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Vantablack – who’s got the blackest brand on shelf?

In fact, Vantablack is blacker than anything else on earth.
It’s the blackest black stuff there is.


I read an article recently about Vantablack and thought

“Imagine how our clients’ brand-mark would kick out off that! Imagine the contrast on shelf….imagine!”


Image courtesy of Surrey NanoSystems.

" The world's blackest material makes NASA's ultra-black paint look like it’s not even black "


We’re always tasked with the challenge making packaging ‘pop’ on shelf. In a cluttered retail world brands have to work harder than ever to get noticed. Any advantage can be the difference between success and failure.


So how long before we see Vantablack coated packaging that looks like a black hole on shelves with distinctive, disruptive branding shining from within? The answer is that it’s already happening with Lynx producing a one-off Lynx Black can.


Companies often overlook the attributes of packaging beyond logos and photos that could be leveraged to make it POP on shelf. Packaging materials can have a profound impact. It’s all too easy to overlook these fundamentals.


A brand has to jump out at me, wake me up, tell its story instantly. All that, whilst evoking something that makes it desirable.


Maybe it just needs more imagination.
Maybe more brands should look for their Vantablack.


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