It is a fact as a branding creative agency we must start a sort of conversation with the product in front of us and start taking notes of the ethos, attributes and personality of it for us to have a deep understanding of its intangible factors to make it tangible to the target.
The package talk and walk.
What elements should we consider when delivering and start assessing the product correctly? Based on our experience in the FMCG packaging and beverage industry, we have identified some important drivers which are not commonly used.
To date, the FMCG packaging and beverage industry have recognized the following key innovation packaging drivers: Consumer Demands, Cost Reduction, Logistics Efficiency, Sustainability, and Legislation.
The consumer demand through history has faced many changes based on the surrounding situations such as politics, environment, economical and social-economic factors, this way the changing consumer demand has become to so speak, the best key critical drivers in beverage and food packaging innovation including the containers closures.
The consumer is now looking for to functionality and visual appeal of the product. Most of our grocery purchase decisions almost always happen in-store and smartphone which is currently used by 82% of users is of utmost importance in the purchase decision process, also in-store. 25- to 34-year-olds have or take to the kitchen their smartphones or tablets. So, so many things happen at the store.
Based on the previous premise, we can say that shelf appeal as the presentation business card of the product will show the way the product looks on the shelf and how the product can stand out, this includes differentiation and positioning from similar in the same category.
Another important factor is the product visibility and how the product looks inside the package. Next one is the on-the-go factor, how easy to take or portable is the product. The Convenience of the package: how easy to use, to open, to close the package is. The Freshness of the product and how the package can help separate the components of the product until point of use. Improved product performance which must do with efficacy and integrity. Safety and the relation with use of certain additives, conservatives or chemicals / harmful chemicals detrimental for the consumers. Finally, Information or how the proper labeling keep the consumer updated and clear with the right info.
Another factor which can help to understand the whole innovation packaging process is the waste reduction policy, this means how can the package reduce losses of the product all the way throughout the supply chain including the customer. Shelf life and the preservation of the product integrity, its quality and over all efficacy and light weighting which includes the weight of the package together with the closure. This must do as well with the use of existing materials also via material replacements.
The logistics efficiency includes among other the holistic processing all around the supply chain, how efficient is the logistics costs, distribution (product per container equation), the optimization of the packaging shape, size, and design to reduce the cost impact while distributing it; stock control and delivery systems as monitoring tools to observe and start our analytics.
Sustainability elements such as recyclability, how renewable are the materials sources? How bio-degradable is the material and till what extent help to reduce the CO2 footprint? The local legislation and regulations also has an impact on packaging design and innovation and must be checked up in case.
Finally, understanding market drivers, economic, demographic, and consumer Trends will enable you to go way beyond and ahead of simple art and designs en route to a solid ground visual identity work.