Volvic has refreshed its ‘Sugar Free’ range with the launch of a new flavoured still water – Kiwi & Lime.
The packs follow the design of the other flavours in the range.
The kiwi and lime are heroed in across the sleeve with attractive lush greenery from the countryside, and there is a focus on the sugar-free ingredients on the sleeve too.
Smurfit Kappa has created gift box for Horseshoe Distillery’s Irish dry gin.
The new box incorporates the brand’s diamond-shaped label through a cut-out at the front of the box. An inner lid with eye-catching cut-outs to hold the fragile bottle firmly was also part of the design for the Northern Ireland-based distillery.
Sam Dorman from Horseshoe Gin said, “We’re really pleased with the striking colours, and the print quality is more than we could have asked for. Smurfit Kappa have managed to capture everything we were looking for from our new packaging, and we think it really reflects who we are as a brand. The real test is always in how customers and retailers receive a product, and we’ve had really positive feedback from both.”
In a statement, Smurfit Kappa added: “Consumers increasingly demand more sustainable packaging solutions from the brands they buy from. With 75% recycled fibre in our packaging products, we helped this brand appeal to the growing numbers of eco-conscious consumers whilst maintaining the quality and aesthetic appeal of the packaging.
“The new gin gift packaging stopped twisting bottles during transit, ensuring the product is received exactly as intended, resulting in delighted customers. With endless options for consumers to choose from, an alluring and arresting shelf presence is vital to capturing a consumer’s eye in supermarkets and other retail environments. The vivid new packaging for Horseshoe Gin helps the product stand out on shelves in a crowded category.”
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https://www.packagingnews.co.uk/design/smurfit-kappa-behind-gift-box-for-horseshoe-gin
Frozen baked goods brand Frank Dale has switched all its products from black plastic to clear recyclable packaging and corrugated board.
It said the revised packaging will result in 10 tonnes of black plastic per annum being saved from landfill.
All plastics used in the Frank Dale range are now recycled polyethylene terephthalate (rPET) and contain 70% recycled plastics, with a minimum of 30% Post Consumer Recycle (PCR) supplied by Charpac.
CSB Packaging now also supply 100% recycled and 100% recyclable corrugated board, made from turned reels of recycled paper.
Edward Miles, managing director of owners Finedale Foods site, said: “Removing black plastic entirely from our manufacturing process is a significant step towards Frank Dale becoming a more sustainable, planet-conscious brand. Doing so hasn’t come without its challenges, but for us it’s a non-negotiable and necessary change in line with the brand’s commitment to becoming recognised as an environmentally responsible choice for professional chefs and caterers.
“The packaging adjustments are being implemented across our entire range, from our individual quiche portions, to our tarts, pies, cakes and crostini.”
Jon Glazier, sales director of CSB Packaging, added: “Investing in the state-of-the-art 2.5m BHS Corrugator in 2019 has meant we’ve been able to support brands like Frank Dale achieve their ongoing sustainability goals and move their production processes forward to ensure a reduced carbon footprint. We continue to look ahead and explore the very latest packaging innovations to ensure we remain at the top of our game when it comes to providing quality solutions that work for our customers.”
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Brand design agency Echo has revamped the look for household name Kleenex.
A simplified redesign has brough out bold colours and “powerful associated iconography”. According to Echo, the design “brings a defined stamp of quality and identification to the products, resulting in effective shelf navigation across various markets in addition to overall market stand-out”.
Nigel Ritchie, creative director at Echo, said: “We needed to ensure the redesign was impactful and ownable. Through bold use of colour, refined benefit driven iconography and the use of aesthetics rooted in the brand DNA, we have moved the brand significantly forwards whilst retaining strong brand recall at shelf.”
Lucy Fretwell, design manager at Kleenex added: “The key challenge for Echo was to create a family of individuals within a holistic portfolio, retaining current loyalists whilst appealing to new, younger shoppers. The new designs capture the essence of the brand with a unique Kleenex look and feel that is impactful at shelf and attractive in-home.”
The new design features across all variants and including boxes, pocket packs and wipes.
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https://www.packagingnews.co.uk/design/echo-revamps-branding-for-all-kleenex-products
Boundless Brand Design has created a new look for whisky maker Fettercairn.
The refresh is part of a bespoke campaign for global travel retail. Boundless created an artistic look with swooshes of paint inspired by the streaks of water that fall down the stills.
According to Boundless, “when juxtaposed against the copper graphic lines of the still pot itself and the flavour profile of the whiskies, it creates a broader sense innovative and doing things differently”.
Boundless added that “set against the white background, the contemporary colours and graphic assets deliver both a dynamic and intricate world of storytelling, leaving you interested to learn more”.
Hamish Shand, founder and executive creative director at Boundless, said: “We are thrilled to have created such a contemporary and striking look and feel for the brand within GTR. In such a busy travel environment, this creative is sure to have impact. The storytelling is clear and consistent, ensuring that the unique and innovative features of the brand and whiskies are delivered in a coherent and consistent way across all the brands touchpoints in this space.”
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Pasta sauce maker Dolmio has refreshed its look in partnership with brand consultancy Elmwood
The new visual identity refresh will feature flashes of Italian heritage with the aim of reaching beyond its traditional family-based audience and attract younger consumers.
Elmwood said: “Dolmio’s word mark is also a significant diversion from the brand’s previous identity and of pasta sauces in general, with a more eye-catching and ‘epic’ quality that captures the joy we get and the freedom we feel from creating big-hearted Italian meals full of overflowing yumminess. This is personified by the exclamation mark, an epic celebration that’s big and bold, full of generosity and warmth.”
Elmwood’s global provocation officer, Greg Taylor, said: “Through our partnership with Dolmio, we’ve reinvigorated its brand identity with new, distinctive brand assets that create the perfect balance between ‘Big Heart’ and ‘Great Taste’. Dolmio’s heart comes from the generosity, accessibility and inclusivity of its brand identity, offering people the freedom to use the sauce how they want. But its big heart doesn’t come at the expense of great taste. It’s been a pleasure working with Dolmio to reinvent branding in the pasta sauce market.”
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https://www.packagingnews.co.uk/design/elmwood-designs-brand-refresh-for-dolmio
Independent brand design agency Hunt Hanson has recently redesigned Miso Tasty, a contemporary Japanese-food brand.
As the brand nears its 10 year milestone, Hunt Hanson was tasked to evolve and elevate Miso Tasty.
The challenge was to bring the brand boldly and proudly to the forefront, whilst maintaining the Miso Tasty’s unique authenticity as a brand passionate about flavour, quality and its Japanese roots.
The new design heroes the Miso Tasty brand, giving it more prominence and confidence as it empowers consumers to transform meals from mediocre to mighty with miso.
The brand’s signature pattern now adorns the jar tops, adding a punch of personality to the packaging whilst giving it more recognisability on shelf. It is secured with a ‘Made in Japan’ seal.
Communication throughout the pack has been simplified to help consumer more easily understand the product whilst a lovely photograph of Bonnie reflects the personal story behind the brand with warmth and charm.
Nick Hanson, co-founder and creative director at Hunt Hanson, said: “To make the brand more distinct and accessible at shelf, we needed cut the clutter and hone in on the key visual elements that embody the excitement and irrepressible spirit of the brand – and then turn them up in a way that is memorable and meaningful.”
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https://www.packagingnews.co.uk/design/new-packs/hunt-hanson-miso-tasty
Applewood Vegan, the vegan version of the smoky cheese, has recently undergone a rebrand to give it a more contemporary feel.
he branding has a more colourful, and playful theme, and a new tagline – ‘A Brit Different’ which combines British Cheddar Cheese with the added quirky twist of the smoky taste.
Ffion Davies, brand manager, Applewood Vegan, said: “The Applewood Vegan brand was first created back in the autumn of 2019, when it launched in Asda stores across the UK. Fast forward to January 2023 and we now have Applewood Vegan Grated and Applewood Vegan Slices available to buy in the supermarket giants across the UK, so we really felt it was time to freshen up the brand to represent the new launches and the direction that the brand is heading in. We hope all our consumers love it as much as we do.”
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https://www.packagingnews.co.uk/design/new-packs/applewood-vegan-rebrands-to-contemporary-look
Scheme launched in Bradford, as Green Street leads the march to help consumers and businesses be more sustainable
Champions of sustainable retailing and hospitality, Green Street, have launched a new pilot scheme, Borrow with the help of local Bradford cafés and restaurants in a bid to make the city more sustainable.
Borrow, sees participating local businesses lend customers reusable takeaway food and beverage packaging for a returnable deposit of 0.50p – £1. Customers receive an immediate discount on the food and drink they buy through the Borrow scheme. On their return, the cups and boxes are commercially cleaned ready to be re-used and customers are rewarded with not only their deposit back but also with exclusive rewards and the satisfaction of knowing they are helping reduce the unsustainable need for single-use plastics.
In the UK alone, 58 million1 items of food and drink are sold in single-use plastic every week for reasons of convenience, but each has an average life usage of just 15 minutes before being thrown out. These items are often difficult to recycle and Green Street – one of 6 projects in the UK chosen to develop and trial a reusable scheme – have pledged to reduce this number in Bradford with the backing of the Hubbub and Starbucks’, ‘Bring It Back Fund.’
Bradford business leader and Retail Sector Council (RSC) member Victoria Robertshaw has been instrumental in launching Green Street’s new plan of action. She said: “I’m really excited to be launching Borrow; takeaway food and drink packaging is a real challenge – of the 7 million disposable cups used every day in the UK only 2% are in customers’ own reusable cups. Our goal is to find innovative ways to accelerate the adoption of reusable packaging in the food and beverage industry, so I’m pleased to see it taking shape in my hometown by making it very easy for businesses to be able to provide alternatives for their customers.
“Consumers want to make a positive difference. We need to make it easier for all of us to make greener choices and Borrow has been designed to be as simple as possible for the general public. We are aware of the financial challenges many people are facing at the moment too, and hope that by offering small incentives and discounts, people will try the greener options as it will also save them money as well as being better for the environment.”
She continued: “We hope these small steps of change can be adopted by more businesses across the country to inspire greater change and help the planet because that is ultimately the most important thing.”
The incentives Borrow customers can receive include:
Borrow was successfully trialled for the first time at an Open Iftar held at Bradford Cathedral in March. The event resulted in far less waste than previous events, proving that sustainable events are entirely possible. No single-use plastics were planned to be used at the event and unused food was encouraged to be taken home by guests or redistributed to local organisations supporting refugees.
Popular fusion food restaurant and events group, MyLahore prepared the main courses for the Open Iftar and were one of the first businesses to get involved with the scheme. Director, Ishfaq Farooq, said “We’re proud to be the first restaurant business to take part in the Borrow scheme and are keen to trial reusable takeaway packaging at our Bradford delivery store. We’re thrilled to be able to work with the Green Street team to offer our customers greener choices that are kinder to the planet as well as the wallet. We hope to show the hospitality industry that with just a few minor adjustments, we can operate much more sustainably. It’s a journey we all need to be on, and there’s no better place for us to start than our doorstep in Bradford.”
Along with MyLahore, local cafés and restaurants that are participating in the pilot scheme include:
Director of JavaJoe, Ryan Gallagher said “We want to do what we can to try and make a positive impact on the city that we serve and love. Green Street are bringing a positive change to our city and it was an easy choice for us to be involved.”
Green Street are keen to know if there is demand outside of the city centre and are encouraging more businesses to get involved. District wide Bradford-based businesses interested in joining the scheme should email hello@greenstreet.org.uk for more details.
https://www.bringitbackfund.co.uk/
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This Saturday, we will celebrate Earth Day 2023, an annual event on 22 April to demonstrate support for environmental protection. Any discussion on protecting the environment would not be complete without mentioning the circular economy – a system in which products, services and systems are designed to maximise their value and minimise waste[1] – something we must strive for if we have the planet’s best interests at heart.
The key to achieving a circular economy is the consumer.
Consumer engagement plays an integral role in facilitating this, and those policies that promote the circular economy will be most effective if they account for the factors shaping individual behaviour and consider their demands closely. On the whole, consumers want to do the right thing, but legislators and businesses must first provide the platform to enable them to act.
We have seen this dynamic play out following the European Commission’s proposal to amend the Packaging and Packaging Waste Regulation (PPWR), which focused on the implementation of reusable packaging. While the objectives of the proposal are well-meaning, and there are sound arguments for reusable packaging as a driver of the circular economy, the bigger picture is more complex. A new report by McKinsey titled ‘The potential impact of reusable packaging’ has found that imposing strict reusable packaging targets by 2030 will severely impact the EU’s environmental footprint, the competitiveness and resilience of the European economy, and crucially, raises question marks around the level of compliance by consumers.
As with any circular economy model, consumer acceptance is pivotal. But by advocating for the reusable model, there is a risk that consumers will be alienated, with a number of societal considerations. Firstly, a habit change is being asked of them. For example, in Germany, fast-food restaurants like McDonald’s and Burger King, have installed reusable packaging deposit systems in response to the proposal, which requires consumers to store, rinse and return reusable containers to the store in order to redeem their deposit. This poses the question of whether reusable packaging is truly the best solution for all take-out food in Germany.
Secondly, the addition of a deposit might put consumers off by upping the price of a value meal. Thirdly, it creates uncertainty around food hygiene – a non-negotiable. Can consumers be confident that their reusable packaging will be washed effectively, including the one which was returned uncleaned after many days of storage at home or in the car?
Consumers also want to be safe in the knowledge that new policies are actually better for the environment, and economically viable, in the long run. McKinsey’s report, however, would suggest this is not the case for the reusable model, predicting CO2 emission rises of between 140-160% and potential cost increases of 80-130%, owing largely to transport and cleaning.
The truth is, there is lots of evidence to suggest the single-use system is winning over the hearts and minds of consumers. Among the conclusions of our 2022 consumer research, which benchmarked the attitudes towards the environment and packaging of over 5,000 European consumers, was that ‘easy to recycle’ (85%), and ‘made from renewable materials’ (81%) were the top two packaging considerations. This would explain consumers’ preference rating of cartonboard of 86%, up from 81% in 2019, over plastic. The economically and ecologically balanced packaging medium boasts an impressive 82% recycling rate[2], and together with its origin from sustainably managed forests, cements its credentials as the true circularity leader, and most desirable packaging material in the eyes of the consumer.
The study also shows a high level of trust consumers put on packaging material producers and brand owners to secure a future of circular packaging solutions. 92% of consumers in Europe see the responsibility with packaging suppliers and brand-owners, and only 8% with the government. Forcing a mandatory re-use system undermines the ability of the stakeholders to innovate the way out to circularity.
If we are to achieve circularity, it is vital we listen to the consumer. Single-use packaging materials, given their preference by consumers, will play a crucial role alongside the reusable system. Complementary, not exclusive. The European Commission would do well to acknowledge that.
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This Packaging Portal is funded by European Union, implemented by COMESA, managed by ZimTrade and Federation of Master printers.