The Vital Partner and Catalyst
for the Packaging Value Chain
1. New Brand - Food & Beverage
2. New Brand - Non Food
3. New Brand - Luxury
4. New Brand - Limited Edition, Promotional, Seasonal
5. Rebrand - Food & Beverage
6. Rebrand- Non Food
7. Rebrand - Luxury
8. Package Innovation
Brand Marketing Entry Questions
What was the overriding challenge and how did you solve it?
Describe how all participants worked together to get the product to shelf? Provide details of the role of brand owner, designer, prepress, printer etc.
Brand Positioning and Target Market:
What was the creative solution to reflect this brand positioning? How relevant is it to target? Will it drive trial and usage? Is design reflective of positioning?
Shelving strategy & competitive set - Provide merchandising photos (in step 4 of this process):
Is it original and compelling? Does it maximize shelf impact and create excitement? How is the brand block differentiated against competitive brands?
Is this package innovative or trend-setting in terms of its branding, packaging graphics &/or structural design? Has the package utilized innovative materials?
Has the package been designed with the circular economy in consideration, i.e. reusable, recyclable, upcyclable, compostable, alternative energy applications? Does the package avoid using unsubstantiated/green washing messages?
Design Performance Improvement:
Describe how the package design is performing? (Possible evidence includes incremental sales, distribution, or market share performance improvement metrics; client/customer testimonials, or research results - or any other metric you feel speaks to the effectiveness of the design).
Package Innovation Entry Questions
Optimization, Performance and Cost:
Has package been optimally designed for product protection visa vis storage, and distribution? Is the cost aligned with value of the product? Is it over packaged?
Product Protection and Consumer Safety:
Does the package provide adequate product protection visa vis security and food (where applicable) safety, i.e. tamper-evidence, product safety,
child-resistance? Was it produced in a GFSI certified facility?
Degree of Manufacturing Complexity:
Does the utilization of technology, materials or print processes increase the degree of difficulty; provide differentiation or lower cost? For example digital,
flexographic, gravure, offset, silk screen printing? Hot stamping, emboss/deboss, metallic, fluorescent and thermochromatic inks? For example zippers,
fitments, closures, easy open features (laser score)? High Definition plate technology in Flexo, extended color gamut, in-line lamination,
unique application of coatings - outboard station in flexo or rotogravure application?
Innovative Use of Materials:
Is the material unique, a break from traditional substrates i.e. hybrid combinations, paper/corrugated, unique combination of laminated structures to
extend shelf life, bioplastics? Hot stamping, emboss/deboss, metallic, fluorescent and thermochromatic inks? For example zippers, closure, easy open features?
Has the package been designed with the next life solution in mind to avoid going into landfill, i.e. reusable, recyclable, upcyclable, compostable,
alternative energy applications? Does the package avoid using unsubstantiated/green washing messages?
Merchandising and Consumer Appeal in Store:
Does the branding, graphics and structure have instant WOW factor appeal to its target market and in relation to it competitors? (Was this package designed with the consumer in mind for example easy open, easy to carry, easy to reclose?)
Communication and Labelling Effectiveness:
Is the design easy to read, clear and legible and compliant? Is it nutritional labelling compliant?
Consumer Functionality and Use at Home:
Some packs can look great but can let themselves down and disappoint in use. For example full, half used and nearly empty. Do the unique structural
elements cause consumers to remember the package for example shape, pour spouts, shelf stable, caps, closures?
Active, Intelligent, Smart and Augmented Reality Applications:
Does the package include any packaging systems that help extend shelf life, monitor freshness, display information, improve safety, and improve convenience?
How did all participants work together to get the product to shelf? Discuss the role of brand owner, designer, prepress, printer etc.
Design Performance Improvement:
Do you have evidence of how the package design is performing? (Possible evidence includes sales, distribution, or market share performance
improvement metrics or client/customer testimonials, or research results - or any other metric you feel speaks to the effectiveness of the design).