Feel Something or Be Forgotten: Emotive Brands Win the Day
In today’s saturated consumer goods market, it’s not the best product that wins, it’s the one that makes people feel something. Emotional branding isn’t a luxury anymore. It’s a survival skill.
At CIULLA ASSOC, we specialize in building emotionally charged brands that don’t just sit on a shelf. They spark connection, inspiration, loyalty and sales. Because today’s consumers aren’t just buying drinks, shampoo, snacks, or supplements. They’re buying identity, aspiration, comfort, and belonging, often in less than three seconds.
Why Emotional Branding Matters
Packaging is your brand’s first handshake with the consumer, and it happens fast. Studies show the average shopper makes a buying decision in under 7 seconds.
If your brand’s packaging doesn’t spark an immediate emotional reaction, it’s invisible. Here are some quick facts:
70% of emotionally engaged consumers spend up to twice as much on brands they feel connected to (Capgemini Research).
Emotional response has 3x more impact on purchasing intent than rational messaging alone (Journal of Consumer Research).
Brands that connect emotionally with consumers outperform their competitors by 85% in sales growth (Motista Research).
Real-World Packaging That Hits Hard and Wins Big
OLIPOP: Tapping into 90’s nostalgia with pastel palettes and playful typography, OLIPOP feels fresh yet familiar. In under seven years, they’ve grown to a $1.85 Billion valuation, dominating the functional soda space. The 2018 rebrand, that shifted the packaging message from a functional “sparkling digestive tonic” to a retro flavor-driven design has dramatically shifted the paradigm for the brand.
Clevr Blends: With earthy, ritual-inspired packaging, Clevr taps into the emotional narrative of self-care and empowerment. Their superfood lattes became a cult hit, especially after an investment from Meghan Markle — driving massive awareness and exponential sales growth.
Poppi: Poppi’s bold, bubbly packaging with vibrant colors and simple fruit illustrations taps directly into youthful energy and wellness optimism. Since 2020, Poppi’s revenue has skyrocketed, and have recently been acquired by PepsiCo for nearly $2 Billion.
Graza: This squeezable olive oil brand took an ultra-casual, accessible tone with bright green bottles and witty messaging. Graza’s design broke category norms, making premium olive oil feel fun, leading to sellout launches and growing national retail distribution within months.
Tapping into emotions helps brands tell a bigger story beyond the product and allow consumers to see themselves in the brands they engage with. They make consumers feel good about the product, and about themselves.
Our Formula for Building Emotionally Powerful CPG Brands
At CIULLA ASSOC, emotional resonance isn’t an afterthought. It’s engineered into every brand identity, package design, and customer touchpoint.
Emotional Intelligence Mapping: We decode the emotional landscape of your consumer; nostalgia, rebellion, trust, aspiration and build a design strategy around it.
Narrative-Driven Design: Every visual and verbal element ladders into a clear, emotionally charged story consumers can feel immediately.
Packaging Built for the Real-World: We design for shelf impact, scroll-stopping moments, and memory — because in a world of snap decisions, emotional branding wins.
CPG Branding in 2025 and Beyond: Feel or Fail
Consumers today expect more. They want to see themselves, their dreams, their values, their emotional needs reflected back through the brands they choose. If your packaging isn’t making them feel something instantly, you're being left behind by brands that do.
At CIULLA ASSOC, we build brands people don’t just notice…they love.