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Shelf Impact! Marie Mohan

SmartCycle® films for food packaging

Learn how SmartCycle® films—with various guaranteed levels of post-consumer recycled plastic bottle content—can help you build long-term brand value and move you towards your sustainable packaging goals.

Klöckner Pentaplast

Berlin Packaging:
America's premier hybrid packaging supplier

Berlin Packaging is North America's premier supplier of plastic, glass, and metal containers and closures. Berlin Packaging's mission is to improve our customers' net income.

Berlin Packaging

Safety and shelf impact for household chemical packages

For indoor, outdoor, dry and liquid household chemicals, Weatherchem's Flapper® and LiquiFlapper® closures stand out on the shelf and offer controlled, convenient dispensing for consumers. No spilling, no glugging and no mess with an audible snap that ensures the product is safely closed.


On-Pack environmental messaging adds value

Research shows that consumers consider environmental impact in their purchase decisions. Adding consumer-tested, on-pack environmental messaging to beverage cartons can: Increase brand loyalty, positively influence brand opinion and promote trial of new brands.

Evergreen Packaging

Free Kit: Find out more about your innovation options

Fort Dearborn offers a variety of options to support your packaging related innovation efforts. The kit also contains various label samples highlighting innovative ink, coating and substrate examples.

Fort Dearborn Company

Shelf Impact! Advisory Board

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

May 24, 2012
In This Issue


Great package design is a core brand value

thumbPackage Gallery

Innovation Survey: Food packaging with a purpose

By Eric Zeitoun, President, Dragon Rouge USA

Food packaging is the focus of the Shelf Impact!/Dragon Rouge survey of innovative package design for the second quarter of 2012. With composite scores ranging from 3.7 to 3.9 on a five-point scale, the leading innovations selected by survey respondents included Orville Redenbacher's Popcorn Pop Up Bowl, Heinz's new format for ketchup—the Dip & Squeeze—and Philadelphia Cream Cheese's new bakery-pack packaging. Interestingly, all three scored exceptionally well in relation to conceptual idea, structure, graphics, and materials.

The highest overall composite score, as well as the highest scores in concept, structure, and graphics, goes to Heinz's new format for ketchup, the Dip & Squeeze. The traditional ketchup packet has been around for 40 years, yet many consumers struggle to open it or skip it altogether to avoid the mess. As the name promises, the Dip & Squeeze allows ketchup to either be squeezed from one end, or the lid can be peeled back for dipping. Addressing unmet consumer needs, the Dip & Squeeze clearly differentiates the product in a commodity category.

Containing three times the amount of ketchup found in traditional packets, the red bottle-shaped package has a tear feature with a laser score at the top for easy opening and squeezing. It is convenient, easy to open, easy to use, less messy, and simple.

Convenience and ease of product use are also key points of differentiation for Philadelphia Cream Cheese's new packaging in the South American marketplace. Based on prior success in the baked goods market, Kraft has incorporated an easy-open/reclose feature to the package. The ability to "reseal" the product improves convenience and freshness over the current flow-wrap package. The package also provides a superior value for product billboarding, with the metallized overwrap highlighting the bright color graphics and text. Finally, the product is still recognizable as the cream cheese in the foil within the box.

Read the full article



Great package design is a core brand value

By Ted Mininni, President, Design Force, Inc.

There are plenty of examples of adequate package design. Good design helps to establish brands and sell consumer products. It dutifully positions the brand identity and employs color, graphics, and imagery. Good package design isn't disruptive; it doesn't take chances and basically blends into its product category.

If a brand is packaged in a similar manner to every other category brand, why should the consumer be loyal to it? It doesn't appear to offer any additional value. If the budget is tight, the consumer may think, "I'm familiar with this brand and like it, but I'll try another one that's cheaper." Why? There's little perceived difference. On the other hand, consumers expect to pay more for innovatively designed products and great packaging because there is more perceived value. They're far more likely to reflect, "I'll cut back elsewhere, but I have to have this product." Isn't brand loyalty a wonderful thing?

Consider strong consumer brands that have become category leaders due to their grasp that design is core value in consumer product brands. Rarely do we see innovative, category-leading brands that don't place high value on package design.
After all, shouldn't products featuring great design appear in packaging of equally great design? If they don't, isn't a mixed message being sent to consumers?

Every component of packaging should be considered before any package revitalization takes place. Which aspects of your packaging can be elevated to bring the brand from good to great?

  • Structure. What is the brand all about at its core? How can package structure leverage those assets? There’s a good reason why Diet Coke is being repackaged in slim cans and Campbell Soup’s V-8 V Fusion Sparkling drinks will debut in slim cans this year.
  • Shelf impact. Method knows how to make a statement. Disney’s iconic Mickey and Minnie Mouse-licensed foaming hand soap for kids in black recyclable plastic packaging pops on the retail shelf. Will kids notice anything else in the category when they spot the famous silhouetted Mickey Mouse ears? Unlikely.

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Web-based tool brings order to SKU proliferation

By Pat Reynolds, VP/Editor, Packaging World

Specializing in servicing the luxury hotel and resort market, Indianapolis-based Gilchrist & Soames® provides cosmetic-grade toiletry collections to world-class hotels, resorts, cruise lines, spas, inns, and bed and breakfast establishments.

Offering a vast range of products, including shampoo, conditioner, body lotion, shower gel, dental rinse, bath salts, bar soaps, and necessities, Gilchrist & Soames has thousands of product SKUs to manage, from a design, development, formulation, manufacturing, quality assurance, and distribution standpoint.

"One of the biggest challenges we face as a company is the ability to manage the art files for the thousands of different SKUs," says Christina Mavity, director, quality assurance and technical services for Gilchrist & Soames.

With a multitude of SKUs comes different product weights, measurements, ingredients, material types, and graphics. Looking for an easier way to streamline and simplify the label development and production process, Gilchrist & Soames turned to WS Packaging Group and its WebFlex™ online ordering, proofing, and graphics asset management system. Gilchrist & Soames has partnered with WS Packaging to develop and print the labels for the majority of its personal care product lines, and the impact has been profound, notes Mavity.

Read the full article

Package Gallery

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

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Wine-label design is a family affair

A graceful, stylized tree sketched in gold, encircled by five bird silhouettes in various states of flight and rest is the symbolic representation of the Grassini family tree, used for Grassini Family Vineyards' new wine label design by Duffy & Partners. Since its inception, packaging for Grassini's wines has emphasized the company's strong family connection. Its first label design comprised a simple crest with a logo that combines the number five with the letter "G," inspired by the five Grassini children. After several successful harvests, the family felt it was time to build upon the logo design and create a more robust brand expression. Working from a base of a dark green, 750-mL glass bottle imported from Italy, Duffy added the metallic, silk-screened image of the Grassini "family tree," along with the existing logo, the vineyard name in sweeping, elegant type, and a grape-bunch illustration. Under the image is hand-affixed a personally signed and numbered letter-pressed paper label. Topping the bottle for an extra touch of quality is a hand-dipped wax seal.

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Pacific Natural expects redesign to bring a 'higher basket ring'

In the nine years since organic and natural foods company Pacific Natural Foods, Tualatin, OR, updated its logo, package graphics for its liquid cartons of soup broth and non-dairy beverages had taken on a piecemeal appearance—with inconsistent colors, typography, and logo treatment. Working with Michael Osborne Design, Pacific Natural devised a design scheme of different color bands to differentiate flavor varieties, along with updated product imagery that provides a more uniform appearance on shelf and brings a fresh look to a brand that cares about using fresh, organic ingredients. The logo has been contemporized, with its most recognizable elements retained. Back-panel copy better communicates the Pacific Natural brand story and core values, while QR codes provide usage ideas and recipe suggestions when scanned with a smartphone.

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Glass bottle, wooden box present premium beer

Proclaiming itself Britain's oldest brewery, Shepherd Neame is a family-controlled brewer and pub operator that takes the art of brewing quite seriously. That's evident in the packaging for its Generation Ale premium beer, created in recognition of five generations of the Neame family. Sold hand-wrapped through selected outlets in a wooden presentation box, the beer comes in an elegant 750-mL customized bottle with embossed finish molds. The brewery is selling Generation Ale in unique glass bottles, with embossing that reads "Shepherd Neame Faversham Brewery since 1698." There is no label applied to the front of the bottle, enhancing the purity and quality of the glass.

The Beverage Roundtable Video Series
Video Image
Beverage Roundtable: Craft beermania!
What's the best package design to use in a craft beer category overflowing with creativity? Pull up a virtual bar stool, watch and learn—then throw-down a tip in the comments thread.
Sponsored by Owens-Illinois
O-I, makers of pure, beautiful, sustainable glass packaging, is proud to sponsor
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