A retailer’s Instagram-worthy packaging creates social buzz and sales
Supermoon Bakehouse has won rave reviews for its doughnuts, croissants and cruffins (croissants baked in the shape of a muffin) since opening in lower Manhattan in October 2017. And the bakery is making the most of its popularity with bright iridescent boxes and witty slogans, demonstrating that great packaging can help businesses succeed — and even become viral phenomena.
Here are a few reasons why Supermoon’s unique packaging has been such a boon to business:
1. It’s flashy (literally), and instantly recognizable.
The right packaging can boost brand awareness in a major way. Take Tiffany’s robin’s-egg-blue box: It’s arguably as iconic as the jewelry itself. Packaging doesn’t just protect your product — it communicates your brand’s ethos and creates allure surrounding your offerings, encouraging customers to become a part of a like-minded community of patrons. Supermoon’s holographic boxes have succeeded because they tell the brand’s story at a glance: bold, fun and out-of-the-box (metaphorically speaking).
2. It’s Instagram-worthy and encourages social media sharing.
It’s de rigeur these days — especially with Millennials — to snap pictures or videos of food, decor and clothing that can be shared across social media platforms. Eye-catching and photogenic, Supermoon reaches the foodie Instagram accounts and fashion bloggers.
3. It’s cheeky!
“Bite Me, NYC.” — That’s the message emblazoned across the front of Supermoon’s boxes. Not only does the clever play on words make the boxes shareable, it conveys Supermoon’s edgy, playful brand identity. Their website channels the same vibe — funny, relatable and sarcastic in all the right ways.
4. It’s useful — in-store or on the go.
Since their customers usually eat on the go, Supermoon’s packaging doubles as a plate for pastries. Retailers looking to mimic this approach might try reusable, multi-purpose containers such as wooden trays, metal tins or glass jars to package their goods.
5. It protects a product made with care.
The pastries taste as good as the iridescent boxes they come in look, and that’s the reason why people line up around the corner (and even around the block) to get a piece of the pie.
DISCUSSION QUESTIONS: Can you think of other retailers or brands where packaging has been crucial to success? Should the goal of packaging be to help a retailer/brand go viral?