Westbury Packaging recently had the pleasure of offering an enhanced, eye-catching alternative to a well-established customers’, packaging project.
Introduction
The retailing market is ever changing; Bricks and Mortar (B&M) have been taking second place to Online retailing over the last 2 to 3 years. However, with the cost of living crisis, the pendulum has swung back to favouring B&M stores and encouraging the use of Shelf Ready Packaging (SRP). We feel we have a great story of responding to changing customer (and retailer) needs!
Westbury Packaging has worked with the customer, a leading distributor of innovative homeware and lifestyle products based in the Southwest, for several years. The business supply individual retailers, national chains, wholesalers and buying groups based all over the world.
The Brief
Their original packaging was a basic corrugated outer box with a simple, single colour print, “tick box” on the pack to identify contents. The initial brief was to design an SRP to house, and safely retain the contents throughout the supply chain process/s. Whilst developing the concept with the design team, our ability to achieve technical multi colour print was discussed. After showing the customer some recently manufactured work, with multi coloured internal print, further discussions were initiated with their marketing team. “There was a lot of scope to enhance the customer branding and print impact”. The objectives for the new packaging:
- Introduction of print to the packaging to augment their customer’s brand awareness.
- Limit overall cost of the packaging enhancements.
- Ensuring that the environmental impact is maintained.
- Enhancement for the customer’s products
- Meeting the retailers’ requirements.
Our Approach
Our Key Account Manager visited us to discuss his current packaging. While he was on-site, the design team demonstrated alternatives available to achieve their requirements in terms of design. Whilst the design team were working on the concept, further discussions were taking place to demonstrate the processes and achievable print to create an impactful package to ensure optimum protection and presentation.
The Solution
We achieved all the aims outlined in the initial brief:
- All packaging can now be printed up to 4 colours. Internal print can also be applied in the same pass, when required. Transparent inks can/are used to enhance bleed and general quality and finish.
- Packaging costs were minimised/reduced, with the introduction of this new packaging print design, whilst fulfilling both SRP requirements and new brand awareness.
- Products have been able to meet/maintain the demands of their customers for environmentally friendly packaging.
- The overall customer experience has been enhanced by creating packaging that is instantly recognisable and boosts the brand awareness.
- Whilst addressing all of this, not losing site that the goods had to be packed, transported safely, and displayed in accordance with the retailers’ requirements.
Alongside meeting the initial objectives of the brief, we have also been able to design packaging that can be fully recycled designed by a carbon-neutral, sustainable corrugated packaging company, giving a clearer message to their customers.
