The war in Iran isn’t just draining the economy, it’s starting to drain color from products. Supply chain disruption related to the ongoing conflict in the Middle East and the closure of the Strait of Hormuz, a key maritime route for global trade, has limited access to some of the ingredients used for packaging inks. With brand colors, such as the red used for the lightly salted potato chips’ packaging or the yellow and green used for seaweed chips, as collateral damage of the conflict, the Japanese snack company Calbee has decided to go black-and-white.
Calbee Inc., one of Japan’s largest and most recognized food and confectionery companies, exports its products to countries such as the United States, China and Australia. Faced with this branding and packaging dilemma, the brand decided to turn the crisis into a narrative of commitment and adaptation, demonstrating that even in complex situations brands can maintain consistency, continuity, and connection with the consumer, becoming an example of “resilience marketing.”
The company has reported that, as of May 25, changes will be reflected in the packaging of 14 products. The company has issued a statement saying that “this measure aims to help maintain a stable supply of products.” Rather than stopping production, Calbee has decided to continue production with black and white packaging. The decision also shows how packaging is more than a visual element. It is a communication tool capable of transmitting transparency, context, and closeness without the need for major campaigns.
Finally, as consumers will no longer be able to identify their favorite flavors solely based on the color of the packaging, a new gray scale is being designed to more prominently feature the labels and written descriptions.
Sources:
Calbee
YouTube / 日テレNEWS NNN
Tomilli provides global content about trends, innovation, and marketing.
