Packaging Innovation
brand packaging localization
July 26, 2018

How to get your food and beverage packaging ready to go global

Is your food or beverage brand well on track and ready to go global? Don’t forget to include packaging design in your market research! This article lines up four crucial factors to consider before finalizing your export strategy.

1.     The meaning of color

While color psychology in itself is a global affair, the meaning of color is not. Hence, a color that appeals to Asian target audiences, to name an example, may evoke a totally different emotional reaction in Africa and vice versa. Did you know Chinese consumers associate red with happiness and good fortune, while in South-Africa red symbolizes death and mourning?

2.     Get those labels localized

Successfully localizing food and beverage labels requires more than having them translated (preferably by a native, of course). For one, consumers living in different countries may have different expectations in terms of legibility and ingredients mentioned.

3.     Different rules and regulations

Secondly, and evidently, not all countries are subject to the same set of food label regulations. Differences in legislation may go as far as determining whether you can or must mention ‘sell by’, ‘use by’, or ‘best before’. Also, don’t forget to take shipping times into account and adjust your ‘use by’ dates accordingly. brand packaging localization Tip: some non-EU markets may require samples for testing before allowing you to go to market, so be sure to leave some room in your planning and budget just in case.

4.     Climate

Different temperatures, humidity levels and even differences in altitude – both during transportation and once the food or beverage has reached its destination – may require you to select alternative packaging materials with better barrier properties. For example, did you know a bag of potato chips that gets transported from the European lowlands by plane may explode due to the difference in air pressure? (Source: Interpack)

Inspired by Great British Food Programme