In a bid to strike an emotional chord with consumers, food and beverage brands are embracing retro packaging, infusing elements from their past into modern designs.
Kellogg’s Frosted Flakes, renowned for its iconic mascot, Tony the Tiger, recently launched a campaign featuring nostalgic versions of its cereal brands, tapping into fond memories of childhood commercials. Similarly, household names like Pepsi are revisiting their historic branding to create packaging that resonates with consumers.
Bazooka Bubble Gum and Cadbury are among the brands commemorating milestones with retro packaging, utilizing 1980s graphics and vintage designs to connect with their audience.
Experts suggest that retro designs evoke feelings of nostalgia, creating a unique bond with consumers. Brands like Miller Lite have even reverted to previous versions of their logos and packaging, emphasizing simplicity and timelessness.
Nostalgia-driven packaging has gained traction in recent years, with social media mentions of nostalgia in packaging reaching significant levels. Brands like Jell-O have also refreshed their packaging to reflect past eras, aiming to evoke a sense of playfulness and familiarity.
However, while retro designs hold appeal, brands must balance nostalgia with modernity. For instance, Olipop, a better-for-you soda brand, blends vintage aesthetics with contemporary typography to create a unique brand identity.
Pepsi’s recent logo redesign serves as a prime example of marrying the past with the present. By incorporating elements from its iconic ’80s and ’90s logo into a modern design, Pepsi strikes a balance between honouring its heritage and staying relevant to today’s consumers.
Ultimately, the success of retro packaging lies in its ability to stand out on shelves, resonate with consumers across generations, and drive positive feedback and sales for brands in the competitive retail landscape.