Packaging Your Story

For decades, the big guys have been successful in marketing on their name alone, touting that they are the brand generations have trusted.  Their products are proven to work and people continue to buy them because that's what they were raised on.  Your brand too can be a name they trust but that trust will first need to be developed.

There has been a notable movement towards the local and organic selections.  Organic sections in the grocery store are growing and some products are migrating to the regular isle. On the heels of movies such as Food, Inc. and King Corn people are trying to enlighten themselves on the origins of the products they buy. They're reading the labels, visiting websites, and if well earned, giving you the much coveted "thumbs up" on Facebook.

Where do you start? Your biggest marketing angle in the beginning is you.  Where did the idea first take root and how did you grow?  Where are your products made and what kind of people make them?  What kind of environment are your products produced in?  Is it a happy one? When your product is still one in a sea of many, you need to lay it all out.

Developing a loyal customer following is often similar to forging a friendship.  You need to be interesting of course. A sense of humor wouldn't hurt.  Perhaps a joke or funny quip on the label? Shopping can be a boring task so why not entertain them as their slogging through the isles? Appeal to their sensitive and empathetic nature and tug on their heart strings a bit. Do you have a charity that your company actively supports? Will a portion of proceeds go towards that charity? Encourage customers to check out your Facebook page and website. Take note from Chiquita Bananas, in 2010 they asked their customers to submit their own designs for their infamous blue banana sticker.  Customers then voted on their favorite from the 50 finalists. The campaign targeted a younger demographic and earned customer loyalty by allowing them to participate in defining their brand.

How can all this be reflected in your packaging?  You need to develop an identity.  Give them colors and a logo that will be easily recognizable for repeat visits down the isle.  Once they've spent the time getting to know you, they should be able to find you when they need to.  Think about what you believe in as a company and make sure your package and decoration reflect those beliefs.  If your product has natural or local ingredients then best to choose packaging that is locally manufactured as well.  Be transparent in all aspects. Offer company insight on the label and package it in a clear PET or glass container so your customers can see what they're getting.

Don't be afraid to let it all hang out.  Often in an attempt to tell people all the wonders of your product you forget to share why you care so much.  Your product is your passion and you worked hard to bring it to market.  Your packaging just like yourself should leave a memorable first impression.

Flairosol. An Aerosol alternative

My boss set this pretty little thing on my desk last week and I've since been enamored with it.  As I've said before, I appreciate beautiful packaging but I need it to "Do" more for me.  I want it to reach a higher pedestal of packaging where it doesn't just hold the product but makes our lives easier and our world a better place to be. That might be over-shooting it a bit.  Moving on....Allow me to introduce the Flairosol!

Flairosol is a dispensing system that operates much like an aerosol can minus the harmful propellants and VOCs.  It consists of a fully recyclable bag in bottle and a reusable dispensing head.

Here's how it works:

 The liquid is drawn up through the dip tube and then brought into chamber which holds a specific amount of liquid.  The chamber is pressurized allowing for a continuous fine mist spray.  The spray lasts about 2 seconds though the packaging can be customized to hold more liquid and thus spraying for a longer period.  The consumer can also repeatedly pull the trigger to create a continuous spray comparable to the aerosol.  

Due to continuous restrictions on VOCs and propellant for aerosol cans, this offers an environmentally friendly alternative.

Hitting the Border

Stepping outside of my ordinary realm of topics, I've decided this month, I will tell a packaging story that is a bit closer to home....

Several years ago longtime friends Paul Werni and Scott Davis got together and carried their passion for spirits across the border to Wisconsin.   The distillery is located near the 45th parallel (halfway between the north pole and the equator) where some believe true vodka grain is grown.  It is shared by other famous spirit producing regions including Burgundy and Bordeaux. They use only the finest grains from a local farmer and practice slow artisan distilling methods to embrace the flavor of the land.

They wanted the bottle to tell a story about the geography, distillery and the people who produce it.  To really show the product and the color, they stayed away from a label and kept the graphics to a minimum, displaying mainly the border symbol, name and a white screened strip on the bottom where they can later write the proof for each small batch.  The border symbol represents the bridge they cross everyday to work that connects the two states. The bottle itself is a traditional heavy weighted, bulge-neck whiskey style bottle manufactured in the Midwest. The leather tags are a link to the cattle which are fed the stripped mash from the distillery and are a symbol of the hard work put in at the distillery.  The hides were sourced from the local Red Wing Tannery and sent to a local artisan to craft the tags.  The bottles are all hand dipped in bottle wax melted in Paul's wife's crock pots. The wax reinforces that the whiskey is a handmade artisan product.

Bottle
   Packaging Logistics, Inc.
Leather Tags
   Red Wing Tannery & Leatherworks

 

 

 

 

 

 

Non-stick Ketchup Bottes

Extracting the last bit of ketchup from an almost empty bottle has always been a challenge.  Everyone has their own method from banging the side of the bottle to inserting a butter knife.  As soon as this additive created by MIT students goes to market, those days will be in the past.  This super slippery coating called LiquiGlide, made up of nontoxic materials makes even the most viscous liquids slip out of the container like water.  It can be applied to all sorts of food packaging--though ketchup and mayonnaise bottles will likely be their first targets.  It may seem like a narrow focus but when you think about the market size-just sauce alone is a $17 billion market.

Plastic: A life cycle in numbers

In light of earth day, I'd like to offer some information on the life cycle of plastic. What it is and what recycle symbol is stamped on the bottom.  What it is usually found in on it's first cycle as virgin material and what it can be later on after it's been recycled.  I realize I'm a little late in the game but it's something you can take with you throughout the year!

Polyethylene Terephthalate (PETE)

Commonly used in soft drink, juice and water containers.

Picked up through most curbside recycling programs.

Recycled into: Polar fleece, fiber, tote bags, furniture, carpet, paneling, straps, (occasionally) new containers

PET plastic is the most common for single-use bottled beverages, because it is inexpensive, lightweight and easy to recycle. It poses low risk of leaching breakdown products. 


Recycling rates remain relatively low (around 20%), though the material is in high demand by remanufacturers.

High Density Polyethylene (HDPE)

Commonly used in opaque plastic milk and water jugs.

Recycling: Picked up through most curbside recycling programs, although some allow only those containers with necks.


Recycled into: Laundry detergent bottles, oil bottles, pens, recycling containers, floor tile, drainage pipe, lumber, benches, doghouses, picnic tables, fencing

HDPE is a versatile plastic with many uses, especially for packaging. It carries low risk of leaching and is readily recyclable into many goods.

Polyvinyl Chloride (PVC or V)

Commonly used for cling wrap.

Recycling: Rarely recycled; accepted by some plastic lumber makers.


Recycled into: Decks, paneling, mudflaps, roadway gutters, flooring, cables, speed bumps, mats

PVC is tough and weathers well, so it is commonly used for piping, siding and similar applications. PVC contains chlorine, so its manufacture can release highly dangerous dioxins. If you must cook with PVC, don't let the plastic touch food. Also never burn PVC, because it releases toxins.

Low Density Polyethylene (LDPE)

Commonly used in grocery store bags and plastic wraps.

Recycling: LDPE is not often recycled through curbside programs, but some communities will accept it. Plastic shopping bags can be returned to many stores for recycling.


Recycled into: Trash can liners and cans, compost bins, shipping envelopes, paneling, lumber, landscaping ties, floor tile

LDPE is a flexible plastic with many applications. Historically it has not been accepted through most American curbside recycling programs, but more and more communities are starting to accept it.

Polypropylene (PP)

Commonly used in “cloudy” plastic containers such as baby bottles.

Recycling: Number 5 plastics can be recycled through some curbside programs.


Recycled into: Signal lights, battery cables, brooms, brushes, auto battery cases, ice scrapers, landscape borders, bicycle racks, rakes, bins, pallets, trays

Polypropylene has a high melting point, and so is often chosen for containers that must accept hot liquid. It is gradually becoming more accepted by recyclers.

Polystyrene (PS)

Commonly used in disposable cups and Styrofoam.

Recycling: Number 6 plastics can be recycled through some curbside programs.


Recycled into: Insulation, light switch plates, egg cartons, vents, rulers, foam packing, carry-out containers

Polystyrene can be made into rigid or foam products -- in the latter case it is popularly known as the trademark Styrofoam. 


Evidence suggests polystyrene can leach potential toxins into foods. The material was long on environmentalists' hit lists for dispersing widely across the landscape, and for being notoriously difficult to recycle. Most places still don't accept it, though it is gradually gaining traction.

Other

Usually polycarbonate. Commonly used in most plastic baby bottles, clear plastic sippy cups and water bottles.

Recycling: Number 7 plastics have traditionally not been recycled, though some curbside programs now take them.


Recycled into: Plastic lumber, custom-made products

A wide variety of plastic resins that don't fit into the previous categories are lumped into number 7. A few are even made from plants (polyactide) and are compostable. Polycarbonate is number 7, and is the hard plastic that has parents worried these days, after studies have shown it can leach potential hormone disruptors.

Location, Location, Location!

So you found the perfect bottle for your product at the right price with no lead time!  What you didn't realize is that the bottles are stocked in New Jersey and they need to get to Portland. You were so excited to find the bottle you wanted in stock with no lead time but the transit time is looking like 5-7 business days.   Did I mention your shipping 4 pallets of glass?  That can add anywhere from $1500-$2000 depending on the day and the carrier.  This is often the last thing decision makers think about when it comes time to place an order.  

Of course, the case is not always as extreme.  Plastic is a lot lighter and therefore cheaper to ship.  Some carriers, while the distance is great, have preferred lanes and travel them frequently, reducing the cost. This is why it's important to work with several freight company's and brokers and compare rates. If you work with a packaging distributor, they offer products from a large network of manufacturers located throughout the US, Canada and other countries and are able to offer the product that meets many of your needs while keeping these pesky freight costs down.

Can Do Packaging of 2011

It's time, once again, to recognize packaging that can do more for you.  I'm looking for packaging that's not only pretty but has some special talents. With all our efforts to go green and our focus where it will end up when we're done with it, why not have a little fun with it while it's around?

Pringles Speaker Can 

 

Remember those Pringles commercials of the 90's with the slogan "Once you pop you can't stop"?  Kids danced around popping the pringles can open, making a beat with the noise.  This summer Pringles encouraged it's customers to take that sound to another level.  With the purchase of three pringles cans, you could get a speaker that popped onto the top and used the can to amplify the sound.  Just plug in to your ipod and you've got some free speakers.  I'd probably put this on repeat:

 

A Cardboard Vaccum Cleaner 

Designed by Packaging student Jake Tyler, this unique vacuum cleaner begins it's life as part of the retail box and pop into place around the motor housing.  Parts are cheaper to replace than their plastic counterparts and it's easy on the landfill.  It's design motif is also fully customisable with a few sharpies and your imagination. 

Five A Day Packaging

Sainsbury Juice is aiming to make it easier to get your five servings of fruit or veggies a day.  The transparent windows on the side allow the consumer to measure one of their five-a-day while showcasing the color and freshness of their juice.  

Condensed Labeling

Brands have found a new way to engage their customer and it all fits in this little square called a QR code.  These are becoming very common on packaging and all you have to do is take a picture of this little code and your smart phone takes you to a mobile site where you can access promotions, product info, origin, ingredients, etc.  QR or 'quick-response', codes are a form of two-dimensional code that are capable of encrypting large amounts of data in a square of black and white dots. This is a great way to communicate to the customer without increasing the packaging size or label space.  This technology has been around for a while in Japan and is growing in Europe and the US.

The Perfect Pairing Take 2!

I came across this the other day and it seemed to fit well into last months topic. Concieved by CSA Design to be a licesed retail distillery brand, Artist Proof truly uses their bottle as a canvas. The glass bottle is custom molded into the shape of a picture frame including embossed woodgrain around the sides of the bottle. The front will depict various pictures depending on the season or target market.

The Perfect Pairing

Brands everywhere are looking for ways to make you stare at their packaging just a little longer.  Pairing packaging with creative forces such as artists, writers and the consumer themselves, Brands are seeking another way to connect with it's user.

Beer for the Bohemian

This Mexican brand has partnered with the Frida Kahlo estate to launch a Limited Edition Frida Kahlo-themed Bohemia packaging. Featuring the iconic, world renowned Mexican painter, Bohemia hopes to appeal to their art-loving, open minded bohemian users. Also, Frido was known to throw back a Bohemian or two.

Bottled Water Goes Couture 

  
Since it's inception, Evian has been synonymous with luxury so it comes as no surprise that they're packaging went couture. For the past four years, Evian has introduced a limited edition collection of designer water bottles.  Each bottle purveys that designers image and style.  This year didn't disappoint with Issey Miyake's simplistic and playful design.  I've included the previous three years designed, respectively by Christian Lacroix, Jean Paul Gaultier and Paul Smith.

A cup of coffee for your thoughts?

The new design is meant to work with their existing tagline, "Life is short. Stay awake for it".  Caribou asks their customers what staying awake means to them and voila!  You have a cup that displays America's caffeine induced thought bubble of optimism.

Liner Basics

For those who are inexperienced, picking a liner material can give you a headache, though this may be one of the more important packaging decisions you make.  A properly sealed liner can ensure freshness of the product and sustain it's shelf life.  Not any one liner can work for all products.  Because the liner comes in direct contact with the product, much attention should be paid to compatibility.  There are many liner types to choose from and from those types (especially induction liners) there can be many options among them.  Since we're starting with the basics, I will give you a rundown of the three most common liner types.  We'll save the specifics for another learning session.

Pressure Sensitive

Composed of polystyrene foam, this liner is pressure activated to seal to the container. Using an adhesive, the liner adheres to the container when the closure is screwed tight.  When the closure is removed, the liner remains sealed the the container.  Mainly used for dry products and can be used on Glass or plastic.

 

F-217

This is a three layer liner with HDPE outer surfaces and a foam inner cushion.  It is commonly used for liquids but can also be used for dry goods and semi-solids (creams).  This liner usually comes inside the closure from the manufacturer and remains in the top inside of the closure when removed from the container.  Because it has the inner foam cusion it presses into the top of the bottle when sealed and prevents leakage.

Heat Induction liners

Heat Induction liners leave a layer of aluminum foil on the container when the closure has been sealed to the container and heated.  It is important to pick an induction liner that is compatible with the material the container is made of.  There are options for how the liner will then be removed from the container such as clean peel, easy entry and tamper evident.  Heat Induction liners can also be used with additional liners such as PE foam or F-217. Since the induction liner is disposed of when the closure is removed, you may need an addition liner which will remain in the top of the closure to ensure a proper seal everytime the closure is removed and replaced.

Simply Beautiful-The Boston Round

Sometimes, in attempt to stand out in the busy packaging design world, you need to get back to the basics.  When custom tooling isn't in the cards, best to stick to the classics.  One of my personal favorites is the Boston Round.  We offer these in many sizes, materials and colors.  The broad shoulders and a sturdy frame will make your product stand out amongst the clutter.  Put it in an Amber colored bottle and give your product an old school apothecary feel.

Why Distributors? Because we've been there--we've done that.

Is there a chance your looking for a 100% PCR HDPE Cylinder? Perhaps a disc top dispensing closure that's stocked in shiny metallic silver? Or maybe a full line of Glass Boston Rounds stocked somewhere on the west coast in multiple colors and easily accessible with short or no lead times?   A distributor is thoroughly acquainted with these sorts of requests.  Chances are most companies seeking packaging call a manufacturer and when said manufacturer doesn't have what they're looking for, they point them in the direction of the nearest distributor. In the five years I've been selling packaging, people have come to me from every industry looking for almost every kind of package.  Most of the time we readily supply the package they're looking for and if we don't, we call everyone we know looking for it (in my case sometimes out of sheer curiosity). Distributors work with a giant network of manufacturers so chances are, we can supply what you're looking for or something a lot like it. 

What is the difference between PLA and PCR?

Post consumer regrind (PCR) is Plastic (mainly HDPE, LDPE and PET) that has been cleaned and reground into pellet or flake form to make a new plastic object (packaging is a big one). So in short post consumer regrind or PCR is recycled plastic.

PLA is short for Poly lactic acid and is one of many bioplastics. This one in specific is made from corn starch. Not sure but I think Natureworks is the main supplier.

The difference? PCR is more stable and has many more uses because the material is just recycled plastic. PLA, because it is made from natural substances, breaks down, melts and losses its rigidity a lot faster and is typically better for one time use. PLA is best used for products that will not have to endure a long shelf life or hold volatile products.

There are many advancements being made to bioplastics/biopolymers that will improve its rigidity, strength and shelf-life. It's hard to keep up! PLA is only one of many biopolymers. They can be made from starches such as potato, pea and corn as well as sugar. But I'm sure there are many more in development!

And now for my shameless plug: Packaging Logistics offers a wide range of beautiful packaging in 100% PCR PET!  The material is FDA approved and minimums start at 50,000 pieces. Consider converting your current PET packaging to PCR PET! You'll be doing the environment a favor!

An Udderly Creative Milk Bottle

Soy milk maker, Soy Mamelle takes Milk packaging to seemingly obvious yet uncharted territory. The unique latex package urges the consumer to see soy milk as a comparable alternative to regular milk.  The closure on the udder shaped package has a hang tab so it hangs in the dairy section to truly resemble that of a cow. The green cow spots reminds the consumer that it is still a vegetable product, and should therefore be a healthier option.  You can you remove the closure to pour like regular milk. The really exciting part is because it's made from natural latex, the soy milk can be squeezed from all three teats at the same time!

Plant a Sneaker and Watch it Grow!

What do you do with your old sneakers? The maker of these shoes ask that you not throw them out but bury them in your back yard.

OAT takes biodegradable to the next level presenting not only a biodegradable shoe but one that will sprout a tree when planted. Dutch shoe company OAT debuted the first fully biodegradable shoe at Amsterdam's Green Fashion Awards and took second place. Made from canvas and cork, the materials are fully biodegradable.  Tree seeds are packed into the lining material so the idea is that when buried deep in the soil, a tree will emerge.

The Green Debate-Glass or Plastic?

There's a debate going on in the packaging world regarding whether glass or plastic is the better "Green" option.  Not just plastic but PET.  PET is wholeheartedly competing for glass business touting, "Anything you can do, I can do better"!

For a long time glass has been considered to be the better enviro-choice for your packaging options.  Glass is made from sand and can be recycled infinitely without affecting the quality of the product.  It's been in the recycling stream for ages and can be recycled and made into another bottle again. Same as it was before.  What people don't realize is that there are few glass manufacturing facilities in the U.S. and therefore it will likely not be made into a bottle again.  A good reason for this is even if a glass facility would like to purchase said recycled glass material, it is very heavy and uses much fuel to transport, oftentimes, defeating the purpose of sustainability.

PET on the other hand is very lightweight and therefore uses much less fuel to transport.  PET is just as common in the recycling stream and as of recently can also be purified to be suitable for food contact once again. PET is offered in as many if not in more colors than glass and is more cost effective. While glass is not a suitable choice for many bathroom packages as it can shatter and pose a risk for injury, PET is nearly shatterproof and therefore is the safer option for the consumer and reduces loss for the manufacturer. Though improvements are being made, PET will still break down and lose quality as it repeats its round in the recycling stream and must be downcycled. For instance, what was once a milk bottle is now a plastic park bench.  There are also barrier issues when it comes to plastic.  Some products can permeate or break down the plastic and PET will melt at high temperatures, making it useless for many sauces and juices that are hot-filled.  There are some Hot-Fill PET offerings, but options are limited and minimums are high. 

Many foods simply taste better from glass.

So what have we learned today? Clearly, there's no definite answer here and it seems to be entirely situational.  What is good in glass is not always good in plastic so perhaps they'll both always have their moment to shine.

Impressive "Can Do" packaging of 2010

Every month I come across packaging that’s received accolades for being pretty but I’m not interested only in looks…I judge on their special talents.  I’m interested in the most innovative, trick pony packaging.  Designers were busy in 2010 thinking of ways packaging could do more for you.  Some solve problems while others simply look to entertain….

Heinz Dip & Squeeze

Heinz tomato ketchup badly needed a redesign the moment it unveiled its original packet packaging in 1968.  The new design allows the user to pull back the film to dip or tear the tab to squeeze onto your food.  The package also contains three times as much ketchup as its predecessor. 

Thoughtful Spaghetti Packaging

Designed by Packaging student Neal Fletcher, this spaghetti package looks to assist in portion control.  Open one flap or all six to pour the desired amount of noodles into the pot. Less waste and the package can be re-used.

Greenbox Pizza Box

Designed by Eco Incorporated, the Green Box Pizza Box is perforated to create four serving plates.  The box then breaks down into a smaller box for leftovers eliminating the problem of smashing a giant pizza box with two pieces of pizza into your refrigerator.

Heatswell Coffee Cup

Scott Amron’s insulated coffee cup eliminates the need for a cup sleeve.  Pouring a hot liquid into the cup activates the blue mid-section to swell into a thick, cloth-like insulated grip band.  It's non-toxic, recyclable and biodegradable!

Tuned Pale Ale

As if drinking didn't already inspire amateur musical spontaneity, Tuned Pale Ale encourages it. Graphics designed on the label tell the user to drink more to play different notes.  Run your bottle cap along the parallel ridges molded into the side of the bottle and you have percussion.  Turn the wooden carton over and it doubles as a drum.  Get your friends together and you can start a band.


GGRP's Promotional Phonograph

GGRP’s brilliant album sleeve transforms itself into a miniature record player. Insert the complimentary 45rpm on the pin and spin with a pencil (or any pointed object). The folded corrugate amplifies the sound. The below video should give you a better idea of how it works:

Baby Carrots | Eat 'Em Like Junk Food | Extreme

Extreme Baby Carrots

We all know baby carrots. The cute little cocktail carrot served at a party next to cuts of broccoli and cherry tomatoes? Perhaps the neglected snack in your kids lunchbox.  No one expected baby carrots to be shot out of a machine gun as bullets into the mouth of a man riding a shopping cart over a cliff ending in a grand explosion!  It's all part of the new 'eat em like junk food' marketing campaign to make carrots a coveted snack.  With three new commercials and "extreme" junk food packaging the goal is to get people to grab them with the same enthusiasm they might a potato chip bag.  Oh, and Baby Carrots? There's an app for that.