Blog

As consumers, packaging is something which we tend to take for granted. It protects and delivers the product we are purchasing, at times we keep it long enough to dispense the product and ensure its freshness.

The continuing fragmentation of consumer markets as a result of rapidly changing attitudes toward products and brands has forced companies to shift their approach to both product distribution and communications.

Whilst packaging is one of the largest industry sectors in the world, biodegradable packaging represents a meager percentage of this colossal market. Over the last decade however the global biodegradable packaging industry has finally seen a shift in paradigm and is now moving towards efficient and advanced packaging. 

It is a fact of life that in any given category there can only be one leader, which by rights turns all other brands into challengers. Yet challenger brands are so much more than second best. For a start, one of their core qualities is their ability to give a sense of the people behind the brand. This human-to-human quality that shines through differs from the more traditional brand-to-consumer connection many major brands are built around.

In a world where branding is everything, shelf-ready packaging (SRP) is finally undergoing a long overdue makeover. Not that long ago, the packaging that transported and delivered products was merely an afterthought. As such, little attention was paid to the fact that its role could be enhanced. It frequently obscured the product within, was awkward to open, looked unattractive and never told a brand story.

In 2002, when Tom Cruise walked through a futuristic shopping mall in the movie Minority Report, it felt like we were watching a sci-fi film, which in effect we were as it is set in 2054.