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Worldwide packaging sales returned to solid growth this year after a 2020 slowdown, when many end-use markets were disrupted by the COVID-19 pandemic. Packaging is now a trillion-dollar industry.

Helping the economy recover from COVID-19-induced regression, the global packaging industry will reach $1 trillion in sales by the end of 2021, according to new data from Smithers. “The Future of Global Packaging to 2026” study also identifies the top consumption markets, packaging materials, and geographies.

Source:

https://www.packagingdigest.com/trends-issues/2021-packaging-sales-reach-historic-milestone

Denomination has created a powerful and category changing brand and packaging identity for Fourth Wave Wine’s Tread Softly Gin.

The brand packaging is quietly disruptive, moving away from the masculine block branding associated with gin to create a ‘gently powerful presence on the shelf’. The sustainable, feminine and natural style reflects the high percentage of female gin drinkers as well as consumers concerned for the planet.

All elements of the brand have been carefully selected based on the sustainability credentials of Tread Softly. The small font label is fashioned from natural paper stock and the design on the back is screen printed and features beautiful illustrations of flora and fauna – all of which can be seen through the glass and the liquid to amplify the natural message and reflect the brand’s awareness of its environmental footprint.

The glass is made from 100% recycled glass with a paper seal over a wooden stopper.

“The original brand was developed as a ‘new generation of wine for a new generation of drinker’, and it exceeded budget forecasts by 515% in the first year,” says Nicholas Crampton, co-owner at Fourth Wave. “We felt there was room for that ethos to be carried over into spirits to respond to the growing desire among consumers for brands that care about the planet.”

Rowena Curlewis, CEO at Denomination, says: “We originally created this brand to speak to consumers’ rising ethical engagement and awareness. One of the key objectives behind the strategy was to futureproof Fourth Wave Wine’s portfolio and make room for sustainable diversification. Taking this ‘gentle juggernaut’ of a wine brand into spirits shows just how effective brand strategy and packaging identity can be when they are developed to flex and grow, accommodating business development and changing consumer needs.

“This type of futureproof approach is becoming essential as our industry responds to increasing environmental challenges and consumer scrutiny. We wanted to create a brand that would convey Fourth Wave’s commitment to safeguarding the sector and the planet.”

Source:

https://www.packagingnews.co.uk/design/new-packs/eco-wine-brand-tread-softly-moves-spirits-design-denomination

StormBrands has developed the strategy and crafted a name, visual identity and packaging range for ‘smile,’ a kids’ single-serve, packaged cake range for international baked good company, EBM.

The new brand launch comes off the back of StormBrands’ partnership with EBM on ‘Cake-Up’ which has already established a strong position in the cupcakes category in Pakistan.

EBM, a market leader within the biscuit category has sought to significantly shake up the packaged cakes market under its Peek Freans brand in Pakistan. With cupcakes only making up 53% of the Pakistan cake market, the business identified an opportunity to launch a new format range of packaged single serve Doughnut Cakes with distinct positioning, marking a notable category innovation.

StormBrands said it approaches each new piece of work through the lens of their own purpose: “Energising brands to move mindsets, markets and culture.” In the case of ‘smile,‘ Storm’s brand strategy based on consumer insight was to allow kids to ‘eat happy!’

The new brand design for ‘smile’ reflects StormBrand’s strategy with playful typography and a colour palette based on the flavours of the doughnuts themselves. An integrated logo encompassing both typography and product photography brings the brand to life and the team at Storm have ensured coherency of the visual and verbal identity across the brand’s channels and all touchpoints.

Zoe Phillipson, StormBrands creative director, commented: “Our new visual identity and range design for ‘smile’ is bold, vibrant, happy and positive. The brand’s playful visual language is translated across the whole design from the name, identity and packaging design, right through to the hidden tone of voice inside the packs. In an increasingly complex and unstable world, we wanted to create a kids’ brand that promotes happiness and generates delight – a welcome relief to the serious side of growing up, and let’s face it no-one can eat a donut without smiling!”

Shahzain Munir, executive director at EBM added: “’Smile’ doughnut cakes are little icing coated, sprinkle covered, cream filled rings of delight.  They just taste of happiness!  Together with the team at Stormbrands we have created a brand that speaks to kids (and big kids) and counter-balances the serious by providing a generous dose of playful, fun! The brand is already loved by consumers and we’re seeing a tremendous impact in the market.”

Source:

https://www.packagingnews.co.uk/design/new-packs/stormbrands-creates-packaging-ebms-kids-cake-range-smile

Glass packaging specialist Ardagh is behind the latest limited edition from vodka brand Absolut.

Absolut Voices incorporates a sound waves design and has been released to celebrate the “wavemakers and trailblazers of the world”.

Ardagh’s product design team worked with Absolut and design agency Brand Union. The limited-edition bottle is available worldwide in 700ml, 750ml and 1litre.

The sapphire blue-coloured premium bottle contains 80% recycled glass, the highest percentage yet for Absolut. Ardagh said that is thanks largely to the high recycling rate in Sweden, meaning more recycled glass cullet is available to Ardagh for use in the furnace

Elin Furelid, global head of Absolut portfolio and design, said: “Celebrating diverse and different viewpoints has always been in our spirit. We’re continuously inspired by the idea that the world becomes a better place when we come together beyond differences, share good times and empower one another. That spirit is what Absolut Voices is all about.”

Maria Persson, NPD project manager at Ardagh Glass Packaging – Europe, added: “We worked with Brand Union to ensure the design met the creative brief to convey the effect of expanding sound waves rather than ripples of water. The effect of the 360-degree design feature was achieved by creating irregular circles with shallow embossing to give life to the waves. Our product design team created the desired effect using their in-house sculptured embossing technology and expertise to give it a lifelike quality and standout impact”.

“It was exciting to see the first bottles come off the production line in the deep sapphire blue, with light bouncing around the bottle from the edges of the sound wave design.”

Source:

https://www.packagingnews.co.uk/design/ardagh-creates-sound-wave-look-absolut-limited-edition-pack

High street retail chain Wilko has begun a revamp of its own label products, working with creative agency Free The Birds.

Beginning with its heritage paint and pet ranges, the brand refresh is part of a three-year partnership that will see Free The Birds’ designs rolled out across the company’s entire portfolio.

According to the agency, the new packaging design sees the brand architecture shift to a consistent and easier navigation system with Wilko’s logo at the top, followed by the product name below. Other elements of the design include the introduction of clear iconography on the front-of-pack, as well as navigation bars at the bottom to aid simplicity and browsing on the physical and digital shelf.

Nick Vaus, partner and creative director at Free The Birds said: “With a portfolio of this size, we had to create a consistent brand thread across varying labels that is delivered simply and effectively. We developed three overarching design structures ‘Core’, ‘Core Light’ and ‘Core Plus’ to help customers distinguish the different ranges. For the Paint and Pet labels, we introduced a coherent colour scheme and photography to offer a level of intimacy with consumers, making wilko feel both engaging and ownable in a crowded category.”

Source:

https://www.packagingnews.co.uk/design/wilko-starts-revamp-label-range-free-birds

It is estimated that only 6.1% of metropolitan households in South Africa actively participate in recycling. However, even the most environmentally conscientious people make recycling mistakes. You might even think your home is paperless, so you don’t need to recycle.

Have you considered the sturdy cardboard box and its moulded protective layers that housed your new TV during transit? Or the box from your latest online shopping haul? Cereal boxes? Milk cartons? What about the loo roll core? All of these are recyclable in South Africa.

Fibre Circle, the producer responsibility organisation for the South African paper and paper packaging sector, outlines some of the more common recycling mistakes, with some helpful tips to ensure that paper and cardboard get to where they need to be: to recycling companies in a good, clean state so they can be reprocessed and made into new paper products:

Mistake 1: Putting non-recyclable paper products into the recycling bin

Even though they are made of paper, several items are not suitable for recycling due to food contamination or elements such waxes, foils, laminates, and glues. These products should not be put in your paper recycling bin.

Fix it by putting up printable educational posters near recycling bins, so everyone knows what can and can’t be recycled.

Paper items such as magazines, brochures, newspapers, office and shredded paper, envelopes
Cardboard boxes of any kind, paper gift wrap as well as milk, beverage and food cartons are recyclable.

Wet or dirty paper and cardboard, used paper plates, disposable nappies, toilet paper, wax-coated, foil-lined or laminated boxes, cement and dog food bags as well as foil gift wrapping are not suitable for recycling.

Mistake 2: Food contamination

When wet waste – food waste, cigarette butts and soiled take-away containers – ends up in the paper recycling bin, this contaminates the paper and reduces its value. Paper also starts to degrade and reduces the strength of the fibres.

Fix it by using a two-bin system – place receptacles for recycling next to bins for food and non-recyclable waste – and chat to your family and domestic helpers about your waste separation system.

Mistake 3: Making it difficult and time-consuming for family members to recycle

We are all human. Nobody likes to walk too far to throw something away.

Fix it by placing recycling receptacles in key locations such as in the kitchen, bathroom, bedrooms, office, near the front door or in the garage.

Mistake 4: Not knowing what to do with your recyclables

Your family has collected all this paper (and other recycling) and after a while, it all ends up in the general rubbish.

Fix it by keeping recycled paper in a sheltered area to keep it clean and dry. Chat to a local small business owner about their recycling collection programme or an informal collector about the recycling he or she collects. You can also look for a local school or charity’s recycling fundraising initiative to assist with your recyclables.

Source:

https://www.bizcommunity.com/Article/196/703/220103.html