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Shelf Impact! Anne Marie Mohan
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VIDEO: The design that pours it on!

The LiquiFlapper® closure is the ideal solution for dispensing syrups, sauces, dressings and more! Watch this video to see this product in action!

Weatherchem

Faster...from concept to consumer

Exciting new powerful packaging in metal, plastic and combinations of both are emerging faster than ever from the J.L. Clark R & D pipeline, for everything from candy to cosmetics, spices to smokeless tobacco. Get started today, with the new J.L. Clark R&D brochure. And visit East Pack, Booth #3550.

JL Clark

Gain the competitive advantage with Henkel's specialty coatings

Learn how our sustainable specialty effects will bring your packaging ideas to life

Henkel Corporation

Gilbreth packaging takes shrink in a whole new direction

Gilbreth

DuPont packaging exchange focuses on improving sustainability and reducing waste

June 13, 2011
10 to 11 a.m., EDT

Speakers/Topics: Bob Lilienfeld of "The Use Less Stuff Report"-The sustainable packaging paradox; Peter Clarke, CEO-Product Ventures-the future of package design and its challenges.

23rd DuPont Packaging Award winners will also be announced.

DuPont

Shelf Impact! Advisory Board

Our packaging experts help shape the content and provide independent analysis.

May 13, 2011
In This Issue

thumb Five lessons for building great packaging

As consumers become savvier shoppers, marketers need to communicate their brands' key selling benefits differently.

thumbPackage Gallery

Survey: Great graphics and structure critical, but not always enough

By Eric Zeitoun, Dragon Rouge

As has been identified in the past several years, there is a strong correlation between how packaging structure and graphic innovation can lead to perceived product concept innovation. Conversely, materials and production are capable of dragging down the perception of a product, even with respectable graphic and structural attributes, as this second quarter survey shows.
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The new Shelf Impact!/Dragon Rouge survey of innovative packaging awarded products that looked, felt, and communicated the part, including a paper bottle that is worth much more than its weight, a battery pack that comfortably seats six, and a resealable bottle of wine…that's in a can. The results also remind us of the perceived value of sustainability and more specifically, the resealable package, a quality shared by our three top-rated packaging innovations. An image and brief description of each of the 15 packages reviewed in the second quarter is available.

Structure + graphics = perceived innovation

With a composite score ranging from 3.76 to 3.85 on a five-point scale, the three packaging innovations that led our second quarterly report are Seventh Generation's "paper bottle" for liquid laundry detergent, JT Wines' FLASQ wine in a bottle can, and Contour Energy Systems' green battery pack. All three scored at the top in both structure and graphics.

Seventh Generation has always been a champion for progressive, sustainable household products but they have taken it to the next level with the introduction of the "paper bottle" laundry detergent package. To launch its 4X concentrated formula, the company is marketing detergent in a low-density polyethylene bag enclosed in bottles made of a board-stock shell. Using paper for much of the container results in a 66% reduction in plastic use per bottle, compared with most other 100-oz laundry detergent bottles. Inside the bag is a resealable LPDE spout, and the cap is polypropylene. The package is designed for easy disassembly for recycling. All of these structural attributes are aided by a graphic design that communicates the capabilities and value of the product without overstating them. The structure might sound complicated, but this product makes sustainability feel simple.

We continue to see imaginative structural innovation with FLASQ Wines in aluminum bottle cans. JT Wines, St. Helena, CA, believes it is the first company in the U.S. to launch a wine brand in such an aluminum bottle. The 375-mL aluminum bottles are resealable and designed to meet the convenience needs of wine enthusiasts who lead active lifestyles. These quick-chilling and shatterproof "bottle cans" of wine, provide a new avenue for wine sales. FLASQ extends wine's consumption to a variety of new possibilities, including ball games and concerts where glass is prohibited. The name FLASQ draws a charming association with the intended use of the product, and while almost everything about the pack is futuristic, an outline of a classic wine bottle curving around the logo connects the old with the new.

Just when you thought you had seen every packaging structure for batteries, Contour Energy Systems managed to pack six batteries into a pack that is green in its color as well as its environmental impact. This new blister pack, created for batteries for home theater 3D-TV glasses, uses an eye-catching "stadium seating" design, and allows for 100% resealability and recyclability. In contrast to the linear presentation of most battery packs, the six lithium coin-cell batteries are arranged to provide the duel benefit of adequate room on the graphics card, effectively marketing the brand and its benefits.

Negative materials, production impact perception

Negative response to materials and production are a drag on perceived innovation Our three lowest scores were attributed to packages that, regardless of average or above-average scores in structure and graphics, were dragged down by a negative perception of their materials and production.

Read the full article

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INTELLIGENCE ON DESIGN

Five lessons for building great packaging

By Rick Barrack, CCO/Partner CBX

As consumers become savvier shoppers, marketers need to communicate their brands' key selling benefits differently. Today, every box, bag, and bottle makes one or more claims, to the point where it can warrant negative publicity. Worse, it could drive angry and mistrusting consumers to tweet, rant on blogs, and-gasp-unfriend you on Facebook!

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So what's a brand to do? How can package design work to help marketers tell their brands' story, educate consumers, and stand out…in an instant? Here are five lessons learned from package design to help guide your efforts.

Lesson #1: Tell a simple, compelling story. Jaded by all the marketing claims of the past decades-everything from "sugar-free" to "fiber-rich" to "probiotic"-consumers are now seeking out more minimal design, straightforward visual cues, and honest, authentic copy. Method, with its "good for you, good for the planet" message, creates minimalist yet beautifully designed products that are not only good for the environment but also meant to be displayed in homes.

Lesson #2: Do something unexpected to grab shoppers with short attention spans. In the age of the Internet, branding messages bombard shoppers with information. They can't focus for a single minute. The days of reading package copy in the aisle are long gone; now, you really need to grab consumers at first glance. For this reason, packaging must be bold, in a refreshing, innovative way and make people say, "Wow!"

Lesson #3: Educate and entertain. In the age of the Internet, CPG companies can no longer pull the wool over consumers' eyes with inflated, and even false, packaging claims. In addition to possibly losing sales, you also can find yourself in trouble with the Food and Drug Administration.

Lesson #4: Have a big idea. Duane Reade reinvented the expression of its private-label brands' new positioning, "New York Living Made Easy," and the result was approach that would get even the most cynical New Yorkers to sit up and take notice. The creative team looked at every uniquely New York experience and then incorporated these experiences into the package designs.

Lesson #5: Make the every day special. Our days are monotonous enough. Why not do something special for consumers in the supermarket aisle? Just because a product has a particular price point doesn't mean it can't feel a little more premium.

Read full article.

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Call for entries: Greener Package competition to award innovation

Greener Package is accepting entries for its third annual awards competition, which recognizes excellence in sustainable package design. Eligible to enter are companies from anywhere in the value chain that have been involved with the commercialization of a new package that offers a notable sustainability component. Winining packages will be announced in a cover story in the August 2011 issue of Packaging World magazine. They will also be on display at Pack Expo Las Vegas 2011. Entries will be accepted until May 27, 2011. Entry forms are available on the Greener Package Website.

Package Gallery

A closer look at the newest trends in today's packaging.

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Package sells benefits of crystal-based hydration beverage

Tower Laboratories is quenching consumers' ever-growing thirst for proactive health products with YZ (pronounced "wise") All-Natural Hydravescent Crystals. Tower Laboratories is a division of Tower Brands and a manufacturer of private-label effervescent products, including denture cleaners, analgesic antacids, and bath tablets.

Seeking a way to extend its proprietary effervescent technology, Tower Laboratories turned to branding firm CBX to help innovate new product ideas. The branding team decided to focus on the category of proactive health and hydration for the application of Tower Laboratories' technology.

The YZ brand that grew out of this research includes All Natural Hydravescent Crystals, which are added to water to proactively foster good health. The line consists of three products: Immunity (Orange Mango Pineapple), Antioxidant (Raspberry Green Tea), and Digestive Health (Lemon Ginger).

The crystals contain 20 calories per serving, respond to a variety of health issues, and feature electrolytes to aid hydration.

The product comes in seven "stick" packets inside a carton. A color-coded logo and benefit bar-green for the Antioxidant packs, orange for the Immunity packs, and yellow for Digestive Health packs-make it easy to understand the benefits and clearly differentiate the products. Luscious and natural fruit photography further communicates each flavor. The brand name appears on the front of the carton inside a circular logo surrounded by bubbles to signal the product's effervescent nature. A narrative about the benefits of the bubbles runs along the side of the package.

"While there are many other water-enhancing products on the market, the effervescent bubbles in YZ are actually better, as they help to disperse ingredients quickly and evenly," says Henry McInerney, Tower Brands CEO.

YZ products are available online, at Connecticut specialty retail stores, and in health clubs and Pilates studios across the nation.

In addition, Outthink, Tower Brands' marketing firm, developed innovative ways to introduce YZ to the target audience. One involves working in conjunction with a sports nutritionist to launch a grass-roots campaign leveraging social media marketing, online sampling, and couponing.

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Design emphasizes quality

U.K. pork producer Pork Farms of Nottingham has unveiled a new brand identity and master pack design for its entire range of products. The new design runs across the company's traditional pork pies, sausage rolls, and snacks, and it emphasizes the brand's heritage as a maker of quality product. The "pastoral" look of the old packs-which featured the words "Pork Farms" against a grassy landscape and included naïf-style birds perched on top-has been abandoned for a vintage look to emphasize the quality of the products. To this end, the packs have retained their traditional "racing green" and red color scheme, but they now use a "seal of quality" device with a redrawn Pork Farms logo inside a red circle. This device runs across the entire range.

Inside the red outline of the circle are the words, "Butchers, bakers, master piemakers: Making and baking since 1931." Inside the white central area of the seal is a red striped butcher's apron as a crest, with the words "Since 1931" underneath. Below this, the Pork Farms name has been redrawn and now has a gold outline and a more angular, traditional look.

"For this redesign, we wanted to go back to our roots," says Andy Napthine, head of marketing at Pork Farms. "We know the brand is loved for its traditional values, and there's a lot of positive sentiment and nostalgia for Pork Farms' products among consumers. This new design gives us consistency across our range and really sets us apart from our competitors on shelf. Pork Farms is an established brand with a fantastic heritage and strong quality credentials, and this design reflects that completely."

Holmes & Marchant designed the new look. John Mathers, managing director at the U.K. design firm, describes it this way: "The new design for Pork Farms has created a unique look within the category that will really help it stand out on shelf. The seal device has allowed us to create consistency across the entire range. The brand has long been known for the quality of its products, and now the packaging reflects this confidence and pride in Pork Farms' heritage and role as producers of classic food."

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Simplicity differentiates Australian beer brand

For its contemporary beer brand, Vale Ale, McLaren Vale Beer Co. of South Australia uses a package design from Parallax Design that differentiates the brew from the category norm with its simplicity and modernity. Described by McLaren as a "vivacious, fruity ale with a burnished gold aura and a fine haze," Vale Ale is produced in one of Australia's premier wine regions, along with a Vale Dry variety. Notes Parallax, "To quickly get noticed, Vale Ale had to claim its own brand space immediately," which it has done with sleek single-serve bottles bearing silver and black labels with a dot-like motif and minimal typography. Silver and black twist-off caps complete the contemporary look for Vale Ale and Vale Dry, respectively. Image courtesy of Lovely Package.

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Featured Video
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Private-label smackdown: Tesco takes on name brand yogurts
Jonathan Ford, of international design agency Pearlfisher, with studios in New York and London, takes a look at cues such as color, logotype, and product photography in comparing Tesco's private-label yogurt brand with a variety of national U.K. yogurt products.
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