Bex's beautiful pestle & mortar

It’s Friday and we’ve reached the end of a journey – the last in our series of reviews of the High Street Dreams, BBC ‘reality TV show’ about product branding, packaging & design development. Following on from yesterday, we continue to look at ‘Homeware’, but this time it’s the turn of Bex Simon, an artistic blacksmith who designs beautiful one-off metal-ware objects for the home.

From her forge in East London, she produces stunning one-off commissioned ‘works of art’ in steel. Everything from table-top candelabras to ornate garden gates. Like many other small businesses, she is limited by the achievable output from her ‘one-woman-band’ operation and to meet demand in a more ‘cut-throat’ commercial world would need to find reliable partners/outsourced resource who could produce her designs to the same quality but at a fraction of the cost.

Bex’s mentor in the show was product designer Nick Munro, who is famous for (at the age of 23) kick-staring his ‘business empire’ by turning a bedspring into a commercial success as an ‘egg cup’. He has since created ranges for John Lewis, Arga and Fired Earth, with over 500 designs in production. As a starting point he took Bex to the Victoria & Albert museum (V&A) to study 5 centuries-worth of ironmongery as inspiration. Was she inspired? You bet! Everything from cotton-twist glass, pan hangers, bells, door chimes and (the crowning glory) a pestle & mortar, which got Bex really excited!

So off she went to design her own and a week later, after mapping out all of her ideas on a giant floor-mural, came ‘back to the table’ with a wonderful pestle & mortar of her own. She contacted a commercial casting foundry regarding a mould and after commissioning a prototype, she sat down with the Jo Malone, Nick Leslau and Nick Munro to be quizzed about costings and, like many of the other creative ‘contestants’, failed miserably when it came to business and finance. Bex’s solution was to involve her husband Dave more in the business to cover the financial aspects, leaving her to cover the artistic elements.

Bex's alluring carton branding with pink logo & embossed bubbles

At this point branding consultancy Landor were brought into ‘the frame’, providers of branding to well known brands like Heinz Baked Beans, Morrison’s supermarkets and Vodafone, to name but a few. The result was some very alluring branding in the form of an eye-catching and distinctive bright pink anvil logo (great) and a very appropriate grey/slate carton embossed with some swirling bubbles, the logo and a short sentence on the back of the carton, also in bright pink lettering (tastefully done): “FORGED with LOVE”. Bex says of the logo, it was a “cleverly designed pink colour infill to be off centre to represent the jarring from the strike of the hammer” The box was lined with some matching bright pink tissue paper which added vibrancy & energy to the pestle and mortar product within. See the picture above. Of all of the High Street Dreams packaging shown over the past few weeks, this is my favourite. Bex says herself, on her website: ”the colours we chose for the packaging and website were to represent the filth and grime of the workshop, whilst maintaining a luxurious and premium feel.” Having looked at Bex’s website (link at end of this post), I think that the branding there is also well put together and professional looking – overall it’s all very well coordinated.

Along with Harry Singer (see yesterday’s Phlib post), the ‘big test’ for Bex was a 1-day test that Jo Malone sorted out at the national lifestyle exhibition – The Ideal Home Show at Earl’s Court in London. The three things that they were trying to evaluate were:
1.    How you sell your product
2.    Whether you are great PR ambassadors to your product
3.    How the consumers view your product

Unfortunately for Bex, unlike Harry, consumers weren’t as engaged for her, with products priced at £125 for a pewter? (or maybe steel) pestle and mortar and £250 for a bronze version. Everyone liked her work but no one was willing to pay that sort of money for a piece of ‘kitchen decorative art/furniture’, even though it was all “hand finished and polished”. This led to a concern by Jo and Nick that Bex wasn’t ready to pitch to a retailer – they thought that she needed more time to get her ‘act together’, which Bex took pretty well really. So she lived to ‘fight another day’. It’s interesting to note that, since the programme Bex announced on Twitter recently that she had been approached by Heals with a view to displaying some of her work in-store. So that’s a positive conclusion – well done Bex!

In terms of packaging, where does that leave us?

As far as I can tell, at the moment the only products that Bex is selling as ‘retail items’ are the pestle & mortar, which are available on her website for a price of £80 now  – a big reduction on what they were being sold for at the Ideal Home Show exhibition. Other products, such as her wrought iron gates and garden furniture etc are generally huge and bulky, one-off items. These are impractical to develop or even have a need for a range of bespoke packaging but I think that Bex should make the most of her branding and maybe make some wrought-iron ‘tags’ on which she could etch “FORGED with Love from Bex” with her logo (each painted pink) as a really engaging and personal note to each customer – and that would be really novel!
Informing
I believe that there is also a place for Bex to print some really high quality brochures (if she hasn’t done so already), with some stunning atmospheric photography to engage consumers at an emotional level, providing an opportunity for Bex to ‘connect’ with her target market. She could provide all sorts of information on the brand heritage, her vision for the business, brand values, the methods she uses to make her artistic creations, the quality of materials & methods used and really build an emotional story on which to ‘pivot’ her brand.
Transporting & Protecting

Clearly there is a need to transport and protect the large items as they are transported, which is probably best performed by some form of ‘designer (pink?) bubble-wrap’ or other, more environmentally friendly material. Careful use of traditional ‘padding’ materials like corrugated board and bubble-wrap can provide a simple enough ‘filler’ to protect the product from crushing, but there are a number of alternative organic, compostable and ‘sealed air’ filler materials around now that can also provide a more ‘environmentally friendly’ transit packaging solution. These could be complimented with the embossed ‘anvil’ metal labels that I mentioned above to provide some branding.
I hope that this has highlighted SOME of the added branding and packaging considerations that need to be taken into account when developing and selling high quality bespoke art products to the market. Well done Bex, we wish you every success in the future.
You can find out more about Bex’s products from her Bexsimon website.
Chris Penfold

Phlib (Monkey) Frames

So it’s Thursday and it’s time for us to continue our review of High Street Dreams, the BBC ‘reality TV show’ about product branding, packaging & design development and in particular look at ‘Homeware’ and Harry Singer from Somerset with his innovative wall hanging picture ‘Monkey frames’ product.

Harry is a likeable 34 yr old whose idea consists of a fantastic way to display photos using magnets and a metal frame. It was conjured up “in the pub” two yeas ago after ‘connecting’ the thoughts that it’s easy to print photos on-line these days but difficult to display them on the wall. So he made a few ‘Monkey Frames’, as he called them ( a “cheeky, hanging product”), and sold them to friends. The rest ‘is history’ as they say. Before the TV show he’d already spent £4000 developing the idea further, so he was pretty serious about it – a great product that’s really unique. Harry, quoting the likes of Google and IBM, with their straplines “organise the Worlds information” and “a computer on every desk in the home” came up with his own version “get photos on every wall in every home”.

However, after a day spent at Goldsmith’s University on ‘market research’ some interesting issues were highlighted:
1. The name ‘Monkey Frames’ didn’t particularly appeal to students.
2. The modularity (or lack of it) of the system also seemed to be an issue.
So Harry had a lot to think about. Critic Nick Leslau reiterated these concerns about the product concept (being a fixed system for 16 photos) and thought that Harry should rethink it and try to redesign it into a more flexible system. Enter designer Ben DeLeesy, famous for his ‘red carpet’ dresses, who then branched-out into interiors 10 years ago. His philosophy: “The product has to stand the test of time – you can’t just be a fleeting trend”. He now has one of the biggest ranges of ‘homeware’ on the High Street. His thoughts on how to make ‘Monkey Frames’ appeal more to the consumer were: “ingenuity, ambition, hunger & drive. If Harry gets the timing & product right, the £’s & pence will follow big time.” Easy peasy then!

The first job Ben suggested was to undertake a competitor review, looking at products like a ‘shower curtain’ (a hanging photo product). He was quick to point out to Harry, that “It’s not about your love of photos. At the end of the day, this is business!” (Wise words for any new start up entrepreneur). On the flip side, commenting on Harry’s design, he said: “I love them, but you need to break it down into different sizes, not just a ‘one- hit-wonder’. You’ve got to make it more versatile, to reach a broader base. At that point I think it dawned on Harry the amount of work that he still had to do – and in a very short space of time!

To cut a long story short, Harry went away, completely redesigned his product and in the process made it look really ‘tacky’& cheap (to get the cost down) and was pushed (by the HSD evaluating team) into deciding whether to stick with a ‘cheap-jack’ version or as Ben & the team intimated, take it back ‘upmarket’ and redevelop a ‘cheap-jack’ version later. To everyone’s relief he chose the latter – and everybody was happy.

Enter branding agency ‘Heavenly’, who rightly (in my view) affirmed that ‘Monkey Frames’ (as a  brand name doesn’t work too well). It describes the product and not the ‘lifestyle choice’ that the product could deliver. It was also polarizing (aimed at a young consumer) and not of broad appeal.
Their solution:
Brand ‘Phlib’ was unveiled – Photo Liberation – “Set your photos free” – great concept and easy to remember. I like it!

The ‘big test’ was a 1-day test that Jo Malone sorted out at the national lifestyle exhibition – The Ideal Home Show at Earl’s Court in London. The three things that they were trying to evaluate were:
1.    How you sell your product
2.    Whether you are great PR ambassadors to your product
3.    How the consumers view your product
Harry got a great response at the show, making his first sale, but when the ‘financials’ were discussed, it came to light that Harry needed to sell 10,000 units to recoup his tooling costs and 20,000 units to ‘breakeven’ – a big investment on his part and a bit of  ‘millstone round his neck’!

Anyhow, that aside, Jo and Nick put Harry through to pitch to Heals, one of the most influential homeware retailers in the UK. A 200 year old store with a turnover of £37M  and renowned for ‘breaking’ new designers. He got to pitch to Trading Director Gillian and Head of Accessories Furzana. Apparently they get to sit through 1000 pitches per year and of those, roughly 50% are successful.

Suffice it say, they liked Phlib and gave Harry an initial order of 100. Although Harry was clearly disappointed, it presented a great PR opportunity for him to ‘sell his story’ & background to ‘real customers’ and gain an awful lot of knowledge in the process. As Jo pointed out; “This is like the golden ticket’ – you have to take this opportunity and make it your own”

So what a bout the packaging? (hooray I hear you say!). ……The Heals buyers did mention the packaging at a superficial level. They liked the phrase on the promotional poster “photos belong on your wall – not on your hard drive (well done Heavenly again), but as I’ve mentioned on my other posts about this series, the packaging wasn’t entered into in any great depth. Not surprising bearing in mind the time constraints of the show. So let’s have a look at that now and think about some of the packaging issues that Harry will have either now, or potentially in the future, and try to help him pre-empt them.

As well as selling through Heals (assuming that Harry still is), he is also selling ‘on-line’ from his own website. So what sort of things should Harry consider? Let’s have a look at some of them:
Selling

Harry’s website does a great job at ‘selling’ the brand. On-line retail means the packaging does not really need to perform a selling role at Point of Sale (POS). I’m not sure if Harry is still selling at Heals and how these products are packaged to provide a consistent brand image with website and POS, but it’s something that needs to be considered carefully. I notice that Harry has already started to incorporate with his frames 3M Command™ Strips, to avoid customers having to hang or screw the frames to the wall and that’s a nice ‘added value’ touch.  Bearing in mind the flexibility of the modular system that he has developed, the packaging provides an ideal opportunity for ‘up-selling’ other frame sizes, providing ideas on wall-layout, and other photo/frame/homeware accessories.

Informing
If still selling through retailers such as Heals, Harry is probably already aware that product and bar code information will be required. This may not necessarily be so for Harry’s own website initially, but as his business grows, this type of information will greatly aid stock control. For consumers, useful information could include, at a basic level – frame size, colour, price, contact details but at a more emotional and engaging level, provides an opportunity for Harry to ‘connect’ with his target market. He could provide all sorts of information on the brand heritage, his vision for the business, brand values, the methods he uses to make his frames, the quality of materials & methods used and really build an emotional story on which to ‘pivot’ the brand.

Sealed air transit packaging & inflating machine

Transporting
From Harry’s online store, I should imagine that most of his transport needs are met by a courier such as DHL or other. I’m not sure what sort of stock-holding Heals will want to keep, but it’s certain that they will want to manage & move their stock in the most efficient way possible. To enable this, as well as relevant information, they will want frames boxed into suitable multiples (6, 10, 12 or whatever). The shipping boxes used will require their own ITF bar codes to enable ease of handling & storage.

Protecting
At least Phlib products are not frames that incorporate glass into their manufacture. This makes them lighter and less likely to get damaged in transit than the ‘glass variety’, although being thin metal, they are liable to get bent. Careful use of traditional ‘padding’ materials like corrugated board and bubble-wrap can provide a simple enough ‘filler’ to protect the product from crushing, but there are a number of alternative organic, compostable and ‘sealed air’ filler materials around

Bamboo transit packaging trays

now that can also provide a more ‘environmentally friendly’ transit packaging solution. If you want an interesting insight into the perils of picture frame packaging issues and remedies, check out this interesting article on the topic on the Datalite website.

I hope that this has highlighted SOME of the packaging considerations that need to be taken into account when developing and selling a product like picture frames and supplying them to market. I’m not sure how many of these issues were discussed ‘off camera’ during the programme, but they all play their role in a successful launch, and ‘branding’ is only a part of the picture. So well done Harry, for getting this far, and we wish you every success in the future.

You can find out more about Harry’s products from his Phlib website.

Tomorrow is the last installment of our High Street Dreams reviews. I will take a look at the final product covered in the last TV programme and, as well a giving an overview of what happened in that show and how packaging and design aspects were tackled as above, I’ll also take a ‘step-back’ and provide my own thoughts on some of the other important issues that entrepreneur (Bex) needs to consider (or should have considered already) in the successful launch of her products to a mass market! So keep your eyes open for the following posting on this site:

Friday 23rd July: ‘Homeware’ – Bex Simon an artistic blacksmith who designs beautiful one-off metal-ware objects for the home.

Chris Penfold

Claire's unique matchstick earrings

This article is a follow-on from the two that I wrote yesterday and Monday, which provided an overview on the packaging design aspects encountered in the recent mini series High Street Dreams on BBC1; The ‘reality TV show’ about product branding, packaging & design development. Over the series Jo Malone and Nick Leslau helped a number of individuals to launch new products.

Today we focus on Programme 3: ‘Fashion accessories’ striving to be the next fashion brand and in particular on Claire English, a contemporary jewellery designer from Lewes, East Sussex, making distinctive and eclectic homemade jewellery.

Help and advice was provided to Claire on the show in the form of Stephen Webster, a jeweller to ‘the Stars’, including Christine Aguellera, Kate moss and Cheryl Cole. He emphasised that, as a newcomer, Claire must “earn every inch”, “convey her story” and “focus” her collection. He thought that she needed a ‘hero’ (star) piece, to ‘draw the eye’ in the ‘polished’ environment of a designer shop to hold potential customer interest.

Claire did subsequently amend her product range and decided to be ‘the face & name’ of her own brand. During ‘market research pitches’ in a real retail environment, although her creative skills were without question, doubts about her commercial ability to run a business were raised. However, the team decided to let her pitch to Selfridges, the ‘flagship store’ in Oxford St, London, to Anne Pitcher the Buying and Merchandising Director. Claire’s packaging provided a “Beautiful presentation” with pretty bows and ribbons and cut with scissors – a nice touch! At £2 each, the boxes weren’t cheap (especially for a small business when the minimum order quantity is 1000), but they ‘did the trick’.

Some of Claire’s jewellery, made from unorthodox items such as ‘bubble blowers (see picture above) and matchsticks were seen as ‘very English’, with good ’stand-out’ in media such as magazines that would “give the ‘press’ something to talk about”. Indeed Claire was commended by Anne: “Congratulations – Quite extraordinary – You have thought about PR and POS material”. Although she was warned to “think about the competition”, which is something that is often a good starting point for us at Design Cognition when thinking about designing any new packaging. Not that we would necessarily follow the ‘norms’ of a particular sector, but at least it can provide a useful ‘benchmark’.

Ultimately although Selfridges liked Claire’s work very much, saying that it was” quite special”, they did not place an order on the day, because the jewellery was only at prototype stage. They wanted to wait until they had seen a ‘production sample’. Seeing as Claire’s work is now listed on her website as “available online from Selfridges”, we are assuming that she was finally successful, although there only appears to be one product on-show. A good starting point, but to develop a thriving business Claire will evidently need to ‘roll this out’ further at Selfridges and also through other channels. The on-line shop on Claire’s own website appears to be “coming soon”, which is a shame because she’s probably missing out on a lot of the good PR from the TV show, which could have given her a good kick start with her fledgling business.

Granted, that packaging is not the main selling point for a Claire’s jewellery – especially if it’s going to be sold on-line. However most of the items will be bought as gifts, and for a price of around £100 per item, customers will expect some nice packaging as part of the price.

As mentioned in my previous postings, when developing effective packaging, a unique set of circumstances needs to be considered, depending on the product itself, the route to market (whole supply chain) and consumer needs involved. Packaging performs a number of varied and important roles; containing, protecting. preserving, transporting, informing & selling and has to meet a number of important stakeholder needs at all stages of the supply chain, from manufacturing & filling, through warehousing & transportation, retail and consumer-use to final disposal or reuse.

Purchasing ‘fashion accessories’ like jewellery is a much more ‘tactile shopping experience’ than for other products like foods. As Claire seems to be concentrating sales presently through an on-line route, perhaps this is not so much of an issue, but as the brand and sales channels develop into more ‘customer facing’ ones, needs will evolve.
Claire showed on the programme that she has ‘an eye’ for some innovative gift packaging ideas with her bows & ribbons and this is a good start. This will enhance perceived ‘value’ and if developed to mirror her other branding will reinforce the brand credentials.

So what sort of things should Claire consider? Let’s have a look at them one at a time:

Daisy Chain jewellery packaging

Selling
On-line retail means the packaging does not really need to perform a selling role at Point of Sale (POS). However, the benefits of ‘added value’ gift packaging have already been mentioned and this can help promote referrals from clients, friends and relatives. If done properly and using stylish ‘must have’ packaging that could also act as a funky jewellery box, with subtle use of branding, the packaging will perform a permanent sales role on the dressing table. It may also help promote ‘up-selling’ to other pieces of Claire’s jewellery & trinkets. All merchandising; packaging, brochures, website design etc  – all need to work together to provide a consistent message and brand image. Take a look at the Daisy Chain packaging in the photo that is something that someone would want to keep and cherish.
Informing
If selling through retailers such as Selfridges, product and bar code information will be required. This may not necessarily be so for Claire’s own website initially, but as her business grows, this type of information will greatly aid her stock control. For consumers, useful information could include, at a basic level – jewellery name, collection name, materials, colour, price, contact details but at a more emotional and engaging level, provides an opportunity for Claire to ‘connect’ with her target market. She could’ like Beryl in yesterdays article, provide all sorts of information on the brand heritage, her vision for the business, brand values, the methods she uses to make the jewellery, the quality of materials & methods used and really build an emotional story on which to ‘pivot’ the brand.
Transporting
From Claire’s online store, I should imagine that most of her transport needs are met by DHL or some other courier. I’m not sure what sort of stock-holding Selfridges will want to keep (if any), but it’s certain that they will want to manage & move their stock in the most efficient way possible. To enable this, as well as relevant information, they will want jewellery boxed into suitable multiples (6, 10, 12 or whatever). The shipping boxes used will require their own ITF bar codes to enable ease of handling & storage.
Protecting
Jewellery manufactured from ‘hardy’ metallic materials but can be very delicate at the same time. Careful use of traditional ‘padding’ materials like coloured tissue paper can provide a simple enough ‘filler’ to protect the product from scratching and crushing, but at the same time can also provide a lovely ‘backdrop’ to accentuate and contrast the glistening colours of the metalwork. As well as product, any lovely gift boxes will need to be protected in some suitable transit packaging if being sent vie courier; it is not uncommon for packets to be used as ‘footballs by postal workers.

Heartbreak packaging - a novel approach to containment

Containing
Containment is usually more of an issue for products like liquids and powders, which can spill or leak, rather than jewellery. Although Claire is presently selling on-line, as she builds a portfolio of products being sold in retail stores, she might want to consider how consumers will ‘contain’ their jewellery and gift boxes during the trip from shop to home. As with Beryl, this is another ideal opportunity for her to provide some ‘added value’ packaging, such as high quality branded shopping bags or boxes that will raise brand awareness and ‘perceived brand value’ with consumers and act as a ‘walking’ advert through the shopping streets of our towns & cities. Take a look at the novel Stephen Einhorn ‘Heartbreak’ packaging, which provides a great ‘twist’ on containment, with all sorts of subliminal messaging that will help engage potential customers.

I hope that this has highlighted SOME of the packaging considerations that need to be taken into account when developing a product like jewellery and supplying it to market. I’m not sure how many of these issues were discussed ‘off camera’ during the programme, but they all play their role in a successful launch, and ‘branding’ is only part of the picture. So well done Claire and we wish you every success in the future.

You can find out more about Claire’s products from her Claire English Special Jewellery website.

Over the next 2 days, I’ll take a look at the other 2 products covered in the last TV programme and, as well a giving an overview of what happened in those shows and how packaging and design aspects were tackled as above, I’ll also take a ‘step-back’ and provide my own thoughts on some of the other important issues that those entrepreneurs need to consider (or should have considered already) in the successful launch of their products to a mass market! So keep your eyes open for the following postings on this site:

Thursday 22nd July: ‘Homeware’ – Harry Singer from Somerset with his innovative wall hanging picture ‘Monkey frames’ ( Phlib) product.

Friday 23rd July: ‘Homeware’ – Bex Simon an artistic blacksmith who designs beautiful one-off metal-ware objects for the home.
Chris Penfold

Jo Malone and Nick Leslau

Friday before last saw the 4th and last programme in the mini series High Street Dreams on BBC1; The ‘reality TV show’ about product branding, packaging & design development. Over the series Jo Malone and Nick Leslau have helped a number of individuals to launch new products.

It’s been a long 6 weeks since the 3rd programme, during which the ‘void’ has been filled with all sorts of interruptions such as Wimbledon and World Cup football – how inconsiderate!

From a packaging design perspective, I don’t think that the 3rd show was as good & fulfilling as the first two, but still entertaining and was to some extent rectified in the 4th show. Whilst the advice & support given to budding entrepreneurs on High Street Dreams provides a ‘snapshot’ of what’s required in the packaging development process (usually from the ‘sexy’ brand perspective), having watched all of the programmes, I can’t help thinking that packaging has been viewed at a very superficial level. Many of the requirements necessary to get a product to market, seem to have been simply glossed-over or even ignored completely. I appreciate that many of the more technical issues that were possibly raised during development discussions were not actually shown in the final ‘cut’, but I’m sure that most of it was simply not addressed. Branding is only part of the picture. At the end of the day packaging performs a number of other varied and important roles; containing, protecting. preserving, transporting, informing & selling and has to meet a number of important stakeholder needs at all stages of the supply chain, from manufacturing & filling, through warehousing & transportation, retail and consumer-use to final disposal or reuse.

For each of the product areas covered in the programmes, a unique set of circumstances needs to be considered, depending on the product itself, the route to market (whole supply chain) and consumer needs involved. Clearly, the packaging needs for a unique Beryl Brewis woolen scarf will be different to that of a spicy Mr Singh’s Chilli Sauce or a packet of Muddy Boots premium food products.

To start with, purchasing clothes products is a much more ‘tactile shopping experience’ than for foods and whilst some up-market strategically placed packaging can enhance perceived ‘value’, the printed text is mainly aimed at reinforcing the brand credentials and providing product and bar code information for identification and tracking logistics movements and sales. With food products there is a far greater consideration graphically (text) for shelf-life (use before), food legislation, warnings and claims. But also structurally, a need to choose components that will meet the brand credentials, market segment needs and user aspirations as well as protecting and containing the product within from spoilage.

So over the next 4 days, I’ll take a look at the 4 products covered in last two shows and as well a giving an overview of what happened in the two shows and how packaging and design aspects were tackled, I’ll also take a ‘step-back’ and provide my thoughts on some of the other important issues that those entrepreneurs need to consider (or should have considered already) in the successful launch of their products to a mass market!

So keep your eyes open for the following postings on this site:

Tuesday 20th July: ‘Fashion accessories’ striving to be the next fashion brand. Beryl Brewis, a single mum from Buckinghamshire producing high quality chunky hand-knitted scarves.

Wednesday 21st July: ‘Fashion accessories’ striving to be the next fashion brand. Claire English from Lewes, East Sussex, making distinctive and eclectic homemade jewellery.

Thursday 22nd July: ‘Homeware’ – Harry Singer from Somerset with his innovative wall hanging picture ‘Monkey frames’ ( Phlib) product.

Friday 23rd July: ‘Homeware’ – Bex Simon an artistic blacksmith from East London who designs beautiful one-off metal-ware objects for the home.
Chris Penfold

Layar technology providing interactive packaging potential

As technology gets ’smarter’, bandwidth increases and technology/internet converge, new possibilities will open-up in the packaging arena. Imagine a world where you go to the supermarket, and via your phone you are able to download all sorts of useful information about the brands in front of you, download recipes, find out about special offers, simlar products and competitor packs.

Now ‘hold’ that thought and take a look at this recent LAYAR VIDEO. Instead of ‘city-scape’, imagine winding your way through ’supermarket-aisles’. This app has been around for quite a few months now, but is continually being upgraded and brings these fantastic interactive packaging possibilities another step closer.

If you want to find out more about this exciting area of packaging innovation and the impact it is likely to have on our ’shopping experiences’, you might also want to read another article I wrote recently: ‘Adding value for consumers through internet & packaging in a brave new world‘

Chris Penfold

I think this is a really appealing way to present baby clothes as a gift and will certainly last longer and be far more useful to new parents than a regular bunch of flowers.  Maybe there are other items which could be ‘packaged’ this way – how about underwear packaged up as a beautiful bouquet of flowers for Valentines day or, slightly less glam but still fun, a bouquet made up of tea towels to celebrate a new house move?     (Jane Bear)

Great idea from Babyblooms.

Novel and quite gimmicky idea – Preserve Products has launched a toothbrush which is sold in a ‘mail back’ bag.  The idea being that you open the pack, use the toothbrush and then when it’s reached the end of its useful life you pop it back into the bag, seal it up and drop it into the post.  Preserve Products then grind up the handles and make……………….. new toothbrush handles out of them. Jane

Interesting article from Greener Package

Apparently over 30% of food produced is wasted before being eaten

It is interesting to read that the focus of active and intelligent (A&I) packaging has shifted from “manufacturer concerns” such as shelf-life and spoilage to “consumer concerns such as freshness, quality and information”, according to recently published research.

The report – ‘The Future of Active and Intelligent Packaging in Food and Drinks’ said that industry leaders had identified “freshness indicators as the most important innovations in the field over the next five years. A development on quality was listed as the next most important field followed by temperature and time indicators.”

However, with over 30% of all food that we buy being wasted, I would hardly call “shelf-life and spoilage” just “manufacturing concerns”. They are huge and global concerns for everyone, much of which is to do with education and the role that packaging can play to save costs for everyone in the supply chain (very important in the present economic situation) but also, ultimately, to help save the planet’s finite resources.

I’m not sure how the research was conducted, what questions were asked, or how they were asked, but apparently, consumers ranked “health, convenience, safety and enhancing product attributes” as the most important attributes that would make them willing to pay more for A&I-packaged products. “Longer shelf-life and packaging that communicates product information” were also seen as important, but consumers perhaps see these as a ‘given’ and wouldn’t necessarily want to pay extra for them.

It is my feeling that the growth of A&I packaging has been primarily technology-led, by developments in sensor technology including nanosensors and biosensors. This is highlighted by the emerging trend of the incorporation of scavenging functions into packaging with bottles, labels or films. This is great technology, but I’m not sure that most consumers would understand what these are or what benefits they bring and therefore they would certainly not want to pay for their incorporation.

It is true that “Delivery of efficiencies in the value chain and the opportunity for manufacturers to differentiate their products and boost their efficiency by reducing product losses” will be major benefits for manufacturers and retailers – but what about consumers? There is a huge consumer-led marketing ‘trick’ being missed here, especially when “High production costs, compliance with food safety regulations and consumer mistrusts” are being highlighted in the report as “potential challenges”.

So, it is good to see that the consumer perspective is taking greater prominence (to some degree at least), in the New Product developments (NPD) that will help meet consumer needs in the expanding drinks and ready-meals segments. I agree, that the current focus for A&I has to be on luxury goods initially, and that it will move to lower-end products as the technology becomes more widely available and costs fall, but maybe it’s time to take a large ’step back’, flip this around completely and look at it from a consumers’ point-of-view. It is up to us all to educate consumers – highlight the wider issues of food (and water) waste & spoilage, get them to understand the more holistic effects of these on their daily ‘wants & (real) needs’ and ultimately get their ‘buy-in’ to the ‘real’ benefits.
Chris Penfold

You can read the full article at www.foodproductiondaily.com

Many thanks to @PhilCyLaw in Brussels for bringing this to our attention via Twitter.

Captain Morgan wielding his packaging assets

A few weeks ago I had the privilege to listen to Paul Walsh CEO of Diageo, the world’s leading spirits, beer and wine company, deliver a ‘marketing’ talk at Nottingham Business School (Nottingham Trent University). It was entitled “Marketing & Communication in 2010 – Responding to the New Stakeholder Condition” and was such a powerful &  interesting insight, I thought I’d provide you with an overview and share some of my thoughts with you.

Diageo is the proud owner of some of the biggest ‘power brands’ on the planet, such as Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, Jose Cuervo, Bushmills & Tanqueray. Both Guinness and Johnnie Walker have been around for over 200 years and Bushmills almost 400 years. Some feat! and a tremendous bank of heritage on which to pull (or push – or whatever you like really!).

Walsh is a fine orator, who is passionate about his brands and company. He talked about the basis of all iconic brands being ‘great products’ driven by FACE (Flair, Agility, Consumer insight and then Executed flawlessly). But he also acknowledged that the global marketplace is constantly evolving which affects the way we live and interact with our favoured brands.  At the same time, broadband is proving to be the biggest technological development since the introduction of television. As the world ‘goes on-line’ a whole new media stream has opened up to feed a young and dynamic market who have ‘bags of energy’ and want to ‘party’.  Walsh highlighted this momentous change by showing the video Shift Happens – some mind-blowing & thought provoking figures (I’m sure you will agree).

So the ‘rules of engagement’ have changed, and indeed are constantly evolving. Advertising spend in traditional media such as magazines, newspapers and TV has ‘nose-dived’ and has been diverted into new media, where Diageo, and other companies for that matter, have “up-weighted their spend in the digital space” and enjoyed much bigger ‘bangs for their buck’, realising huge cost savings.

It is clear that Diageo have become masters of leveraging the new technology. Key to their success, according to Walsh, can be attributed to a 5-point plan:

1. Having a good product

2. Being clear about the target

3. Identifying the single most compelling benefit

4. Effectively dramatising that benefit

5. Saying and constantly repeating it through the most effective channels

Affiliated to this is the ability for brands to attract and become “participants in a conversation NOT simply involved in a top-down message”. Metaphorically, he likened this to a change from a game of ten-pin-bowling, with a one-ball strike to a game of pinball, banging, bouncing, to-ing and fro-ing through a maze of buffers and pins. In this new media world, Walsh alluded to 3 types of people:

Passive participants – Those who are completely passive and soak up all of the information ‘thrown at them’ via static websites

Engaged participants – people who are engaged and share information via social media platforms

Active participants – those who voraciously add content on-line and are hugely influential

These 3 groups of people seem to inhabit this digital world in approximate ratios of 90 : 9 : 1 (respectively). It is the small group of active participants have been key to Diageo’s new media brand success. By influencing these people in this sector they have turn their brands from on-shelf icons to (almost) living and breathing entities.

A classic example of this success is Captain Morgan, which has rocketed over recent years and now holds a prestigious No2 position for premium rum brands. The driver behind this has been the building and grooming of the ‘Captain’ icon as a ‘living legend’. This hasn’t happened by accident. A carefully orchestrated campaign has evolved through the ‘Captain’s Cup’, video and photo ‘collateral’ and word-of-mouth – driven by social media. The Captain has a certain physical stance or  ‘pose’ and when an interpretation of that ‘pose’ was ’struck by a famous US NFL football star on the pitch during the Super-bowl, it took on a completely new iconic dimension. There followed a series of copycat ‘poses’ by a number of esteemed brand advocates, including David Letterman on his prime-time  TV show. Media-savvy Diageo capitalised on this by offering a $10,000 prize to famous people striking the pose in public places & at high-profile events, all building on the character of ‘The Captain’ and acting s a ‘viral’ growth driver for the ‘living legend’. It has proved a very cost-effective way of marketing.

As an aside, it is interesting to note that this type of ‘non-sponsorship’ could be classed as a more passive form of  ‘ambush marketing, which is actually very topical at the moment. In the South African World Cup this week (14th June), 2 Dutch women were arrested for ambush advertising and 36 women ejected from one of the stadiums when they were spotted wearing short orange dresses made by the Dutch brewery Bavaria, in conflict with  Anheuser-Busch’s Budweiser who are the official beer of the event. It led to quite a fuss and ITV media pundit Robbie Earle was sacked from his role when it was claimed by FIFA that he had sold tickets meant for family and friends on to the Dutch beer company.

Getting back to Diageo, another fine example of leveraging the new technology, has been the Smirnoff ‘be there’ media campaign built on a ‘viral’ marketing platform. Here young (25-30 yr old) party-goers were encouraged, via social networking sites like Twitter & Facebook, to provide ideas on their perfect party events – a party that they would remember for all time – to have ‘been there’. Diageo then picked the best ideas, provided funding to hold the event and a short video was shot at each which were then posted on YouTube. Here’s an example of a Smirnoff ‘Be There‘ TV advert. These have also proved a phenomenal success for Diageo at moderate expense – a terrific Return on Investment (ROI).

So, all in all, Diageo have shown great foresight in their on-line endeavours; an area that has worked well and is sure to be developed by them further across all of their brands. If companies want to stay ‘ahead of the game’ in an increasingly fragmented market, they need to embrace and adopt new ways of working and promoting themselves (and their brands), using creativity, flair and imagination. In this respect they could learn much from Diageo.

It also goes without saying, that in these recessionary times, where marketing budgets are being slashed, left, right and centre in huge cost-cutting exercises, the time and effort invested will also reap huge benefits in cost and greater ROI…..and will also work wonders for a brands’ ’street cred’   Why not get in touch and see how we could help you Contact Design Cognition OR, if you’re a more hands on person why not have a look at our forthcoming Branding and Shelf Impact training course.

Chris Penfold

Bionic woman - Source: Wired via BrianSolis

Do you remember the film, Minority Report?  Fiction often prefigures reality and in that movie a future was depicted, where visual objects are manipulated by hand, newspapers have sound & moving pictures, billboards change & interact (depending on who is viewing them) and cereal packs ‘talk’.

In the near future, it will be technically feasible and increasingly more cost-effective to put a moving display onto a packet of cornflakes. However, whether you are a technical specialist, generalist or know nothing about packaging whatsoever, we are all consumers and the question that’s so often overlooked is: so what?

Imagine going into your local supermarket where every cereal box bears a moving image. Should we use that moving display for promotional purposes or to add more information on the pack? As pointed out by Faraday, If all the pack graphics are moving, how will you create a clear point of difference? How else will the consumer be affected by the technological tidal-wave that could result from cheap, ubiquitous nanotechnology including plastic electronic devices and ‘smart’ materials?

Sony’s Rollable OTFT screen

Remarkably much of this technology already exists. Touch-screen technology is rapidly developing and ‘talking’ newspapers with moving pictures are close, as printing & polymer science catches up in devices like flat-screen televisions, where Sony launched “the worlds first OLED (Organic Light Emitting Diode) TV” in Japan 2007 and more recently (May 2010) their organic thin-film transistor (OTFT) ‘Rollable’ material.

Elon University made broad predictions (2006) for the future:

2010-2014: RFID tied to GPS – everywhere. Super supercomputers. Intelligent materials.

2015: Adaptable materials. Genetic profiling. Human cloning.
2016-2025: VR immersion. Ubiquitous robots. Emotion-control devices. Paint-on power.
2026-2045: Space elevator. Moon base. A “singularity” due to accelerating change.
2046-2150: Mars colony. Time travel. Brain downloading. Humans assimilated into the internet

So what are the implications for retail packaging? Certainly, it will need to be ‘smarter’, not only in terms of technologies & materials but also:

• Supporting changing lifestyles
• Communicating more effectively (on shelf & at home)
• Providing greater consumer & convenience
• Augmenting branding
• Lower environmental impact

Packaging will also need to communicate even more information to the consumer:

• ever-more information required on ever-smaller packs (primarily pharmaceuticals)
• traditional printed packaging will not cope
• use of low-cost printed displays & electronics could be necessary

There are already a variety of ‘intelligent’ packaging formats available in the healthcare sector to help patients take their medication at the right time. In consumer packaging, some AR technology is already used, such as the Lego Point-of-Sale packaging that gives a 3D visual rendition of the assembled contents within.

Lego AR POS packaging demo

Lego AR interactive POS terminal (Source: Augmented Reality Blog)

However, AR initiatives so far have been mostly utility focused, nothing more than animated 3D demos, exploiting the novelty of new technology. As a result, the AR ‘space’ is quickly becoming overcrowded and won’t take long for the ‘AR novelty’ to ‘wear off’. What is needed is a more consumer focused ‘problem solving’ approach in order to exploit the benefits of the technology.

As technology and web convergence happen, a number of exciting packaging opportunities will arise.

In retail stores, there will be opportunities for:

• Enhanced shopping experiences through interactive packs at POS
• Improved Brand identification, through applications such as Google Goggles, where consumers take photos of packs on their mobile phones, products are ‘recognised’ and more information, special promotions or affiliated/similar brand/product information is provided via web
• Guiding you to other similar products via GPS
• Longer Term RFID will supplement ‘hodgepodged’ communication to further enhance interactive experience on packs at POS
• Communication will become more ‘pack driven’ (RFID), rather than requiring consumers to take photos of packs

However for all of this to work, there will be a fundamental need for collaboration between retailers & all their supply chain partners.

In the home there will also be potential for more interactive & vivid:

• Instructions for assembly & use
• Multilingual & interactive 3D information
• Product shelf life warnings– fridge & fruit
• Product information

This will mean opportunities for ‘Storytelling’ and bringing the products ‘to life’, which will lead to deeper brand engagement and stronger emotional connections, leading ultimately to greater brand loyalty.

There is an argument that all of this technology will have a dehumanising effect and there is also the privacy issue recently highlighted by Facebook, but the counter-argument is that communication binds us together, gives us shared context & ultimately a shared identity. Personally I think that the benefits far outweigh the problems, and we are now already on a journey of ‘no return’. So I would urge you to ‘grasp the nettle’ and take the initiative, before your competitors and before you get stranded without a ‘liferaft’.

O’Reilly said that “If we are going to solve the world’s most pressing problems, we must put the power of the ‘Web to work’ – its technologies, business models, and perhaps most importantly, philosophies of openness, collective intelligence & transparency.” Ultimately the Web and World will be one and the same, inextricably interlinked through packaging!

Chris Penfold

If you liked this and would like to see more – check out the collection of favourite Augmented Reality videos on our YouTube site.