Heritage CPG Brands: Infusing Culture Into Packaging Design
The Power of Storytelling in Food
“Food is a vehicle where you can tell a story,” states Fred Hart, a visionary design strategist and founder of Hart Brands. He captures the essence of how packaging design acts as a crucial storyteller in the world of Consumer Packaged Goods (CPG). From the tantalizing aroma to the vibrant colors, our connection to food is steeped in memory and tradition. In today’s competitive landscape, the packaging is often what captures a shopper’s eye and heart first.
Evolution of Packaging Design in CPG
In a time not so long ago, the natural products sector was dominated by mundane designs and limited flavors. However, a design renaissance took root in the mid-2000s, fueled by the sleek, modern ethos of Apple, coupled with advancements in design technology such as Adobe Creative Cloud launched in 2011. This pivotal shift paved the way for first- and second-generation immigrant brands to rise from obscurity, transforming the grocery aisle into a cultural tapestry.
Anna Ison, founder of Auros Design, emphasizes this moment in time: “People are looking for authenticity, communication, and connection,” she explains. The pandemic saw a renaissance in home-cooking, leading individuals back to their roots and cherished family recipes.
Embracing Heritage: The Challenge and Opportunity
As a wave of heritage brands invigorates the marketplace, founders often grapple with the challenge of introducing new, culturally rich flavors amid fierce competition. “For small brands embracing their food heritage, packaging design is their greatest asset,” asserts Hart.
Here’s how a few trailblazing brands—rooted in Afghanistan, India, and Mexico—embody their heritage through creative and impactful packaging.
Highlighting Persona-Driven Storytelling
Maazah: A Taste of Afghanistan
When sisters Yasameen and Sheilla Sajady launched their Afghan-inspired condiment brand, Maazah, they realized that their original packaging lacked the depth of their cultural story. “The original design featured cute ingredient illustrations, but it didn’t express our Afghan roots,” Yasameen reflects. Working with design agency LAND, they introduced new branding that features illustrations of two women, representing themselves and their heritage.
Coyotas: Roots and Memories
For Janet Flores Pavlovich, founder of the cassava tortilla brand Coyotas, packaging is a homage to her identity and mentors. After honing traditional tortilla-making in Sonora, she chose to feature a family portrait on her packaging, aiming to inspire others to embrace their true selves.
Masala Gossip: Playful Connection
Dhara Gadi, founder of Masala Gossip, has a unique approach: infusing a playful mascot named Lala into her branding. Lala, a joyful character inspired by Indian culture, serves as a delightful guide to the rich world of Indian flavors. “Lala reflects me and the joy of cooking,” Gadi says.
Canvas of Inspiration: Geographic Roots
Masala Gossip: The Vibrant Palette of Punjab
Gadi aimed to capture the vivid essence of Punjab in her packaging. “I wanted to showcase the dynamic vibrancy of my culture, beyond just stereotypes,” she explains. Rich yellows and greens symbolize the landscape, and each product, like the Dal Tadka in bright yellow, evokes a sense of place and identity.
Coyotas: Earthy and Authentic
In contrast to the bright palettes typical in Mexican branding, Pavlovich drew inspiration from the Sonoran landscape, employing earthy tones to celebrate her culture authentically. “I want to represent a Mexican brand as a Mexican,” she notes, prioritizing sustainability with 100% compostable packaging.
Maazah: Nature as a Symbol
Maazah’s packaging features traditional Afghan motifs, including a tree symbolizing family members and a moon that honors their mother, a key inspiration for their cilantro-ginger chutney.
Traditional Motifs with a Modern Twist
Cultural symbols are seeing new life in the packaging designs of these heritage brands.
Coyotas: The Spirit of Lucha Libre
The typography and layout of Coyotas’ packaging draw from the advertising posters of lucha libre, the vibrant Mexican wrestling culture seen throughout the streets.
Maazah: An Artistic Heritage
Maazah incorporates traditional Islamic architectural elements into their design, using curves that echo the Arabic alphabet to connect the past and present.
What’s in a Name?
Maazah: The name Maazah, translating to "flavor, taste, and joy" in Farsi, was chosen by the Sajady sisters to shift focus towards celebrating the delightful aspects of Afghan culture.
Coyotas: Pavlovich cleverly references resourceful women in Sonoran culture and honors a beloved street food with the name Coyotas.
Masala Gossip: Gadi’s brand reflects the cherished moments spent in family kitchens, showcasing the joy that cooking and connection bring to Indian traditions.
Standing Out with Authenticity
In an incredibly competitive marketplace, authenticity is now more important than ever. Hart remarks that, “With limited time for consumers to scan grocery shelves, compelling packaging design is key.”
Brands like Maazah, with slogans like "put it on everything," and Masala Gossip, using vibrant imagery, are transforming the grocery aisle into a realm of curiosity and vibrancy. Ultimately, these brands remind us that packaging isn’t just about aesthetics; it’s a gateway into culture, history, and personal stories, enriching the consumer experience.
By weaving diverse cultures through creative packaging, these heritage brands are not just selling products—they’re offering us a taste of their stories, inviting us into their worlds one delicious bite at a time.
