Packaging Case Study : Noteworthy Dogs A5 Notebook

When it comes to packaging the old adage “you can’t judge a book by its cover” simply doesn’t hold true. In a competitive marketplace packaging has a huge influence on the consumer, so successful brands really need to be thinking inside of the box.

A brand can use a range of techniques such as special finishes, premium materials, innovative shapes and textures to ensure the packaging increases visibility, stimulates attraction and enhances perceived value. These techniques are typically utilised for luxury items across a wide range of industry sectors, but most notably in food and drink (particularly confectionery such as premium chocolate, wine and liquor bottles), cosmetics, electronics, business cards, greeting cards or, in this instance, a luxury notebook.

When Hunter & McKenzie launched their Noteworthy Dogs A5 notebook they understood that the packaging was key in enhancing the Noteworthy Collection brand.

“The Noteworthy Collection is all about a touch of class” said Doug Kinsman, the driving force behind Hunter & McKenzie, “our notebooks are made with premium print stock and only feature award winning, original photography, we don’t use stock images.  

We put a lot of care and attention into the print and binding processes and use select materials such as a Fedrigoni Arcoprint and an embossed, silk touch cover. We wanted the packaging to reflect our dedication to excellence and clearly position Noteworthy Dogs as an aspirational gift for dog lovers and connoisseurs of fine stationery.” 

The box has an all-important role for brand, it can elevate a product and provide potential customers with a visual shortcut to the quality of what’s inside.  Noteworthy Dogs is presented in a matt black gift box, embossed with a copper logo stamp. Once the box is opened the notebook is cloaked in a translucent wrapping secured by a simple belly band. The whole presentation rests on a soft, velvet texture cushion.

In addition to increasing the perceived value, enhanced packaging also draws attention, which can make a particular product stand out amongst the competition. According to a study by the Foil & Specialty Effects Association (FSEA) shoppers only view about 50 percent of the products within a category during a quick scan of a store shelf. The smart use of enhanced packaging such as foil stamping can help draw a customer’s eye right to your package.

In the digital world packaging is just as important thanks to the advent of Unboxing, the YouTube phenomenon of sharing photos or video of the ritual unpacking of a retail boxed product, giving viewers the vicarious thrill of opening an object of desire.  This shift in consumer behavior requires brands to look not only at how their packaging performs on shelf, but its digital signature as well.

We should also mention that sustainability is becoming an even bigger priority for brand owners, so packaging has the job of attracting the attention of the consumer but also reassuring them that the materials have been ethically sourced and are ecologically friendly.