Packaging analysis

A semiotic approach

Real activ

A health conscious, young woman’s posture indicates motion. She emerges onto our sight from left to reinforce the motion she is in.

Her smile and he motion indicate her comfort and ease as well health. Her gaze is distant and as we follow the path of her gaze we, gaze upon the apple shots. The fruits have sprinkles water on them connoting freshness and a white Apple slice is shown again reinforce the Fruit quality.

Her posture of motion and facial expression cue positive attitude. She is looks shorter than the Viewer, because of the camera angle making her look approachable. The “Active” logo, signifies activity and energy, both represented in the her posture. A viewer’s eye would fall on “Active” first and descends to her. The word “Active” provides the codes to read the rest of the packaging: as an expression of energy and an example of activity. The logo “Real” again metonymically denotes the Quality of the Apples and in fact reinforces “Activ” and connotes “Truly” or “Really” active. Real, the brand addresses the viewer with the message “Real Apple” & “Active People”.

In other words the packaging positions the Brand as “Real Apple for Active People”.

Additionally, the Sun behind the Real & Active logos connotes “morning”, reinforced by the Yellow-Orange, the hues of Morning, on the Packaging. By connoting “Morning” and associating that with the Product, the brand becomes an energizing, healthy, pure, Apple juice for breakfast/snack.

Motion

Health & Freshness

Positive & Approachable

Energy & Activity

Real & Trustworthy

Positioning: Real Apple for Active People

Time of Day

Consumption

Minute maid

The Minute Maid logo takes a central position on the Pack allowing the Brand Name a seat of Authority and to exercise the effect of the Equity it has built over years. The dark unmistakable logo is in stark contrast with the softer, feminine tone of the rest of the Pack. The colour Black visually signifies what the text “PREMIUM” expresses. The Packaging mimics nature in the arrangement of the all other elements. The green leaves on top bright Oranges at the bottom with its petiole.Number of leaves are arranged around the green cap visually equates the hole pack with a node of an Orange tree with leaves and full grown Oranges. The brand “Minute Maid” authenticates the naturalness and I turn naturalness informs the Brand with its associated evocations of purity, freshness, taste and originality. The caption “100% PURE SQUEEZED ORANGE JUICE” provides codes to read the visual text: Pure, 100%, Juice and ‘SQUEEZED’.‘Squeezed’ acts as an anchorage and serves to stabilise the possible meanings by metalingually cueing in relevant code as a frame for interpretation.

The slice Orange with its tiny drop of juice shows us what to expect from the pack. The tiny drop of juice symbolizes what need it can fulfil: that of thirst.

Brand = AuthorityEquity Transferred to

Product

Premium

Nature/ Naturalness

Exchanges of Meaning: Building Brand

through Packaging

Positioning: Pure, 100%, Juice and ‘SQUEEZED’.

Need Evocation

Tropicana

The Packaging mimics nature in the arrangement of its elements: the green leaves with its petiole. The design provides dimensionality to the pack. The grapes hang downward and the petiole emerges from the background towards the viewer. The grapes are somewhere in between the viewer (you) and the depth whence the petiole emerges. The grapes almost come out of the pack. The grapes are presented to you. And who presents the grapes ? The brand Tropicana. The name “Tropicana” with its green colour and a leaf on “i” already signifies TROPICAL NATURE. The brand intelligently equates itself with nature. Therefore “100% Grape Juice” is offered to you by Tropicana, by Nature.

Nature/ Naturalness

The act of Offering

Positioning: 100% Grape Juice

Depth/ Dimensionality

Kdd

The red “KDD” logo and product description “Mixed Fruit” encloses the assortment of fruits. Both the logo and the description is on a higher plain qualifying what lies in the background, i.e. that fruits. The shape of “KDD” logo signifies a leaf and thereby adds a degree of naturalness to it. The fruit composition promises the viewer the taste and experience of consuming a sumptuous variety of fruits.

Naturalness

Branding acts as a Qualifier

Promise of taste and a sumptuous variety

of fruits

The shape of “KDD” logo signifies a leaf and thereby adds a degree of naturalness to it.

Higher weight to “APPLE” and much

lower weight to “Juice” effectively connotes pure Apple. The sprinkles of connotes

freshness. A bunch of Apples hanging downward along with the description “Apple” informs the

packaging with a singular thought, that it is APPLE.

The brand name “KDD” struggles to manage its existence in the midst of the strong singular communication. “KDD” does not participate in the process of creating meaning. Rather “KDD”

intrudes in the space where the remaining signifiers create the following: “It is Apple and it is Pure Apple juice, 100%.”

With time, “KDD”, may inherit the meanings from other signifiers and represent “Apple”.

Naturalness + it is APPLE

Positioning: Pure Apple juice, 100%.”

The shape of “KDD” logo signifies a leaf and thereby adds a degree of naturalness to it. There is one singular thought: Mango. The fruit takes almost all the space on packaging and thereby establishes that it is Mango. The brand name “KDD” is equated with Mango by its position and alignment with the description “Mango” and the image of Mango.

Mango

KDD = Mango

Thank You