Designed by the two latest recruits to Antalis’ Smart Packaging Centre (SPC), the new packaging maximises customer experience while minimising packaging.
Tapp’d Cocktails was launched in 2019 with a goal to shake up the ready-to-drink cocktail industry. Its target audience is Gen Z, which is why the company was keen to work with Ciara and Zoe from Antalis’ SPC on its packaging design– two newly-qualified packaging technologists who also happen to fall within Tapp’d Cocktail’s target demographic.
An important product line for the company – which sells its premade drinks direct to bars and supermarkets as well as via a TV shopping channel and its own online shop – is its gift sets, containing a selection of three pre-made cocktails in bottles along with a martini glass.
While the company’s existing packaging was perfectly functional, it was failing to deliver the level of customer experience they were looking for or present the Tapp’d Cocktail brand story as well as they would have liked. After their existing supplier failed to offer a solution, Antalis Account Manager Alan Stanley and the team at the SPC stepped in.
Taking the existing gift set packaging as a starting point, Ciara and Zoe tweaked the packaging design before addressing the company’s branding concerns with new artwork that, as well as better supporting the brand identity and story, offers flexibility of use.
Made from 180gsm kraft e-flute, the new, digitally printed packaging protects the contents while a removable sleeve, made from a 450-micron white back folding boxboard and digitally printed with promotional or special occasion artwork, allows the generic gift set packaging to be updated with minimal cost and effort while enhancing customer experience.
Packaging Account Manager at Antalis, Alan Stanley, comments: “This project is a great example of how a simple yet thoughtful packaging design can deliver exceptional customer experience. It also demonstrates how Antalis is much more than just a packaging supplier – we provide a genuine partnership experience that makes customers’ lives easier. Keeping the gift box generic, albeit with strong branding, means that there is no need to store multiple versions of it; instead the new, removable sleeves can be digitally printed as required, ensuring efficient use of material and keeping storage costs to a minimum. ”
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