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Structural packaging design

Structural packaging design

Structural packaging plays a leading role in the decisive moments of everyday products in the life of consumers.

Connecting the dots

How we create value

A long, long time ago marketers used huge TV, radio and print campaigns to boost brands’ market position. Times have changed and audiences have moved, but product packaging remains a powerful and cost-effective way to tell a brand’s story. Structural packaging design helps brands grow, get noticed and much more. Memorable packaging solutions and bespoke structures can delight consumers – and in our experience, they can even change people’s behavior.

We create those desirable structural packaging solutions that can be produced efficiently and support a healthy business case. We connect the dots between people, technology and business.

With hundreds of packaging innovations in our back pocket, we can genuinely say that we understand packaging technology and that we know how to apply it in the quest to fulfill the needs of the customer, the needs of the brand and the needs of society. Over the years we learned about the many ways packaging can create value for brands and businesses. Let’s have a closer look at how we create value through packaging design by…

  • Getting noticed and telling stories
  • Reducing costs and optimizing performance
  • Improving customer experiences
  • Reducing impact and going circular
  • Enabling digital transformation

Connecting the dots

A long, long time ago marketers used huge TV, radio and print campaigns to boost brands’ market position. Times have changed and audiences have moved, but product packaging remains a powerful and cost-effective way to tell a brand’s story. Structural packaging design helps brands grow, get noticed and much more. Memorable packaging solutions and bespoke structures can delight consumers – and in our experience, they can even change people’s behavior.

We create those desirable structural packaging solutions that can be produced efficiently and support a healthy business case. We connect the dots between people, technology and business.

How we create value

With hundreds of packaging innovations in our back pocket, we can genuinely say that we understand packaging technology and that we know how to apply it in the quest to fulfill the needs of the customer, the needs of the brand and the needs of society. Over the years we learned about the many ways packaging can create value for brands and businesses. Let’s have a closer look at how we create value through packaging design by…

  • Getting noticed and telling stories
  • Reducing costs and optimizing performance
  • Improving customer experiences
  • Reducing impact and going circular
  • Enabling digital transformation

Getting noticed and telling stories

Every pack finds three moments of truth on its journey with consumers.

On the shelf, it must grab people’s attention. The Grolsch swing-top bottle, for instance, is different from any other beer bottle. From a distance, you can recognize them by their iconic shape and distinct silhouette.

Once a pack caught the attention it needs to tell the brand’s story. Grolsch’ metal closure and a rugged embossed logo in the glass tell us that this brand has its distinguished character.

As soon as you take a Grolsch out of the fridge, you feel how comfortable the bottle holds, how excellent the ‘pop’ sounds when you open it and how smooth the opening feels to your mouth when you take the first sip. An experience that makes you love this brand.

 

Reducing costs and optimizing performance

As products come and go, packaging portfolios can get messy. With a large number of SKU’s, the total amount of different packaging types and formats can become unmanageable. This not only results in high manufacturing and logistical costs but also in a poor brand performance.

With our design thinking processes, combing analytical and creative skills, we are capable of harmonizing large and complex packaging portfolios. For clients like Philips, Bosch, and Konig we created packaging systems that tell consistent stories on the shelf and vastly reduce the complexity of handling too many different packaging formats in the warehouses.

 

Improving customer experiences

An excellent customer experience can set you apart from the competition. When we are trying to innovate the experience, accurate consumer insights are crucial. In our human-centered design processes, consumer research is the starting point to create solutions that respond to genuine human needs. To learn what truly matters to your customers, we immerse ourselves in their world and listen to, observe and record everything they tell us.

In the 1-2 paint project for Akzo Nobel, our research showed that people enjoy painting a wall: limited effort and a beautiful result. What they don’t like is the mess and the cleaning afterward. Our packaging concept eliminated precisely those elements: no need for plastic trays, no need to dispense the paint, less risk of spilling and no more cleaning trays.

 

Reducing impact and going circular

We shouldn’t ignore the impact of packaging on our environment. At the same time, we must not see sustainability as something that only adds costs to the bottom line; we believe it’s an opportunity to create a sustainable business.

There are numerous ways to make packaging more sustainable. But the number one challenge is to close the circle and design the supply chain of packaging so that waste becomes a resource.

With Seepje, a brand of biological detergents, we identified a material source of 100% post-consumer waste and designed the laundry detergent bottle based on these specific material specs.

Enabling digital transformation

In the digital age, packaging can still be vital for brands. It can play a tremendous role in customer journeys that play out both online and offline.

The packaging solution we developed for KPN helps consumers to set up their tv, internet and telephone services, considerably reducing helpdesk calls. For Ultimaker we designed open source packaging for their portable printer, ensuring that the structure delivers value long after the initial purchase. For Philips Hue, we created a box that played a crucial role in many unboxing videos that popped up on Youtube after the product’s launch.

But that’s not all, in the coming years, cheap sensors and printable electronics will enable us to make our packaging solutions smart; opening up a whole new range of innovation opportunities.

Managing & Creative Director

Contact Jeroen if you want to know more about how packaging can create value for your brand