People First Packaging Design
Connecting the Brand through People-Centric Designs
Another trend that has been around awhile but seems to be on the upswing are labels and packaging with people photos. This lends authenticity to the brand and connects the consumer to the brand’s story.
For instance, the Matsu organic wines show photos of three generations of men working in the vineyards of the Toro region of Spain. The labels pay homage to the men, the natural winemaking tradition and the age-old vineyards in the region. The three personalities are meant to represent the characteristics of the three wines.
This package, recently nominated for a 2019 PAC Global Leadership Award, Sobey’s pasta sauce brand, Authentico, aligns very nicely with the images on the label. Designed by Fish out of Water, the Italian people images are meant to portray the authenticity of the sauce.