Independent publication by raconteur.net # 0341 30 / 09 / 2015

FUTURE of PACKAGING

Packaging a trillion Thinking It’s what Battling to 04 outside the box 08 is outside 12 stand out 03 -dollar circle of life to innovate that counts on the shelf

The packaging industry is moving into a circular Necessity is packaging’s mother of Some product designs are cultural icons, Making a product stand out on the economy of materials rotating in a sustainable loop invention as new demands spark innovation celebrated in packaging’s hall of fame shelf is about creative marketing

EXTRAORDINARY PACKAGING SOLUTIONS FOR EVERYDAY PACKAGING NEEDS As a UK leading packaging supplier, Antalis are experienced in providing solutions to reduce cost, increase efficiency, minimise damage, and more.

 PACK  PROTECT Call an Antalis expert today on 0870 241 1466 or  STORE  TRANSPORT visit antalispackaging.co.uk RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 03

Packaging a trillion -dollar circle of life

The packaging industry is moving into a circular economy of materials rotating in a sustainable loop of smart design, carbon-efficient manufacture, reuse and recycle

OVERVIEW prolongs food life will become increas- more purpose driven, though, when en- metric for packaging. Perception persists the country’s first dedicated beverage JIM McCLELLAND ingly valuable,” he says. “In pharma, that gagement moves beyond immediate com- that the industry is both directly and indi- carton recycling facility illustrates how same demographic, coupled with the mercial “fetch-and-pitch” models of lev- rectly responsible, so part of the problem. the packaging industry can act collec- ackaging is about to join the ageing population in the Western world, eraging data to sell more stuff. Entering In the United States alone, for example, tively to change the game. one-trillion-dollar club. That will drive demand. Finally, ageing will the arena of behaviour change, smart can recyclable post-consumer packaging, ACE UK chief executive Richard many dollar bills, laid end to also drive health and beauty products, also be sustainable, says Mr Hobsbawm. worth an estimated $11.4 billion, gets Hands explains: “Having a defined do- P end, would wrap around the such as hair dye or anti-wrinkle cream.” wasted every year. mestic route for carton recycling to a world almost fourfold. However, circular This growth heralds opportunity for The industry can evidence efficiencies UK processor, so creating a new market, economics of a different kind will help technological innovation, particularly in- and eco innovation, but given the number has been important in changing percep- shape the industry of the future. volving electronics, as the rise of so-called Packaging companies and mix of actants in the whole product tions. Since the facility opened, a fur- With global sales of $975 billion forecast smart packaging taps into connectivity have a critical role life cycle, can packaging companies truly ther 10 per cent of UK local authorities by 2018, industry numbers are up and emerging via the internet of things (IoT). influence the circular economy debate? have started collecting cartons kerbside, rising. Smithers Pira research flags digital It can boost productivity and protection, to play, listening The answer is most definitely yes, they meaning the total has now increased to printing and bioplastics for growth, and through tracing and tracking. to needs in terms can and they should, says Adam Read, 62 per cent nationally.” Top-performing British paperboard can tips brand protection to have more than It also has client-facing benefits to offer of collection and practice director – resource efficiency and As industry mindsets shift, going circu- doubled over a decade. product development, marketing and waste management, Ricardo Energy & En- lar also calls for a break with the language “ reprocessing, ensuring help your products reach the top. According to Nicholas Mockett, head of sales, says Andy Hobsbawm, founder and vironment. “Packaging companies have of linear-thinking, argues sales and mar- ” packaging M&A at Moorgate Capital, 2015 chief marketing officer of IoT smart prod- design is simple for a critical role to play, listening to needs keting director at DS Smith Packaging Chris Cookson, Service Application Manager, Workington Mill looks set to be a record year for mergers ucts platform EVRYTHNG and advisory deconstruction, reuse downstream in terms of collection and re- UK, Tony Foster. “We shouldn’t be talking and acquisitions, surpassing even the board member of the Active & Intelligent and recycling processing, ensuring design is simple for about supply chains any more – effective 2007 sector high of $33 billion. While un- Packaging Industry Association. “Smart deconstruction, reuse and recycling,” says packaging is part of a ‘supply cycle’, where precedented, this level of investor inter- packaging can drive revenue growth and Dr Read. “They perhaps have more influ- materials rotate around the economy in a est is not surprising. He says: “When you capture market share by engaging con- ence than any downstream players, and circular loop,” he says. compare the public company Packaging sumers at point of purchase, building “Smart packaging can turn a product must help drive the debate and instigate This supply cycle envisions packaging Top-selling products demand innovative and top-performing packaging. and Containers Index with the Dow, over brand loyalty, up and cross-selling prod- into a direct digital media channel for the change – they must embrace this role.” services in a continuous, circular resource the last ten years, packaging shows almost ucts,” he says. brand. They could deliver personalised There are limits though to what can flow from responsible sourcing and design Regardless of whether they are perfume, electronics or medicine. twice the return. Compared with the FTSE “Consumer insights will collect re- reduce, reuse, and recycle content to con- be achieved in recycling through clever with the end in mind, through efficient Workington Mill 100, performance is almost tenfold.” al-time data to better understand who, sumers, to educate and inspire them to design and engaging communication if manufacture and low-carbon transport, Functionality is as important as appearance. But it all starts with the paper- Mr Mockett identifies three market what, how, when and why consumers use products more sustainably,” he says. appropriate collection and processing to retail connectivity and smart messag- segments to watch – food, pharma, and are buying. Data gathered through mo- Waste remains the default sustainability infrastructure simply does not exist. ing, then via better post-consumer col- board. Because when you choose Incada, you’ve got a top performer. health and beauty. “In food, the burgeon- biles enables a raft of new per- Here, the 2013 launch by the Al- lection back to the beginning again. For ing middle classes globally will drive up sonalised offers.” liance for Beverage Cartons and global packaging, this is the trillion-dollar the value of protein, so packaging which Benefits to society become the Environment (ACE) UK of circle of life. MADE IN BRITAIN Incada comes from preferred by many British packaging producers FSC-accredited British forests in northern who supply the world’s top brands. RACONTEUR CONTRIBUTORS England. We have more than 300 years of forest management experience. Incada is CARE BY IGGESUND We are the proud Distributed in Publishing Manager Head of Production DAVID BENADY NICK MARTINDALE CHARLES ORTON-JONES SAM SHAW produced at our Workington mill, which was maker of Invercote and Incada. Our care for David Kells Natalia Rosek Specialist writer on market- Award-winning writer and ed- Award-winning journalist, he Freelance writer and editor, ing, advertising and media, itor, he contributes to nation- was editor-at-large of London- she covers a wide range of recently upgraded with a £108m biomass our customers and their businesses goes far And we care about the environment, all Production Editor Digital and he contributes to national al business and trade press on lovesBusiness.com and editor topics including business, power facility, reducing carbon emissions beyond offering two of the world’s leading the way from our forests to the consumers. Benjamin Chiou Social Manager newspapers and business a wide range of issues. of EuroBusiness. finance, technology and travel. Rebecca McCormick publications. to almost zero and making the mill energy paperboard brands. We also provide a broad That’s because we believe black figures Published in association with Managing Editor Peter Archer self-sufficient. Most importantly, Incada is range of services, support and advice. are best grown from green assets. Design BENJAMIN CHIOU JIM McCLELLAND MAXINE PERELLA Vjay Lad Former business and eco- Sustainable futurist, his Environmental journalist, Grant Chapman nomics writer, his specialisms specialisms include built she writes on corporate sus- Kellie Jerrard include a range of topics environment, corporate tainability, circular economy Paperboard from British forests, including financial markets social responsibility and and resource risk. and commodities. ecosystem services. produced in Britain, for packaging global brands. BUSINESS CULTURE FINANCE HEALTHCARE LIFESTYLE SUSTAINABILITY TECHNOLOGY INFOGRAPHICS http://raconteur.net/future-of-packaging-2015

Although this publication is funded through advertising and sponsorship, all editorial Raconteur is a leading publisher of special-interest content and research. Its publications The information contained in this publication has been obtained from sources the iggesund.com is without bias and sponsored features are clearly labelled. For an upcoming schedule, and articles cover a wide range of topics, including business, finance, sustainability, Proprietors believe to be correct. However, no legal liability can be accepted for any partnership inquiries or feedback, please call +44 (0)20 3428 5230 or e-mail healthcare, lifestyle and technology. Raconteur special reports are published exclusively errors. No part of this publication may be reproduced without the prior consent of the [email protected] in The Times and The Sunday Times as well as online at raconteur.net Publisher. © Raconteur Media RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 03

Packaging a trillion -dollar circle of life

The packaging industry is moving into a circular economy of materials rotating in a sustainable loop of smart design, carbon-efficient manufacture, reuse and recycle

OVERVIEW prolongs food life will become increas- more purpose driven, though, when en- metric for packaging. Perception persists the country’s first dedicated beverage JIM McCLELLAND ingly valuable,” he says. “In pharma, that gagement moves beyond immediate com- that the industry is both directly and indi- carton recycling facility illustrates how same demographic, coupled with the mercial “fetch-and-pitch” models of lev- rectly responsible, so part of the problem. the packaging industry can act collec- ackaging is about to join the ageing population in the Western world, eraging data to sell more stuff. Entering In the United States alone, for example, tively to change the game. one-trillion-dollar club. That will drive demand. Finally, ageing will the arena of behaviour change, smart can recyclable post-consumer packaging, ACE UK chief executive Richard many dollar bills, laid end to also drive health and beauty products, also be sustainable, says Mr Hobsbawm. worth an estimated $11.4 billion, gets Hands explains: “Having a defined do- P end, would wrap around the such as hair dye or anti-wrinkle cream.” wasted every year. mestic route for carton recycling to a world almost fourfold. However, circular This growth heralds opportunity for The industry can evidence efficiencies UK processor, so creating a new market, economics of a different kind will help technological innovation, particularly in- and eco innovation, but given the number has been important in changing percep- shape the industry of the future. volving electronics, as the rise of so-called Packaging companies and mix of actants in the whole product tions. Since the facility opened, a fur- With global sales of $975 billion forecast smart packaging taps into connectivity have a critical role life cycle, can packaging companies truly ther 10 per cent of UK local authorities by 2018, industry numbers are up and emerging via the internet of things (IoT). influence the circular economy debate? have started collecting cartons kerbside, rising. Smithers Pira research flags digital It can boost productivity and protection, to play, listening The answer is most definitely yes, they meaning the total has now increased to printing and bioplastics for growth, and through tracing and tracking. to needs in terms can and they should, says Adam Read, 62 per cent nationally.” Top-performing British paperboard can tips brand protection to have more than It also has client-facing benefits to offer of collection and practice director – resource efficiency and As industry mindsets shift, going circu- doubled over a decade. product development, marketing and waste management, Ricardo Energy & En- lar also calls for a break with the language “ reprocessing, ensuring help your products reach the top. According to Nicholas Mockett, head of sales, says Andy Hobsbawm, founder and vironment. “Packaging companies have of linear-thinking, argues sales and mar- ” packaging M&A at Moorgate Capital, 2015 chief marketing officer of IoT smart prod- design is simple for a critical role to play, listening to needs keting director at DS Smith Packaging Chris Cookson, Service Application Manager, Workington Mill looks set to be a record year for mergers ucts platform EVRYTHNG and advisory deconstruction, reuse downstream in terms of collection and re- UK, Tony Foster. “We shouldn’t be talking and acquisitions, surpassing even the board member of the Active & Intelligent and recycling processing, ensuring design is simple for about supply chains any more – effective 2007 sector high of $33 billion. While un- Packaging Industry Association. “Smart deconstruction, reuse and recycling,” says packaging is part of a ‘supply cycle’, where precedented, this level of investor inter- packaging can drive revenue growth and Dr Read. “They perhaps have more influ- materials rotate around the economy in a est is not surprising. He says: “When you capture market share by engaging con- ence than any downstream players, and circular loop,” he says. compare the public company Packaging sumers at point of purchase, building “Smart packaging can turn a product must help drive the debate and instigate This supply cycle envisions packaging Top-selling products demand innovative and top-performing packaging. and Containers Index with the Dow, over brand loyalty, up and cross-selling prod- into a direct digital media channel for the change – they must embrace this role.” services in a continuous, circular resource the last ten years, packaging shows almost ucts,” he says. brand. They could deliver personalised There are limits though to what can flow from responsible sourcing and design Regardless of whether they are perfume, electronics or medicine. twice the return. Compared with the FTSE “Consumer insights will collect re- reduce, reuse, and recycle content to con- be achieved in recycling through clever with the end in mind, through efficient Workington Mill 100, performance is almost tenfold.” al-time data to better understand who, sumers, to educate and inspire them to design and engaging communication if manufacture and low-carbon transport, Functionality is as important as appearance. But it all starts with the paper- Mr Mockett identifies three market what, how, when and why consumers use products more sustainably,” he says. appropriate collection and processing to retail connectivity and smart messag- segments to watch – food, pharma, and are buying. Data gathered through mo- Waste remains the default sustainability infrastructure simply does not exist. ing, then via better post-consumer col- board. Because when you choose Incada, you’ve got a top performer. health and beauty. “In food, the burgeon- biles enables a raft of new per- Here, the 2013 launch by the Al- lection back to the beginning again. For ing middle classes globally will drive up sonalised offers.” liance for Beverage Cartons and global packaging, this is the trillion-dollar the value of protein, so packaging which Benefits to society become the Environment (ACE) UK of circle of life. MADE IN BRITAIN Incada comes from preferred by many British packaging producers FSC-accredited British forests in northern who supply the world’s top brands. RACONTEUR CONTRIBUTORS England. We have more than 300 years of forest management experience. Incada is CARE BY IGGESUND We are the proud Distributed in Publishing Manager Head of Production DAVID BENADY NICK MARTINDALE CHARLES ORTON-JONES SAM SHAW produced at our Workington mill, which was maker of Invercote and Incada. Our care for David Kells Natalia Rosek Specialist writer on market- Award-winning writer and ed- Award-winning journalist, he Freelance writer and editor, ing, advertising and media, itor, he contributes to nation- was editor-at-large of London- she covers a wide range of recently upgraded with a £108m biomass our customers and their businesses goes far And we care about the environment, all Production Editor Digital and he contributes to national al business and trade press on lovesBusiness.com and editor topics including business, power facility, reducing carbon emissions beyond offering two of the world’s leading the way from our forests to the consumers. Benjamin Chiou Social Manager newspapers and business a wide range of issues. of EuroBusiness. finance, technology and travel. Rebecca McCormick publications. to almost zero and making the mill energy paperboard brands. We also provide a broad That’s because we believe black figures Published in association with Managing Editor Peter Archer self-sufficient. Most importantly, Incada is range of services, support and advice. are best grown from green assets. Design BENJAMIN CHIOU JIM McCLELLAND MAXINE PERELLA Vjay Lad Former business and eco- Sustainable futurist, his Environmental journalist, Grant Chapman nomics writer, his specialisms specialisms include built she writes on corporate sus- Kellie Jerrard include a range of topics environment, corporate tainability, circular economy Paperboard from British forests, including financial markets social responsibility and and resource risk. and commodities. ecosystem services. produced in Britain, for packaging global brands. BUSINESS CULTURE FINANCE HEALTHCARE LIFESTYLE SUSTAINABILITY TECHNOLOGY INFOGRAPHICS http://raconteur.net/future-of-packaging-2015

Although this publication is funded through advertising and sponsorship, all editorial Raconteur is a leading publisher of special-interest content and research. Its publications The information contained in this publication has been obtained from sources the iggesund.com is without bias and sponsored features are clearly labelled. For an upcoming schedule, and articles cover a wide range of topics, including business, finance, sustainability, Proprietors believe to be correct. However, no legal liability can be accepted for any partnership inquiries or feedback, please call +44 (0)20 3428 5230 or e-mail healthcare, lifestyle and technology. Raconteur special reports are published exclusively errors. No part of this publication may be reproduced without the prior consent of the [email protected] in The Times and The Sunday Times as well as online at raconteur.net Publisher. © Raconteur Media 04 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 05

COMMERCIAL FEATURE Thinking outside the box to innovate

Necessity is truly the mother of invention in the packaging industry as fresh demands spark innovation

INNOVATION the food’s liquid and fat, reducing its pH CHARLES ORTON-JONES value. It can also cause changes in per- meability and texture. ackaging is a deceptive industry. Dairy brands are keen to improve Your man on the Clapham om- duration. Dale Farm, one of the UK’s nibus could well assume it to be major dairy co-ops, identified a major Pall cardboard boxes and bubble problem with its packaging. Tradition- wrap. Is there any innovation? To which al heat-shrink-wrap heat-tunnel ma- the industry can reply: are you kidding? chines, used to package yoghurts and Packaging is a sector valued north of crème fraiche for transport, generated $800 billion – and it rivals Silicon Valley a lot of heat. The machinery became so for innovation. hot, the whole dairy was hard to work One huge story right now is the revolu- in. Not good. tion in medical packaging, triggered by The solution was heatless shrink-wrap new European Union rules. The Falsi- machines made by TrakRap. This elim- fied Medicines Directive demands every inated the problem completely and im- pack of pharmaceuticals be given unique 2 proved the eco-performance of the pro- serial numbers, known as serialisation. cess. Without a heating bill, Dale Farm Until recently the packs needed only ex- cut electricity usage for pack wrapping piration dates and batch numbers. This is by 95 per cent a year. The film used by a whole new ball game. TrakRap is 100 per cent recyclable and so Craig Stobie, head of the life sciences thin that 68 per cent less material could team at Domino Printing Sciences, calls be used. For a major national brand such the EU directive “potentially the most as Dale Farm, an innovation like this phy. We have led the way in reducing the can, and the industry, that put Crown ahead significant technical and logistical chal- makes a serious contribution to its long- amount of metal used in consumer pack- of its competitors for us.” lenge that manufacturers have faced in term prospects. KEY REASONS TO aging and we continually work to increase decades”. The deadline for compliance One final innovation. Birch Water is a productivity, safety, and reduce energy and INVESTING IN THE FUTURE is 2019. Mr Stobie and his crew have been traditional drink in Finland and a new material usage. For example, today’s 33cl We continuously invest in our people – one of aluminium beverage can weighs over 25 per Crown’s strongest assets. We have a collective working flat out to create industry-grade 1 3 brand has just been launched in the UK PARTNER WITH CROWN serialisation processes. It’s not easy. called Tåpped. Birch Water is a curious cent less than 20 years ago. passion for metal packaging and our vision is “At its most basic level, this has in- 1. Stacks of Tåpped Birch Water drinks 2. TrakRap secondary packaging machine 3. Bag of lamb’s lettuce entering Linde’s MAPAX LD machine beverage. It’s made from the sap of the Metal packaging is 100 per cent and that Crown should be recognised as the pre- volved many manufacturers jettison- birch tree, tapped once a fortnight. The Crown’s primary product – the iconic can – is both the source of our identity infinitely recyclable, meaning it can be re- ferred supplier of metal packaging. ing older coding equipment simply not TOP 5 TRENDS IN PACKAGING FAST-MOVING CONSUMER GOODS The incentive for mastering serialisa- liquid is high in manganese, zinc, iron cycled again and again without loss of per- Building on a tradition of innovation, qualit y capable of applying a unique code to tion is huge. The EU directive match- and other minerals. as well as the embodiment of sustainability. Metal packaging doesn’t just formance or integrity – Metal Recycles For- and service, we reach ever-greater heights as each item,” he says. “In 2011, when the es similar moves in Brazil, Argentina, A product like this needs special ever™. In fact, the can that is recycled today we provide diversified packaging solutions to directive was published, Domino Print- South Korea and China, and the United packaging to impress potential custom- hold its own against other forms of packaging in terms of product protection can be back on shelves in as little as 60 days . meet our customers’ needs. ing Sciences estimated that as much States has announced its Drug Quality ers. So the executives at Tåpped asked Three-quarters of rigid metal packaging in We are the only company with the breadth as 70 per cent of installed equipment and Security Bill. Further, it is likely that creative agency Horse to come up with and sustainability – it excels Europe is currently recycled and the figure and depth of product lines in metal, the most would become obsolete in the context serialisation, when proved to deter coun- something fitting. The result is an 20% EXTRA FREE goes up every year. Our industry goal is to sustainable material available, enabling our of serialisation.” terfeiting, will be implemented in other aseptic “lamican”, made of 75 per cent reach 80 per cent by 2020. customers worldwide to build their brands. Packs will need to be redesigned. New sectors, such as luxury goods and food. wood. It gives the product a shelf life of Once metal enters the material-to-ma- We are CROWN Brand-Building Pack- inks developed. “For ink-based coding Convenience Smaller pack More More eye- Development Here’s another fast-growing technol- 12 months, and Horse claim the mate- terial loop, in which it is recycled again aging™ and we are creating an infinitely features such sizes for single- promotional catching and of the mass methods, such as thermal ink jet, legi- ogy – modified air rial has 12 per cent of and again, it will always be available for brighter future. bility has been significantly enhanced as resealable serving and packs and colourful luxury or packaging or MAP. CO2 emissions com- packs, easy- on-the-go use brand designs to “masstige” future generations. This means metal is a by the development of new inks that When food and veg- pared with alumin- opening and extensions enhance brand category of MASTERING METAL Crown’s SuperEnd® beverage ends reduce BUILDING BRANDS permanent material and can make a real produce clear, high-contrast and durable stand-up to maintain awareness and cosmetics and etables are picked, ium and 19 per cent Packaging is a sector Metal packaging is a natural barrier against metal use by 10 per cent and make beverage We have a great track record of working with contribution to closing the material loop To learn more visit: www.crowncork.com codes that will last for the lifetime of the pouches customer to stand out on other consumer they start to dete- that of plastic. light and oxygen, and is also unbreakable. No cans even more environmentally friendly. To new companies and brands to identify the and supporting the development of the product,” says Mr Stobie. “This, too, is a loyalty the shelf goods riorate. Microbes valued north of $800 “Although a tradi- other packaging format can match metal’s date, more than 450 billion SuperEnd® bever- right packaging for their product, and help- circular economy. new requirement, since codes must now flourish, turning ripe billion – and it rivals tional spring-time CASE STUDY ability to package food and beverages in a age ends have been produced by Crown and ing them grow. The craf t beer sec tor illustrates be able to be verified not just in the man- courgettes and car- Silicon Valley drink in Finland ufacturing plant, but right through to the rots into a slushy, and other parts of consumer friendly, attractive and convenient its licensees, saving over 117,000 metric tons our commitment. We’ve worked with brands, EXPERIENCE AND EXPERTISE Source: EY for innovation point of sale or dispensing.” mouldy mess. Some the world such as format while preser ving them in optimum and of aluminium, 2,000 metric tons of coatings, such as BrewDog, Harbour and Sly Fox, from We have the expertise to support custom- microbes depend on Canada, tree waters safe conditions. 900,000 metric tons of greenhouse gases the beginning. At the International Metal Dec- ers at all stages of development from design If you want to work with metal then Crown and 2.35 million barrels of oil. orators Association annual conference this inception to filling. Crown designers sug- CASE STUDY: DELL oxygen. These in- are a totally new con- clude pseudomonas, acinetobacter and cept to consumers in the UK,” says Ian should be your partner. We are a global leader With Crown’s 360 End®, the entire lid of summer, Crown won best of category in craft gest and advise on the best match between moraxella, which spoil food, giving it Firth, creative partner at Horse. “Clar- in metal packaging, supplying a wide range of the beverage can is removed, turning the cans for its work with Mother Earth Brew Co’s shape, design and branding, and our techni- cultural waste materials, such as with Newlight Technologies, a shipments was recyclable or a bad taste and odour. The answer is to ity of product communication was markets. Crown is the largest producer of food metal can itself into a drinking cup and elim- Honcho Hefe wheat beer. Four teen years ago, cal and engineering teams develop the prod- cottonseed and rice hulls, we’re startup out of southern California compostable. We’ve saved more actually growing cushions that to produce our industry-first than $53 million and avoided pack food with oxygen-free gases. When therefore paramount, so we used the cans and vacuum closures in the world. We inating the need for separate glassware. We we commenced working with startup Scot- ucts before Crown’s manufacturing teams serve as an organic, composta- AirCarbon plastic packaging over 31 million pounds of pack- bacteria can’t grow, the food is pre- packaging structure to our advantage. are one of the big three in beverage cans, and pioneered Easylift easy-open food ends and tish whisky distiller Bruichladdich to develop a deliver quality Brand-Building Packaging™. ble alternative to Styrofoam made from methane gases that aging, since 2009, by reducing served for much longer. To help communicate provenance, the either number one or two in ever y aerosol and more recently launched the award-winning range of innovative metal packaging. We have Crown also provides technical support for for heavier server products. We would otherwise become part of the materials we use. We also How much longer? Linde Gases, a pio- water is packaged in a cylindrical pa- speciality packaging market where we com- OrbitTM closure with a revolutionary design grown together and now we supply almost our customer’s filling operations. Scottish also use wheat straw to produce the air. This process sequesters set a goal to achieve 100 per A UNIQUE PIECE OF neer in the field, calculates raw red meat perboard can, which we designed to corrugated boxes, mixing straw more carbon than it produces, cent recyclable or compostable pete. We operate 149 manufacturing plants which is universally easy to open and enhanc- 100 times the initial volume. brewers BrewDog called upon our custom- BRITISH HISTORY with recycled paper to create pulling carbon from the air and packaging by 2020 to encourage can be extended from two to four days to resemble a real birch tree. This helps in 40 countries and our highly skilled team of es convenience for consumers of all ages. er technical ser vice team to help install a new cardboard in a process that uses generating a net-positive impact our internal teams to seek out in- between five and eight. Raw poultry can overcome some of the challenges of experts support large, small, global and local Crown’s established BICAN® aerosol tech- SUSTAINABILITY can-filling line in Aberdeen. We conducted a In April 2011, Crown was honoured to 40 per cent less energy and 90 on the environment. It also costs novative new designs, processes be extended by triple the normal span; communicating an unusual new prod- customers alike. While we have global reach, nology offers consumers excellent practi- Not all packaging is created equal. Many 360-degree review of their planned opera- be commissioned by His Royal Highness Dell is one of the world’s biggest per cent less water than tradi- less than oil-based plastics. and materials. sandwiches from three to ten days. uct, but equally distinguishes the water tional methods. These partnerships help advance “Businesses are becoming we aim to service our customers with locally cality due to its ergonomic design and 360- formats trumpet specific aspects of sus- tion and provided a wide range of training for The Prince of Wales to create a com- manufacturers of laptops and PCs. The question is which gases to use. from other beverages.” It is also an enthusiastic champion “Our focus for packaging re- sustainable innovation and create much savvier when it comes to manufactured products. degree operation and requires little effort tainability, such as recyclability or shelf the BrewDog team. Martin Dempster, direc- memorative tin holding, as tradition Linde Gases advocates varying mixtures, Will it sell? Various fashion industry of eco-friendly packaging. Oliver flects a lot of what we see in the a market for sustainable alterna- creating smart and sustainable to use. Viscous products can be dispensed life, but don’t stack up when looking at the tor of special ops at BrewDog, says: “Within requires, a slice of the wedding cake for natural world, as it’s a continuous tives for our industry and beyond. supply chains, and eco-packaging depending on the food stuffs. Some re- magazines have called Birch Water the Campbell, Dell’s director of world- INNOVATION cleanly and accurately with total evacuation complete picture. Metal packaging doesn’t the wider drinks industry we are a relatively Their Royal Highnesses The Duke and wide procurement and packaging, cycle of use and reuse. We apply “At the end of the financial is just one example of a company quire nitrous oxide, argon or hydrogen. new “super food”. If it does take off, the Our dedicated research and development – no shaking required. To improve aesthetics have that problem. Its many intrinsic prop- small player, but Crown’s technical service Duchess of Cambridge. explains his strategy: this approach to the way we year 2015, 66 per cent of all bringing its business process Others recommend a more traditional packaging industry will, as usual, have handle our day-to-day opera- Dell packaging by sales volume in line with its environmental centres in the UK and United States allow us to and promote differentiation in the promo- erties translate to high scores in all three team tailored training and support for us, Manufactured by Crown in Mansfield, “We’ve been introducing new, mix of carbon dioxide, nitrogen and even played a vital role. organic materials that perform tions, our product design and to could be considered recyclable principles. We’re starting to see be an innovation pioneer across the multiple tional sector, Crown produced the first fully dimensions of sustainability – economic, and made the whole process feel like a part- UK, the tins were presented to all guests some a tiny dose of oxygen (1 to 2 per cent, the same as their less sustain- production for packaging. or compostable; 100 per cent real changes in attitudes towards sectors that we cover to improve functionali- automated seated end tin, another example environmental and social. nership from start to finish, in the same way attending the wedding and sent to many “We also seek out partnerships of the packaging for Dell tablet packaging and we hope this is at most, down from 20.95 per cent in the able, traditional materials. For Share this article on social media that help advance innovation. shipments and 92 per cent of just the beginning for companies ty, bring added value and enhance products. of how we bring together our knowledge and Crown’s environmental commitment is a it would for a global brewer. It is this bespoke international dignitaries worldwide. example, by injecting mushroom atmosphere). Carbon dioxide is effective via raconteur.net spores into a mould with agri- For example, we partnered the packaging for notebook who want to go the extra mile.” at inhibiting microbes, but absorbs into This is well recognised by our customers. technological expertise. fundamental part of our business philoso- treatment and its obvious passion for the 04 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 05

COMMERCIAL FEATURE Thinking outside the box to innovate

Necessity is truly the mother of invention in the packaging industry as fresh demands spark innovation

INNOVATION the food’s liquid and fat, reducing its pH CHARLES ORTON-JONES value. It can also cause changes in per- meability and texture. ackaging is a deceptive industry. Dairy brands are keen to improve Your man on the Clapham om- duration. Dale Farm, one of the UK’s nibus could well assume it to be major dairy co-ops, identified a major Pall cardboard boxes and bubble problem with its packaging. Tradition- wrap. Is there any innovation? To which al heat-shrink-wrap heat-tunnel ma- the industry can reply: are you kidding? chines, used to package yoghurts and Packaging is a sector valued north of crème fraiche for transport, generated $800 billion – and it rivals Silicon Valley a lot of heat. The machinery became so for innovation. hot, the whole dairy was hard to work One huge story right now is the revolu- in. Not good. tion in medical packaging, triggered by The solution was heatless shrink-wrap new European Union rules. The Falsi- machines made by TrakRap. This elim- fied Medicines Directive demands every inated the problem completely and im- pack of pharmaceuticals be given unique 2 proved the eco-performance of the pro- serial numbers, known as serialisation. cess. Without a heating bill, Dale Farm Until recently the packs needed only ex- cut electricity usage for pack wrapping piration dates and batch numbers. This is by 95 per cent a year. The film used by a whole new ball game. TrakRap is 100 per cent recyclable and so Craig Stobie, head of the life sciences thin that 68 per cent less material could team at Domino Printing Sciences, calls be used. For a major national brand such the EU directive “potentially the most as Dale Farm, an innovation like this phy. We have led the way in reducing the can, and the industry, that put Crown ahead significant technical and logistical chal- makes a serious contribution to its long- amount of metal used in consumer pack- of its competitors for us.” lenge that manufacturers have faced in term prospects. KEY REASONS TO aging and we continually work to increase decades”. The deadline for compliance One final innovation. Birch Water is a productivity, safety, and reduce energy and INVESTING IN THE FUTURE is 2019. Mr Stobie and his crew have been traditional drink in Finland and a new material usage. For example, today’s 33cl We continuously invest in our people – one of aluminium beverage can weighs over 25 per Crown’s strongest assets. We have a collective working flat out to create industry-grade 1 3 brand has just been launched in the UK PARTNER WITH CROWN serialisation processes. It’s not easy. called Tåpped. Birch Water is a curious cent less than 20 years ago. passion for metal packaging and our vision is “At its most basic level, this has in- 1. Stacks of Tåpped Birch Water drinks 2. TrakRap secondary packaging machine 3. Bag of lamb’s lettuce entering Linde’s MAPAX LD machine beverage. It’s made from the sap of the Metal packaging is 100 per cent and that Crown should be recognised as the pre- volved many manufacturers jettison- birch tree, tapped once a fortnight. The Crown’s primary product – the iconic can – is both the source of our identity infinitely recyclable, meaning it can be re- ferred supplier of metal packaging. ing older coding equipment simply not TOP 5 TRENDS IN PACKAGING FAST-MOVING CONSUMER GOODS The incentive for mastering serialisa- liquid is high in manganese, zinc, iron cycled again and again without loss of per- Building on a tradition of innovation, qualit y capable of applying a unique code to tion is huge. The EU directive match- and other minerals. as well as the embodiment of sustainability. Metal packaging doesn’t just formance or integrity – Metal Recycles For- and service, we reach ever-greater heights as each item,” he says. “In 2011, when the es similar moves in Brazil, Argentina, A product like this needs special ever™. In fact, the can that is recycled today we provide diversified packaging solutions to directive was published, Domino Print- South Korea and China, and the United packaging to impress potential custom- hold its own against other forms of packaging in terms of product protection can be back on shelves in as little as 60 days . meet our customers’ needs. ing Sciences estimated that as much States has announced its Drug Quality ers. So the executives at Tåpped asked Three-quarters of rigid metal packaging in We are the only company with the breadth as 70 per cent of installed equipment and Security Bill. Further, it is likely that creative agency Horse to come up with and sustainability – it excels Europe is currently recycled and the figure and depth of product lines in metal, the most would become obsolete in the context serialisation, when proved to deter coun- something fitting. The result is an 20% EXTRA FREE goes up every year. Our industry goal is to sustainable material available, enabling our of serialisation.” terfeiting, will be implemented in other aseptic “lamican”, made of 75 per cent reach 80 per cent by 2020. customers worldwide to build their brands. Packs will need to be redesigned. New sectors, such as luxury goods and food. wood. It gives the product a shelf life of Once metal enters the material-to-ma- We are CROWN Brand-Building Pack- inks developed. “For ink-based coding Convenience Smaller pack More More eye- Development Here’s another fast-growing technol- 12 months, and Horse claim the mate- terial loop, in which it is recycled again aging™ and we are creating an infinitely features such sizes for single- promotional catching and of the mass methods, such as thermal ink jet, legi- ogy – modified air rial has 12 per cent of and again, it will always be available for brighter future. bility has been significantly enhanced as resealable serving and packs and colourful luxury or packaging or MAP. CO2 emissions com- packs, easy- on-the-go use brand designs to “masstige” future generations. This means metal is a by the development of new inks that When food and veg- pared with alumin- opening and extensions enhance brand category of MASTERING METAL Crown’s SuperEnd® beverage ends reduce BUILDING BRANDS permanent material and can make a real produce clear, high-contrast and durable stand-up to maintain awareness and cosmetics and etables are picked, ium and 19 per cent Packaging is a sector Metal packaging is a natural barrier against metal use by 10 per cent and make beverage We have a great track record of working with contribution to closing the material loop To learn more visit: www.crowncork.com codes that will last for the lifetime of the pouches customer to stand out on other consumer they start to dete- that of plastic. light and oxygen, and is also unbreakable. No cans even more environmentally friendly. To new companies and brands to identify the and supporting the development of the product,” says Mr Stobie. “This, too, is a loyalty the shelf goods riorate. Microbes valued north of $800 “Although a tradi- other packaging format can match metal’s date, more than 450 billion SuperEnd® bever- right packaging for their product, and help- circular economy. new requirement, since codes must now flourish, turning ripe billion – and it rivals tional spring-time CASE STUDY ability to package food and beverages in a age ends have been produced by Crown and ing them grow. The craf t beer sec tor illustrates be able to be verified not just in the man- courgettes and car- Silicon Valley drink in Finland ufacturing plant, but right through to the rots into a slushy, and other parts of consumer friendly, attractive and convenient its licensees, saving over 117,000 metric tons our commitment. We’ve worked with brands, EXPERIENCE AND EXPERTISE Source: EY for innovation point of sale or dispensing.” mouldy mess. Some the world such as format while preser ving them in optimum and of aluminium, 2,000 metric tons of coatings, such as BrewDog, Harbour and Sly Fox, from We have the expertise to support custom- microbes depend on Canada, tree waters safe conditions. 900,000 metric tons of greenhouse gases the beginning. At the International Metal Dec- ers at all stages of development from design If you want to work with metal then Crown and 2.35 million barrels of oil. orators Association annual conference this inception to filling. Crown designers sug- CASE STUDY: DELL oxygen. These in- are a totally new con- clude pseudomonas, acinetobacter and cept to consumers in the UK,” says Ian should be your partner. We are a global leader With Crown’s 360 End®, the entire lid of summer, Crown won best of category in craft gest and advise on the best match between moraxella, which spoil food, giving it Firth, creative partner at Horse. “Clar- in metal packaging, supplying a wide range of the beverage can is removed, turning the cans for its work with Mother Earth Brew Co’s shape, design and branding, and our techni- cultural waste materials, such as with Newlight Technologies, a shipments was recyclable or a bad taste and odour. The answer is to ity of product communication was markets. Crown is the largest producer of food metal can itself into a drinking cup and elim- Honcho Hefe wheat beer. Four teen years ago, cal and engineering teams develop the prod- cottonseed and rice hulls, we’re startup out of southern California compostable. We’ve saved more actually growing cushions that to produce our industry-first than $53 million and avoided pack food with oxygen-free gases. When therefore paramount, so we used the cans and vacuum closures in the world. We inating the need for separate glassware. We we commenced working with startup Scot- ucts before Crown’s manufacturing teams serve as an organic, composta- AirCarbon plastic packaging over 31 million pounds of pack- bacteria can’t grow, the food is pre- packaging structure to our advantage. are one of the big three in beverage cans, and pioneered Easylift easy-open food ends and tish whisky distiller Bruichladdich to develop a deliver quality Brand-Building Packaging™. ble alternative to Styrofoam made from methane gases that aging, since 2009, by reducing served for much longer. To help communicate provenance, the either number one or two in ever y aerosol and more recently launched the award-winning range of innovative metal packaging. We have Crown also provides technical support for for heavier server products. We would otherwise become part of the materials we use. We also How much longer? Linde Gases, a pio- water is packaged in a cylindrical pa- speciality packaging market where we com- OrbitTM closure with a revolutionary design grown together and now we supply almost our customer’s filling operations. Scottish also use wheat straw to produce the air. This process sequesters set a goal to achieve 100 per A UNIQUE PIECE OF neer in the field, calculates raw red meat perboard can, which we designed to corrugated boxes, mixing straw more carbon than it produces, cent recyclable or compostable pete. We operate 149 manufacturing plants which is universally easy to open and enhanc- 100 times the initial volume. brewers BrewDog called upon our custom- BRITISH HISTORY with recycled paper to create pulling carbon from the air and packaging by 2020 to encourage can be extended from two to four days to resemble a real birch tree. This helps in 40 countries and our highly skilled team of es convenience for consumers of all ages. er technical ser vice team to help install a new cardboard in a process that uses generating a net-positive impact our internal teams to seek out in- between five and eight. Raw poultry can overcome some of the challenges of experts support large, small, global and local Crown’s established BICAN® aerosol tech- SUSTAINABILITY can-filling line in Aberdeen. We conducted a In April 2011, Crown was honoured to 40 per cent less energy and 90 on the environment. It also costs novative new designs, processes be extended by triple the normal span; communicating an unusual new prod- customers alike. While we have global reach, nology offers consumers excellent practi- Not all packaging is created equal. Many 360-degree review of their planned opera- be commissioned by His Royal Highness Dell is one of the world’s biggest per cent less water than tradi- less than oil-based plastics. and materials. sandwiches from three to ten days. uct, but equally distinguishes the water tional methods. These partnerships help advance “Businesses are becoming we aim to service our customers with locally cality due to its ergonomic design and 360- formats trumpet specific aspects of sus- tion and provided a wide range of training for The Prince of Wales to create a com- manufacturers of laptops and PCs. The question is which gases to use. from other beverages.” It is also an enthusiastic champion “Our focus for packaging re- sustainable innovation and create much savvier when it comes to manufactured products. degree operation and requires little effort tainability, such as recyclability or shelf the BrewDog team. Martin Dempster, direc- memorative tin holding, as tradition Linde Gases advocates varying mixtures, Will it sell? Various fashion industry of eco-friendly packaging. Oliver flects a lot of what we see in the a market for sustainable alterna- creating smart and sustainable to use. Viscous products can be dispensed life, but don’t stack up when looking at the tor of special ops at BrewDog, says: “Within requires, a slice of the wedding cake for natural world, as it’s a continuous tives for our industry and beyond. supply chains, and eco-packaging depending on the food stuffs. Some re- magazines have called Birch Water the Campbell, Dell’s director of world- INNOVATION cleanly and accurately with total evacuation complete picture. Metal packaging doesn’t the wider drinks industry we are a relatively Their Royal Highnesses The Duke and wide procurement and packaging, cycle of use and reuse. We apply “At the end of the financial is just one example of a company quire nitrous oxide, argon or hydrogen. new “super food”. If it does take off, the Our dedicated research and development – no shaking required. To improve aesthetics have that problem. Its many intrinsic prop- small player, but Crown’s technical service Duchess of Cambridge. explains his strategy: this approach to the way we year 2015, 66 per cent of all bringing its business process Others recommend a more traditional packaging industry will, as usual, have handle our day-to-day opera- Dell packaging by sales volume in line with its environmental centres in the UK and United States allow us to and promote differentiation in the promo- erties translate to high scores in all three team tailored training and support for us, Manufactured by Crown in Mansfield, “We’ve been introducing new, mix of carbon dioxide, nitrogen and even played a vital role. organic materials that perform tions, our product design and to could be considered recyclable principles. We’re starting to see be an innovation pioneer across the multiple tional sector, Crown produced the first fully dimensions of sustainability – economic, and made the whole process feel like a part- UK, the tins were presented to all guests some a tiny dose of oxygen (1 to 2 per cent, the same as their less sustain- production for packaging. or compostable; 100 per cent real changes in attitudes towards sectors that we cover to improve functionali- automated seated end tin, another example environmental and social. nership from start to finish, in the same way attending the wedding and sent to many “We also seek out partnerships of the packaging for Dell tablet packaging and we hope this is at most, down from 20.95 per cent in the able, traditional materials. For Share this article on social media that help advance innovation. shipments and 92 per cent of just the beginning for companies ty, bring added value and enhance products. of how we bring together our knowledge and Crown’s environmental commitment is a it would for a global brewer. It is this bespoke international dignitaries worldwide. example, by injecting mushroom atmosphere). Carbon dioxide is effective via raconteur.net spores into a mould with agri- For example, we partnered the packaging for notebook who want to go the extra mile.” at inhibiting microbes, but absorbs into This is well recognised by our customers. technological expertise. fundamental part of our business philoso- treatment and its obvious passion for the 06 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 07

OPINION COLUMN at Intelligent Design Associates, believes designers are uniquely placed to balance both brand and consumer needs against each other while having one eye on the wider stakeholder context. New ideas must Packaging can’t keep also be workable for materials suppliers and logistics providers. “It is part of the de- Litter and packaging signer’s key responsibility to adopt a criti- cal position in such matters,” he says. But Dr Thorpe admits it’s not always an easy task. “I think circular economy and Although packaging is not the biggest litter problem, industry leaders are campaigning to clean up Britain’s streets the metrics, terminology and consensus costing the Earth around such matters are still evolving,” he says. “Consumers are looking for simplici- ty and authenticity rather than complexi- JANE BICKERSTAFFE ty… for well-designed solutions which add Consumers and manufacturers alike are increasingly demanding sustainable packaging which meets Director at INCPEN to and enhance the product experience, sometimes complicated requirements including what to do at the end of life.” Tracy Sutton, founder of Root, which Litter is not an environmental issue. 1970s and has commissioned research to un- chewing gum 24 per cent, drinks containers Streets campaign in London’s Villiers Street. specialises in packaging innovation, It is the result of irresponsible or derstand the issue better. 7 per cent, food packaging 15 per cent, It is a social experiment, running for six shares a similar sentiment. “Much of the careless behaviour. But there is a growing Hard evidence about litter tissues 1.4 per cent, supermar- months to test the best methods from around work I’m doing is helping brands under- trend for it to be described as an environmen- is limited because it is ket carrier bags 0.2 per the world to stop littering. One of the most SUSTAINABILITY stand the business and brand benefit of tal problem and for policy-makers to respond not easy to measure. A cent, other bags 0.5 per effective installations to date is a cigarette MAXINE PERELLA the methodology, and help them under- by imposing restrictions or charges on some count of the number cent and till receipts voting ashtray. It is a bin with two separate stand how to integrate the principles of items that are sometimes littered. That would of littered items 0.8 per cent. compartments. People choose which one to hat will define the future of the circular economy into their brand only work if all items that have the potential typically shows There is substan- use depending on their answer to a question sustainable packaging? It’s a and packaging,” she says. to be littered were targeted. That would be that cigarette tial evidence that about sport, such as who will win the rugby question doubtless keeping Ms Sutton feels sustainable packag- completely impossible. ends and chew- all litter needs world cup. Each week a new question is asked Wbrand managers awake at ing as a whole is still very much in its Some people think litter and packaging are ing gum are to be tackled so it stays topical. night. Over the years green packaging has infancy. “We’re just starting to uncover synonymous, but statistically packaging is the two most because litter Neat Streets is supported by a wide range evolved into a hugely competitive market- materials that are finally better than less not the largest component. However, by its frequently lit- breeds litter. of organisations and companies that are also ing tool. It doesn’t just reflect on business environmentally friendly materials,” nature packaging catches the eye and is re- tered items, Removing calling on government to take a lead on a na- values, it influences purchasing decisions she says. “The idea that all compostable membered. It is also a bad advertisement for together just some of it tional anti-litter plan which will involve all and sets the scene for a much deeper, emo- materials and recycled materials are sus- a company if its brand ends up in a gutter. making up as does not solve the campaign bodies, all stakeholders and tional bond – the consumer experience. tainable is simply a myth. For example, It is, therefore, an important issue for much as 80 per the problem. tackle all litter. And demand is growing for greater there’s no benefit a pack being composta- INCPEN (Industry Council for research on cent, but they The solution is A short video is being used to persuade transparency. A Forum for the Future ble or recyclable if there is no supporting Packaging and the Environment) and its tend to accumu- a three-pronged people to bin all litter because even a little bit report released last year, Scaling Disrup- infrastructure in the local environment members, and while manufacturers and re- late because they approach – edu- of litter leads to more. Litter breeds litter. tive Innovation in Sustainable Packaging, where it ends up.” tailers are not responsible for it, like the ma- are the most diffi- cation to prevent Recycling has received a huge amount of at- found that the vast majority of consum- The smart brands, she says, are now jority of people, they want a clean, safe envi- cult, and expensive, to littering, enforcement tention. Businesses have done much to sup- ers feel companies should do more to specifically requesting information about ronment. clear up. of laws, and provision of port it and the UK is now among the leaders how design partners can help integrate INCPEN has supported campaigns against In the most recent survey, infrastructure and cleaning in recycling in Europe. We now need to work sustainability into packaging design con- littering for many years, has been a member done in 2014 by Keep Britain Tidy services to remove it. with others to make the UK clean cepts. “This crucial progression empowers and supporter of Keep Britain Tidy since the for INCPEN, cigarette ends were 30 per cent, That’s why we are supporting the Neat and litter free. Consumers are looking for designers to consider the environment in a way that they have not been given before,” well-designed solutions says Ms Sutton. which add to and enhance Brands are certainly recognising the need the product experience, for more inclusive dialogue. “As well as a plastic bottle can impact on its potential He adds that customers trust M&S to “do working closely with product and packag- including what to do at CONSUMER VIEW OF INDUSTRY to re-enter the supply chain in a circular STANDARDS ON SUSTAINABLE the right thing” – that means choosing the ing suppliers, we recognise there are other the end of life fashion, meaning it may only be fit for one PACKAGING right packaging for the right task. “The stakeholders who need to be engaged to life cycle. It’s becoming clear that more challenge is to keep them informed as to ensure that we have end-to-end solutions brainstorming is needed as new corporate Strongly agree Agree why the packaging is used and its role – for some of the more intractable packing improve industry standards. Discerning social responsibility agendas, such as the for instance, protecting from problems we face,” says Cath- shoppers aren’t just looking for more re- circular economy and net positive, start to damage in the supply chain, ryn Higgs, food policy manager cycled content in packaging, they want to bed down. 56% keeping it fresher for longer, for the Co-operative Group. “We know that less energy and raw materials “The lighter the weight of a pack, the less easy dispensing and reduc- always try to look at packaging have been used in its creation. value there is in the recycling process, but 28% ing food waste.” design in the round and factor But balancing these different metrics – the higher the weight, the more resources This view is echoed by Dax in whole-product impact.” material optimisation, carbon, recyclabil- are needed to create the pack. The balance Lovegrove, director of sus- 92% Looking ahead, packaging ity, toxicity, ergonomics, and so on – is a is crucial,” says Kevin Vyse, packaging in- Companies should provide information on tainability and innovation at of global forest, responsibility might reach complex task. For instance, lightweighting novation lead at Marks & Spencer. whether packaging can be recycled home improvement group paper and packaging new heights as brands such Kingfisher. “I think we need chief executives as Kingfisher, owner of B&Q say it’s important to apply different approach- and Screwfix, get to grips with LOCAL AUTHORITY MANAGED WASTE AND RECYCLING RATES IN ENGLAND, for their company es for different uses. If it’s for net positive, which is about 2000-2014 52% to measure and non-durable use, you might try to reduce their putting more back into soci- Landfill Incineration with Other 30% want lightweight composta- environmental ety. “Net positive is an inter- energy from waste Household waste Waste from household ble packaging that is safe for footprint esting concept because the recyling rate Recycled composted recycling rate 35 50% people and nature. For more idea is that we create positive Companies should increase the amount of durable use then you do want impact and we don’t just look 45% recycled material in packaging 30 more substantial use of mate- at damage control. Maybe what 40% rials, built for reuse,” he says. that means is we recycle more To avoid potential con- waste than is produced by the 25 35% 41% flicts, Eelco Smit, director business,” says Mr Lovegrove. Recycling rateRecycling 35% 30% of sustainability at Philips, 65% In theory, he says, this could 20 25% says brands need to define at believe resource mean Kingfisher taking back scarcity and 15 the design stage which level packaging waste from cus- 20% Companies should reduce the amount of energy climate change

Million tonnesMillion of circularity – for example, tomers or other commercial used in the production of a product/service will transform 10 15% recycling, reuse or reman- their business companies. “We are look- ufacture – will apply to the ing to raise our game… that 10% packaging. “If we know the Source: PwC 2014 means looking at what waste 5 42% 5% 33% packaging will end up in a is out there in society which recycling system, we need to design it so it we could somehow reuse in a way that’s 0 0 can be recycled,” he says. “If we know it will useful to the business.” Companies should reduce the amount of new be returned, we need to ensure the packag- 2011/12 2010/11 2012/13 2013/14

2001/02 raw materials used in creating packaging ing can withstand several return cycles.” 2009/10 2000/01 2007/08 2002/03 2006/07 2003/04 2005/06 2004/05 2008/09 Share this article on social media So how can packaging designers help fa- via raconteur.net Source: Department for Environment, Food and Rural Affairs 2014 Source: Forum for the Future 2014 cilitate this process? Chris Thorpe, director 06 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 07

OPINION COLUMN at Intelligent Design Associates, believes designers are uniquely placed to balance both brand and consumer needs against each other while having one eye on the wider stakeholder context. New ideas must Packaging can’t keep also be workable for materials suppliers and logistics providers. “It is part of the de- Litter and packaging signer’s key responsibility to adopt a criti- cal position in such matters,” he says. But Dr Thorpe admits it’s not always an easy task. “I think circular economy and Although packaging is not the biggest litter problem, industry leaders are campaigning to clean up Britain’s streets the metrics, terminology and consensus costing the Earth around such matters are still evolving,” he says. “Consumers are looking for simplici- ty and authenticity rather than complexi- JANE BICKERSTAFFE ty… for well-designed solutions which add Consumers and manufacturers alike are increasingly demanding sustainable packaging which meets Director at INCPEN to and enhance the product experience, sometimes complicated requirements including what to do at the end of life.” Tracy Sutton, founder of Root, which Litter is not an environmental issue. 1970s and has commissioned research to un- chewing gum 24 per cent, drinks containers Streets campaign in London’s Villiers Street. specialises in packaging innovation, It is the result of irresponsible or derstand the issue better. 7 per cent, food packaging 15 per cent, It is a social experiment, running for six shares a similar sentiment. “Much of the careless behaviour. But there is a growing Hard evidence about litter tissues 1.4 per cent, supermar- months to test the best methods from around work I’m doing is helping brands under- trend for it to be described as an environmen- is limited because it is ket carrier bags 0.2 per the world to stop littering. One of the most SUSTAINABILITY stand the business and brand benefit of tal problem and for policy-makers to respond not easy to measure. A cent, other bags 0.5 per effective installations to date is a cigarette MAXINE PERELLA the methodology, and help them under- by imposing restrictions or charges on some count of the number cent and till receipts voting ashtray. It is a bin with two separate stand how to integrate the principles of items that are sometimes littered. That would of littered items 0.8 per cent. compartments. People choose which one to hat will define the future of the circular economy into their brand only work if all items that have the potential typically shows There is substan- use depending on their answer to a question sustainable packaging? It’s a and packaging,” she says. to be littered were targeted. That would be that cigarette tial evidence that about sport, such as who will win the rugby question doubtless keeping Ms Sutton feels sustainable packag- completely impossible. ends and chew- all litter needs world cup. Each week a new question is asked Wbrand managers awake at ing as a whole is still very much in its Some people think litter and packaging are ing gum are to be tackled so it stays topical. night. Over the years green packaging has infancy. “We’re just starting to uncover synonymous, but statistically packaging is the two most because litter Neat Streets is supported by a wide range evolved into a hugely competitive market- materials that are finally better than less not the largest component. However, by its frequently lit- breeds litter. of organisations and companies that are also ing tool. It doesn’t just reflect on business environmentally friendly materials,” nature packaging catches the eye and is re- tered items, Removing calling on government to take a lead on a na- values, it influences purchasing decisions she says. “The idea that all compostable membered. It is also a bad advertisement for together just some of it tional anti-litter plan which will involve all and sets the scene for a much deeper, emo- materials and recycled materials are sus- a company if its brand ends up in a gutter. making up as does not solve the campaign bodies, all stakeholders and tional bond – the consumer experience. tainable is simply a myth. For example, It is, therefore, an important issue for much as 80 per the problem. tackle all litter. And demand is growing for greater there’s no benefit a pack being composta- INCPEN (Industry Council for research on cent, but they The solution is A short video is being used to persuade transparency. A Forum for the Future ble or recyclable if there is no supporting Packaging and the Environment) and its tend to accumu- a three-pronged people to bin all litter because even a little bit report released last year, Scaling Disrup- infrastructure in the local environment members, and while manufacturers and re- late because they approach – edu- of litter leads to more. Litter breeds litter. tive Innovation in Sustainable Packaging, where it ends up.” tailers are not responsible for it, like the ma- are the most diffi- cation to prevent Recycling has received a huge amount of at- found that the vast majority of consum- The smart brands, she says, are now jority of people, they want a clean, safe envi- cult, and expensive, to littering, enforcement tention. Businesses have done much to sup- ers feel companies should do more to specifically requesting information about ronment. clear up. of laws, and provision of port it and the UK is now among the leaders how design partners can help integrate INCPEN has supported campaigns against In the most recent survey, infrastructure and cleaning in recycling in Europe. We now need to work sustainability into packaging design con- littering for many years, has been a member done in 2014 by Keep Britain Tidy services to remove it. with others to make the UK clean cepts. “This crucial progression empowers and supporter of Keep Britain Tidy since the for INCPEN, cigarette ends were 30 per cent, That’s why we are supporting the Neat and litter free. Consumers are looking for designers to consider the environment in a way that they have not been given before,” well-designed solutions says Ms Sutton. which add to and enhance Brands are certainly recognising the need the product experience, for more inclusive dialogue. “As well as a plastic bottle can impact on its potential He adds that customers trust M&S to “do working closely with product and packag- including what to do at CONSUMER VIEW OF INDUSTRY to re-enter the supply chain in a circular STANDARDS ON SUSTAINABLE the right thing” – that means choosing the ing suppliers, we recognise there are other the end of life fashion, meaning it may only be fit for one PACKAGING right packaging for the right task. “The stakeholders who need to be engaged to life cycle. It’s becoming clear that more challenge is to keep them informed as to ensure that we have end-to-end solutions brainstorming is needed as new corporate Strongly agree Agree why the packaging is used and its role – for some of the more intractable packing improve industry standards. Discerning social responsibility agendas, such as the for instance, protecting from problems we face,” says Cath- shoppers aren’t just looking for more re- circular economy and net positive, start to damage in the supply chain, ryn Higgs, food policy manager cycled content in packaging, they want to bed down. 56% keeping it fresher for longer, for the Co-operative Group. “We know that less energy and raw materials “The lighter the weight of a pack, the less easy dispensing and reduc- always try to look at packaging have been used in its creation. value there is in the recycling process, but 28% ing food waste.” design in the round and factor But balancing these different metrics – the higher the weight, the more resources This view is echoed by Dax in whole-product impact.” material optimisation, carbon, recyclabil- are needed to create the pack. The balance Lovegrove, director of sus- 92% Looking ahead, packaging ity, toxicity, ergonomics, and so on – is a is crucial,” says Kevin Vyse, packaging in- Companies should provide information on tainability and innovation at of global forest, responsibility might reach complex task. For instance, lightweighting novation lead at Marks & Spencer. whether packaging can be recycled home improvement group paper and packaging new heights as brands such Kingfisher. “I think we need chief executives as Kingfisher, owner of B&Q say it’s important to apply different approach- and Screwfix, get to grips with LOCAL AUTHORITY MANAGED WASTE AND RECYCLING RATES IN ENGLAND, for their company es for different uses. If it’s for net positive, which is about 2000-2014 52% to measure and non-durable use, you might try to reduce their putting more back into soci- Landfill Incineration with Other 30% want lightweight composta- environmental ety. “Net positive is an inter- energy from waste Household waste Waste from household ble packaging that is safe for footprint esting concept because the recyling rate Recycled composted recycling rate 35 50% people and nature. For more idea is that we create positive Companies should increase the amount of durable use then you do want impact and we don’t just look 45% recycled material in packaging 30 more substantial use of mate- at damage control. Maybe what 40% rials, built for reuse,” he says. that means is we recycle more To avoid potential con- waste than is produced by the 25 35% 41% flicts, Eelco Smit, director business,” says Mr Lovegrove. Recycling rateRecycling 35% 30% of sustainability at Philips, 65% In theory, he says, this could 20 25% says brands need to define at believe resource mean Kingfisher taking back scarcity and 15 the design stage which level packaging waste from cus- 20% Companies should reduce the amount of energy climate change

Million tonnesMillion of circularity – for example, tomers or other commercial used in the production of a product/service will transform 10 15% recycling, reuse or reman- their business companies. “We are look- ufacture – will apply to the ing to raise our game… that 10% packaging. “If we know the Source: PwC 2014 means looking at what waste 5 42% 5% 33% packaging will end up in a is out there in society which recycling system, we need to design it so it we could somehow reuse in a way that’s 0 0 can be recycled,” he says. “If we know it will useful to the business.” Companies should reduce the amount of new be returned, we need to ensure the packag- 2011/12 2010/11 2012/13 2013/14

2001/02 raw materials used in creating packaging ing can withstand several return cycles.” 2009/10 2000/01 2007/08 2002/03 2006/07 2003/04 2005/06 2004/05 2008/09 Share this article on social media So how can packaging designers help fa- via raconteur.net Source: Department for Environment, Food and Rural Affairs 2014 Source: Forum for the Future 2014 cilitate this process? Chris Thorpe, director 08 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 09 Iconic packaging - it’s what is outside that counts

Whether it’s clever marketing or an ingenious solution for everyday problems, some product designs have become cultural icons, celebrated in packaging’s hall of fame

DESIGN BENJAMIN CHIOU

HEINZ TOMATO KETCHUP CHANEL NO 5 TOBLERONE KFC BARGAIN BUCKET HEART-SHAPED TIFFANY BLUE BOX CHOCOLATE BOX One of the most recognisable 650 million bottles sold every The synonymous Chanel No “exquisite, expensive, delicate A seemingly permanent says creator Theodor Tobler A simple yet iconic design Crowned with a white satin trademarked robin’s egg blue products to grace our kitchen year. Despite its squeezy – and 5 bottle has stood the test of glass”, and it instantly became feature of duty-free shopping, modelled the original design and a classic crowd-pleaser. The novelty of a heart-shaped ribbon tied at the counter, the boxes can only be obtained cupboards. People have been some would say more practical time – neither the packaging a cultural artefact, celebrated the triangular prism-shaped 107 years ago on “something The Colonel sold his first KFC chocolate box means it’s still Tiffany Blue Box, as the com- with a purchase from the store struggling to get that last bit – successor, a satisfying slap on nor the scent has changed by Andy Warhol in the 1980s. Toblerone box was not actually sexier” – dancers at the Folies Bargain Bucket in the late- a big seller on Valentine’s Day pany says, is an “international or by spending a tidy sum on of sauce out since 1890, yet the bottom of the original glass much since the 1920s. Designed Its popularity hasn’t faltered inspired by the Swiss Alps’ Bergère in Paris who formed a 1950s and it has firmly secured and instantly recognisable. No symbol of style and sophis- a second-hand one from eBay Heinz ketchup is still a must for bottle will always be fondly to resemble a whisky decanter, since – it’s still the world’s Matterhorn as most would pyramid at the end of a show. its place on the chain’s menu matter who the manufacturer tication”. Almost as coveted of Etsy. meal times the world over, with remembered. creator Coco Chanel envi- best-selling perfume with one assume. In fact, the company around the globe. Now seen as is, when people see a red, as the jewellery inside, the sioned the bottle to be one of bottle sold every 30 seconds. a collectors’ item and available heart-shaped box, they know for sale on eBay, a vintage what’s inside. bucket could now fetch $50.

ANGOSTURA BITTERS McDONALD’S HAPPY MEAL COCA-COLA MARMITE QUALITY STREET

No, there wasn’t a mistake attitude” – legend has it that Few packaging designs are the US chain decided in the Despite going through many distinctive, embossed script Both loved and hated, but was originally supplied in a First produced in West York- at the labelling factory, the person ordering the bottles more synonymous with a brand late-1970s to tempt children to redesigns over the years, the logo, the bottle definitely fits recognised by all. Invented marmite – the French term shire in the 1930s, the Quality Angostura intentionally makes didn’t think to communicate than McDonald’s Happy Meal eat their calorific meals with a classic Coca-Cola “contour” the original designer’s brief to by German scientist Justus for a crockery casserole dish Street collection tin goes hand its bitters labels too big. The with the person in charge of box. Not that kids needed toy – something which is still bottle created in 1916 is the one “develop a container recog- Von Liebig in the 19th century notable for its pot-belly shape in hand with family gatherings Trinidad-based company puts it the labels. another reason to eat junk working well for the brand to we all associate with the fizzy nisable even if broken on the (before it was even called – which inspired the bulbous jar and is found on many a coffee down to a “laid-back Caribbean food, savvy marketers from this day. stuff. Renowned as a cultural ground or touched in the dark”. Marmite), the “food extract” that we all know today. table at Christmas – cracking icon, with its fluted lines to open a tin can bring back a resemble a cocoa pod, and its nostalgic whiff of cellophane and chocolate in an instant.

CAMPBELL’S SOUP PRINGLES HINGED CIGARETTE PACK MILK CARTON PACKAGE SAVER WINE BOX RING PULL

The Campbell’s red-and- an instant cultural sensation Saving the world from crushed The hinge-lid hard cigarette invention with an instantaneous Toymaker John Van Wormer ten years to perfect a machine Carmela Vitale is not a house- Advertised as a convenient and valve inside a corrugated card Credited as the reason behind went. It wasn’t until 1975, when white condensed soup can is in his pop art piece in 1962, crisps, the unmistakable pack, created in the 1950s by 50-fold increase in sales for got the idea for the first “paper capable of manufacturing on hold name, though her 1985 economical alternative to bot- container, box wine keeps fresh a rapid surge in the soft drinks Daniel Cudzik was granted a undeniably iconic, though its making a statement about Pringles tube was an ingenious Desmond Molins, was a major owner Philip Morris Interna- bottle” after smashing a glass a large scale. Erik Wallenberg invention of the “package saver” tles, bag-in-box wine is having for up to six weeks, and reduc- market in the 1960s, Ermal patent for “stay-tabs” similar fame cannot be attributable to American popular culture and solution created by designer step forward for the tobacco tional, though designer Frank milk bottle one morning, and of Tetra Pak fame was credited is something everyone can be somewhat of a renaissance. es both packaging waste and Cleon Fraze from Ohio invented to the ones we know today, designers at the Campbell Soup consumerism, and at the same Fred Baur in 1968 and perfectly industry as previous soft packs Gianninoto’s bold red-and- took out a patent in 1915 for with using less paper and an thankful for – the tiny plastic Comprised of a (unappetising) carbon emissions compared the first detachable ring pull that the environmental impact Company. Andy Warhol turned preserving Campbell’s place in houses a neat stack of 100 were easily damaged. Used in white labelling redesign may the Pure-Pak flat-top carton, airtight seal for his tetrahedron tripod has saved the world from plastic bladder and air-tight with glass bottles. in 1962, saving consumers the of discarded pull tops was this basic aluminium can into packaging history. saddle-shaped Pringles, along 1954 to relaunch the Marlboro have also had something to do though it took him more than design in 1944. squashed takeaway pizzas. need to take a “church key” addressed. with a resealable lid that keep brand, Molins PLC credits the with it. or can piercer wherever they your crisps fresh.

Share this article and infographic on social media via raconteur.net 08 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 09 Iconic packaging - it’s what is outside that counts

Whether it’s clever marketing or an ingenious solution for everyday problems, some product designs have become cultural icons, celebrated in packaging’s hall of fame

DESIGN BENJAMIN CHIOU

HEINZ TOMATO KETCHUP CHANEL NO 5 TOBLERONE KFC BARGAIN BUCKET HEART-SHAPED TIFFANY BLUE BOX CHOCOLATE BOX One of the most recognisable 650 million bottles sold every The synonymous Chanel No “exquisite, expensive, delicate A seemingly permanent says creator Theodor Tobler A simple yet iconic design Crowned with a white satin trademarked robin’s egg blue products to grace our kitchen year. Despite its squeezy – and 5 bottle has stood the test of glass”, and it instantly became feature of duty-free shopping, modelled the original design and a classic crowd-pleaser. The novelty of a heart-shaped ribbon tied at the counter, the boxes can only be obtained cupboards. People have been some would say more practical time – neither the packaging a cultural artefact, celebrated the triangular prism-shaped 107 years ago on “something The Colonel sold his first KFC chocolate box means it’s still Tiffany Blue Box, as the com- with a purchase from the store struggling to get that last bit – successor, a satisfying slap on nor the scent has changed by Andy Warhol in the 1980s. Toblerone box was not actually sexier” – dancers at the Folies Bargain Bucket in the late- a big seller on Valentine’s Day pany says, is an “international or by spending a tidy sum on of sauce out since 1890, yet the bottom of the original glass much since the 1920s. Designed Its popularity hasn’t faltered inspired by the Swiss Alps’ Bergère in Paris who formed a 1950s and it has firmly secured and instantly recognisable. No symbol of style and sophis- a second-hand one from eBay Heinz ketchup is still a must for bottle will always be fondly to resemble a whisky decanter, since – it’s still the world’s Matterhorn as most would pyramid at the end of a show. its place on the chain’s menu matter who the manufacturer tication”. Almost as coveted of Etsy. meal times the world over, with remembered. creator Coco Chanel envi- best-selling perfume with one assume. In fact, the company around the globe. Now seen as is, when people see a red, as the jewellery inside, the sioned the bottle to be one of bottle sold every 30 seconds. a collectors’ item and available heart-shaped box, they know for sale on eBay, a vintage what’s inside. bucket could now fetch $50.

ANGOSTURA BITTERS McDONALD’S HAPPY MEAL COCA-COLA MARMITE QUALITY STREET

No, there wasn’t a mistake attitude” – legend has it that Few packaging designs are the US chain decided in the Despite going through many distinctive, embossed script Both loved and hated, but was originally supplied in a First produced in West York- at the labelling factory, the person ordering the bottles more synonymous with a brand late-1970s to tempt children to redesigns over the years, the logo, the bottle definitely fits recognised by all. Invented marmite – the French term shire in the 1930s, the Quality Angostura intentionally makes didn’t think to communicate than McDonald’s Happy Meal eat their calorific meals with a classic Coca-Cola “contour” the original designer’s brief to by German scientist Justus for a crockery casserole dish Street collection tin goes hand its bitters labels too big. The with the person in charge of box. Not that kids needed toy – something which is still bottle created in 1916 is the one “develop a container recog- Von Liebig in the 19th century notable for its pot-belly shape in hand with family gatherings Trinidad-based company puts it the labels. another reason to eat junk working well for the brand to we all associate with the fizzy nisable even if broken on the (before it was even called – which inspired the bulbous jar and is found on many a coffee down to a “laid-back Caribbean food, savvy marketers from this day. stuff. Renowned as a cultural ground or touched in the dark”. Marmite), the “food extract” that we all know today. table at Christmas – cracking icon, with its fluted lines to open a tin can bring back a resemble a cocoa pod, and its nostalgic whiff of cellophane and chocolate in an instant.

CAMPBELL’S SOUP PRINGLES HINGED CIGARETTE PACK MILK CARTON PACKAGE SAVER WINE BOX RING PULL

The Campbell’s red-and- an instant cultural sensation Saving the world from crushed The hinge-lid hard cigarette invention with an instantaneous Toymaker John Van Wormer ten years to perfect a machine Carmela Vitale is not a house- Advertised as a convenient and valve inside a corrugated card Credited as the reason behind went. It wasn’t until 1975, when white condensed soup can is in his pop art piece in 1962, crisps, the unmistakable pack, created in the 1950s by 50-fold increase in sales for got the idea for the first “paper capable of manufacturing on hold name, though her 1985 economical alternative to bot- container, box wine keeps fresh a rapid surge in the soft drinks Daniel Cudzik was granted a undeniably iconic, though its making a statement about Pringles tube was an ingenious Desmond Molins, was a major owner Philip Morris Interna- bottle” after smashing a glass a large scale. Erik Wallenberg invention of the “package saver” tles, bag-in-box wine is having for up to six weeks, and reduc- market in the 1960s, Ermal patent for “stay-tabs” similar fame cannot be attributable to American popular culture and solution created by designer step forward for the tobacco tional, though designer Frank milk bottle one morning, and of Tetra Pak fame was credited is something everyone can be somewhat of a renaissance. es both packaging waste and Cleon Fraze from Ohio invented to the ones we know today, designers at the Campbell Soup consumerism, and at the same Fred Baur in 1968 and perfectly industry as previous soft packs Gianninoto’s bold red-and- took out a patent in 1915 for with using less paper and an thankful for – the tiny plastic Comprised of a (unappetising) carbon emissions compared the first detachable ring pull that the environmental impact Company. Andy Warhol turned preserving Campbell’s place in houses a neat stack of 100 were easily damaged. Used in white labelling redesign may the Pure-Pak flat-top carton, airtight seal for his tetrahedron tripod has saved the world from plastic bladder and air-tight with glass bottles. in 1962, saving consumers the of discarded pull tops was this basic aluminium can into packaging history. saddle-shaped Pringles, along 1954 to relaunch the Marlboro have also had something to do though it took him more than design in 1944. squashed takeaway pizzas. need to take a “church key” addressed. with a resealable lid that keep brand, Molins PLC credits the with it. or can piercer wherever they your crisps fresh.

Share this article and infographic on social media via raconteur.net 10 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 11

COMMERCIAL FEATURE

LUXURY MARKET 1,500 Strass crystals hand-applied and SAM SHAW only 1,000 units produced, for £495 it AIROPACK had better give an unbeatable manicure. THE NEW ALTERNATIVE how someone how much you Examples like this demonstrate the care with just three little words – extent to which emotion can take over and ADVANTAGES Tiffany Blue Box. practicalities fade into insignificance. OVER AEROSOL S These iconic encasements According to Smithers Pira, three of the TO AEROSOLS THAT’S have been as stalwart a dimension of driving forces causing a shift in luxury the Tiffany brand as the diamonds packaging are the need for personalisa- themselves since the mid-1800s with tion – fine-tuning the customer experi- BETTER FOR THE PLANET the pale robin’s egg blue influencing ence, sustainability and eco-concerns – other luxury products craving that essential for brand image yet historically “halo effect” ever since. at odds with the idea of luxury, and the – AND CONSUMERS Not only is the colour trademarked rise of e-commerce – as luxury brands in- and given its own Pantone reference creasingly adopt an online presence. (1837 – to mark the year the company Having pioneered luxury e-commerce, was founded), but the white satin ribbon NET-A-PORTER exemplifies how brands POWERED BY AIR and even the term “Tiffany Blue Box” are overcoming the conundrum of main- A fast-growing packaging technology company has Uses pressurised air to push the product have lawyers guarding their backs. taining the air of luxury in the face of to- out instead of chemical propellants So when did luxury packaging become day’s increasingly digital, and therefore created an alternative to the traditional aerosol that’s as coveted as the objects it contains? democratised, consumerism. CONSISTENT DISPENSING “The Tiffany Blue Box is possibly environmentally friendly and easier to use. No wonder that Continuous, even spray or dispensing from the most desired and recognisable the start down to the last drop luxury packaging in the world,” says Liz it’s being snapped up by an increasing number of personal Walker, a freelance luxury marketing Witness women literally PURE PRODUCT consultant. stroking their Dior carrier and homecare product manufacturers Airtight product chamber so all you spray or dispense is only the product “The value is what lies inside the box, bags full of anticipation, which is why the box itself is so appeal- ing. It is instantly recognisable as Tiffa- yet with the satisfaction COMPLETE RESTITUTION Patented system fully pushes the product ny’s. Successful brands establish such of knowing what’s inside out for your use key identifiers and iconic codes, adding to their brand marque.” ALSO UPSIDE-DOWN The role of the humble carrier bag is Tapping into another main theme – Works at every angle with the same, becoming more and more important, es- sustainability – NET-A-PORTER’s iconic consistent performance pecially for gifting brands. white bags, black ribbons and subtle ty- Liberty operations director Atty Hus- pography are now appealing to increas- sein says: “Every online customer gets a ingly eco-conscious high-net-worth carrier bag and we stick a ribbon on the customers, who can opt for brown envi- Concerns among consumers about the metal, which also reduces their environ- ucts stay fresh and they may not need top with the assumption it is going to be 1 ronmentally friendly packaging instead. AT THE CUTTING EDGE damaging effects of conventional aerosol mental impact. According to Climatop, any preservatives. People are increasingly a gift. Even if the customer keeps it for Less visual impact, but proof that you’re Products that not only themselves, that is elevation for us in listening to your customers as affluence packaging on the planet are well known, the internationally recognised label for cli- looking for more natural products, and terms of giving every customer – wheth- and social conscience are no longer mu- and for many years manufacturers and mate-friendly product alternatives, com- have an improved Airopack makes that easy and possible.” er they visit the store, go online or come tually exclusive. the aerosol industry have been looking pared to conventional aerosol dispens- environmental impact, but Consumers also appreciate the way into contact with a Liberty employee – a Giving their own eco-nod to the more for alternatives. ers (aluminium can with bag-on-valve), also offer the consumer that Airopack’s patented system delivers sense of pleasure.” iconic bottle designs, often containing Produc t s that not only have an improved Airopack ’s packaging solution has a 26 per a strong, consistent flow of product when a better experience than We like the sensory aspects, unrav- In the wraps of luxury premium spirits, Veren is a new entrant environmental impact, but also offer the cent lower carbon footprint and a total en- they use it at any angle. “Airopack is es - elling the ribbons, breathing in the to the UK bottled water market. consumer a better experience than the vironmental footprint that is nearly a third the existing options, pecially good when people are applying scented tissue paper, savouring the very Producing only 3,000 bottles a month existing options, provide manufacturers (32 per cent) less. provide manufacturers body sprays and sun block , among others ,” tactile aspects of unwrapping. Witness globally, it is sourced from water vapour with a win-win. This is one reason why an As is so often the case with the best with a win-win explains Mr Boes. “Even when used up- women literally stroking their Dior car- Luxury brands seek to offer packaging which, for one reason or another, in the pristine atmosphere of a tropical increasing number of companies, including innovations, Airopack’s technology is side-down, Airopack will work the same rier bags full of anticipation, yet with the island in the Florida Keys, 80 miles off Gillette, Elizabeth Arden and Method, are simple, but very effective. As you press way and empty the package.” satisfaction of knowing what’s inside. their customers will not wish to throw away the Gulf of Mexico. choosing the technology developed by the nozzle, Airopack’s pressurised air tech- Airopack officially launched in 2012 – a And these bags carry big business. “We see a lot of packaging in the market the fast-growing packaging manufacturer nology gives you a continuous even spray the product – and they literally see this be- fact that makes its take-up by some of the When it comes to prepping hair for a According to specialist research consul- where there’s no connection between called Airopack. right down to the last drop. Even for creams cause our system is transparent.” world’s largest and best-known beauty, haircut, FUEL Cutting Mist is more relia- tancy Smithers Pira, global luxury pack- why they’ve chosen that packaging and Other Airopack clients include DECIEM, and thick gels, Airopack will dispense con- Another advantage for both manufac- skincare and homecare manufacturers ble than water which might contain hard aging, while hit by the financial crisis what the product is, such as champagne,” a skincare company whose Hand Chemis- sistently from start to finish. tures and consumers is that Airopack’s all the more impressive. “Our success is mineral deposits and interfere with the of the past few years, reached a value ny, probably befitting a mobile phone The iconic nail polish comes in a says Veren co-founder Duane Orridge. try Hyaluronic Body Mist has won the Best “Many consumers are unaware that up air-powered system is airtight. “This due to our innovative Airopack dispenser, cutting process. in 2013 of $13.6 billion and is forecast to whose entry-level handset costs £4,200. “faceted, weighted glass bottle with a “We looked at things like our source Body Hydrator award from Cosmopolitan around 40 per cent of an aerosol package allows for formulations to be more pure our growing global presence and a team Thanks to FUEL’s partnership with grow an average of 4.4 per cent by value Last summer, Christian Louboutin unique ombré effect”; the bottle itself being very eco-friendly, and wanted UK as part of the Cosmopolitan BeautyLab they’ve bought contains propellants and and effective with Airopack. It is also of experienced packaging leaders,” says Airopack, their Cutting Mist eco-friendly and 3.1 per cent by volume over the next made headlines with Rouge Louboutin, enclosed in a black lacquered box with to try and mimic that character in the Awards 2015. not the actual product itself,” says Erwin ideal for products that have a reaction Quint Kelders, chief executive and founder. packaging allows for a continuous 360- five years. a nail polish the exact hue of the famous a red reveal. packaging.” Taking cues from the luxury car in- shoe soles, featuring an eight-inch long At £36 for a nail polish, the standard Listed only in a handful of the world’s As the name suggests, Airopack’s dis- Boes, Airopack’s commercial technology to oxygen,” explains Earl L. Trout, vice “Across Airopack, we are focused on deliv- degree spray that alleviates repetitive dustry, mobile phone company Vertu wand reminiscent of his highest-ever range was a steal on Starlight, the limit- finest hotels, Veren is coming soon to pensers are powered by air. It’s as simple director. “Consumers like the fact that president global sales and marketing for ering solutions that meet and exceed our pumping of water-filled spray bottles – and much of the luxury market with spike stiletto design, Ballerina Ultima. ed edition launched last Christmas. With Harrods, where it will retail for £20. as that. They’re made of plastic instead of with our technology they’re just buying Airopack. “With our technology, prod- customers’ needs.” hairdressers generally use. The result is it – has moved away from expense for The bottles are made from extra flint Based in the Netherlands, Airopack em- less stress on hands and wrists, and no its own sake. glass, screen-printed with white organ- ploys about 75 people and has sales mainly chemical propellants in the salon. Evidence of quality and longevity are ic ink and their ebony caps are custom in the UK, Europe and the US, although it is The two-toned transparent packaging paramount rather than the $30,000 made in Italy, naturally varnished to attracting growing interest further afield. It immediately notifies the user that this is solid gold limited edition Boucheron show off the grain of the wood. also has a strong heritage of technology and no ordinary aerosol spray. Powered by 150, launched in 2007, enclosed in a The product needs to blend in with the innovation. Mr Kelders has been a key pack- air instead of the chemical propellants of leather-lined luxury case made from a environment, not compete with it, says aging innovator and entrepreneur since 1986. typical aerosols , Airopack ’s clear packag- rare type of walnut. Mr Orridge, whether a sleek minimalist To support the market better, Airopack ing delivers a continuous mist application, Jon Stanley, Vertu’s head of public or extraordinarily opulent hotel. has also established Airopack Labs for while allowing the user to see exac tly how relations, events and sponsorship, says 3 So how much does it really influence 26% lower carbon footprint complete formulation development, much product is left in the bottle. that approach is less relevant for the decision-making? Do people buy the with Airopack Airopack Full Service to deliver turnkey fin- “At FUEL, we partner with companies company today. The latest Signature book or the cover? ished products for brands, and Airopack’s that share our vision of improving and handset rests in a sophisticated suede- “We would love to think people buy into Authorised Filler Network to provide local- enhancing the day-to-day experiences lined board casing, where each individ- our story, but then it’s all about first im- ised support in the United States, Europe of countless stylists who are behind the ual element, from the battery and head- pressions. Our water is mainly presented and Brazil. chair every day,” says Richard Strom, phones to the authenticity certificate, is at Michelin-starred restaurants. But if With a technology that is good for the co-founder and vice president of market- encased separately, emanating class. you’re just making a decision off a shelf environment and good for consumers, ing. “Airopack’s innovative packaging and “These days the physical bits that in Harrods and you’ve never tasted it Airopack is set to change the way millions formulation expertise are perfect com- come with the box are designed to be before? It’s probably 80 per cent packag- of us use personal and household prod- binations to support our ‘styling made very tactile and have a bit of theatre, but ing,” Mr Orridge concludes. ucts – and to change it for the better. simple’ approach.” also to be practical in terms of protect- 32% lower total ing everything that’s inside,” he says. 4 Share this article on social media environmental footprint Airopack® Sprayers Gillette® Fusion® ProGlide® Hand Chemistry www.fuelhair.com The Vertu website has a film dedicated 2 via raconteur.net and Dispensers Sensitive Shaving Gel Hyaluronic Body Mist www.airopack.com to its “unboxing” and it’s quite a ceremo- 1. Tiffany 2. Veren 3. Vertu 4. NET-A-PORTER 10 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 11

COMMERCIAL FEATURE

LUXURY MARKET 1,500 Strass crystals hand-applied and SAM SHAW only 1,000 units produced, for £495 it AIROPACK had better give an unbeatable manicure. THE NEW ALTERNATIVE how someone how much you Examples like this demonstrate the care with just three little words – extent to which emotion can take over and ADVANTAGES Tiffany Blue Box. practicalities fade into insignificance. OVER AEROSOL S These iconic encasements According to Smithers Pira, three of the TO AEROSOLS THAT’S have been as stalwart a dimension of driving forces causing a shift in luxury the Tiffany brand as the diamonds packaging are the need for personalisa- themselves since the mid-1800s with tion – fine-tuning the customer experi- BETTER FOR THE PLANET the pale robin’s egg blue influencing ence, sustainability and eco-concerns – other luxury products craving that essential for brand image yet historically “halo effect” ever since. at odds with the idea of luxury, and the – AND CONSUMERS Not only is the colour trademarked rise of e-commerce – as luxury brands in- and given its own Pantone reference creasingly adopt an online presence. (1837 – to mark the year the company Having pioneered luxury e-commerce, was founded), but the white satin ribbon NET-A-PORTER exemplifies how brands POWERED BY AIR and even the term “Tiffany Blue Box” are overcoming the conundrum of main- A fast-growing packaging technology company has Uses pressurised air to push the product have lawyers guarding their backs. taining the air of luxury in the face of to- out instead of chemical propellants So when did luxury packaging become day’s increasingly digital, and therefore created an alternative to the traditional aerosol that’s as coveted as the objects it contains? democratised, consumerism. CONSISTENT DISPENSING “The Tiffany Blue Box is possibly environmentally friendly and easier to use. No wonder that Continuous, even spray or dispensing from the most desired and recognisable the start down to the last drop luxury packaging in the world,” says Liz it’s being snapped up by an increasing number of personal Walker, a freelance luxury marketing Witness women literally PURE PRODUCT consultant. stroking their Dior carrier and homecare product manufacturers Airtight product chamber so all you spray or dispense is only the product “The value is what lies inside the box, bags full of anticipation, which is why the box itself is so appeal- ing. It is instantly recognisable as Tiffa- yet with the satisfaction COMPLETE RESTITUTION Patented system fully pushes the product ny’s. Successful brands establish such of knowing what’s inside out for your use key identifiers and iconic codes, adding to their brand marque.” ALSO UPSIDE-DOWN The role of the humble carrier bag is Tapping into another main theme – Works at every angle with the same, becoming more and more important, es- sustainability – NET-A-PORTER’s iconic consistent performance pecially for gifting brands. white bags, black ribbons and subtle ty- Liberty operations director Atty Hus- pography are now appealing to increas- sein says: “Every online customer gets a ingly eco-conscious high-net-worth carrier bag and we stick a ribbon on the customers, who can opt for brown envi- Concerns among consumers about the metal, which also reduces their environ- ucts stay fresh and they may not need top with the assumption it is going to be 1 ronmentally friendly packaging instead. AT THE CUTTING EDGE damaging effects of conventional aerosol mental impact. According to Climatop, any preservatives. People are increasingly a gift. Even if the customer keeps it for Less visual impact, but proof that you’re Products that not only themselves, that is elevation for us in listening to your customers as affluence packaging on the planet are well known, the internationally recognised label for cli- looking for more natural products, and terms of giving every customer – wheth- and social conscience are no longer mu- and for many years manufacturers and mate-friendly product alternatives, com- have an improved Airopack makes that easy and possible.” er they visit the store, go online or come tually exclusive. the aerosol industry have been looking pared to conventional aerosol dispens- environmental impact, but Consumers also appreciate the way into contact with a Liberty employee – a Giving their own eco-nod to the more for alternatives. ers (aluminium can with bag-on-valve), also offer the consumer that Airopack’s patented system delivers sense of pleasure.” iconic bottle designs, often containing Produc t s that not only have an improved Airopack ’s packaging solution has a 26 per a strong, consistent flow of product when a better experience than We like the sensory aspects, unrav- In the wraps of luxury premium spirits, Veren is a new entrant environmental impact, but also offer the cent lower carbon footprint and a total en- they use it at any angle. “Airopack is es - elling the ribbons, breathing in the to the UK bottled water market. consumer a better experience than the vironmental footprint that is nearly a third the existing options, pecially good when people are applying scented tissue paper, savouring the very Producing only 3,000 bottles a month existing options, provide manufacturers (32 per cent) less. provide manufacturers body sprays and sun block , among others ,” tactile aspects of unwrapping. Witness globally, it is sourced from water vapour with a win-win. This is one reason why an As is so often the case with the best with a win-win explains Mr Boes. “Even when used up- women literally stroking their Dior car- Luxury brands seek to offer packaging which, for one reason or another, in the pristine atmosphere of a tropical increasing number of companies, including innovations, Airopack’s technology is side-down, Airopack will work the same rier bags full of anticipation, yet with the island in the Florida Keys, 80 miles off Gillette, Elizabeth Arden and Method, are simple, but very effective. As you press way and empty the package.” satisfaction of knowing what’s inside. their customers will not wish to throw away the Gulf of Mexico. choosing the technology developed by the nozzle, Airopack’s pressurised air tech- Airopack officially launched in 2012 – a And these bags carry big business. “We see a lot of packaging in the market the fast-growing packaging manufacturer nology gives you a continuous even spray the product – and they literally see this be- fact that makes its take-up by some of the When it comes to prepping hair for a According to specialist research consul- where there’s no connection between called Airopack. right down to the last drop. Even for creams cause our system is transparent.” world’s largest and best-known beauty, haircut, FUEL Cutting Mist is more relia- tancy Smithers Pira, global luxury pack- why they’ve chosen that packaging and Other Airopack clients include DECIEM, and thick gels, Airopack will dispense con- Another advantage for both manufac- skincare and homecare manufacturers ble than water which might contain hard aging, while hit by the financial crisis what the product is, such as champagne,” a skincare company whose Hand Chemis- sistently from start to finish. tures and consumers is that Airopack’s all the more impressive. “Our success is mineral deposits and interfere with the of the past few years, reached a value ny, probably befitting a mobile phone The iconic nail polish comes in a says Veren co-founder Duane Orridge. try Hyaluronic Body Mist has won the Best “Many consumers are unaware that up air-powered system is airtight. “This due to our innovative Airopack dispenser, cutting process. in 2013 of $13.6 billion and is forecast to whose entry-level handset costs £4,200. “faceted, weighted glass bottle with a “We looked at things like our source Body Hydrator award from Cosmopolitan around 40 per cent of an aerosol package allows for formulations to be more pure our growing global presence and a team Thanks to FUEL’s partnership with grow an average of 4.4 per cent by value Last summer, Christian Louboutin unique ombré effect”; the bottle itself being very eco-friendly, and wanted UK as part of the Cosmopolitan BeautyLab they’ve bought contains propellants and and effective with Airopack. It is also of experienced packaging leaders,” says Airopack, their Cutting Mist eco-friendly and 3.1 per cent by volume over the next made headlines with Rouge Louboutin, enclosed in a black lacquered box with to try and mimic that character in the Awards 2015. not the actual product itself,” says Erwin ideal for products that have a reaction Quint Kelders, chief executive and founder. packaging allows for a continuous 360- five years. a nail polish the exact hue of the famous a red reveal. packaging.” Taking cues from the luxury car in- shoe soles, featuring an eight-inch long At £36 for a nail polish, the standard Listed only in a handful of the world’s As the name suggests, Airopack’s dis- Boes, Airopack’s commercial technology to oxygen,” explains Earl L. Trout, vice “Across Airopack, we are focused on deliv- degree spray that alleviates repetitive dustry, mobile phone company Vertu wand reminiscent of his highest-ever range was a steal on Starlight, the limit- finest hotels, Veren is coming soon to pensers are powered by air. It’s as simple director. “Consumers like the fact that president global sales and marketing for ering solutions that meet and exceed our pumping of water-filled spray bottles – and much of the luxury market with spike stiletto design, Ballerina Ultima. ed edition launched last Christmas. With Harrods, where it will retail for £20. as that. They’re made of plastic instead of with our technology they’re just buying Airopack. “With our technology, prod- customers’ needs.” hairdressers generally use. The result is it – has moved away from expense for The bottles are made from extra flint Based in the Netherlands, Airopack em- less stress on hands and wrists, and no its own sake. glass, screen-printed with white organ- ploys about 75 people and has sales mainly chemical propellants in the salon. Evidence of quality and longevity are ic ink and their ebony caps are custom in the UK, Europe and the US, although it is The two-toned transparent packaging paramount rather than the $30,000 made in Italy, naturally varnished to attracting growing interest further afield. It immediately notifies the user that this is solid gold limited edition Boucheron show off the grain of the wood. also has a strong heritage of technology and no ordinary aerosol spray. Powered by 150, launched in 2007, enclosed in a The product needs to blend in with the innovation. Mr Kelders has been a key pack- air instead of the chemical propellants of leather-lined luxury case made from a environment, not compete with it, says aging innovator and entrepreneur since 1986. typical aerosols , Airopack ’s clear packag- rare type of walnut. Mr Orridge, whether a sleek minimalist To support the market better, Airopack ing delivers a continuous mist application, Jon Stanley, Vertu’s head of public or extraordinarily opulent hotel. has also established Airopack Labs for while allowing the user to see exac tly how relations, events and sponsorship, says 3 So how much does it really influence 26% lower carbon footprint complete formulation development, much product is left in the bottle. that approach is less relevant for the decision-making? Do people buy the with Airopack Airopack Full Service to deliver turnkey fin- “At FUEL, we partner with companies company today. The latest Signature book or the cover? ished products for brands, and Airopack’s that share our vision of improving and handset rests in a sophisticated suede- “We would love to think people buy into Authorised Filler Network to provide local- enhancing the day-to-day experiences lined board casing, where each individ- our story, but then it’s all about first im- ised support in the United States, Europe of countless stylists who are behind the ual element, from the battery and head- pressions. Our water is mainly presented and Brazil. chair every day,” says Richard Strom, phones to the authenticity certificate, is at Michelin-starred restaurants. But if With a technology that is good for the co-founder and vice president of market- encased separately, emanating class. you’re just making a decision off a shelf environment and good for consumers, ing. “Airopack’s innovative packaging and “These days the physical bits that in Harrods and you’ve never tasted it Airopack is set to change the way millions formulation expertise are perfect com- come with the box are designed to be before? It’s probably 80 per cent packag- of us use personal and household prod- binations to support our ‘styling made very tactile and have a bit of theatre, but ing,” Mr Orridge concludes. ucts – and to change it for the better. simple’ approach.” also to be practical in terms of protect- 32% lower total ing everything that’s inside,” he says. 4 Share this article on social media environmental footprint Airopack® Sprayers Gillette® Fusion® ProGlide® Hand Chemistry www.fuelhair.com The Vertu website has a film dedicated 2 via raconteur.net and Dispensers Sensitive Shaving Gel Hyaluronic Body Mist www.airopack.com to its “unboxing” and it’s quite a ceremo- 1. Tiffany 2. Veren 3. Vertu 4. NET-A-PORTER 12 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 13 Battling to stand out on the shelf

Making a product stand out on the shelf is about creative marketing, sometimes using personalisation or mass customisation techniques, and often enlisting cutting-edge technology

MARKETING DAVID BENADY CASE STUDY: LUXURY OF INNOVATION

But some are sceptical about how rand packaging is getting per- far the latest technology can be used sonal. Coca-Cola’s cans and on product packaging. One area of bottles featuring common first experimentation is Quick Response names are part of a growing or QR codes, which allow users to B point their smartphone at a graphic on trend. Scottish soft drink brand Irn-Bru the packing, then open up a relevant decided to spoof Coke’s personal touch website or app on the phone. Nestlé and create bottle labels featuring 56 dif- has started putting QR codes on its ferent Scottish tartan designs, one for products. Codes on KitKat packs link to each major clan, plus one for the Irn-Bru a website with information on raw ma- design. Scottish fans of the drink could terials, manufacturing and distribution of the product. seek out bottles bearing the tartan design But Heinz was recently forced to corresponding to their clan name, wheth- apologise after a QR code on one of er Gordon, MacDonald or Campbell. its tomato ketchup bottles linked to a But this kind of mass personalised porn website. Meanwhile, developments in the packaging has its challenges. As Andy Innovations in packaging design tend internet of things (IoT), where micro- Knowles, co-founder of design company to be slow burn. To find out how chips are embedded in objects to con- mass-market products might look in nect them to the internet, look set to five years’ time, it is worth examin- transform the role of packaging. Drinks ing developments in the high-end manufacturer Diageo has used IoT luxury sector. Duty free retail is often technology, placing a chip on a whisky Digital technology is a testing ground for the latest fancy bottle that alerts the manufacturer packaging techniques. when it has been opened. A message opening up a wide range Bombay Sapphire gin has created a can then be sent to the owner’s mobile of creative innovations limited-edition box pack for duty free phone with serving suggestions. that lights up when it is picked up. The drinks giant also created a cam- and boosting the People tend to pass quickly through paign in Brazil for Father’s Day using opportunities for playful, duty free stores, so finding a way to internet-connected whisky bottles. make the packaging stand out is vital. Diageo encouraged people to buy a personalised packaging The Bombay Sapphire box features bottle of whisky for their fathers and to an illustration created in lumines- create a personalised film message on cent ink. When the box is lifted up, their mobiles. The dads could activate a current is switched on and flows the message and watch it on their along different pathways of the design smartphones via a unique QR code on creating a waterfall effect. Such an the bottle. JKR which created the strategy, explains: normal, but the designs are automatical- packaging designs are becoming vital KitKat name on its packaging with the approach could be used in limited-edi- The days when such revolutionary “You have 50-odd designs, though you ly varied as the bottles come off the line,” as a cost-effective way of giving brands words “YouTube Break” and other phras- tion packaging by brands for special technology is widely used in mass-mar- don’t want people to always find their says Mr Knowles. stand-out on the shelf and differentiat- es such as “Me Time” and “Sporty Break”. occasions such as Christmas. ket packaging may not be too far away. own clan tartan straightaway, but within This shows how digital technology is ing them from rivals. But the packs are Meanwhile French supermarket chain a reasonable number of store visits so opening up a wide range of creative in- having to work hard; they not only have Intermarché has taken digital printing they become a bit of a collector’s item. novations and boosting the opportuni- to feature clear, iconic designs and logos even further with its own-label orange So you need to find a way to distribute a ties for playful, personalised packaging that stand out, they must contain infor- juice packaging. The juice is freshly random mix of the samples.” that gives brands powerful new ways to mation about ingredients, health, sus- squeezed and bottled in-store and the However, some brands are holding back the quest to make products look au- However, the obvious solution of sort- engage with shoppers. “Without digital tainability and provenance, as well as digitally printed labels allow the stores from exiting glass as it has strong associ- thentic and honest as shoppers become ing the bottles by hand into random printing, we couldn’t have done that,” telling the brand story. to brand each bottle with the exact time ations of quality and is easily recyclable. suspicious of brands from faceless cor- batches in the warehouse then shipping adds Mr Knowles. “The computer is rev- Mass customisation is a way of telling the juice was squeezed, highlighting its There is also a trend towards creating porations. Innocent Drinks is a front them out to stores was far too expensive olutionising packaging.” that story and making a direct impact freshness – “8.36” or “8.37” and so on. concentrated versions of products such runner in authenticity with its Smooth- and time consuming. But thanks to digi- Pressure is mounting on grocery with consumers. However, digital print- Stephen Bell, executive creative director as detergents, leading to smaller packs ie packaging, which makes great use tal printing techniques, an algorithm was brands as cut-throat competition be- ing technology can be expensive to im- at design agency Coley Porter Bell, says: and less waste. However, the smaller size of witty copy and endearing graphics. created to produce a reel of labels with a tween supermarkets forces prices down, plement, giving an advantage to the big- “I’m sure we’ll see more of this immedi- also lessens the impact of the pack on Many have tried to echo their approach. random sequence of designs. putting a squeeze on marketing costs. gest brands that can afford to forge ahead ate, on-site customisation from brands in supermarket shelves. To overcome this, Adrian Goldthorpe, managing part- “You put the reel on the filler head Meanwhile, TV advertising is becom- with mass customisation. Nestlé has cre- the future.” some manufacturers are using shrink- ner at designers Lothar Böhm London, and each bottle is filled and labelled as ing prohibitively expensive. So strong ated a limited edition run replacing the One of the most remarkable uses of says there is a trend for what he calls mass customisation has been by Bud “faux-thentic” packaging design, which Light in the United States, which has gives the appearance of authenticity. created 200,000 beer cans for a music He cites Bulleit Bourbon, which was GLOBAL DIGITAL PACKAGING AND LABEL MARKET Perhaps the biggest A4 BILLION PRINTS OR EQUIVALENT festival this summer, each can with its launched in 1987 based on a recipe of the Electrophotography Inkjet own unique design, so no two look exact- trend in pack branding founder’s ancestor first made in 1830. ly the same. The brand used digital print “So many brands are playing that game 250 over the past decade has technology from HP and transformed 31 been the quest to make on shelf, trying to create craft, heritage designs into 31 million possible graphics. and quality values, that it is almost be- The twin pressures to cut costs and products look authentic coming fake.” But he says consumers are 200 become more sustainable are creating a and honest willing to play along with this. “Consum- move to lightweight packaging, making ers are quite happy to be fooled because 150 goods cheaper to transport and reduc- they buy into the stories. If there is a bit ing the carbon footprint. Mr Bell notes of a story, they are willing to accept it,” that some food brands are moving out wrap technology on detergent bottles to says Mr Goldthorpe. 100 of glass packaging and using low-weight create a bigger design canvas. Unilever’s Maybe you shouldn’t judge a book pouches instead. This was pioneered fabric conditioner Comfort took this by looking its cover, but the role of by baby food brands and is now being route for the launch of an ultra-concen- packaging is to tell a compelling story 50 widely used by brands such as Loyd trated variant this spring, using a shrink- about the intentions and values of the Grossman cooking sauces. Mr Bell says wrap procedure that overcomes the prob- brand inside. that pouches also give a larger design lem of distortion when putting the wrap 0 area covering the whole pack, rather on a three dimensional product. 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Share this article on social media than just a label on a glass jar. This opens Perhaps the biggest trend in pack via raconteur.net Source: Smithers Pira 2015 Irn-Bru’s stand-out labels up more possibilities for strong design. branding over the past decade has been 12 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 13 Battling to stand out on the shelf

Making a product stand out on the shelf is about creative marketing, sometimes using personalisation or mass customisation techniques, and often enlisting cutting-edge technology

MARKETING DAVID BENADY CASE STUDY: LUXURY OF INNOVATION

But some are sceptical about how rand packaging is getting per- far the latest technology can be used sonal. Coca-Cola’s cans and on product packaging. One area of bottles featuring common first experimentation is Quick Response names are part of a growing or QR codes, which allow users to B point their smartphone at a graphic on trend. Scottish soft drink brand Irn-Bru the packing, then open up a relevant decided to spoof Coke’s personal touch website or app on the phone. Nestlé and create bottle labels featuring 56 dif- has started putting QR codes on its ferent Scottish tartan designs, one for products. Codes on KitKat packs link to each major clan, plus one for the Irn-Bru a website with information on raw ma- design. Scottish fans of the drink could terials, manufacturing and distribution of the product. seek out bottles bearing the tartan design But Heinz was recently forced to corresponding to their clan name, wheth- apologise after a QR code on one of er Gordon, MacDonald or Campbell. its tomato ketchup bottles linked to a But this kind of mass personalised porn website. Meanwhile, developments in the packaging has its challenges. As Andy Innovations in packaging design tend internet of things (IoT), where micro- Knowles, co-founder of design company to be slow burn. To find out how chips are embedded in objects to con- mass-market products might look in nect them to the internet, look set to five years’ time, it is worth examin- transform the role of packaging. Drinks ing developments in the high-end manufacturer Diageo has used IoT luxury sector. Duty free retail is often technology, placing a chip on a whisky Digital technology is a testing ground for the latest fancy bottle that alerts the manufacturer packaging techniques. when it has been opened. A message opening up a wide range Bombay Sapphire gin has created a can then be sent to the owner’s mobile of creative innovations limited-edition box pack for duty free phone with serving suggestions. that lights up when it is picked up. The drinks giant also created a cam- and boosting the People tend to pass quickly through paign in Brazil for Father’s Day using opportunities for playful, duty free stores, so finding a way to internet-connected whisky bottles. make the packaging stand out is vital. Diageo encouraged people to buy a personalised packaging The Bombay Sapphire box features bottle of whisky for their fathers and to an illustration created in lumines- create a personalised film message on cent ink. When the box is lifted up, their mobiles. The dads could activate a current is switched on and flows the message and watch it on their along different pathways of the design smartphones via a unique QR code on creating a waterfall effect. Such an the bottle. JKR which created the strategy, explains: normal, but the designs are automatical- packaging designs are becoming vital KitKat name on its packaging with the approach could be used in limited-edi- The days when such revolutionary “You have 50-odd designs, though you ly varied as the bottles come off the line,” as a cost-effective way of giving brands words “YouTube Break” and other phras- tion packaging by brands for special technology is widely used in mass-mar- don’t want people to always find their says Mr Knowles. stand-out on the shelf and differentiat- es such as “Me Time” and “Sporty Break”. occasions such as Christmas. ket packaging may not be too far away. own clan tartan straightaway, but within This shows how digital technology is ing them from rivals. But the packs are Meanwhile French supermarket chain a reasonable number of store visits so opening up a wide range of creative in- having to work hard; they not only have Intermarché has taken digital printing they become a bit of a collector’s item. novations and boosting the opportuni- to feature clear, iconic designs and logos even further with its own-label orange So you need to find a way to distribute a ties for playful, personalised packaging that stand out, they must contain infor- juice packaging. The juice is freshly random mix of the samples.” that gives brands powerful new ways to mation about ingredients, health, sus- squeezed and bottled in-store and the However, some brands are holding back the quest to make products look au- However, the obvious solution of sort- engage with shoppers. “Without digital tainability and provenance, as well as digitally printed labels allow the stores from exiting glass as it has strong associ- thentic and honest as shoppers become ing the bottles by hand into random printing, we couldn’t have done that,” telling the brand story. to brand each bottle with the exact time ations of quality and is easily recyclable. suspicious of brands from faceless cor- batches in the warehouse then shipping adds Mr Knowles. “The computer is rev- Mass customisation is a way of telling the juice was squeezed, highlighting its There is also a trend towards creating porations. Innocent Drinks is a front them out to stores was far too expensive olutionising packaging.” that story and making a direct impact freshness – “8.36” or “8.37” and so on. concentrated versions of products such runner in authenticity with its Smooth- and time consuming. But thanks to digi- Pressure is mounting on grocery with consumers. However, digital print- Stephen Bell, executive creative director as detergents, leading to smaller packs ie packaging, which makes great use tal printing techniques, an algorithm was brands as cut-throat competition be- ing technology can be expensive to im- at design agency Coley Porter Bell, says: and less waste. However, the smaller size of witty copy and endearing graphics. created to produce a reel of labels with a tween supermarkets forces prices down, plement, giving an advantage to the big- “I’m sure we’ll see more of this immedi- also lessens the impact of the pack on Many have tried to echo their approach. random sequence of designs. putting a squeeze on marketing costs. gest brands that can afford to forge ahead ate, on-site customisation from brands in supermarket shelves. To overcome this, Adrian Goldthorpe, managing part- “You put the reel on the filler head Meanwhile, TV advertising is becom- with mass customisation. Nestlé has cre- the future.” some manufacturers are using shrink- ner at designers Lothar Böhm London, and each bottle is filled and labelled as ing prohibitively expensive. So strong ated a limited edition run replacing the One of the most remarkable uses of says there is a trend for what he calls mass customisation has been by Bud “faux-thentic” packaging design, which Light in the United States, which has gives the appearance of authenticity. created 200,000 beer cans for a music He cites Bulleit Bourbon, which was GLOBAL DIGITAL PACKAGING AND LABEL MARKET Perhaps the biggest A4 BILLION PRINTS OR EQUIVALENT festival this summer, each can with its launched in 1987 based on a recipe of the Electrophotography Inkjet own unique design, so no two look exact- trend in pack branding founder’s ancestor first made in 1830. ly the same. The brand used digital print “So many brands are playing that game 250 over the past decade has technology from HP and transformed 31 been the quest to make on shelf, trying to create craft, heritage designs into 31 million possible graphics. and quality values, that it is almost be- The twin pressures to cut costs and products look authentic coming fake.” But he says consumers are 200 become more sustainable are creating a and honest willing to play along with this. “Consum- move to lightweight packaging, making ers are quite happy to be fooled because 150 goods cheaper to transport and reduc- they buy into the stories. If there is a bit ing the carbon footprint. Mr Bell notes of a story, they are willing to accept it,” that some food brands are moving out wrap technology on detergent bottles to says Mr Goldthorpe. 100 of glass packaging and using low-weight create a bigger design canvas. Unilever’s Maybe you shouldn’t judge a book pouches instead. This was pioneered fabric conditioner Comfort took this by looking its cover, but the role of by baby food brands and is now being route for the launch of an ultra-concen- packaging is to tell a compelling story 50 widely used by brands such as Loyd trated variant this spring, using a shrink- about the intentions and values of the Grossman cooking sauces. Mr Bell says wrap procedure that overcomes the prob- brand inside. that pouches also give a larger design lem of distortion when putting the wrap 0 area covering the whole pack, rather on a three dimensional product. 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Share this article on social media than just a label on a glass jar. This opens Perhaps the biggest trend in pack via raconteur.net Source: Smithers Pira 2015 Irn-Bru’s stand-out labels up more possibilities for strong design. branding over the past decade has been 14 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 15

COMMERCIAL FEATURE Labels will have to say so much more PERFECT FOR With limited space on a label, mobile technology is set to bring shoppers additional product information, as legislation THE UNBOXING pushes brands towards greater transparency and accountability GENERATION LABELLING NICK MARTINDALE The boom in online shopping and next-day s consumers, we are now delivery, with consumers savouring the both more health conscious “unboxing experience”, means Ranpak paper and sceptical than ever be- A fore. High-profile scandals in the food, banking and automotive sec- packaging is a perfect fi t tors have made people more mistrustful of almost every product they purchase, creating pressure for greater transpar- ency around just what it is people are buying, and where it has come from. As a result, labels are playing an in- creasing role in helping organisations convey information to consumers, not only to comply with legislation, but also to stand out from competitors. “Consumers are keen to get more in- formation about what they are buying, as well as what makes up the product they have chosen, and about the com- pany making it,” says Mike Jarvis, cluster portfolio manager, Europe and Central Asia, marketing and product management, at food packaging busi- Given that one in ever y ten retail purchases and next-day delivery, leading parties are van Oosterhout, Ranpak marketing manag- ness Tetra Pak. is now made online, it seems the UK has all looking to ship out as many packages as er for e-commerce. “In essence, consumers GOLD AWARD WIN FOR GEAMI Product protection “This needs to be clear, consistent become a nation of e-shoppers. World- rapidly as possible. At the same time there are looking for a pleasant unpack experi- and transparent, linking to platforms wide, more and more people are spending is pressure to reduce the element of labour and cost in-the-box are ence, followed by straightforward disposal, The packaging category gold award at the which offer greater detail and, ideally, time waiting for the post or a delivery van, in the packaging operation to be more obviously important, or easy returns, with paper a winner on all inaugural UK IntraLogistics Awards 2015 independent product reviews. There with e-commerce sales up 20 per cent in cost competitive. but there is a diff erent counts,” he says. was won by Ranpak for Geami WrapPak, is a race for space to communicate 2014 to almost $840 billion, according to Fast and fl exible, the ability of Ranpak’s As paper is easy to handle and keeps its championed as one-of-a-kind packaging these messages.” driver for e-commerce NEW LABELLING REQUIREMENTS IN EU FOOD LEGISLATION the Global Retail E-Commerce Index – and paper packaging systems to dispense shape well in transit, it is readily reused for that combines both protection and in-the- At the same time, however, the cur- that’s a lot of big brown boxes. solutions on the spot can help shippers packaging that is usually sending products back. In addition, with box presentation. rent picture is both confused and con- For in-the-box packaging, this boom- work up to 30 per cent quicker, compared priority number one – domestic and kerbside collection common, What one of the judges, Jonathan Hardie, fusing. “Price labelling in supermarkets ing trend carries special implications, says with competitive alternatives. The versa- the need for speed paper is the most recycled product in global head of manufacturing at Premier is probably one of the biggest consum- Iwan Schmitz, director of marketing at tility of paper is also helpful, with a typical Europe, at a rate of 72 per cent. Farnell, had to say: er annoyances,” says Helen Dewdney, Bump Mark: Solveiga Pakštaitė’s award-winning author of both How to Complain: The bio-reactive expiry label, which becomes bumpy Ranpak, the world leader in paper pack- e-commerce requirement being to box up However, according to Mr van Ooster- “Success for Ranpak was driven by a number when the food expires aging solutions for e-commerce. “Product together a random mix of products, which hout, a more sophisticated appreciation of key features: Essential Consumer Guide to Getting protection and cost in-the-box are obvi- just happened to be added into the online damage, benefi ts can equate to signifi cant of the importance of the unpacking expe- Geami WrapPak o’ ers a green environ- Refunds, Redress and Results, and The Allergan information in ingredients Nutrition labelling in a consistent Minimum font size for mandatory Country of origin for fresh, ously important, but there is a di’ erent shopping cart at the same time. payback. Plus, happy customers mean en- rience is now on the rise at e-commerce mentally friendly alternative to traditional Complaining Cow blog. “Consumers are list for pre-packed foods format for pre-packed foods information on food labels chilled and frozen meat driver for e-commerce packaging that is Since the individual products often already hanced prospects for repeat purchases. companies, not least as a result of the “un- bubble wrap and there have been few sick and tired of labelling that makes or RFID will soon be able to allow shop- it difficult to work out what item is the pers to tot up the total nutritional value usually priority number one – the need for come pre-packaged, the priority of second- boxing” video phenomenon on YouTube. innovations in this area for many years. best offer. There has also been a lot of a basket of shopping rather than in- speed,” he says. ary packaging is as much to protect the brand SATISFACTION “Consumers are becoming increasingly It requires less packaging, leading to of talk about traffic light systems for dividual items. “This could supplement packaging as the goods themselves. In contrast to the complexity of busi- aware of what they buy, where it is coming smaller packages, reduced storage and showing how healthy a food is. But con- the information offered on a label,” he SPEED Ultimately, if the quality of protection ness-customer operations, at fi rst glance from and how it arrives, plus they are more transport costs, plus consequently a sumers want consistency – it’s not help- says. “RFID not only ensures tracea- In a bid to meet customer expectations for generates even a fraction of a percentage the end-user perspective on packaging ap- critical publicly, online and on social media. shrinking of the carbon footprint. ful to have a different system giving bility, it could also point consumers rapid turnaround on product combinations saving on returns due to breakages and pears pretty uncomplicated, says Jeroen Therefore, we are seeing e-commerce cli- It provides better presentation and makes similar nutritional information across towards the impact of individual food ents keen to di’ erentiate their o’ ering by it easier for consumers to dispose of pack- supermarkets.” choices on their overall diet.” providing a superior unpacking experience. aging through traditional recycling routes Date of freezing for frozen meat Compositional standards for Additional labelling for drinks Added water over 5% must be and fish minced meat with high caffeine content declared in the name of food/ Mobile devices too will have a great- “ For Ranpak , this is where our award-win- Ranpak have taken an ‘unglamorous’, but meat product er role to play, potentially easing the ning Geami WrapPak product is proving so important, area and come up with an in- battle for space on more conventional popular,” says Mr van Oosterhout. novative, cost-e’ ective, green solution.” Information sharing Source: Food Standards Agency labelling. “Information sharing will will extend beyond the extend beyond the limited space on SUSTAINABLE product packaging and labelling to The recycling rate for paper is 72% Geami WrapPak is a cost-e’ ective, attrac- limited space on product forced to adopt it. Honey, for example, This could be just the beginning of New technology means some busi- mobile screens and social media via compared with 24% for plastic- tive, e¥ cient and eco-friendly alternative EXPERTS doesn’t go off. Some brands out there a push towards greater transparency, nesses are now seeing them as a form QR [Quick Response] codes,” says Trace based packaging packaging and labelling to bubble wrap, plastic and foam sheets. As marketing director Mr Schmitz concludes, to mobile screens and have had a bit of fun and switched out particularly in the food sector. “Some of marketing, helping to entice and One’s Mr Bosson. “In future, consumers In terms of the technical specification, it is this in-built sustainability of paper pack- ‘use by’ for alternatives such as ‘throw countries, such as Germany, also have engage customers. An example is the could even ‘opt in’ to information that it combines a die-cut kraft paper with a aging that makes Ranpak so ready for the social media via me away after’. This is a much clearer regulations that mean brands can no winner of the 2014 James Dyson Award, is most relevant to them.” tissue interleaf paper. The patented con- e-commerce revolution and the circular QR codes instruction to consumers and doesn’t longer use a picture of a food if it’s Solveiga Pakštaitė, who created a bio- This kind of development could also verter expands the die-cut paper to a 3D economy alike. “For 40 years, Ranpak has leave any ambiguity.” made using artificial flavourings,” says reactive label to help alert customers help the packaging and labelling indus- honeycomb structure providing a unique been protecting products for over 25,000 New legislation is adding to the pres- Amy Steinmetz, vice president, man- when items could be going out of date. try respond better to rapidly emerging 9 out of 10 consumers prefer paper wrapping product. By locking angled cells companies across more than 300 indus- Sell-by and use-by dates are a par- sure for labels to be clearer. In 2016, the aging director, at LPK Europe. “For “The idea is simple – when the label be- trends, says BrandOpus’s Mr Wegrzyn. together, items are fi rmly wrapped and no tries, from aerospace to cosmetics, from ticular source of confusion, says Nir European Union’s Food Information example, sweets made with strawberry comes bumpy to the touch, your food is “The logistics of printing mandatory tape is needed. a 260lb window to a box of cookies. Paper Wegrzyn, chief executive at global Regulation will come into force, mean- flavourings cannot have a picture of off,” says Vicky Bullen, chief executive information makes it impossible for It is, therefore, the expertise at the can be used for cushioning, void-fi lling and brand design and packaging agency ing all food products will have to pro- a strawberry, but instead there can be at design agency Coley Porter Bell. brands and manufacturers to keep in BrandOpus. “These mean two totally vide full nutritional information. “Any an image that represents a strawberry. New developments could help to step with the ever-changing viewpoint design and manufacturing stage that wrapping. It is fast, fl exible and a’ ordable. different things and consumers don’t products that fail to comply will create It both makes legislation tough to nav- change the landscape still further, with on health and nutrition,” he says. “One makes the user experience with Geami so It is also people and planet-friendly – perfect have the time or the inclination to un- significant losses – the impact on the igate and forces a new level of transpar- labels becoming a starting point for day fat is the issue, the next day it is quick and easy. From Forest Stewardship for the unboxing generation,” he says. derstand the difference,” he says. bottom line could be over £100,000,” ency.” finding out information, rather than a sugar and in the future it will be some- Council-certifi ed sources, Geami is green “The whole idea is also seriously com- says Shaun Bosson, executive vice pres- Labels, though, do more than simply final destination. Phil Dalton, head of thing else. A digital approach could be a 30% faster packing compared with both in origin and disposal, so climate neu- promised when products that clearly ident, global sales, at packaging busi- convey information and help organi- regulatory at Sun Branding Solutions, lot more effective way to keep informa- other solutions tral, recyclable and renewable. www.ranpakeurope.com don’t require this kind of legislation are ness Trace One. sations meet regulatory requirements. believes radio-frequency identification tion up to date and current.” 14 | FUTURE OF PACKAGING raconteur.net 30 / 09 / 2015 | RACONTEUR RACONTEUR | 30 / 09 / 2015 raconteur.net FUTURE OF PACKAGING | 15

COMMERCIAL FEATURE Labels will have to say so much more PERFECT FOR With limited space on a label, mobile technology is set to bring shoppers additional product information, as legislation THE UNBOXING pushes brands towards greater transparency and accountability GENERATION LABELLING NICK MARTINDALE The boom in online shopping and next-day s consumers, we are now delivery, with consumers savouring the both more health conscious “unboxing experience”, means Ranpak paper and sceptical than ever be- A fore. High-profile scandals in the food, banking and automotive sec- packaging is a perfect fi t tors have made people more mistrustful of almost every product they purchase, creating pressure for greater transpar- ency around just what it is people are buying, and where it has come from. As a result, labels are playing an in- creasing role in helping organisations convey information to consumers, not only to comply with legislation, but also to stand out from competitors. “Consumers are keen to get more in- formation about what they are buying, as well as what makes up the product they have chosen, and about the com- pany making it,” says Mike Jarvis, cluster portfolio manager, Europe and Central Asia, marketing and product management, at food packaging busi- Given that one in ever y ten retail purchases and next-day delivery, leading parties are van Oosterhout, Ranpak marketing manag- ness Tetra Pak. is now made online, it seems the UK has all looking to ship out as many packages as er for e-commerce. “In essence, consumers GOLD AWARD WIN FOR GEAMI Product protection “This needs to be clear, consistent become a nation of e-shoppers. World- rapidly as possible. At the same time there are looking for a pleasant unpack experi- and transparent, linking to platforms wide, more and more people are spending is pressure to reduce the element of labour and cost in-the-box are ence, followed by straightforward disposal, The packaging category gold award at the which offer greater detail and, ideally, time waiting for the post or a delivery van, in the packaging operation to be more obviously important, or easy returns, with paper a winner on all inaugural UK IntraLogistics Awards 2015 independent product reviews. There with e-commerce sales up 20 per cent in cost competitive. but there is a diff erent counts,” he says. was won by Ranpak for Geami WrapPak, is a race for space to communicate 2014 to almost $840 billion, according to Fast and fl exible, the ability of Ranpak’s As paper is easy to handle and keeps its championed as one-of-a-kind packaging these messages.” driver for e-commerce NEW LABELLING REQUIREMENTS IN EU FOOD LEGISLATION the Global Retail E-Commerce Index – and paper packaging systems to dispense shape well in transit, it is readily reused for that combines both protection and in-the- At the same time, however, the cur- that’s a lot of big brown boxes. solutions on the spot can help shippers packaging that is usually sending products back. In addition, with box presentation. rent picture is both confused and con- For in-the-box packaging, this boom- work up to 30 per cent quicker, compared priority number one – domestic and kerbside collection common, What one of the judges, Jonathan Hardie, fusing. “Price labelling in supermarkets ing trend carries special implications, says with competitive alternatives. The versa- the need for speed paper is the most recycled product in global head of manufacturing at Premier is probably one of the biggest consum- Iwan Schmitz, director of marketing at tility of paper is also helpful, with a typical Europe, at a rate of 72 per cent. Farnell, had to say: er annoyances,” says Helen Dewdney, Bump Mark: Solveiga Pakštaitė’s award-winning author of both How to Complain: The bio-reactive expiry label, which becomes bumpy Ranpak, the world leader in paper pack- e-commerce requirement being to box up However, according to Mr van Ooster- “Success for Ranpak was driven by a number when the food expires aging solutions for e-commerce. “Product together a random mix of products, which hout, a more sophisticated appreciation of key features: Essential Consumer Guide to Getting protection and cost in-the-box are obvi- just happened to be added into the online damage, benefi ts can equate to signifi cant of the importance of the unpacking expe- Geami WrapPak o’ ers a green environ- Refunds, Redress and Results, and The Allergan information in ingredients Nutrition labelling in a consistent Minimum font size for mandatory Country of origin for fresh, ously important, but there is a di’ erent shopping cart at the same time. payback. Plus, happy customers mean en- rience is now on the rise at e-commerce mentally friendly alternative to traditional Complaining Cow blog. “Consumers are list for pre-packed foods format for pre-packed foods information on food labels chilled and frozen meat driver for e-commerce packaging that is Since the individual products often already hanced prospects for repeat purchases. companies, not least as a result of the “un- bubble wrap and there have been few sick and tired of labelling that makes or RFID will soon be able to allow shop- it difficult to work out what item is the pers to tot up the total nutritional value usually priority number one – the need for come pre-packaged, the priority of second- boxing” video phenomenon on YouTube. innovations in this area for many years. best offer. There has also been a lot of a basket of shopping rather than in- speed,” he says. ary packaging is as much to protect the brand SATISFACTION “Consumers are becoming increasingly It requires less packaging, leading to of talk about traffic light systems for dividual items. “This could supplement packaging as the goods themselves. In contrast to the complexity of busi- aware of what they buy, where it is coming smaller packages, reduced storage and showing how healthy a food is. But con- the information offered on a label,” he SPEED Ultimately, if the quality of protection ness-customer operations, at fi rst glance from and how it arrives, plus they are more transport costs, plus consequently a sumers want consistency – it’s not help- says. “RFID not only ensures tracea- In a bid to meet customer expectations for generates even a fraction of a percentage the end-user perspective on packaging ap- critical publicly, online and on social media. shrinking of the carbon footprint. ful to have a different system giving bility, it could also point consumers rapid turnaround on product combinations saving on returns due to breakages and pears pretty uncomplicated, says Jeroen Therefore, we are seeing e-commerce cli- It provides better presentation and makes similar nutritional information across towards the impact of individual food ents keen to di’ erentiate their o’ ering by it easier for consumers to dispose of pack- supermarkets.” choices on their overall diet.” providing a superior unpacking experience. aging through traditional recycling routes Date of freezing for frozen meat Compositional standards for Additional labelling for drinks Added water over 5% must be and fish minced meat with high caffeine content declared in the name of food/ Mobile devices too will have a great- “ For Ranpak , this is where our award-win- Ranpak have taken an ‘unglamorous’, but meat product er role to play, potentially easing the ning Geami WrapPak product is proving so important, area and come up with an in- battle for space on more conventional popular,” says Mr van Oosterhout. novative, cost-e’ ective, green solution.” Information sharing Source: Food Standards Agency labelling. “Information sharing will will extend beyond the extend beyond the limited space on SUSTAINABLE product packaging and labelling to The recycling rate for paper is 72% Geami WrapPak is a cost-e’ ective, attrac- limited space on product forced to adopt it. Honey, for example, This could be just the beginning of New technology means some busi- mobile screens and social media via compared with 24% for plastic- tive, e¥ cient and eco-friendly alternative EXPERTS doesn’t go off. Some brands out there a push towards greater transparency, nesses are now seeing them as a form QR [Quick Response] codes,” says Trace based packaging packaging and labelling to bubble wrap, plastic and foam sheets. As marketing director Mr Schmitz concludes, to mobile screens and have had a bit of fun and switched out particularly in the food sector. “Some of marketing, helping to entice and One’s Mr Bosson. “In future, consumers In terms of the technical specification, it is this in-built sustainability of paper pack- ‘use by’ for alternatives such as ‘throw countries, such as Germany, also have engage customers. An example is the could even ‘opt in’ to information that it combines a die-cut kraft paper with a aging that makes Ranpak so ready for the social media via me away after’. This is a much clearer regulations that mean brands can no winner of the 2014 James Dyson Award, is most relevant to them.” tissue interleaf paper. The patented con- e-commerce revolution and the circular QR codes instruction to consumers and doesn’t longer use a picture of a food if it’s Solveiga Pakštaitė, who created a bio- This kind of development could also verter expands the die-cut paper to a 3D economy alike. “For 40 years, Ranpak has leave any ambiguity.” made using artificial flavourings,” says reactive label to help alert customers help the packaging and labelling indus- honeycomb structure providing a unique been protecting products for over 25,000 New legislation is adding to the pres- Amy Steinmetz, vice president, man- when items could be going out of date. try respond better to rapidly emerging 9 out of 10 consumers prefer paper wrapping product. By locking angled cells companies across more than 300 indus- Sell-by and use-by dates are a par- sure for labels to be clearer. In 2016, the aging director, at LPK Europe. “For “The idea is simple – when the label be- trends, says BrandOpus’s Mr Wegrzyn. together, items are fi rmly wrapped and no tries, from aerospace to cosmetics, from ticular source of confusion, says Nir European Union’s Food Information example, sweets made with strawberry comes bumpy to the touch, your food is “The logistics of printing mandatory tape is needed. a 260lb window to a box of cookies. Paper Wegrzyn, chief executive at global Regulation will come into force, mean- flavourings cannot have a picture of off,” says Vicky Bullen, chief executive information makes it impossible for It is, therefore, the expertise at the can be used for cushioning, void-fi lling and brand design and packaging agency ing all food products will have to pro- a strawberry, but instead there can be at design agency Coley Porter Bell. brands and manufacturers to keep in BrandOpus. “These mean two totally vide full nutritional information. “Any an image that represents a strawberry. New developments could help to step with the ever-changing viewpoint design and manufacturing stage that wrapping. It is fast, fl exible and a’ ordable. different things and consumers don’t products that fail to comply will create It both makes legislation tough to nav- change the landscape still further, with on health and nutrition,” he says. “One makes the user experience with Geami so It is also people and planet-friendly – perfect have the time or the inclination to un- significant losses – the impact on the igate and forces a new level of transpar- labels becoming a starting point for day fat is the issue, the next day it is quick and easy. From Forest Stewardship for the unboxing generation,” he says. derstand the difference,” he says. bottom line could be over £100,000,” ency.” finding out information, rather than a sugar and in the future it will be some- Council-certifi ed sources, Geami is green “The whole idea is also seriously com- says Shaun Bosson, executive vice pres- Labels, though, do more than simply final destination. Phil Dalton, head of thing else. A digital approach could be a 30% faster packing compared with both in origin and disposal, so climate neu- promised when products that clearly ident, global sales, at packaging busi- convey information and help organi- regulatory at Sun Branding Solutions, lot more effective way to keep informa- other solutions tral, recyclable and renewable. www.ranpakeurope.com don’t require this kind of legislation are ness Trace One. sations meet regulatory requirements. believes radio-frequency identification tion up to date and current.”