Design Innovation

Packaging Brand Identity

by Tytti Hämäläinen, M-real

A brand is a carefully crafted promise. Its ultimate success or failure, however, depends on just a few seconds at the point of sale, where most purchasing decisions are made. The role of packaging in that moment of truth is crucial. In retail, lasting impressions are made at first sight—and touch. M-real has conducted research into how carton shape, board grade, surface finishes, and stiffness influence consumers.

Consumers quickly notice if the packaging does not match the perceived brand identity. Both shoppers and retailers alike equate a sturdy, attractively printed package with a high-quality product—and when the package is also of good quality, based on the results, brand owners and retailers are able to gain higher revenue by choosing the right board grade.

Size, shape, 
and feel

The consumer perception study carried out by M-real Consumer Packaging on chocolate packages showed that when consumers are considering shape, unique shapes receive the most attention. But when they open the packages, they quite quickly change their minds; usability and openability are important characteristics when it comes to deciding whether to purchase the product again. The study also showed that consumers are prepared to pay more for products packed in special or unusual packaging.

Another consumer perception study made by M-real Consumer Packaging with a leading Finnish cosmetics brand confirmed that a high-gloss finish generates a luxurious feel and high-rigidity paperboard makes the product appear trustworthy and substantial.

Creating an immediately favorable impression begins with paperboard of high brightness and smoothness, skillfully printed with a stylish design. Further flourishes, such as special effects and printing on the reverse, can be added according to the brand personality. With innovative and high-quality packaging, it is possible to stand out and communicate your brand more efficiently—and generate higher revenue.

In addition to beauty, packaging has to possess the strength to make it to the shelves in pristine condition. Even the slightest damage can have a direct impact on brand identity. With the consumer market becoming more fragmented and the number of media outlets increasing, advertisers can no longer reach all relevant groups through a few focused channels; at the point-of-sale, however, it is still possible to reach everyone. Eye-catching packaging helps make the most of that window of opportunity.

Heinz® Ketchup Unveils Packaging Innovations

PITTSBURGH—Heinz has introduced Heinz Dip & Squeeze™, a dual-function ketchup package for the food service industry.

"For more than a century, product and packaging innovation based on a thorough understanding of what consumers want has been a critical part of the great success of Heinz Ketchup," said William R. Johnson, H.J. Heinz Company chairman, president, and CEO. "Heinz Ketchup's Dip & Squeeze product is just the latest milestone in our long history of packaging innovation. From the first plastic ketchup bottle to Top-Down™ and Fridge Door Fit™, Heinz continues to lead the industry in ketchup packaging innovation."

The Heinz Dip & Squeeze dual-function package gives ketchup lovers two ways to enjoy Heinz Ketchup: either peel back the lid for easy dipping, or tear off the tip to squeeze onto favorite foods. The new package holds three times as much Heinz Ketchup as the traditional packet.

In the past, on-the-go eaters have struggled to open multiple ketchup packets while worrying about making a mess. The new Heinz Dip & Squeeze product marks the first ketchup packet makeover for the food service industry in 42 years.

Malnove Design and 
Production Team Up with 
StadiumTRAY™ at Super Bowl

JACKSONVILLE, Fla.—StadiumTRAY's brand building advertising platform featuring Visa logos was distributed at all concession stands in Sun Life Stadium February 7, 2010 when the New Orleans Saints took on the Indianapolis Colts in Super Bowl XLIV.

Ramsey Fisher, Malnove packaging and packaging solutions design manager, worked with lead designers Patrick Shaughnessy and Mark Kocovsky and suggested a slightly larger tray be designed to provide a larger imprint area on the StadiumTRAY. This enabled Barbara of Barbara Baron Graphics to develop a graphic design that reproduced the look of the field, while including the key Visa and the NFL's "Own the Moment" Super Bowl branding elements.

Malnove has produced millions of StadiumTRAYs in recent years for the NBA, NHL, and NCAA at many sporting venues. Fisher indicates that the challenge of securing approvals from the NFL and Visa was streamlined by using EskoArtwork's ArtiosCAD 3D software. The 3D online approval process followed and expedited the production ordering process, allowing Dale Houck, plant manager of Malnove's Jacksonville, Fla., plant to produce the StadiumTRAYS and meet the NFL's requirement of having the trays on hand at Sun Life Stadium one week prior to the Super Bowl.

The Super Bowl StadiumTRAY held up to four beverages and a featured a food area depicting the actual field, allowing fans to conveniently carry food and snacks back to their seats. pP