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Essay Example on the Welch's Grape Juice Packaging

3 pages
687 words
University of California, Santa Barbara
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Welch's grape juice is a product that has faced the tests of time as it has been in existence for decades. The primary factor that has facilitated the success of the company is its endeavor to maintain its brand, through the proper packaging of its grape juice. In fact, according to Fredrik et al. customers can identify themselves with a product mainly due to its quality. Proper attractively packaged juices, such as the Welch's Grape juice attracts an undecided consumer towards the juice, hence making them purchase the product.

In fact, there has been an evolutionary shift, in the packaging design, of the product especially during the mid-20th century and more so during the 1950s. In this context, the packaging of the Welchs grape juice at that time was to make sure that it was not limited to a specific gender or age group. Hence, it is the reason why the Welch Grape Juice over time experienced changes in packaging that reflected different typographies, colors, composition and graphical designs.

It is also imperative to keep in mind that there is a relationship between packing design and branding. In as much as the two terms are coherent with each other, it is vital to ensure that the model applied in the packaging of the product does not dilute the brand name as well as reduce the number of loyal customers. Inherently all of Welchs package designs have always been consistent with the packaging designs of the 1950s with slight modifications that still maintained its originality. The box designs are consumer friendly with a purple color all around its rectangular structure. This packaging design especially its purple color is design to target young consumers who are mostly children.

Figure 2. An Illustration of the Welch Grape Juice Packaging in the 1950s by Doodyville Circus (1950)

The company aligned the consumers' interests in the 1950s as clients appreciated juice products from farm produce. As a result, the picture of the purple grapes stuck on the design. Besides, the company would use a tin, which was extensively advertised using comic characters that signified increased energy upon consumption of the Welch grape juice.

Figure 2. An Illustration of a 1951 ad of the Welch Grape Juice by Emisanboo (1951)

Thibaut et al. pointed that the packaging of a product should not leave out vital information. The vital information includes the ingredients used such as the primary fruit as well as the nutritional value of the product. In fact, the main aim is not only to attract a new buyer but also to retain its position as one of the best, grape brands in the region. Good packaging also allows a faster decision-making approach for the undecided customers.

The Welch's Grape juice also paid consideration to other factors that are organizational based and which if not analyzed would have resulted in the firm's failure. An impressive packaging does not mean that the product should not be able to be transported for long distances. In this context, the company came up with a tin packaging stratagem, which directly benefited the company through ease of its transportation. The use of grapes on the packaging creates the healthy feeling among consumers who are now able to relate the grape juice to the actual grapes on a farm. Therefore the company's packaging strategy since the 1950s has been to ensure richness of color, the simplicity of the title of the product as well as maintaining recognition as one of the high-quality brands in the regions.



Cagnon, Thibaut, Aurore Mery, Pascale Chalier, Carole Guillaume, and Nathalie Gontard. "Fresh food packaging design: a requirement driven approach applied to strawberries and agro-based materials." Innovative Food Science & Emerging Technologies 20 (2013): 288-298.

Doodyville Circus. Howdy Doody Doodyville Circus Welch's Grape Juice. 1950.

Emisanboo. Jack and the Grape Vine. 1951.

Wikstrom, Fredrik, Helen Williams, Karli Verghese, and Stephen Clune. "The influence of packaging attributes on consumer behavior in a food-packaging life cycle assessment studies-a neglected topic." Journal of Cleaner Production 73 (2014): 100-108.


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