Not all stories are compelling. Some are tedious, unbelievable or just irrelevant. Sometimes the story tries to say too much, losing interest and clarity. Or worse still, the story becomes someone else’s story.

Entrepreneurial smoothie brand Innocent had a global impact on all categories simply because it told a very original story in a fresh, distinctive and resonant tone of voice, but it spawned a generation of Innocent wannabes—such as Brazil’s Do Bem and Australia’s Nudie—who tried to adopt the same tone of voice. The moment you adopt someone else’s story you weaken your own. You lose authenticity and credibility.

There are many ways to tell a story. But the best way will be your way. Yet, whole categories can become seduced and blinkered by a certain genre—whiskies love the anecdote of history while wine loves the authority of origin.

At the heart of a compelling story is a universal truth and all brand stories should focus on their fundamental truth.

Otherwise, the story simply becomes at best an entertaining distraction. And packaging design has the power to tell a story that is so much more evocative.

Aussie beer brand Tooheys Extra Dry launched its 5 Seeds cider earlier this year. Inspired by the five seeds contained in a perfect apple and the theme of Temptation, the intricate design evokes the distinctive style of illuminated lettering and tattooing and is produced as a tactile, pressure sensitive label that stands out from the crowd.

Memorable brand stories are the ones that are able to break out of the category style. But more than that, they are able to develop an overall narrative across everything they do.

It results in a story that’s not just about words or tone of voice, but is able to tell a much more holistic and coherent story.
The whole pack needs to tell the whole story—and as such draw on the full palette of graphics, typography, words, materials, shape, symbol and texture to bring that story to life in a desirable way. And, today we also expect brands to weave in the all-important sustainable sub-plot.

Yellow+Blue produces eco-friendly organic wines in recyclable Tetra Paks. The wine descriptors and factoids wrap around the eco-friendly carton and the type grows up vertically to create visual impact. The bright, block color is a welcome shock tempered by the president’s signature to add authenticity and heritage.

Y+B is a great example of storytelling at its best. It offers a completely new and distinctive visual and written narrative that is refreshingly unique and that can be adapted and grown over time as the next chapter unfolds.

And remember, a classic, intriguing, original, colorful, emotive, character-led story will always remain popular and endure over time.

From Beverage World June 15, 2010