rp Reacts: Chaos Packaging

Unconventional product packaging can be a great differentiator—but how off-the-wall is too off-the-wall? “Chaos packaging” is a trend where items are being sold in containers and styles typically reserved for specific products in another category, like an electrolyte drink that looks like soap or perfume that looks like glass cleaner. Here’s our team's take on whether this idea is refreshingly fun or pushes the limits a bit too far. 
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Nope, Nope, Nope

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It's a cute idea that I like for photos, but it's an awful idea that I hate for reality. Visual cues are super important for low-level tasks that we don't want to spend brain power on, like reaching for the can of pepper in the cupboard. If there's suddenly a can of honey designed to look like pepper, you've got to actually expend energy looking carefully and thinking about what you're grabbing.

- Sterling Crawford, IT Operations Manager
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This stresses me out more than I know how to describe, although the soap pump for electrolytes is cute and seems practical.

- Sara Keyes, Senior Project Manager 

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A Maybe for Some Products

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I think the chaos packaging is fun for certain items. A soda can for gravy is fine, not really harmful. Sprayer bottle for perfume? I'd buy it if it smelled nice (though it would look stupid on my bathroom counter). But the tallboy can for a surface cleaner? You’re just asking for a lawsuit.

- Spencer Watson, Senior Graphic Designer
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I think it has more potential to cause real confusion than surprise and delight. Could be wrong, but people/life moves fast, and sometimes they don’t stop to actually look at stuff. Buying the wrong thing could be annoying.

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BUT, I’ve seen brands like Graza olive oil move to tallboy cans as a refill option. Less plastic, better world. That’s a bit chaotic and unexpected, but not dangerous or confusing.

- Drew Beamer, Creative Director
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I’m a sucker for non-status quo-y things, so immediately I am drawn to this class of packaging. Pretty sure this stems from the gum aisle as a kid, being attracted to things like pouches of Big League Chew and rolls of Bubble Tape. Both icons of the gum aisle but far from the classic stick in a pack—and their unconventional packaging directly supported and obviously enhanced their brands. 

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The Happy Coffee brand, while non-status quo-y, is probably the one that triggers me the most because it doesn’t do too much to enhance the idea of coffee or the fact it’s supposed to be “happy.” I am actually the opposite of happy looking at it, especially when I realize it’s coffee. I’m imagining the coffee tasting like CVS bandaids, sterile gloves, and stainless steel. Hard pass. A honey can though? Sign me up!
- Matt Reed, Creative Technologist

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Soooo many people and brands fighting for attention.

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I wonder how much of the trend is a product of overly saturated social media platforms? If your brand manages to get a social media impression on me, you have what, a fraction of a second to make me pause? Causing some dissonance with your product package should help your chances. Bonus! If your package is memorable, well, I’ll remember it. Maybe be more likely to share it, talk about it, etc., etc.

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Not sure how I feel about it. But I understand it.

- Ryan Dunlap, Creative Operations Creative Director

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