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Shelf Impact! Marie Mohan

Save $100 on Printing Conference with General Mills, Frito-Lay, & more speaking

uv.eb WEST 2013, February 26-27, 2013 in Redondo Beach, CA will be focused on UV and EB curable inks, coatings, and adhesives. General Mills, Frito-Lay, and more will present brand owner perspectives. In addition, talks on UV LED, low migration ink technology, and new press technology.


One company - Unlimited packaging possiblities

Three trusted closure manufacturers have joined together to deliver greater value for you. Mold-Rite Plastics, Weatherchem, and Stull Technologies are now united providing an expanded product portfolio, multiple manufacturing locations, in-house tooling, outstanding innovation, unmatched flexibility and responsiveness.


Dynamic, offset-printed p-s labels combine visual intrigue with strong tactile feel

Caliza Winery turned to WS Packaging Group to accomplish the task of printing a label design that called for a combination of technically demanding printing techniques and features, including heavy de-bossing, scuff varnish, and distinct modern colors.

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.


Video overview: Laser marking and coding for every application

Videojet has developed the 3000 series of laser printers to deliver consistent, superior quality permanent marking. This video from Videojet highlights the common features of the 3000 series products and covers the capabilities of most interest to plant personnel.

Videojet Technologies Inc.

Shelf Impact! Advisory Board

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

January 9, 2013
In This Issue

thumbHow to standardize package design without killing creativity

A well-designed packaging program and a style guide that supports its standardization are necessities, not luxuries.

thumb Hummus packaging propels Sabra's growth

Harkening from humble beginnings in Queens, NY, in 1986, where it provided hummus and other Mediterranean foods to a niche market of kosher consumers, Sabra Dipping Company, LLC today boasts more than a 55% share of the North American hummus market.

thumbPackage Gallery

'Farm-to-fork' drives consumer packaging

By Nancy Brown, Managing Partner, CBX

'Farm-to-fork': It's the foodie buzz term of recent years, the hip culinary expression on everyone's lips. New restaurants boasting farm-fresh ingredients are popping up in neighborhoods all over the country, greenmarkets are hotter than ever, and farm-to-fork ambassadors like chefs Dan Barber of Blue Hill, British sensation Jamie Oliver, and Alice Waters of Chez Panisse have become bona fide celebrities.

And now, this movement is starting to infiltrate the mass market.

It's no surprise. With E. coli outbreaks happening every few months (it seems) and books like The Omnivore's Dilemma making people fearful of what they put in their bodies, today's consumers want to know exactly where their food comes from. Farm-to-fork delivers on that need. It is defined as "food that has come to your table from a specific farm," and more often than not, these are greenmarket-bought fruits, vegetables, and meats that come from farms within a certain distance from one's home.

Sure, it seems that consumer packaged goods would be the antithesis of farm-to-fork, but the truth is that certain CPG brands—such as Land O'Lakes and Ocean Spray—have been offering farm-fresh products for years. Now other brands, many with the word "farm" in their names, are pinpointing a need in the market to not only use the highest-quality, farm-fresh ingredients, but also to provide consumers with information about the origins of those ingredients.

There are a few different ways that companies are interpreting farm-to-fork for the mass audience. Some brands, like Green Giant, focus on the farm-fresh aspect, while others, like Cabot Creamery dairy products from Vermont, focus on local. Kashi—whose tagline is "seven whole grains on a mission"—is all about sourcing authentic ingredients from around the world. Häagen-Daz' Five ice cream brands and Yoplait's Simplait yogurt are stripping down the ingredients to the bare essentials.

A lot of brands have been conveying the "farm-to-fork/local/sourced/simple ingredients" aspects of their offerings through advertising, but how are they communicating the fresh, farm-to-fork aspect of their offerings through their packaging? For starters, they’re making it more premium. Consumers seem to be willing to pay a bit more for the quality aspect of farm-to-fork offerings, and the upscale design of these products reflects this. Quite simply, the products cost more because people are willing to pay more. But there are many more ways that brands can capitalize on this trend to try and seize some of the $860 million worth of unmet demand for farm-fresh products (according to Farm2Table Co-Packers, a company in upstate New York).

Read the full article



How to standardize package design without killing creativity

By Ted Mininni, President, Design Force, Inc.

A well-designed packaging program and a style guide that supports its standardization are necessities, not luxuries. They can and should ensure that a cohesive package design system is put in place for a brand to avoid consumer confusion. Creativity is great, but it has to be harnessed and directed, otherwise one-off package designs may end up being developed that do not refer back to the brand.

Think about how many consumer products appear in any given category; how can one brand stand out among many? Then think of the wide range of consumer product categories in which a single licensed property might be leveraged. Without a standardized packaging program, all kinds of package solutions might appear, all unrelated to the brand and to each other. How would the package look if merchandised within a shelf set or within the appropriate departments in retail stores by category? Like a jumble of unrelated products? No brand recognition results in no purchases. This simply isn't an effective way to fully develop a brand—licensed property or not.

Fortunately, most brand owners know this. They have standardized packaging style guides in place. But even that might not go far enough. No, this isn't an argument for making the guidelines more rigid; rather it is the opposite. Too rigid a style guide doesn't allow for enough flexibility for brand expansion into new categories that might require very different package structures, and it may not allow licensees to properly market their products. Not every product's benefits and features are clearly delivered with a simple callout. Some may need a series of visuals to convey how a product works or how it's used, a strategically placed "try me," or more space for brand communication.

Read the full article

Hummus packaging propels Sabra's growth

By Anne Marie Mohan, Editor, Shelf Impact!

Harkening from humble beginnings in Queens, NY, in 1986, where it provided hummus and other Mediterranean foods to a niche market of kosher consumers, Sabra Dipping Company, LLC today boasts more than a 55% share of the North American hummus market—making it the largest manufacturer of hummus in the world. In 2011, the company grew 30%; earlier this year, it was on-track to see 20% growth for 2012

In 2010, Sabra—now jointly owned by Israeli food company Strauss Group and PepsiCo's Frito-Lay division—opened a $61 million plant in Colonial Heights, VA, designed to keep up with the current and future growth of the brand. A visit from Packaging World to the new plant to learn of the facility's state-of-the-art packaging capabilities, however, yielded this response from Meiky Tollman, chief of operations for Sabra: "There are some unique things about our packaging equipment, yes. But the real story of our success is the packaging itself. With our packaging, we have made a revolution."

Thus, Tollman related the story of how Sabra took its niche-market product from a local community of consumers to distribution in more than 40,000 retail stores across North America. "This is the power of the package," he says.

Read the full article

Package Gallery

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


Sport-inspired aesthetics signal new Dr. Scholl's product

For its new Dr. Scholl's Active Series line of insoles for high-performance athletes, Merck worked with brand strategy and design consultancy Product Ventures to harmonize the product, package, and POP display. With the bulk of its retail insole products designed around comfort and pain relief, Merck looked to Product Ventures to bring the brand into the performance world with unique aesthetics for its Active Series. Product Ventures graphics and structural teams worked holistically in designing the athletic-inspired insole, the packaging, and the displays to convey high performance, movement, and modernity. The insole itself is engineered for Triple Zone Protection, targeting three areas of the foot with specific advantages. For each zone, Product Ventures created a different texture and color, inspired by current athletic trends and footwear styles. The primary package is a clear PET folding carton, with a pinch-waisted contour. The carton is screen-printed with a grey dot pattern, which is repeated in the texture of the arch, for continuity between the product and package.


Colorful heritage of sausage store embodied in new sleeve graphics

When tasked recently with redesigning the brand identity, tone of voice, and graphic design for four varieties of Simply Sausages gourmet British pork sausages from U.K. food supplier Cranswick plc, design agency Pearlfisher sought to connect consumers' current desire for authenticity with the brand's colorful heritage. The 20-year-old Simply Sausages line was created by "sausage guru" and executive chef Martin Heap, known for his open, warm, and eccentric character and his lively, tradition-rich gourmet sausage shop, Heap's, of Greenwich Village, London. New graphics for the packaging—a thermoformed tray with a film lid, decorated with a paperboard sleeve—include a woodcut-style illustration on the sleeve, reflecting the authenticity, craft, and heritage of the brand. For each of the three varieties, a quirky element has been added, depicting an amusing or eccentric character that represents each variant. For example, Lethal Lucifer no. 666 shows a devil, and The Meaty Italian Job no. 14, an Italian waiter.


Toilet tissue graphics blossom

Building on the existing brand equity of Western Canadian bathroom tissue category leader Purex, design agency Shikatani Lacroix has brought the product's packaging graphics into full bloom, creating a dynamic and contemporary look via some skillful pruning and nurturing. Among the changes made to the existing graphics on the film wrapper for three varieties of bathroom tissue, the design has been simplified, making key callouts easier to read. An updated Purex logo is outlined in a bright blue, bringing attention to the brand name, with the logo centralized to command more attention. An enlarged flower graphic positioned behind the logo enhances the brand name as the focal point. In addition, the wordmark and flower are anchored in a wave backdrop outlined by a band of color, creating a dynamic and contemporary look.

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