Packaging matters. It’s not just what’s inside that sells, because it’s not the first thing you see or experience. Across the e-liquid industry, brands are finding enterprising ways to swap the standard glass bottle and cardboard box for something that makes them stand out while also sometimes adding to their brand story.
A good brand idea alone can only do so much. To reach the consumer a brand must translate that idea to the shelf and the label.
Andrew Mansfield, technical sales director at CS Labels, knows appearance is a priority. “I’m old enough to have known Nokia in its heyday,” says Mansfield. “The directors would say people will buy Nokia phones because they’re pleasing to the eye and people want to buy it when they go into the shop. The vaping industry has that same challenge.
“When someone walks in through the door and they see the number of e-liquids on the shelf, you’ve got to have that standout product that makes that customer want to buy it – and that starts with the label.”