Blog : Scratch

The Power of the Box

The Power of the Box

Packaging has power – enormous power – over what we buy. The fashions we wear express who we are. Packaging does that for products. We identify with a product because we believe that it does for us what we wish it to do. And as any brand manager will tell you, we buy the ‘brand promise’ and the package carries a lot of that promise.

It’s all about emotions. How does the brand make us feel, is what matters. Our first impressions, whether about products or people, are strong and quick. In many cases, packaging is the main influencer.

We also feel that we must finally start seriously caring about the environmental impact of unnecessary and eco-unfriendly packaging. Designers, manufacturers, retailers and consumers are the ones that can influence what happens in the packaging world.

Packaging manufacturers will follow and start making whatever the market wants to buy. Ideally, of course, manufacturers of packaging should also invest more in developing eco-friendly options, but if unfriendly options keep selling well, why would they change? Our daily behaviour proves that branding and packaging are important. There is nothing inherently wrong with that. But there is a bigger picture and it includes the inconvenient truth that much of packaging still ends up in garbage, in landfills or in the oceans.

The challenge is to keep the cool, the impact, the fun and the practical function of packaging, but to do it in a way that doesn’t do any damage.

– Victoria

We Heart the Hutt

We Heart the Hutt

James our Head Scratcher and Creative Director moved the Scratch Office from the city to Jackson Street a little over 2 years ago. We love being out this way, so thought it would be fitting to share the love and highlight a few of our favourite spots. The environment out here is certainly different to that of Cuba St and Lambton Quay, and we’re all continually stumbling upon little gems of places to eat, shop and hang out.

It’s no secret that Maranui’s new venture The Sea Shore Cabaret was a major talking point when it opened on the Esplanade in May, but there are also a bunch of smaller, lesser known places that we reckon are worth shouting about.

In true Scratch style, the following 3 finds are all food related! These are only a few from the large list of places the team has accumulated over many lunch breaks – all of which are worth driving out from town to check out…

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