Brand Marketing

New Brand Food & Beverage
New Brand Non Food
Rebrand Food & Beverage
Rebrand Non Food

1. Marketing/Business Objectives: What was the overriding challenge and how did you solve it?

2. Collaboration Process: Describe how all participants worked together to get the product to shelf? Provide details of the role of brand owner, designer, prepress, printer etc

3. Brand Positioning and Target Marketing: What was the creative solution to reflect this brand positioning? How relevant is it to target? Will it drive trial and usage? Is design reflective of positioning?

4. Shelving strategy and Competitive Set: Is it original and compelling? Does it maximize shelf impact and create excitement? How is the brand block differentiated against competitive brands?

5. Packaging Innovation: Is this package innovative or trend-setting in terms of its branding, packaging graphics &/or structural design? Has the package utilized innovative materials??

6. Sustainable Design: Has the package been designed with the circular economy in consideration, i.e. reusable, recyclable, upcyclable, compostable, alternative energy applications? Does the package avoid using unsubstantiated/green washing messages?\

7. Design Performance Improvement: Describe how the package design is performing? (Possible evidence includes incremental sales, distribution, or market share performance improvement metrics; client/customer testimonials, or research results – or any other metric you feel speaks to the effectiveness of the design).

Package Innovation

pAPER (fOLDING cARTONS/cORRUGATED cONTAINERS/PAPER LABELS)
rIGID/sEMI-rIGID coNTAINERS
fLEXIBLE pACKAGING (fLEXIBLE PACKAGES/FOIL, FILM AND/OR SHRINKWRAP LABELS)

1. Optimization, Performance and Cost: Has package been optimally designed for product protection visa vis storage, and distribution? Is the cost aligned with value of the product? Is it over packaged?

2. Product Protection and Consumer Safety: Does the package provide adequate product protection visa vis security and food (where applicable) safety, i.e. tamper-evidence, product safety, child-resistance? Was it produced in a GFSI certified facility?

3. Degree of Manufacturing Complexity: Does the utilization of technology, materials or print processes increase the degree of difficulty; provide differentiation or lower cost? For example digital, flexographic, gravure, offset, silk screen printing? Hot stamping, emboss/deboss, metallic, fluorescent and thermochromatic inks? For example zippers, fitments, closures, easy open features (laser score)? High Definition plate technology in Flexo, extended color gamut, in-line lamination, unique application of coatings – outboard station in flexo or rotogravure application?

4. Innovative Use of Materials: Is the material unique, a break from traditional substrates i.e. hybrid combinations, paper/corrugated, unique combination of laminated structures to extend shelf life, bioplastics? Hot stamping, emboss/deboss, metallic, fluorescent and thermochromatic inks? For example zippers, closure, easy open features?

5. Sustainable Design: Has the package been designed with the next life solution in mind to avoid going into landfill, i.e. reusable, recyclable, upcyclable, compostable, alternative energy applications? Does not include unsubstantiated/green washing messages.

6. Merchandising and Consumer Appeal in store: Does the branding, graphics and structure have instant WOW factor appeal to its target market and in relation to it competitors? (Was this package designed with the consumer in mind for example easy open, easy to carry, easy to reclose?)

7. Communication and Labelling Effectiveness: Is the design easy to read, clear and legible and compliant? Is it nutritional labelling compliant?

8. Consumer Functionality and Use at home: Some packs can look great but can let themselves down and disappoint in use. For example full, half used and nearly empty. Do the unique structural elements cause consumers to remember the package for example shape, pour spouts, shelf stable, caps, closures?

9. Active, Intelligent, Smart and Augmented Reality Applications: Does the package include any packaging systems that help extend shelf life, monitor freshness, display information, improve safety, and improve convenience?

10. Collaboration Process: How did all participants work together to get the product to shelf? Discuss the role of brand owner, designer, prepress, printer etc.

11. Design Performance Improvement: Describe how the package design is performing? (Possible evidence includes incremental sales, distribution, or market share performance improvement metrics; client/customer testimonials, or research results or any other metric you feel speaks to the effectiveness of the design).

IN-STORE MARKETING (Shelf-ready Package/Display Ready Package/Floor Display Merchandiser/Counter Top Display Merchandiser)

1. Display/ Branding Alignment: How well do the Display’s MATERIALS and DESIGN complement the Product or Service it is selling? I.e. do they reflect/reinforce the Branding/Messaging?

2. Optimization: Has the Display been optimally designed for product protection, storage, and distribution? Does it have effective cube utilization for a standard pallet? Consider end to end distribution, as not all handling will be full pallet movement.

3. Recovery / Next Life: Has the Display been designed to consider material separation as well as collapsibility, recyclability, reusability, upcyclability, or compostability in mind after use? Has the display been designed and communication provided to customer with end/next life in mind?

4. Space Utilization: How effective is the Display in its use of required space Retail space? I.e. is the footprint compact?

5. Ease of Set Up / Take Down: How effective/easy is the Display to assemble/erect/fill at Retail? Disassemble, maintain front face product, maintenance i.e. battery replenishment, graphic change.

6. Consumer Access: How well does the Display FUNCTION or WORK for the Consumer? E.g. is the Product easy to access / return?

7. Graphic / Structural Design & Communication: How effective are the graphics, shapes and materials in the Display in EDUCATING or COMMUNICATING to the Consumer? If it’s showcasing a Service, is it clearly defined? If there are technical applications is there adequate space?

8. Consumer Engagement and Excitement: How effective is the Display in REINFORCING or CREATING Brand/Product/Service overall awareness? Do the Branding, Graphics, and structure have instant visual impact to its target market and in relation to its competitors? I.e. are the Branding/Messaging clear within 10 feet and 3 seconds?

9. Technical / Smart Innovation: Does the utilization of unique technology, materials, or print processes increase the degree of difficulty to produce; provide differentiation, e.g. lights, digital video, QR codes?

10. Unique Innovation: Are the structural design and materials utilized unique, i.e. non-traditional to extend Retail life?

sUSTAINABILITY

Sustainable Package

1. Optimization, Performance and Cost: Has the package been optimally designed for entire product system, including protection, storage, and distribution? Has the package-to-product ratio been optimized to eliminate void volumes? Is the cost aligned with value of the product?

2. Material Sourcing: Are selected materials from a sustainably managed source? Are raw materials sourced from suppliers who have documented/certified environmental management systems? Is it possible to use more post-consumer recycled material?

3. Manufacturing Processes: Does the utilization of technology, materials or print processes increase production efficiency, decrease water use or carbon emissions?

4. Sustainable Design: Can the weight or thickness of components be reduced further without compromising the product or functionality of the package? Has the packaging design footprint been optimized for maximum cube utilization? Has the package been designed to maximize the number of return trips/reuse? Has the number of materials been minimized to simplify material sourcing and recycling? Have all of the materials types and components been designed for ease of separation and recycling?

5. Recovery Methods: Have all package components been selected with the circular economy in mind? Have all package components been selected to be compatible with the recycling process (labels, inks, adhesives, sleeves..) where applicable? Can the packaging be readily recycled/composted in local municipal collection systems? Has the packaging system considered an alternative recovery method(s) where residential curbside collection is not available?

6. Other Life Cycle Considerations: Was a life cycle assessment (LCA) performed to measure environmental impacts throughout the product life cycle? Are systems and metrics in place to indicate impacts from ozone depletion, toxicity, acidification, eutrification, freshwater eco-toxicity?

7. Consumer Appeal, Communication and Labelling Effectiveness: Has third-party certification been used to verify claims where applicable? (e.g. BPI) Was this package designed with the consumer in mind, for example, easy open, easy to carry, easy to separate/disassemble for recycling? Does the packaging easily communicate to the consumer what to do with the package at point of discard?

8. SMART PACKAGING – Active, Intelligent and Augmented Reality Applications: Does the package include any technologies/systems that delivers benefits and added functionality to the value chain including interaction with consumers, extends shelf life, monitors freshness, displays information, improve safety, improve convenience and/or improve recovery?

Sustainable Facility or Process

1. Inspiration/Motivation: What was your motivation to make change?

2. Cost Effective Economics: What was your financial Investment and projected payback period?

3. Responsible Sourcing: Tell us about your procurement policy.

4. Material Health: How sustainable are your raw materials?

5. Clean Production: Tell us about the clean production of your operation.

6. Economic Performance: How did your move to a sustainability process or your facility enhanced performance?

7. Energy Optimization: Tell us about energy optimization?

8. Certifications, Recognitions: Quantify your efforts, i.e. external recognition, certificates or others?

9. Marketplace Impact: How did it make a positive impact on your clients and/or consumers?

10. Environmental Impact: Tell us about GHG reductions and/or effective recovery?

Food Waste Packaging

1. Optimization, Performance and Cost: Has the package been optimally designed for entire product system, including protection, storage, and distribution? Has the package-to-product ratio been optimized to eliminate void volumes? Is the cost aligned with value of the product?

2. Product Protection and Consumer Safety: Does the package provide adequate product protection to provide security and food safety, i.e. tamper-evidence, product safety, child-resistance? Does it prevent damage and premature food spoilage? Was it produced in a GFSI certified facility?

3. Shelf Life Extension: Does the packaging use unique technology to extend shelf life, control freshness/odour/discoloration, e.g. modified atmosphere, scavenger technologies, anti-microbial? Does it use zippers, closure, easy open features?

4. Innovative Use of Materials: Is the material unique, a break from traditional substrates i.e. hybrid combinations, paper/corrugated, unique combination of laminated structures to extend shelf life, bioplastics?

5. On-Pack Communication and Labelling Effectiveness: Since ~50% of food waste occurs in the home, does the packaging provide information on how to better store food? Is the design easy to read, clear and legible and compliant? Has third-party certification been used to verify claims where applicable? (e.g. BPI)

6. Sustainable Design & Other Life Cycle Considerations: Have all package components been selected with the circular economy in mind to avoid going into landfill, i.e. reusable, recyclable, upcyclable, compostable, alternative energy applications? Was a life cycle assessment (LCA) performed to measure environmental impacts throughout the product life cycle? Are systems and metrics in place to indicate impacts from ozone depletion, toxicity, acidification, eutrification, freshwater eco-toxicity?

7. Consumer Appeal, Functionality and Use at home: Do the unique structural elements cause consumers to remember the package for example shape, pour spouts, shelf stable, caps, closures? Was this package designed with the consumer in mind, for example, easy open, easy to carry, easy to reclose?

8. SMART PACKAGING – Active, Intelligent and Augmented Reality Applications: Does the package include any technologies/systems that delivers benefits and added functionality to the value chain including interaction with consumers, extends shelf life, monitors freshness, displays information, improve safety, improve convenience and/or improve recovery?

For further information, please contact Lisa Abraham at labraham@pac.ca.