The new product package’s “skyscraper” design improves upon the generic packaging, round and smooth, used for many gin bottles, by taking into account all the possible distribution/sales points for the product including both retail sales and bar back displays.
1. Innovation –
New Marketing Strategies: Many bottles for gin are in round, smooth-sided glass bottles. Because ROXOR is a brand new gig that was conceived to meet the public’s rising interest in unique spirits, this one created by James Beard-award winning chef Robert Del Grande, a bottle of comparable uniqueness was required. In addition, the custom-designed closure with the logo adds an additional level of brand awareness needed for a new product.
2. Protection –
Protection requirements – The cosmetic-grade super flint glass package successfully protects the physical integrity of the product
3. Economics –
Addresses package’s life cycle in the area of:
Recyclability: It is made of highly recyclable glass.
4. Performance –
New benefits to end users: The square shape with the flat, windowpane relief area at the bottles’ waists serve as a protection to the silkscreen decoration, but also form a good gripping area for the bottles.
Manufacturing performance: The package can run on existing machinery and was able to easily integrate in the existing distribution system.
5. Marketing –
Structural design contributes to product image, shelf impact: The bottle design excels in several design areas:
1. The new product package’s “skyscraper” design improves upon the round and smooth generic packaging used for many gin bottles by taking into account all the possible distribution/sales points for the product including both retail sales and bar back displays.
2. The cosmetic-grade super flint glass package sparkles in the light and provides a bottle that doesn’t impede with, and in fact enhances, the clear liquid it contains
3. A windowpane relief area at the bottles’ waists serve as a protection to the silkscreen decoration, and also form a good gripping area for the bottles – a benefit both to consumer and mixologist users alike.
4. The custom-designed, light-weight closure with an embossed logo adds an additional level of brand awareness needed for a new product.
5. The bottles’ parting-lines are cleverly placed on a diagonal so it cannot be seen across any side of the bottle, no matter which way it is facing, which means there is no interference with the decoration on any panel.
6. Environmental Impact –
Design consideration includes using recyclable materials: Glass, a highly recyclable and recycled material, was used to make the package. In addition, the light-weighted polypropylene closure addresses the need to reduce the amount of material used. Finally, the square shape of the bottles address the concern for best cube utilization over the more standard round bottles used.
Ameristar Winner 2012
Likety Stik
The new package design takes a stock, iconic package from a completely different market type, personal care, and uses it in a novel way for a pet snack product.
1. Innovation –
Successful transfer of packaging from other industry:
Portion control and a “what is THAT?” eye-catching package are both achieved with this unusual use of a traditional roll-on deodorant package for a pet snack product.
2. Protection –
Protection requirements – The package successfully protects the physical integrity of the product
3. Economics –
Cost savings:
Material costs: While the customer could have decided to try to design a completely unique, new package in order to dispense the product, they opted for a stock package that met their dispensing needs. Since the package already existed, they saved many dollars in design, development, mold costs, product/transport testing and difficulty meeting minimum orders. In addition, no changes to filling machinery were necessary.
Addresses package’s life cycle in the area of:
Recyclability: Highly recyclable HPDE makes up the bottle portion of this package.
4. Package Performance –
The package is easily filled and run on existing packaging machinery since it is a stock package that has been in existence for many years. For the same reason, it is also easily integrated into the existing distribution system.
5. Marketing –
Structural design contributes to product image, shelf impact: The structure used contributes to noticing the product (see below), but because of the requirement for deodorant roll-on bottles to be easy to grip at awkward angles, it works well for holding on to it while an excited dog is enthusiastically licking the treat off the roll-on ball.
Marketing appeal: Because of the “What is THAT?” factor, it is highly likely to get picked off the shelf out of sheer curiosity, thereby increasing the likelihood that a consumer will discover what the product is for and then put it in their cart. The full-body shrink sleeve label is brightly colored and uses every millimeter of space to catch the consumer’s eye and provide the necessary label info about the product and how to dispense it
6. Environmental Impact –
Design consideration includes using recyclable materials: HDPE is highly recyclable in curbside programs.
Ameristar Winner 2012
3M Car Care Products
The new package design improves upon the previous package, both in eco-friendliness due to switch from PVC to PET and increased cost efficiencies in transport costs due to gram weight reduction and the package design also allows a switch to a more cost-effective closure.
1. Innovation –
New Material: The package was switched from being manufactured in PVC to PET, including 25% Post-Consumer Recycled material.
2. Protection –
Protection requirements – Even with the change in resins, the package continues to successfully protect the physical integrity of the product. A different closure provides a better seal on the package.
3. Economics –
Package design results in cost savings in the areas of:
Material costs: Lighter weight package lowers distribution costs. In addition, the resin switch required some design adjustments so a less costly closure could be used.
Addresses package’s life cycle in the area of:
Material reduction: Moving from PVC to PET allowed for a 12.5% reduction in resin gram weight of the bottles and the use of 25% PCR for all bottles reduced use of virgin material.
Recyclability: Recyclability was improved with the switch to PET
4. Performance –
Manufacturing performance: The package can run on existing machinery and was able to easily integrate in the existing distribution system. The change in closure resulted in a better seal, which better protects the product
5. Marketing –
Structural design contributes to product image, shelf impact:
3M’s package includes sloped-shoulder oblong bottles with ribbed grips on the sides to give it a heavy-duty look and extra grip-ability. The eye-brow shaped indented label panel area protects the label. The ribbed grips are also echoed on the grip area of the oblong sprayer bottle.
6. Environmental Impact –
Package design has eliminated, avoided or reduced unnecessary materials: PVC was replaced with more recyclable PET
Design consideration includes using recyclable materials: PET is taken by all curbside recycling programs and is considered highly recyclable and sought after.
Package uses recycled materials where possible: the packages are being manufactured using 25% PCR
Design minimized potential negative effects on the environment:Switching from PVC to PET resulted in a 12.5% reduction in bottle weights. By eliminating PVC altogether, 63,063 lbs of PVC was eliminated (yearly at present sales volumes) from the waste stream. The total of PCR material being used is 14,273 lbs. (yearly at present sales volumes). Lighter weight package means lower transport carbon footprint as well.
Ameristar Winner 2011
Superberries 100% Pure Aronia Concentrate
Superberries came to TricorBraun needing a re-design for their existing package that would be more attractive as well as more effectively communicate the benefits of their Aroniaberry Juice Concentrate to get it into the consumer’s hands. The new package design does just that so the consumer gets a daily supercharge of powerful antioxidants.
This innovative design is a significant improvement over the old prune-juice-meets-salad-dressing style round bottle with a standard CT closure. The new PET bottle is slender and easy to hold. The rounded shape of the upper half of the bottle mimics the likeness of a berry, reinforcing the source of the pure juice inside. It also provides an impressive area to emboss the brand’s logo. The new, easyopen version of a flip-top type dispensing closure can be opened with one hand, making it convenient for seniors.
TricorBraun worked with Aronia to lower the environmental impact of their package. Previously, any bottles with product spilled or splashed on the label had to be discarded due to staining. TricorBraun suggested 5-color decorating directly on the bottles. The staining issue was addressed and loss during filling was greatly reduced. If spilling does occur, the new design allows the bottles to be wiped off and put back on the filling line. Switching from a labeled bottle to direct print with organic inks reduced components (label, adhesive) and increased recyclability of the package at end of use.
The new packaging is also significantly lighter. The gram weight of the highly recyclable PET resin was reduced by 13%. The lighter weight bottle positively effects the carbon footprint of the package – it uses less raw materials and saves on transportation-related greenhouse gas emissions, making this packaging more ecologically friendly and cost efficient.
From a marketing perspective, the structural design contributes to product image and shelf impact: the elongated round shape at the top of the package draws the eye to the embossed logo, enhancing brand recognition. The tall, slender bottle conveys a healthy image – use this product and you will feel stronger and healthier. Because the design more clearly communicates a fruit drink, there is less confusion. It is more likely that a consumer will pick up the package and read about the product benefits, understanding exactly what the product’s intended use is. Organic juices have a higher perceived value than salad dressings, and this bottle, along with a valueadded dispensing closure, helps justify the cost of the all-natural product, increasing the overall market appeal and acceptance of the product.