Speaking from last month’s trade show in Paris, Jeanne-Marie Devanz of design agency Osmotik told BeverageDaily.com that food, drink and cosmetic packagers could all learn from each other in terms of keeping products simple and seductive.
Taking the example of the design adage that less can sometimes be more; Devanz suggested that simplicity in packaging could also be good eco-design, for example by providing detachable labels or cutting out certain materials all together.
Knowledge share
Just as some cosmetic packagers have taken to adopting a simple idea like modifying used-egg box packaging for their goods, drink makers and food groups may also make increasing use of refillable packaging.
Jeanne-Marie Devanz explains how food groups can follow the cosmetic industry attempts at pack simplicity. Click here.
In cosmetic circles, Osmotik took the example of some manufacturers who have looked at packs that can possibly be returned to a store, filled and then taken away again as a potential means of cutting down on overall waste.
“Can this be done with food and drink?” asked Devanz.
Devanz suggested that when devising packs for a specific product, manufacturers can ensure cost benefits for both themselves and consumers by designing packaging that can be both noticeable and more environmentally viable.
Tough questions
While not all brands can as easily adapt, Osmotik claimed that potential green and cost benefits were sometimes available for manufacturer who ask tough questions.
“Do we even need packaging at all at times?” Devanz asked.
While she conceded that food and drink makers are increasingly having to ensure functionality in their packaging, a minimalist approach could work for brands already keen on promoting their green initiatives.
Devanz pointed to upcoming developments such as so-called active beverage caps, which can be bought as ingredient containing closures that can be added to a reusable bottle for dispensing a beverage formulation.
Similarly, Osmotik said that retailers like cosmetic group Lush showed a different model of attempting to be simple and seductive. The company highlighted the retailer's decision to provide its products in simple paper packaging solutions, which were then labelled with an individual sticker containing ingredient information.
In looking how far it was possible to go in cutting down on material requirements and costs, Devanz put forward the idea of simple standard packaging that rely on detachable or even paper printed labels could as another innovation.
From providing information in different languages to detailing a brands ethos, Osmotik claimed that, if done correctly and inline with existing brand identity, a product’s reputation can be strengthened through imaginative packaging.
Carol Lipton and Jeanne-Marie Devanz discuss the importance of labelling. Click here.