emotionally resonant. Embracing this diversity in your packaging through impactful elements like color, symbols, and imagery can make an enormous difference at the point of purchase and create a deeper connection with your target audience that will keep them coming back for more.
Compliance is crucial
When entering the U.S. market, it’s essential to ensure your packaging meets local regulatory requirements, which may differ significantly from those in your home market. Each country has its own set of regulations when it comes to packaging, including labeling, safety information, and materials. In the U.S., the Food and Drug Administration (FDA) and other regulatory agencies have specific requirements depending on the category you are launching in. Ensuring that your package design complies with these regulations will ensure a smoother entry into the market.
Sustainability must be supported by sincerity
U.S. consumers, particularly Millennials and Gen Z, are increasingly concerned with sustainability. These burgeoning generations inspect a brand’s online presence for consistency and authenticity, looking to see whether a brand’s commitment to sustainability is genuine or just for show. Incorporating eco-friendly packaging materials and clearly communicating your commitment to sustainability can enhance your brand’s appeal and establish loyalty with your consumer. However, it’s vital that these efforts are aligned with your brand’s values and not just for appearances. Transparency leads to trust with this critical yet caring audience.
Bring your U.S. brand positioning to life
How your brand is positioned in the U.S. might differ from other regions depending on your target consumer’s needs within your category. It’s not unlike translating a language—different words can have different meanings depending on where you are. Packaging plays a significant role in bringing your brand’s identity and values to life. Whether through storytelling, imagery, or typography, your packaging should quickly and effectively convey why your product matters and what your brand cares about, while also making a memorable impact in a crowded market. By embracing bold and innovative approaches, brands can stand out and connect with consumers on a deeper emotional level.
Disrupt the category, distinguish your brand
In the U.S., clear and compelling communication is crucial on-pack. American consumers tend to respond well to designs that blend visual appeal with a straightforward presentation of product advantages. However, we’ve noticed a growing trend where American brands, like Liquid Death, or International brands, like Florax, are embracing disruptive design ideas to engage with their audience.
Liquid Death, for example, has taken the traditionally bland category of bottled water and revolutionized it with over-the-top advertising and edgy branding. By using irreverent humor and a punk rock aesthetic, Liquid Death has dominated a saturated, humdrum market, transforming water into a lifestyle product that appeals to a younger, more rebellious audience. This approach not only differentiates them from the competition but also creates a cult-like following that is highly-engaged and loyal.
Similarly, with Florax (an innovative liquid probiotic brand from Brazil) we pushed the boundaries of a traditional category like gut health by incorporating bright colors and playful illustrations that really *pop* in retail. The subject of gut health can sometimes feel clinical and uncomfortable, but by introducing a fun and vibrant visual approach, we made the category feel fresh and approachable. This strategy not only made the product stand out on the shelf but also resonated with consumers who appreciate a brand that can address serious health concerns in a light-hearted and creative way.
While it is important to retain consistency throughout your brand identity, updating your package design for the U.S. market can enhance your appeal, create stopping power at the store or digital shelf, and increase your chances of success in a marketplace that can be challenging to break into.
It’s also important to remember: a successful update does not always require complete reinvention. Sometimes, it can be as simple as a refresh. Whether your update is revolutionary or evolutionary, it’s important to embrace change as you embark on your brand’s journey to the U.S.
After all, why blend into a crowded category when you could stand out?