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Shelf Impact! Marie Mohan

White Paper: Printing on clear plastics

Download kp's latest white paper focusing on the technical aspects of storing, treating, handling, and ink selection to optimize the plastic printing process.

Klöckner Pentaplast

Choose Cartons: Because packaging matters

The packaging you choose does make a difference. Introducing Choose Cartons, a campaign that encourages consumers to think past the contents in a package and think about the package itself. The initiative also gives consumers the chance to share the benefits of cartons and help raise $15,000 for Habitat for Humanity.

Evergreen Packaging

WebFlex™ enables Gilchrist & Soames® to optimize costs and complexities of labeling

WebFlex™ online ordering, proofing and graphics assets management system developed by WS Packaging Group helps simplify the label development and production process for personal care manufacturer Gilchrist & Soames. The company has seen improved productivity, purchasing decisions and consistency between product lines

WS Packaging Group Inc.

Automated shrink sleeve systems in action

Watch this video to see how Tripacks' automated shrink labeling systems handle 600 ppm, how they handle various tamper evident configurations and do single and multi-packs with ease.


Embarking on a new packaging project?

Updated! We’ve picked the brains of leading packaging experts to bring you this must-have PDF e-book. In addition to extensive updates to our 2011 knowledge base, we’ve added an all-new section on sustainability. We cut through the hype and show you what you should be focusing on when it comes to sustainability.

Packaging World

Shelf Impact! Advisory Board

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

July 25, 2012
In This Issue

thumbHow to ensure package design sustainability through LCA

Life Cycle Analysis is a tool that the package designer/engineer can use to steer the design and materials selection of a package on a more sustainable route early in the process.

thumbPackage Gallery

Cans depict whimsical world of Beanblossom

Anne Marie Mohan, Editor, Shelf Impact!

Awash with fresh, vibrant colors and decorated with fictional tales of the quirky inhabitants of the town of Beanblossom, new 250-mL cans of Beanblossom Hard Cider in five fruit flavors reflect the vision of its brand owner, Oliver Winery of Bloomington, IN. "We believe wine is meant to be approachable, and winemaking is meant to be honest and fun," says Bill Oliver, president of Winemaking for Oliver Winery, a company that boasts the "most modernly equipped winery in the Eastern U.S."

The Beanblossom line of apple wine with natural flavors was launched a decade ago in traditional glass wine bottles. Last year, Oliver rebranded and reintroduced the product in resealable 500-mL aluminum bottles from Exal, employing hand-drawn type and illustrations from local artist Kevin Pope. "Kevin listened and threw out some concepts that were right on, right from the start," recalls Oliver. "It's an absolutely fun, fresh package that reflects the bright fruit flavors we've achieved with the cider."

In spring 2012, Oliver added the 250-mL aluminum can, supplied by Ball, to the lineup, providing a single-serve option for the 8% ABV cider beverage. This smaller size comes in a four-can multipack, housed in a similarly colorful and creative carton.

Artwork for the bottles, cans, and cartons comprises characters imagined by Pope, illustrated in his signature style, with stories for each "that are very true to Americana and rural or oddball lifestyles," explains Oliver. "His drawn people try to become someone everyone might know—an uncle, an aunt, neighbors—usually not as bright as they truly believe they are, but also risk takers and adventurers."

Read the full article



How to ensure package design sustainability through LCA

By Eric Hartman, Director of Packaging Technologies and Commercialization, Product Ventures

As a technical resource in a design firm that focuses on helping clients develop market-changing packaging for their products, I believe that it's important to do what we can to design sustainability into a package early on in the process. This is a far more effective approach than trying to quickly add on a sustainability Band-Aid fix once the product or the package is halfway through design. Inevitably someone asks the question late in the game, "Have you thought about sustainability in the design of this pack?"

In order to ensure we are on the same page, it's essential for us to all have a clear understanding of what I mean by the term "sustainability." I define sustainability as the commonsense notion that long-term prosperity and ecological health not only go together, but they also depend on one another. Sustainability means long-term cultural, ecologic, and economic health and vitality. To put this another way, sustainability is about actions that are ecologically sound, economically viable, and socially just and humane. Sustainability is a systematic way of thinking, not just an add-on approach of environmental consideration.

To me, "packaging" sustainability means understanding the chemistry of the materials that you select for your packages and the impact that they have on the environment, including the costs associated with obtaining and disposing of them, and the logistical implications of transporting them from place to place, either as raw materials or as finished packages.

One of the tools that can be utilized to help the designer and packaging engineer evaluate the sustainability implications of packaging choice made during the course of a package design and development project is a Life Cycle Analysis, or LCA. An LCA is a technique to assess the environmental aspects and potential impacts associated with a product, process, or service by:

  • Compiling an inventory of relevant energy and material inputs and environmental releases.
  • Evaluating the potential environmental impact associated with identified inputs and releases.
  • Interpreting the results to help make a more informed decision about the human health and environmental impact of products, processes, and activities.

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New package washes away dishwashing brand's identity crisis

Headquartered in Guangzhou, China, Liby Enterprise Group Co. LTD. is one of the top-three household care product producers in China, manufacturing more than 100 types of products in eight categories. While its dishwashing liquid products hold a 42% value share, until lately, the product's packaging looked no different from other brands on the shelf.

Recently, facing increased labor costs and fierce competition at the retail shelf, Liby took a look at its traditional dishwashing detergent package—a colored, high-density polyethylene bottle with a wraparound film label—and decided it had to create a high-end and higher profit-margin package as a way to hold its competitive advantage.

Read the full article

The Beverage Roundtable Video Series
Video Image
Beverage Roundtable: Package designs that elevate mainstream products
How do you sell a mainstream product with better-than-mainstream design? Experts Rick Barrack, Will Burke and David Padula went shopping for the answer. Here's what they found...
Sponsored by Owens-Illinois
O-I, makers of pure, beautiful, sustainable glass packaging, is proud to sponsor

Package Gallery

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

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Cutex nails distinctive new package design

For years, Cutex has been a household name in nail care, but lookalike packaging by competitive branded and private-label products was beginning to confuse consumers and cause lost market share for Cutex. Shortly after the company changed hands in 2010 with the formation of Cutex Brands, the new management set out to restore the brand to premium status. Cutex turned to Berlin Packaging's Studio One Eleven design division to update, rebrand, and differentiate the package. While retaining the basic bottle silhouette to make the container instantly recognizable as nail polish remover, the design team made critical changes to jettison the brand's commodity look. Among the structural changes, Studo One Eleven increased the height of the high-density polyethylene bottle to provide more visibility on shelf. Replacing a standard, straight lined cap, a reverse-tapered closure was selected that elongates the bottle and accentuates its upscale appearance. Adding femininity and a premium image to the bottle, a decorative, swan-like shape was debossed on its front panel. The front label was then die-cut in the same swan shape and updated with a modernized logo, softer graphics, and a lighter pastel-color palette.

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Therapeutic baby care rebranded

Trust, efficacy, therapy, and quality: These are the prime attributes buyers of baby-care products seek when searching store shelves for therapeutic solutions to conditions such as cradle cap, teething soreness, and eczema. While Gentle Naturals Baby Therapeutics' line of baby-care products was well positioned to address these needs, its packaging was lost in a riot of brands, colors, and symbols found at retail point-of-sale. Rebranding Gentle Naturals involved a focus on new package colors and symbols. New packaging is now dressed in a more pharmaceutical-appearing white bottle, packaged in a carton of the same color, to present a medicinal image. Color blocking in contemporary colors identifies product variety. Efficacy is emphasized through the addition of the copy, "Baby Therapeutics," along with leaf illustrations incorporated around the logo that suggest the product's pure and natural benefits. In place of an outdated product symbol—a baby with bear—Gentle Naturals developed a distinctive new emblem, an illustrated baby bracelet spelling "baby." Finally, a caduceus, depicted in a soft, dove silver color was added to the package's front panel to reinforce an ethical appearance.

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Scent cues pop on uncluttered personal care packs

A clean and understated package design with blocks of bold, bright colors and fresh ingredient imagery helps Yardley London's new affordable bath and shower collection attract "a younger audience, looking for greater scent and benefit cues, as well as products with a sustainable mission." That's according to Deidre Williams, director of marketing, Skin Care, for Yardley parent company Lornamead, Inc. Packaging, developed with Little Big Brands, includes clean, round-shouldered PET bottles made from 50% recycled content for three varieties of shower gel, and biodegradable, recyclable cartons for two bath-bar scents. Convenient pump dispensers allow for one-handed application. The main graphic elements, guided by qualitative and quantitative testing, comprise color, typography, and botanical imagery that together create depth and dimension.

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