Imagine if your branded merch could talk. What stories would it tell and would your target audience be happy to repeat them?

Summary: 

• Your promotional merchandise can tell a story without making a sound
• Consumers are increasingly interested in the back story of their products
• Creative concepts tell better stories and result in more memorable campaigns

If merch could talk, it might recount its journey from a sustainable cotton farm, or its transition from a plastic bottle left on a beach to a trendy backpack. It might recount a memorable moment in sporting history, or tell the tale of someone’s life-changing new job.

When we work on new campaigns with clients, we think about the story behind the merch as well as the visual and logistical components of the brief.

From t-shirts to striking new ideas, here are our thoughts about creating promotional merchandise that has a story to tell:

It’s never ‘just’ a piece of merch

Let’s look at t-shirts as an example:

Put a t-shirt on and it will immediately tell other people about who you are and how you want to be perceived (whether you like it or not).

A logo on a t-shirt tells a story about the wearer; perhaps it’s where they go on holiday, what kind of music they like or where they work out. If you are investing in a promotional shirt, make sure the wearer will be proud that your logo is part of their own story.

Colour and logo design come into play when you’re designing a branded t-shirt, but think about quality and fabric as well. A shirt will be worn for many years if it’s comfortable and looks good. It can also tell a story of being made from cotton instead of polyester and being better for the planet. If you go down this road, include a note on the label or with the packaging so the end user knows their product is different and special.

A branded shirt or other piece of clothing is a walking billboard. If you’re going to invest, put time and effort into the message it will share.

Give your customers a story to tell

Merch has so much more impact if there is a talking point.

For example, portable branded speakers from Rupt have a shell that is 100% plastic-free and packaging that turns into a desk organiser, leaving the recipient with zero waste.

Anything with genuine ‘eco-cred’ gets people talking so tell the story and back it up in the content you create to promote your brand. You can do this with the label or include a QR code that opens to a web page.

There are so many conversion-starter products we can recommend, from washable paper bags to bottles made from recycled plastic.

Double your reach

Tell your story and someone else’s.

Brand collabs and partnerships are a smart way to double your audience. Snack brands do this really well, coming up with new flavours(Donut flavoured Twisties, anyone?).

We also love this (very) niche idea of a Twistie-scented candle.

If your brand has licence to be creative and fun, or if you can find a way to amplify your story by combining it with someone else, launching products together can be a great way to be noticed.

You don’t necessarily have to collab with another brand. Combining with an artist gives you a story to tell as well. Absolute Vodka from Sweden is famous for its artistic advertising campaigns and for its long history of collaboration with artists. Andy Warhol, Ed Ruscha, Romero Britto, Kenny Scharf, Hank Williams, and Keith Harring are a few big names who created original works of art featuring the iconic bottle.

Don’t be afraid to create merch or packaging that stands out. Depending on your brand, and your target audience, you can be brave with your designs and messages. Vibrant colours, unique graphics and witty slogans can capture attention and make your products speak for you.

Collab case study

In 2021, Inck launched Mulga Edition Nozzle heads, a pair of colourful head-shaped koala nozzle heads for their Winesmith’s special edition Rosé and Cabernet Sauvignon wine boxes 🐨🍷.

With artwork for both the packaging and the Koala nozzle head signed by  Australian street artist Mulga, the winery added to the story by partnering up with the Australian Koala Foundation (AKF) and donating $1 from every pack sold to Quinlans, a research and conservation centre based in Queensland.

This bright packaging makes you stop and take notice, and immediately wonder what the story is behind it.

A clever and comprehensive strategy and the decision to combine two things Australians love (koalas and wine 🐨🍷) gave this campaign maximum impact.

Say that again?

If your merch could talk, it should tell a story of creativity, quality and thoughtful strategy. It would boast about its sustainable materials, bold designs and how excited the owner is to have it. It will tell your brand’s story and create new ones for the owner to share.

Next time you think about creating branded merchandise, remember to give it a voice.

Talk to Inck. We’ll come up with a concept that speaks for you.