PACKAGING DESIGN & SOLUTIONS: DESIGN FOCUS Meet the panel...
NEIL FARMER MD, NEIL FARMER ASSOCIATES
Our forever faithful columnist Neil is managing director of Neil Farmer Associates. He has been a
professional within the packaging industry for over 30 years and holds a wealth of knowledge garnered over those years. He is also a fellow of the Institute of Packaging.
STEPHEN WILKINS CEO, CHILD-SAFE PACKAGING GROUP
Stephen is chief executive of the Child- Safe Packaging Group, and has been since its formation in 1995. He is
a Chartered Scientist, a Chartered Environmentalist and a Fellow of both the Institute of Materials Minerals and Mining and the Royal Society of Arts.
ANNE & HENRY EMBLEM FELLOWS OF THE INSTITUTE OF PACKAGING
Anne & Henry Emblem have many years of experience in the industry, across the packaging manufacture, packer/filler and retailer sectors. They are both Fellows of the Institute of Packaging and the authors of several texts, including Fundamentals of Packaging Technologyand Packaging Materials and Processes.
each of the three variants: yellow for ‘breakfast’, green for ‘all day’ and red for ‘evening’. SW: The colourways are beautiful, yellow for breakfast coffee, green for all day and red for evening. The graphics are great. Slightly distressed print to remind us of stencilled type as it must have appeared on tea chests loaded onto Atlantic Clippers of the 1880s.
Q
Do the graphics/lettering /images serve the product well in making it
product is certainly different, reflecting its position some way between the two. SW: In use it has two alternative functions that distinguish it from its competitors: use in landscape you lift the lid and choose one of eighteen foil wrapped coffee bags; or used in portrait you tear off the perforated strip and the pack becomes a funky dispenser. But this pack does much more than that. First it packs a range of three types of coffee, breakfast, all day and evening. At the same time the pack proclaims a lifestyle or affiliation objective; namely to raise £70,000 for the British Legion with the strapline: “Help us raise £70,000 for our soldiers”. And, the environmental promise is not forgotten; the carton is 100 per cent recyclable
or compostable, and the coffee bag 100 per cent compostable, but sorry, not the foil wrap…
Q
What graphics/lettering/images are used?
NF: I like the lettering and graphics which provide consistency of brand image and a range extension to the Lyons Coffee Break Freshly Ground Coffee pack, which is a standing pouch. The use of the Lyons name in the top right of the front carton face is important, replicating a similar use of the Lyons name on the front face of the same pouch as it is in a similar position. AHE: The packaging uses a mostly white background, plus different colour graphics for
different enough (USP)? NF: The pack has some great environmental benefits, which are clearly displayed, on the outer carton, which is rare in this market. The words ‘Recycle Me’ appear in a prominent brown capital letters on the base of the pack, along with the recycling logo. It is also made clear that the outer carton is 100 per cent recyclable and compostable, and that the Coffee Bags are also 100 per cent compostable, excluding the foil wrap. These recyclability and compostability advantages are not normally as overstated in this market. This therefore makes the pack stand out. AHE: Yes, the use of so much white is unusual in this sector; warm browns, creams and reds are more common, so this attracts attention, as well as the shape as we previously mentioned. The use of the British Legion logo and poppy is another big point of difference; the simple blue and red stand out very clearly against the white background. The graphics are clear and
clean, leaving no doubt about what the product is. The graphics and carton orientation are also cleverly designed to maximize shelf presence whether cartons are stacked on the base or on one side. There are also some humorous touches, such as ‘enjoy before’ instead of the more usual ‘best before’ and the description ‘just plain splendid’, as well as the graphics showing how to put a coffee bag in a cup. SW: Whichever way this pack is stacked, it will work, which is a USP in itself. The pack shows the product, shouts the brand promise, reminds us of the affiliation promise and restates its environmental credentials.
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