PackageRepublic.com: Passion for Packaging Innovation
Brahma beer gets new design for Argentina
We normally do not cover graphic design on packages, instead focusing on structural and functional changes and innovation. However, we came across this interesting design from Pierini Partners. The design’s colorful approach inspired by the North East region of Argentina grabbed our attention and reminded us of good Brahma beer. Enjoy.
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Swagger’s different approach for shower gel package
We came across this interesting shower gel package design from Korean design firm Swagger that has an interesting twist. It is secondarily packaged in a recycled brown paper wrap. At the point-of-purchase (POP), this package will certainly stand out among thousands of glossy packages in this category.
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Heinz ketchup package is making waves
Heinz ketchup package is now becoming available
You may remember our coverage last year for the new dip-and-squeeze Heinz package, which Heinz released on February 4th, 2010. The package is now starting to become available.
On September 19th, The Wall Street Journal released a detailed account of how it was developed. It was also covered by Brian Williams during the NBC evening news on September 20, 2011. Somewhat unusual for packaging.
We are not surprised that Heinz developed the package through a consumer centric innovation process that involved observing consumers while they were interacting with the package. We have long promoted this approach here, and we applaud Heinz for its approach.
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Tropicana switches from carton to plastic
Is Pepsi So Green After All?
Pepsi is switching to crystal carafes with its Tropicana brand as widely reported in February. What was not so widely reported was that the reasoning appears to be lack of transparency with carton. Pepsi claims that their biggest consumer insight is that consumers would like to see the juice.
Consumers Prefer Transparency, Really?
While it is indeed true (and old news) that consumers prefer transparency, consumer tests with the strongest findings are typically done in isolation. As Tropicana is offered in a variety of formats, if one format was overwhelmingly preferred than the other, PepsiCo would have seen this time and again over the years. That clearly is not the case.
There are two factors to consider here. One is the opposite sensory appeal deliverables of one format against the other. Carton offers down to earth, wholesome texture and on occasion, a matte finish that consumers prefer. On the other hand, plastic not only delivers transparency, but also gloss which can be appropriate for juices. Consumers typically do not show an overwhelming choice of one over the other in properly designed studies.
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Pepsi introduces green bottle
Pepsi’s green bottle
On March 15th, Pepsi released its press release for it new plant based plastic bottle.
In their press release, Pepsi gives us some details behind the new material.
They also mention the packaging fiasco of last year in passing, which is the Sun Chips ‘environmental’ package. We covered this noisy package before here and here. The package also got significant prime-time media coverage later, only to be withdrawn from the market later in the year. There were youtube videos, hate groups, and significant uproar that is unusual in the packaging world.
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Plastiki completes its voyage
Plastiki completed its 8,000 mile voyage across the Pacific ocean after 130 days. The 60 foot boat was built from 12,000 used plastic bottles. You can watch founder David De Rothschild talk about the endeavor above. You can find more pictures on flicker.
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Packaging extreme; ラムネ Ramune 200 ml bottle
ラムネ The Ramune 200 ml bottle is one of the few Codd-neck bottles still on the market. This design takes its name from its designer, Hiram Codd, who designed and patented it in 1872.
Could such a dated design still be relevant in the market? Would it stand today’s demands of package usability? These are the questions that we will try to answer.
Initial Impressions
This is a well made glass bottle, that certainly stands out at the point-of-purchase (POP). However, opening it requires reading through the six-point instructions.
Even after reading the instructions, we failed to open the package despite struggling with it for an extended duration of time. But more on that later.
As we pointed out in previous articles, the need to print instructions on how to open a package is a clear indication of package usability issues. The bottle, in addition to the opening instructions, displays five different warnings on the label, which may also indicate additional safety concerns.
The version we tested was updated in 2006 with depressions on the neck to provide means to prevent the ball from causing unintentional blockage of the flow.
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Amazon frustration-free package feedback form
We covered Amazon’s frustration-free packaging in two previous articles, Amazon’s frustration-free packaging, the aftermath and Amazon and other retailers continue driving frustration-free packages.
Recently, we had the opportunity to use Amazon’s feedback form for a package. We give Amazon an ‘A’ for effort in pioneering consumer input collection at a massive scale concerning their product packaging. However, we wish that they were collecting more detailed information in a way that is consistent with efficiency, effectiveness, and attractiveness metrics.
©2010 PackageRepublic.com. All Rights Reserved.
