This post builds on the post from yesterday, Visualising your Functional Benefit and takes it one step further - it's about engaging the consumer through different sensorial experience.
A great example of this is Quinteassential, a premium tea brand, who seeks to ensure that "every blend is designed and blended to transport you on an imagery voyage of discovery".
And from looking at the brand's packaging, it really embodies this idea of 'discovery'.
The packaging has a visual representation of the tea blend and its associated taste and smell. According to the brand's website, "The enjoyment of flavours is about more than how it tastes as taste is a multi-sensory experience. Quinteassential’s packaging express flavours not just with words, but through a spectrum of colour and energy using ink and water unique to each blend. We commissioned Italian photographer Alberto Severino to create nine unique canvases, carefully matching colours to flavours and aromatic notes, developing a story and evoking a sense of individuality for each blend."
In addition, the packaging also includes a QR code - consumers scan this code to listen to music which reflects the blend of tea.