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Packaging as an art canvas

In the last couple of decades, the assortment of supermarkets has grown drastically. To give you an idea, between 1975 and 2008, the number of products in the average supermarket increased from 8,948 to about 47,000. The result is that people are increasingly overwhelmed by choice and brands have a much harder time to stand out from the visual fog. Whereas earlier we wrote a short post about the benefit of playful, interactive design to stand out, another great way to stand out is through art.

And a great example of a brand utilizing art on your packaging is Danish craft beer brewer To Øl. Looking at their long history of can designs, it feels closer to an art or photography exhibition rather than a functional label on a beverage. And in a hyper-rational and functional world, consumers are increasingly looking for surprise and awe in the products they buy. 

A recent report by Wunderman Thomspon found that 70% of people can’t even remember the last time a brand did something that excited them, and 65% of people would like brands to wow them with spectacular advertising and marketing. 

Looking to add a touch of wonder and awe to your brand through art and aesthetics? Grab some inspiration by starting with To Øl’s art director’s portfolio where he shows a lot of the cool and creative labels they made so far.

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Douwe Knijff

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist