One shape fits all? Exploring how standardised packaging influences brand heritage and consumer perception

ABSTRACT: There is an increasing need to understand how rising environmental pressures and the EU’s PPWR (Packaging and Packaging Waste Regulations), which requires more sustainable and standardised packaging, affect brand identity. This paper evaluates how standardisation alters brand recognition and the extent to which visual and verbal cues can preserve brand identity and heritage. Mixed-method case studies show that coherent cues can maintain authenticity, brand meaning, and consumer acceptance emphasising the importance for brands seeking to balance sustainability with consumer perception.