Insights: A brand playbook for packaging design
Trends
November 8, 2018Reading time: 1 minutes
Related regions: North America
Is your packaging development process the same today as it was a few years ago? Probably not. Manufacturing processes continually evolve and consumer buying habits continue to shift. This is placing unique demands on packaging as brands leverage it as a tool to increase market share. The stakes are incredibly high, both in terms of financial investment and brand equity.
Is your packaging development process the same today as it was a few years ago? Probably not. Manufacturing processes continually evolve and consumer buying habits continue to shift. This is placing unique demands on packaging as brands leverage it as a tool to increase market share. The stakes are incredibly high, both in terms of financial investment and brand equity.
So where do you start? Let’s dive in to the beginning stages of creating a new package.
- Identify and prioritize the “must-haves” vs. the “nice-to-haves”. Brands must balance the need to stand out on shelf against tight timelines and budgets. The clarity this exercise brings helps decision makers to define important product differentiators, such as package format, print technologies, shelf-life and material considerations, opening and reclose features, recyclability and other specialty packaging options.
- Consider your internal commercialization steps. Which roles should be collaborating? Commercializing a new product becomes easier when you get the right people in the room together as early as possible. Brand owners, marketers, engineers, manufacturers and procurement all have unique, and sometimes competing, perspectives that must align before decisions can be made. With as many people and moving pieces as there are in a new product or package launch, breaking down those internal silos will help to move from concept to commercialization faster.
- Get your packaging supplier on board! Once you have your concept and your commercialization team aligned, your packaging partner is ready to make your launch dreams a reality. Your supplier should go beyond manufacturing and R&D capabilities, they should have a wealth of expertise in understanding consumer insights and driving operational excellence. Suppliers with high degrees of proficiency in ideation, rapid prototyping, and consumer testing will increase your opportunities to succeed. And additional value-adds, such as co-manufacturing relationships, graphics and pre-press expertise are able to accelerate your commercialization timeline.
New launches can be risky, the right choices will help you to minimize risk and ensure success.
If you are ready to drive brand growth and take your next package launch from concept to commercialization faster, the innovators at Amcor are waiting to help. Contact us today to start the conversation.
Sam Khatib
Account Manager - Business Development
