‘Serve chilled’ is one of those classic bits of copy that perfectly represents the many wasted opportunities in packaging design today. Apart from stating the obvious (who doesn’t want their fresh juice chilled?), it doesn’t do much. It takes up precious space, without adding anything to the customer’s experience – there is no storytelling.

It’s hard to prioritise storytelling when packaging is often seen as just a practical vessel that needs to showcase mandatory claims and calls to action; or when it is designed as a mere afterthought to brand strategy and identity.

But in a world where most people’s first interactions with products are online, it is fast becoming the most valuable tool for creating meaningful connections with your audience. Packaging can strengthen people’s bond with a brand. If done right, it represents a distinct step in the brand-consumer relationship – it needs to work hard to create an emotional connection, and storytelling is the perfect way to get there.