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See the latest changes to the Aunt Bessie's range, and how they went about it Tryton packaging optimisation - presentation.ppt (1260 kb) ![[ppt]](http://www.wrap.org.uk/display_images/document_icons/ppt.gif)
Successful retail packaging formats, product dispensing and distribution systems, merchandising approaches and product designs drawn from all over the world. The International Packaging Study
Packaging ideas at various stages of early development WRAP's Concept Room
Our database that indicates what is the lightest, middle and heaviest weight packaging used for food and drink products found on the UK supermarket shelf. See What is Best in Class
See the WRAP Food Waste pages for inspiration.
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In a study by Exodus Market Research, 42% of consumers identified resealing methods for food packaging as the most important. ('Food storage and packaging', WRAP report, May 2007)
“At Coca-Cola we fully support continuous innovation in a changing market.” Paul Smith, Coca-Cola Enterprises Europe Group
"Our customers expect our own label brands packaging to demonstrate a commitment to waste reduction. We are actively identifying ways that we can change our packaging to meet these expectations." Stephen Ridge, Somerfield
“I try to think of packaging reduction as a springboard for new ideas, not a design constraint.” Robert Brown, Sprout Design Ltd.
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The Adnams bottle here uses 34% less glass and this is communicated on the labelling. WRAP studies indicate that the advantages of optimising packaging in terms of improved brand perception is now the key driver. There are a growing number of brands using less packaging as a point of differentiation. Why dont you?
Brands and consumers
Packaging plays a key role in brand perception. In a crowded market place innovations in your product and packaging design can draw attention to your brand. Consumers are increasingly conscious of the environmental cost of packaging – they read about it in the media and are responsible for its recycling and disposal. Changing packaging so that it is more efficient and leads to less packaging and less food waste can improve your consumer profile by demonstrating your environmental credentials and encourage greater consumer loyalty to your brand.
Designing a solution
Provide a strong brief which highlights the environmental considerations within the commercial context and encourage innovative solutions. It is also a good idea to build in a specific sign-off process for the environmental brief before commissioning packaging.
Designing for the future
Challenge your development team and suppliers to incorporate new thinking on packaging into their design agenda.
Remember, by optimising packaging material or implementing innovations in food packaging so less is thrown away value is being given back to the consumer by reducing the carbon footprint and potentially the cost of a product.
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Food waste
Improve the design and format of the primary packaging by making packaging resealable or by creating a storage solution for unfinished portions of food. Many consumers do not use additional packaging (bags or containers) to store unfinished portions of food, relying soley on the original packaging. Unfinished portions of food dry out becoming unappetising or unsafe. Cathedral City cheese use zippered pouches and this also acts as a point of differentiation. Sliced meats and deli products are also following this trend. Below is an example of portion control for pate. Click here for more information.
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“We think hard about the brand context. Where will it be located - what are the category rules, and emotionally, where will the brand sit in the spectrum of human needs. This helps us not only to innovate but also to minimise - to find the most compelling solution using the least amount of material and resources.”
Nick Verebelyi, 3D Branding & Packaging, Design Bridge Ltd.
Download Section 4 Brand design and innovation.pdf (401 kb) ![[pdf]](http://www.wrap.org.uk/display_images/document_icons/pdf.gif)
