Packaging – It’s not just the big brand owners who are watching their dreams become a reality.
Working for a busy food packaging company in the marketing department you get to see many packaging concepts winging their way from the design department through to internal sales, down to pre- press, into the factory to be printed, cut and creased, glued and nested then onto our co-manufacturing site in Sussex for fulfilment. Every job meanders through the departments and becomes one step closer to making somebody’s dream come true. But it’s not just the big brand owners who are watching their dreams become a reality – with the advent of e-commerce, easy access to social media platforms, cost-effective web design (I could go on) and the consumer leaning towards products from small-scale innovators, the retail landscape for packaging is changing. Undoubtedly there are other trends in the food and beverage market but more and more I am seeing packaging formats being specifically designed to arrive through the post for those time-poor consumers looking for a subscription model that fits in with their lifestyle.
Take for example the Graze box brand. Founded a few years back now, this brand was possibly the pioneer of this ‘subscription model’, with its range of healthy snacks delivered to the address of your choice with the snacks of your choice. We were there at the beginning printing their iconic packs and have watched this brand grow and grow – it launched into the American market in December last year and within a week the company had signed up 30,000 subscribers across 48 states. Could anybody have imagined how successful this concept would be? Quite clearly the founders had a vision and will no doubt go on to pursue other ground-breaking dreams but in their wake there are a plethora of start-ups who are following in their footsteps and adapting the model to suit their products
Take for instance a company called Cornerstone – we recently designed a carton board pack to withstand the postal system and deliver a male grooming kit which they describe as the ‘perfect shave on a flexible, regular subscription’. Take a look at their website here and you will see that the kits very much depend on the frequency of shaving – very clever idea indeed and we wish them well. But just imagine how much more this packaging model can be incorporated into people’s lifestyles. The potential is enormous especially if you consider the importance of health and well-being in our society. Which company will be the first to mail out a monthly supply of vitamins for example, tailored to individual needs? Or perhaps a company in the sports and nutrition industry to mail out packs of product based on individual training programmes and levels of fitness? Needless to say there are many like-minded innovators out there who are coming up with new ideas and I look forward to them popping through our letterbox soon…..