The Curious Packing of Licious Meat!
My family has been a fish freak family as we hail from Kerala where fish happens to be cheaper than vegetables. Ever since the pandemic has hit we have been ordering fish and meat from online through various online apps and local shops. The other day my brother ordered fish from the Licious app for the first time and what got delivered was beyond my expectations from a meat delivery startup.
The delivery package was one of the best-designed things I had seen in online shopping. Even some of the gift packing that online shopping stores do didn’t come close. Right from the paper bag to the actual cardboard box, everything was designed to perfection. What caught my eye was the caricature of one of the customers on the cardboard box with a quote about their favorite order. It was so creative that I didn’t feel like throwing away the box and immediately clicked a snap of it.
I remember how local fish and chicken shops would pack the meat or even eggs in black polythene bags and would hand it over to my mom who would secretly make a way back home to avoid our neighbour’s displeasing look(they were vegetarians!!). With this innovative packing of Licious, you could avoid looks of the people who make you feel like you are committing a sin by eating the stuff you are carrying in your polythene bag. The taboo associated with meat-eating certainly has a role to play in how we perceive and make changes to our business so that we could leverage from the same. Licious seems to do this just the right way. The whole package with the paper bag and the sharply designed box should be adopted by many in the industry to bring a positive customer experience.
Being a marketing enthusiast I have always been curious about ways a brand can differentiate in the market. And it seems Licious has figured many ways to do the same. The brand’s promise of fresh from the farm definitely can be seen in the quality of meat that it delivers to your platter. And the whole creative packing adds cherry to the cake. Licious does nothing more than delivering fresh meat at your doorstep but the way it does it is where all the difference lies.
