Good Packaging Copy Flirts a Little

Packaging copy has a difficult job. It has to inform quickly, sound distinctive, and still leave room for delight. Most brands stop at flavour descriptions. But packaging is often the closest a brand gets to conversation.

While working on the new mango dessert range for FirstClub Cafe, we started inventing words like “crumbfounded,” “hmmmpressed,” and “dailycious.”

A fresh product deserves a fresh vocabulary. Especially in food, where every brand is already saying “rich,” “creamy,” and “indulgent.”

Inventing language helped the desserts feel playful, slightly excessive, and unmistakably FirstClub Cafe rather than generic supermarket packaging.

Good packaging copy gives people something to smile at while they hold the product in their hands. Just like in conversation, if you only describe what you do, people rarely remember you. The connection usually happens in a smaller, more human moment, when someone can see themselves, their humour, or their habits reflected back at them. Packaging copy can do that too.

Dailycious (adj.) The kind of delicious you want every day.

Nomable (adj) Made for repeated nomnom moments.

Crumbfounded (adj.) Leaves you speechless. And without a crumb.

Hmmmpressed (adj.) So impressive, it leaves you going" “hmmmmmmm” after every bite.

Hawwwstruck (adj.) So delicious that you forget to close your mouth.

Happetizing (adj.) Food that makes you happy even before the first bite.