That's a wrap: Storytelling through product packaging

Sharon M. Goldman

With strong product packaging, brands can break through at the store shelf, according to experts in the US.

With strong product packaging, brands can break through at the store shelf.

Few consumer products speak to the power of packaging more than bottled water. After all, for the most part, water is water. However, in a category filled with hundreds of global, well-established brands, including the likes of Aquafina, Dasani, and Nestlé, CORE Natural Water stands out. Launched in 2015, the brand's unique ergonomic custom bottle, wide-mouth translucent blue cap, and "perfect pH" marketing push the packaging envelope.

"Everyone else is talking about mountains and springs and purity, but CORE speaks, unabashedly, to the fitness culture," says Renee Whitworth,...

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