ridgid packaging
Rigid Packaging Provides Instant
Shelf Appeal and Innovative Solutions
By Drew Dixon, Sales Director, London Fancy Box
The London Fancy Box Company
For more information call 01304 242001 or visit www.londonfancybox.co.uk
The Market
The rigid packaging market is ar- guably one of the sectors of the industry which is not given the prominence it deserves. This is un- fortunate because it has a great story to tell, with innovation and creativity very much to the fore. As we all know the market is becom- ing increasingly competitive with customers placing greater demands on packaging producers, to help them achieve that most vital of commodities, product differentia- tion at the point of purchase. In a crowded market place it`s all about making your product stand out on the shelf against the competition. It`s that blink of the eye moment, when the consumer has to make an instant decision as to which product to buy. It is a fact that around three- quarters of purchasing decisions are made whilst facing the product on the shelf. This is where an attractive rigid pack can undoubtedly become the silent salesman and help influ- ence that most vital of decisions, the ultimate decision to buy. As we all know, it`s a battlefield out there and only the most attractive and cost effective packs will survive.
Packaging Innovation at London Fancy Box.
It is probably a fact that packaging innovation has never been at a greater premium and only those producers with outstanding creative skills will be successful .This state- ment has never been more true than in the case of London Fancy Box (LFB), one of the UK`s leading rigid packaging producers. Based in Dover, Kent, the company specializes in supplying many added-value markets, including the drinks, perfumery and cosmetics, entertainment and publishing mar- kets. It also operates a total supply chain service from its fully automat- ed rigid box manufacturing and contract packing/ warehouse facili- ties in the UK. Because of this customer`s needs are fully met, through all stages of the project. The company also supports its customers by providing the devel- opment and sourcing of rigid
14 Packaging Gazette
boxes, cartons, bags, plastics injection mouldings, tins and wooden boxes via its European and Far Eastern supply base. It is therefore able to offer a Total Packaging Solution, focusing on innovation, high quality, logistics and supply chain management.
Drinks Sector
In the drinks industry the value of an attractively packaged premium product is massively important. An attractively printed and deco- rated rigid box can enhance the overall shelf appeal of a presti- gious whisky or top of the range liqueur. A great example of the type of work London Fancy Box does in this respect is the Johnnie Walker Black Label Portfolio Pack (see accompanying images). The customer was seeking a sophisticated Gift Box to present a deluxe whisky brand to discerning corporate clients. LFB`s solution was a one piece rigid flat box which transforms in seconds into a prestigious presentation pack. The construction is based on an innovative collapsible system involving premium covering materials and a hidden magnetic closure. It is complete with in-built wallet to hold a personal business card. The pack is shipped and stored in flat form to market for local rework, thereby reducing transport and storage costs. The whole pack not only looks stun- ning but also delivers tangible performance benefits and eco- nomic advantages.
Innovation in
other Market Sectors
In the perfumery and cosmetics market the excellence of the pres- entation of an outstanding brand can be enhanced by a suitably print- ed and decorated box, which can often convey to the consumer the aura and essence of the product contained inside.
In the entertainment sector, visual appeal is all important. An ex- cellently printed and decorated rigid box can make a superb promotional tool for a blockbuster release, as
well as ensuring the product inside is safely protected and undamaged. Publishers too expect excel- lence in the presentation and packaging of their part-works, reference books, handbooks and similar publications.
Easyfairs Show, NEC, Birmingham
As the London Fancy Box stand at the recent Easyfairs Packaging Inno- vations Show demonstrated, there is tremendous brand equity in dis- playing prestigious products in a rigid pack. The whole LFB stand captured the shelf presence and visual appeal of brands that have benefited from the intrinsic value of an attractive rigid box. Brand owners who seeks to display their products in a quality way should look no further that this option to convey a message of added value and prestige.
The Future
When looking for a creative and at- tractive design solution to add value and enhance brand equity, there is much to commend the use of a rigid pack. Progressive consumer goods companies are increasingly working with their suppliers to find innovative packaging designs that challenge the norm and thereby create new marketing opportuni- ties. In a crowded marketplace it`s all about instant brand recognition and shelf appeal.
As a company like London Fancy Box demonstrates, the rigid packag- ing industry has a multiplicity of skills and techniques, designed to provide product differentiation at the point of purchase. Whether by offering a diverse range of products and services, complemented by attractively printed and decorated packs or by supplying the total packaging solution, the industry has an exciting future. Perhaps the time has come for it no longer to be the overlooked sector of the packaging industry, from a design, creative and solutions viewpoint. ■
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