Food Packaging Design – Designing for Limited Editions

Limited edition products have the potential to create a sense of urgency and excitement among consumers, making them highly sought after and a great PR piece for any brand. One of the ways to make limited edition products even more appealing is to create packaging that is unique and collectible.

As an FMCG or CPG brand, you have the opportunity to create limited edition packaging that can help increase sales and build brand loyalty. A most obvious example of this is seasonal gifting, with brands creating range extensions and unique holiday inspired SKUs which become a must have for brand fans (think Christmas calendars, crackers, premium gifting).

In this post, we’ll explore how to design packaging for limited edition products that are both eye-catching and collectible.

1. Start with a strong concept

The first step in designing packaging for limited edition products is to start with a strong concept and marketing plan. Your concept should be based on the product itself, the target audience, and the brand’s overall messaging. For example, a limited edition Valentine’s Day chocolate box could feature romantic and whimsical illustrations that appeal to gifting for couples. Consider the usability of the product, is this something which consumers will likely end up consuming? Or something with real monetary value which they will treasure for years to come.

Although the BrewDog cans ended up being gold plated as opposed to solid gold and created a real issue for the brand – the PR generated from this exercise alone would have been worth millions.

2. Use unique materials

Using unique materials can help make limited edition packaging more collectible. Consider using special finishes like foil stamping, embossing, or debossing to create a tactile experience that consumers will want to touch and keep. Another option is to use unusual materials like wood, metal, or glass, to make the packaging more memorable and distinctive.

The Fortnum & Masons biscuit tins are long and slender, creating a perfect collectible kitchen item, available in a range of bold colours which line up perfectly on a kitchen counter. Could you ever bin this?

3. Design for reusability

Designing packaging for reusability is a great way to make packaging more collectible. For example, when Gü Puddings first launched with their iconic glass ramekins, it was unheard of to have glass in a chilled supply chain. Consumers loved that the glass ramekins felt like the puddings had been made at home (and didn’t require further dishing out). This not only added value to the packaging, but it also encouraged customers to keep the packaging for longer and repurpose it.

How many of us still have a cupboard of loose Gü Pudding ramekins?

4. Add limited edition elements

Adding limited edition elements to the packaging can also make it more collectible. For example, a limited edition bottle could feature a special label design that is only available for a short period of time. Some great executions of this have been Coca Cola’s name campaign with individual names on Coke cans and bottles – another fantastic execution is Innocent’s bobbly hats for their ‘Big Knit Campaign’, raising money for Age UK. Not only do these products look amazing on shelf (because when have we ever had bottles with little knitted hats in a fridge?!) – but it also increases rates of sales, and when executed properly can cause a real PR storm.

A fridge full of bottles with little hats is a pretty big visual to ignore in a sea of otherwise boring category cliches.

5. Create a series

Creating a series of limited edition packaging designs can encourage customers to collect them all. This not only builds excitement around the brand and product, but it also creates a sense of anticipation for what’s coming next.

Designing packaging for limited edition products is an opportunity for FMCG & CPG brands to showcase their creativity, creating packaging that is both eye-catching and collectible. By starting with a strong concept, using unique materials, designing for reusability, adding limited edition elements, and creating a collectible series, you can help your brand leap out on shelf, gain brand loyalty and hopefully some great PR in the process.