Ever noticed how olive oil is nearly always sold in a transparent bottle? Or how cereal brands so often rely on a mascot? These category clichés make every shelf and every search page look like the same product in different labels. When every product looks alike, shoppers have little to separate them except price, so they choose the cheapest. Brands are pushed into discounting, margins thin, and the one thing that could have set them apart, their identity, never gets the chance to work.

Brands that step away from those conventions change the equation. A pack that looks unlike its neighbours is noticed first and remembered afterwards, and it can hold a higher price because the shopper is choosing it for what it is rather than what it costs.