Something Borrowed: Putting products in unusual vessels

Why Brands Should Embrace Chaos

As a powerful tool for brands looking to stand out in a competitive market, chaos packaging brings with it other benefits beyond its dual ability to help brands by boosting shelf appeal while also creating shareable moments on social media, leading to organic marketing that can amplify a brand’s reach.

Essentially it isn’t just about creating a spectacle, instead it’s a strategic tool for brands to differentiate themselves in crowded markets. Bannerman notes that the deeper opportunity lies in rethinking packaging from the first principles, “What actually serves this product best? Which solutions could we repurpose? How can we optimise for sustainability?”

One example of these principles being followed well is Graza’s squeeze bottles that are lightweight and durable, reducing transport emissions compared to traditional glass. Similarly, the rise of canned wines highlights a shift toward eco-consciousness. Cans are more recyclable, lighter to ship, and ultimately reduce the carbon footprint compared to heavier glass bottles​.

The potential for chaos packaging to drive industry innovation is immense. Bannerman envisions using AI to analyse product needs, preservation requirements, and sustainability, metrics to identify optimal solutions. This data-driven approach can push the boundaries of packaging design, leading to innovations that are functional, sustainable, and visually impactful.

While chaos packaging offers numerous benefits, it’s not without risks. A 2022 study published in the Journal of Retailing and Consumer Services revealed that non-traditional packaging formats, such as aluminium cans for wine, can sometimes negatively impact consumer perceptions of a product’s appeal, leading to lower taste ratings. Cain warns brands run the risk of confusing customers, “while playful, unexpected designs can add value, brands need to be conscious of crossing the line into confusion. Putting gravy in a beer can might be eye-catching without much risk, but take the same concept and apply it to a household cleaner disguised as a juice bottle, and you’re inviting the kind of mix-up that could have serious consequences.”

This serves as a cautionary reminder that while chaos packaging can help a brand stand out, it must be executed thoughtfully. If the packaging is too complicated or does not align with the product’s identity, it can backfire. Moreover, designs that prioritise novelty over functionality or sustainability can alienate consumers and damage the brand’s reputation.

For Bannerman, the importance of longevity in packaging innovation is something to be stressed. He added “beyond initial surprise, we need to focus on functional benefits, clear strategic rationale, and authentic brand alignment. Chaos packaging works when it’s more than chaos, it’s innovation with purpose.”