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Shelf Impact! Marie Mohan
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Packaging Resolved

The difficulties in opening different types of packs are of far greater concern to most consumers than environmental critisims, such as perceived over-packaging. This is one of the findings of a major quantitative research study carried out on behalf of packaging specialist Payne.

Payne Worldwide

xpedx is packaging expertise

xpedx helps you find smarter ways to market your products and generate profitable sales. By bundling together innovations in design, engineering, materials, equipment, workflow and logistics, you can lower costs, improve quality, promote sustainability and optimize the supply chain. Click this ad to learn more.

xpedx

Cartons Deliver Shelf Impact

Cartons deliver four sides of billboard space and a surface perfect for high definition graphics – a blank canvas for brands to tell their story, promote premium product benefits and offer promotions. Evergreen Packaging can help brands get the most from their packaging design with our Shelf Impact Program.

Evergreen Packaging

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 Group Inc.

Forming trays for California Cuties

The IPak TF-200T Fully Automatic Tray Former is ideal for triangulated fruit/produce trays. Watch to see how it makes trays for Cuties brand California Mandarin oranges.

IPak Machinery

March 7, 2013
In This Issue

thumbThe sentient side of package design

In this Q&A with Packaging World, Philip VanDusen, executive creative director of brand consulting firm Landor Associates, http://landor.com explains how sensory packaging can elevate a brand, making it more likely to be picked up off the shelf.

thumb Cans are catching on

By some estimates, 152 million aluminum cans are recycled every day. In fact, according to the Can Manufacturers Institute, the aluminum can is the most recycled beverage container in the world, with a recycle rate of 65.1% in the U.S. and 67% in Europe.

thumbPackage Gallery

Top home/garden packs take innovation to the next level

By Eric Zeitoun, President, Dragon Rouge USA

As 2012 drew to a close, Shelf Impact! and Dragon Rouge completed the year's final Innovation Survey with a focus on packaging for home and garden products, and reflected on the results of the year's previous three surveys. Comparing home and garden product packaging to the categories previously studied this year-beverages, food, and personal care/OTC-reveals that while the pace of product introductions may be less frenzied in this category, there are some notable innovations taking place here.

With composite scores ranging from 3.87 to 3.99 on a five-point scale, the leading innovations in the home and garden industry are the The Scotts Co.'s Snap cartridge spreader system, Tide Pods from Procter & Gamble, and Universal Lubricant's flagship product, ECO Ultra Synthetic Blend Motor Oil, in a flexible pouch. While all three scored high across the board, they were remarkably strong in relation to concept idea, structure, and graphics. Through the development of advanced technology platforms, these products have taken innovation to a new level, while also encouraging new and different ways for the consumer to interact with the product.

Taking the lead in this quarter's survey is Scotts' revolutionary new Snap spreader system, designed to take the guesswork out of lawn care. The product line includes a spreader and specially formulated products for specific lawn-care needs, such as weed control, insect control, and fertilization. The new spreader system features a custom flexible pouch with fitment that becomes an integral part of the product-dispensing process. The packaging not only uses encompassing graphics and vibrant colors, but also stands out with clear communication on-pack of the product's intent

Demonstrating a new level of platform technology, the cartridge-or Snap-Pac, as it is called by Scotts-secures with the applicator to simplify the overall process, while also enveloping environmental benefits. The package optimizes space, and with its standout dimensions, it illuminates an on-shelf presence and consumer interaction.Read the full article

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INTELLIGENCE ON DESIGN

The sentient side of package design

By Anne Marie Mohan, Editor, Shelf Impact!

In this Q&A with Packaging World, Philip VanDusen, executive creative director of brand consulting firm Landor Associates, explains how sensory packaging can elevate a brand, making it more likely to be picked up off the shelf.

PW: What is meant by the term "sensory packaging"?

VanDusen: Sensory packaging is packaging that goes beyond the visual. It really encompasses all of the senses, engaging touch, smell, taste, and sound. It is packaging that leverages a greater realm of the senses to make the brand experience indelible-whether it's on the shelf, or whether it's at home when you open the box. A great example of sensory packaging is a "scratch-and-sniff" label on the outside of a package. It could also be something tactile, like velvet flocking, Kraft papers, wax seals, raffia, ribbons, or anything else that makes the package interaction more than a pedestrian experience.

PW: How important is it to align the sensory effects of a package with the specific brand?

VanDusen: That is a key point. It's not enough just to choose a stock structure and add a scratch-and-sniff feature or put velvet flocking on the outside of it. The packaging and the sensory experience that is being created really have to align with the product. For example, Skyy Vodka did this wonderful limited-edition holiday vodka bottle where they put velvet flocking in a beautiful pattern on the outside of the bottle. So when you pick up the bottle, you get this very luxurious, visual experience, but then you get a tactile experience as well. That kind of warmth really reflects the warmth and the sense of wellbeing that you feel when you have your Skyy Vodka cocktail. The flocking reflects what the experience of the product is going to be and what the experience of the brand should be.

Read the full article

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Cans are catching on

By Pat Reynolds, VP/Editor, Packaging World

By some estimates, 152 million aluminum cans are recycled every day. In fact, according to the Can Manufacturers Institute, the aluminum can is the most recycled beverage container in the world, with a recycle rate of 65.1% in the U.S. and 67% in Europe. CMI calculates that it takes just 60 days for a can to go from the consumer's recycling bin back to a store shelf.

No wonder so many craft brewers once committed almost exclusively to glass bottles are adding cans to their packaging mix. Not that they're replacing glass. They're just offering consumers an option

The appeal of recyclability is just one driver behind the growth of aluminum cans. Shelf impact, light-weight portability, and shatter-resistance are others. And it's not just craft brewers who are catching the can craze. Wine, spirits, water, energy drinks-the list goes on.

So it seemed like a good idea to examine this trend from a Shelf Impact! angle. We begin in the piney woods just north of New Orleans, where Abita Brewing Co. is so smitten by cans that it recently installed a Krones canning line with a 36-valve filler capable of filling 24,000 cans/hr. Company president David Blossman describes the background behind Abita's move to cans: "For years on end consumers had been associating craft beer exclusively with glass bottles. Beer from cans always conjured up an imagined taste of metal. But not only have acceptance levels changed, the technology for aluminum cans is quite different nowadays, too. We're relying on present-day cans offering a quality solution for protecting the taste of our beers."

Read the full article

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Custom clamshells in virtually any material
Thermoformer Fabri-Kal can offer custom manufacturing of clamshells, as well as stock rigid plastic packaging for foodservice applications, in a range of material types, including PET, PS, PP, PE, and PLA. Services cover the spectrum from design and prototyping, to the manufacture of start-up volumes and production volumes.

Package Gallery

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

 
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Clever cows are brand ambassadors for U.K. froyo brand

A pink, winking cow icon on 150- and 750-mL round polypropylene "pots" of Yoomoo brand frozen yogurt is one of the first indications that this U.K. froyo brand has a quirky and fun personality. Frozen yogurt is a relatively new category in the U.K., quickly gaining popularity as a healthy alternative to ice cream. The Yoomoo chain of retail stores was launched in 2010 to bring this U.S. import to Europe with a distinctly British "flavor." Strategic design firm Bulletproof originally developed the brand positioning, identity, and visual identity system for Yoomoo upon its introduction, "creating a witty, sociable, and deliciously healthy frozen yogurt brand," relates Joanna Buist, Bulletproof account manager. After opening 13 stores, Yoomoo extended its brand to retail, launching a line of froyo products. The clean, white packages chosen for retail are decorated with cartoon-like graphics in flavor-inspired colors and patterns that aid in shoppability. Lids carry the winking cow icon and a speech bubble with the brand name, "standing proudly for brand recognition in the chiller," says Buist.

 
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Diet Double-Cola's turn for a refresh

Last March, after refreshing the design for its flagship Double-Cola variety, The Double Cola Co., Chattanooga, TN, moved on to Diet Double-Cola. The rebrand for Diet Double was guided by consumer intercept studies that revealed the company's target market is very interested in trying new brands and was attracted by the redesign. New graphics for the can and the 12-pack carton were created by goDutch and include interlocking circles of blue, black, and red; clean and modern typography; and hand-drawn illustrations and text that reads, "Never Settle for the Ordinary," and "Hard to Find, Easy to Love." A tagline, "Surprisingly Diet," is meant to attract consumers who are reluctant to try diet drinks because of the perceived "diet taste."

 
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Herbal tea redesign reflects passion for plants

Traditional Medicinals, with more than 50 herbal-formula wellness teas, has refreshed its packaging graphics to appeal to a broader audience and capitalize on the rising consumer interest in natural and herbal products. The Sebastopol, CA, company is a pioneer in the wellness tea category and is committed to educating people on the power of plants. New graphics for its 16-ct sachet cartons were selected to reflect this passion for plants and make the herbal tea category more approachable for consumers new to the category. "Our research with consumers confirmed that our previous packaging looked too clinical in nature," says Matt Crum, Traditional Medicinals vice president of marketing. "This look, coupled with occasionally too-technical copy, made some consumers hesitant to try our products." The new carton graphics, designed by PhilippeBecker, include icons and color bands that logically assemble the product line into nine segments meant to "awaken curiosity and make it easier for consumers to identify products based on their needs," says the company. Bold, beautiful, photorealistic images of the plants used in the tea formulations dominate the background of each box. Together, these elements were selected to demonstrate care, evoke trust, and cue flavor.

 
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