I love startups … creative, food, culinary. And this weekend I saw a cupcake startup hitting their stride with free samplings at a large gourmet supermarket in London. Woo hoo !
I arrived on time for the tasting – didn’t want to miss out – but I couldn’t find their stand. Did I get the date wrong? No, the store’s bakery staff were expecting them also. So I wander the bakery counter and see that they’re already stocked in the superstore. As I want to investigate the different flavours, I am unable to easily see what’s inside the boxes.
The problem? The packaging design.
The individual cupcake was beautifully housed in a clear plastic box with a dovetailed lid. The entire front of the box however was covered in their promotional label. You get a much better view of the cakes on their website.
The space on the shelf was tight, so picking up the plastic boxes was difficult without disturbing the neighbouring boxes and pulling the entire shelf load to the floor. I was becoming a little annoyed. All I could do was stand on tiptoe to look through the top of the box to see the morsel inside.
I eventually bought one. Not the one I wanted because I couldn’t see the description of the cake easily – this was written on the back of the box. Hmm…
I pondered the situation as I stared at the empty box at home after finishing the baked good. How could the packaging done a better job of presentation?
Firstly, a reimagined packaging design so that the label did not cover the merchandise from view. Allow people to freely see what’s inside – why do you need an illustration on the label when you have such a pretty cupcake inside to do your advertising for you?
And secondly, the strapline that describes your cake – for eg. a vanilla buttermilk cupcake with a juicy passionfruit centre – should also appear on the front, not the back. Let people know what they’re buying. You don’t want the customer to have to pick up box after box just to find basic information. Don’t let them get the cake home to realise that the simple chocolate cupcake they bought is really a chilli chocolate cupcake laced with brandy … not everyone likes liquer in their cakes.
Two simple steps to package your wares could save people time in perusing and entice them into filling their baskets with more of your goods. I know I would have 🙂
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