Let's talk packaging. ie the most underutilised of all components in CPG goods, actually strike that, any product that comes with a manual, instruction booklet, information guide- which is most physical products.

Depending on the industry, there will be a certain amount of information that will need to be legally displayed, but asides from that, packaging or any type of accompanying product information provide an incredible opportunity to bring to life the brand. The brand story, the ethos and the personality.

Innocent, was one of the first and best examples of a brand really making the most of their packaging real estate.

Tony's Chocoloney, a brand that exists to eradicate slavery in the chocolate category, considers its packaging to be its biggest and more important piece of real estate.

The colours, the imagery, the visual brand identity set it apart from everything else on the shelf and incite customers to pick it up. The customer is then taught about the brand's story and mission. But, it's when you open the wrapper that the real magic starts. Unlike every other bar in the category, the chocolate is not divided into squares; instead, it's broken into unequal pieces to represent the unfair divisions of wealth within the industry.

Frank Body used its packaging to showcase its cheeky personality whilst instructing people on how to get the most out of their product.

And these are some great, random examples that I stumbled across that made me smile- unfortunately, I don't know what the brands are.

I would love to know what great examples you have seen on your travels?

Packaging- the unsung hero.

The June wrap.

People don't buy on logic; they buy on emotion, and then justify their decision with logic.