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Shelf Impact! Anne Marie Mohan

Solutions for the impact you want

If there’s a way to make it more striking, likeable, usable, functional, sustainable or sophisticated, the solution is at PACK EXPO Las Vegas 2011. In one trip, explore the world’s premier showcase of innovative containers, materials, printing technologies and design. Register today.

Packaging Machinery Manufacturers Institute

An introduction to extended content labels for designers, marketers, & brand owners

Your product isn't getting any larger, so, how do you maintain shelf appeal, get brand messaging across and meet regulatory requirements? For many Consumer Product Groups the answer is extended content labels (ECL). Download this white paper from Quality Assured to learn more.

Quality Assured

Twang Beer Salt rises above beer cooler chatter with new clip strip

Looking for a way to cut through all the promotional noise within the beer cooler aisle while increasing product visibility, display functionality and sales, Twang Partners LTD turned to WS Packaging to create an innovative point-of-purchase display for its line of Twang Beer Salt. WS Packaging created a fully recyclable, long service-life display strip that conveniently attaches to a beer cooler door.

WS Packaging Group Inc.

How pressure-sensitive labels are converted and printed

This video from Weber Marking Systems provides an overview of its entire pressure-sensitive label manufacturing operation, including pre-press procedures and its use of both flexographic and leading-edge digital presses to print the labels.

Weber Marking Systems

Rigid container project in the works?

New! Download this free, 50-page Rigid Container Design Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid. Whether your job involves package design or package development, download this playbook now.

Packaging World

Shelf Impact! Advisory Board

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

August 8, 2011
In This Issue

thumb Package color: the ultimate consumer persuader

Packaging is the most tangible representation of a brand.

thumbPackage Gallery

Innovation is a 360-degree approach

By Eric Zeitoun, Dragon Rouge


The new Shelf Impact!/Dragon Rouge survey of innovative packaging awarded products that looked, felt, and communicated the part: an on-the-go portable water enhancer, a "pop-able olive that is unstoppable," and retail-ready asparagus. (An image and brief description of all 15 packages included in the third-quarter survey are available.)

With a composite score ranging from 3.5 to 3.7 on a five-point scale, the three packaging innovations that led our third quarterly report are Kraft's MiO liquid water enhancer, Mario Camacho's snack-portion olives, and Gourmet Trading Company's innovative retail-ready shipper. All three scored at the top in both structure and graphics.

The nation's largest food-maker, Kraft Foods, is once again leading the charge with the development of a new beverage category—liquid water enhancers. The new MiO liquid water enhancer is packaged in a sturdy silver, droplet-shaped container, fits comfortably in the hand or pocket, and is easily opened with one hand using an integrated flip-top cap. With six fruit-flavor varieties, the line is differentiated on shelf by splashes of color on the front panel label, including a portion of the "M" in MiO. The uniqueness of the portable pod structure caters to convenience on multiple levels with graphics that are powerful yet visually organized, clearly communicating the benefits and value of controlling and customizing the amount of flavor in each sip.


The convenience and portability attribute is further emphasized with Mario Camacho's new snack-portion olives, "packed loose without the juice." The new snack-size olive portions packed in portable, single-serve, stand-up pouches were introduced last year to satisfy consumers' salty cravings with a healthy alternative. Pouch graphics include larger-than-life photography of the green or black pitted olives along with bright bands of purple, yellow, or red that distinguish the three flavor varieties. With many consumers frequently on-the-go, the new snack-size format and structure allows mess-free, portable convenience, communicating freshness through the combined use of the pouch and taste-appealing graphics.


Rounding out the top three is The Gourmet Trading Company's new asparagus retail-ready shipper. The two-piece format allows in-store personnel to easily convert the shipper into a consumer-friendly display tray that holds bunches of asparagus vertically to enhance display appeal and to keep the bottom ends in contact with a water-saturated pad. More often than not, asparagus is typically merchandised on its side; the retail-ready packaging structure and design aids in product freshness while providing a point of differentiation to the brand simply based on the vertical product positioning and display.

Innovation is only as effective as its execution

Irrespective of average or above-average scores in structure and graphics, our three lowest scores are evidence that innovation is only as effective as its execution.

Read the full article



Package color: the ultimate consumer persuader

By Ted Mininni, President, Design Force Inc.

Packaging is the most tangible representation of a brand. Consumers can touch it, pick it up, read its brand communication, and determine whether they wish to purchase the product. But first, they have to be attracted by the packaging or they won't engage with it at all.

The stakes are high; it's win or lose at the retail shelf. Studies show that when consumers shop, they make choices in as little as 20 seconds. They also ignore up to two-thirds of category products in retail environments. These statistics explain why so many products fail.


What persuades consumers to gravitate to a specific branded product in a store aisle? What is it about packaging that piques interest? Unusual structural design? Bold graphics? Contemporary lifestyle imagery? A distinctive brand identity? Chances are color attracts people first.

Ownable color

A color palette, distinctive graphics, and brand identity work synergistically and can eventually become iconic if consistently maintained. Imagine seeing a soft drink can in signature red with a white swirl, but without its brand mark of "Coca—Cola." Would people still recognize the product and immediately call the brand to mind? Surely just about everyone, the world over, would. Many brands are instantly recognized because of their signature colors. Ditto for the red-and-white Campbell's Soup can label, and for the Kraft Macaroni and Cheese blue box.

Think about Garnier Fructis' signature lime green on hair and skin care products and what it signifies to consumers about natural botanical blends. Cadbury's identifying purple is so important to the brand, the company sought to trademark it. Hot Wheels' red and yellow-flame brand mark speaks to generations of fans.

The iconic big red "K" on Kellogg's Special K brand has been leveraged on products in new categories other than cereal—how effective a brand identifier is that to loyal consumers? Tropicana's signature visual on its juice cartons—a straw plugged into a fresh orange—is an incredible mnemonic device. Consumers look for this icon among myriad choices packaged in orange and green. Ben & Jerry's multicolored visuals always point to the brand's ever-evolving ice cream flavors inside. Yet its packaging is dominated by its logo, featuring legendary chunky lettering seemingly rendered by hand within a black and yellow cartouche. This ever-hip, eco-friendly brand speaks to fans everywhere.

When a brand "owns" a strong color, it should be carried into its packaging as its calling card.

Read the full article

New holography process for packaging comes at less cost

Article provided by the International Hologram Manufacturers Association

To see what's new in the world of holography, look no further than The Cast & Cure™ process. It's one of the latest innovations in holographic technology that is especially suitable for packaging applications, offering brand leaders another decorative option to make sure their products stand out and catch the eye of busy consumers browsing the supermarket shelves. It can also offer huge savings over the use of conventional holographic laminates—up to five times more.


This technology, supplied by U.S.-based Breit Technologies, but originating from U.K. company Foiltone Ltd., is a decorative coating process that integrates "casting" and "curing" techniques to form a consistent high-quality surface that can include ultra high-gloss, matte, and holographic finishes on a variety of substrates. An ultraviolet-curable resin is applied to the substrate, and the holographic relief pattern is pressed into this from a reel of holographic film. The resin is cured under UV light while in contact with the holographic film, which is then detached and rewound.

Cast & Cure is also environmentally friendly. Using UV inks and coatings ensures there are no undesirable and harmful VOCs (Volatile Organic Compounds). It also can make packages more recyclable by eliminating the laminated metallized films used in traditional holographic processes. The most significant benefit is this is all achieved at a fraction of traditional costs.

We are already seeing how Cast & Cure's potential for applications in the decorative print market is beginning to emerge, as more and more packaging designers and suppliers realize the marketing and design benefits for incorporating product branding, as well as the anti-counterfeiting and authentication advantages.

Read the full article

Package Gallery

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

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Dairy-free butter alternative positioned as light and bright

Family (and friends) has completed a major refresh for Pure, a premium U.K. dairy-free alternative to butter from Kerry Foods. Pure contains no hydrogenated oils, artificial additives, GM ingredients, or gluten, and it has 70% less fat than butter.

Says, Kerry commissioned Family (and friends) to develop new branding, as awareness of Pure as an everyday and tasty alternative to butter was found to be very low outside of the dairy-intolerant market. Pure wanted to convey to the broader health-conscious consumer base that dairy-free leaves you feeling lighter and brighter and is not just for people with allergies or dietary problems.

The brand, now called Pure Dairy Free, has an impactful, modern-looking logo highlighting this product difference and creating a more specific recall. The new packaging has a cleaner, whiter look that better reflects Pure's qualities—a tasty spread that is also highly versatile for baking and cooking or adding a touch of extra flavor to dishes.

Alex Durbridge, creative partner at Friends (and family) says, "Communicating purity and enjoyment was key. Each product variant carries a different mouth-watering serving suggestion, emphasizing taste and culinary use to customers when confronted with the pack on shelf."

Source: Lovely Package

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Bars of gelato given a handmade, boutique feel

Design agency Substance was tasked with crafting the brand for Bar Gelato, a new gelato-on-a-stick creation from Geleteria Naia. On its Web site, Substance recalls how they were given samples of flavors like St. George Single Malt Whiskey, TCHO Chocolate, Blue Bottle Coffee, Earl Gray and Pistachio: "As we learned, gelato is made with milk (not cream) and it really lets the flavor profiles shine through, especially when the ingredients are of such high quality (sourced locally when possible, and a familiarity with the people crafting the ingredients). There's also the fact that there are only about five different ingredients in each bar, which means the key ingredient has to carry the flavor."

Starting with the brand messaging, Substance says they determined what the feel of the brand would be and the primary messaging. Once that was established, they brought in hand-drawing expert Mette Hornung Rankin from the Bureau of Betterment to help craft the visual identity. Beyond helping Substance with the logo, Rankin also helped create the visual language through fonts and colors to be implemented in packaging, the Web site, and display materials.

A quote from Rankin on reads: "The final solution was a slightly throwback feel meets sophisticated Italian soda fountain. Custom lettering for the logo was created for a handmade, crafted, boutique feel, and small, scalloped die-cut labels were chosen to allow the product quality to shine through. Many, many, many bars of gelato were eaten throughout the duration of this project."

The product is currently being sold in high-end supermarkets in California and the Western U.S.

Source: Lovely Package

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Glass 'cousin' for Indio Spirits

Indio Spirits of Portland, OR, has launched Snake River Stampede Whisky in a 1.75-L glass bottle that closely resembles an existing 750-mL Snake River Stampede Whisky bottle.

TricorBraun Design and Engineering created a new bottle that maintained the appearance of Indio's existing 750-mL bottle, and it added an improved pinch handle. The new handle is located closer to the top of the bottle, which makes it easier to pour than other whisky bottles. The width of the handle also has been made narrow, which makes it easier to use for individuals with smaller hands.

The Design and Engineering department coordinated with TricorBraun's International Division to assure Indio received precisely what it ordered. The new bottle, called the Aneas, is made with flint glass and features a bourbon neck. It has a bar-top closure.

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PET for honey relaunch

Eye-catching new bottles are behind the high-profile relaunch of Rowse Honey, a leading U.K. honey brand. Rowse Honey has used the theme of a honeycomb as the design basis for its new packaging. The custom-molded bottles therefore needed to incorporate a hexagonal pattern, as well as provide space for improved labeling with a hand-written feel. As a result, the lightweight PET squeezy bottles created by RPC Llantrisant now feature a hexagonal recess instead of the previous torpedo shape.

The range includes 340-g and 680-g bottles with flip-top caps and a 1.36-kg variant with a valve cap. The recyclable bottles are made on single-stage Aoki injection/stretch blow-molding machines.

"The bottles had to be introduced smoothly onto Rowse's filling lines without any major disruption to production," says Dean Williams, a designer at RPC Llantrisant. "All the preform tooling used for the bottles was new and custom-made to blow the Rowse shapes."

The rebranding has been supported with a peak-time U.K. television ad campaign and an enhanced online presence, which highlights the packaging. Sarah Mitchell, brand manager for Rowse Honey in Wallingford, Oxfordshire, says, "We carried out a lot of research to uncover exactly what consumers want, and this resulted in the design we have today. The clear bottles produced by RPC augment the naturalness of the honey and help make a real impact on the shelf."

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Retro label reflects vineyard's heritage

According to information on, Western Australia winemaker Harvey River Bridge Estate approached strategic marketing agency brainCELLS in early 2010 to work on a new premium cider range called Graci. Graci Premium Cider is crafted from crushed seasonal apples, pears, and grapes, "sun-kissed in the South West region of Western Australia," says Harvey River.

The packaging of the cider reflects the tradition and heritage of the Harvey orchards, which have been operating for many decades in Western Australia. The label features the 1947 red Dodge Ute which has been used to cart fruit around Harvey Fresh orchards and the Harvey River Bridge Estate vineyards since their establishment, and is still used today. The traditional look was achieved with a scraperboard illustration and a visual palette of dusty colors and vintage typefaces.

Source: Lovely Package

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Featured Video
Impact through simplicity: icons and symbols
Designers Rochelle Martyn and Lisa Simpson of Monday Collective explore how simple, well-executed icons and symbols can help a brand stand out on shelf. Examples include Honeydrop, Target's up & up, Pret, and Pom Wonderful.

Sponsored by Owens-Illinois
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