Package Communication

Abstract

Today's private label products are not as in the past and trying to compete with the national brands. They generate a significant threat through the premiumness packaging for them. In this context, eight food products from the brand Harras, which belongs to File Market, have been analyzed in terms of premiumness perception. To this end, a premiumness filter has been generated through the literature and these products selected based on it. After conducting a focus group, the findings show that the factors such as black and gold colors, thin, upright and minimalistic design, durable and soft materials, differentiation and authenticity via reflecting the intrinsic value of the products generate a premiumness perception. Moreover, other factors such as bright red color of tea, transparent window, and the usability of the package after the consumption under the new dimension “culture” are also found the factors that evoke a premium image.