Chris BrayUsername: cbray |
Location
Maryland Heights, Missouri, USA
Role
DesignerIndustry
FoodJob Title
Manager of Creative DevelopmentCompany
IQ PKG (Intelligent Package Design)Profile
We are a complete Integrated Solutions Provider that is able to help our clients translate their design needs into a brand vision and product that can be produced, filled, sealed, packaged, transported, sold and disposed of at a reasonable cost to the consumer all with a limited impact upon the environment.
As a leader in packaging innovation, we have unparalleled expertise in materials, tooling, processing, and decorating knowledge that helps our clients not only develop well branded package concepts, but allows them to execute the concept with a swiftness enabling them to compete at a higher level in their respective markets.
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Material reduction seems to be the main focus
What I see are aggressive goals being set for material reductions in current packages. Many times this creates an opportunity to design a better package with less material that provides added benefit to the consumer. It also allows the CPG's to remain faithful to their short term financial goals while achieving sustainability objectives for the long term. Our firm has worked on several projects in which the designs we put forth reduce material up to 50%, but actually use more expensive material combinations to promote less material consumption or recyclability. I have also seen a switch from cost centric analysis to brand equity centric analysis. CPG's are discovering new products and new branding avenues that equal increased sales and consumer loyalty through the development of sustainable solutions. From a supplier standpoint to the CPG's, we are seeing a lot of raw material suppliers and processors engaging in a lot of intellectual property development and license agreements in order to offer solid solutions, but also increase their shareholder value and meet their goals. I hope this helps. I think as this process continues, it will create real opportunity for forward looking companies that create new business models focused on IP and brand equity at least from the supplier standpoint. I have presented this line of thinking to several companies including Wal-Mart, P&G, General Mills, and others and it has met with real interest and generated a lot of new projects.
Is there a better way to skin this cat?
You may want to check out something like our thinWare concept at www.ithinkpak.com. This is a technology we are introducing in several markets right now and had actually discussed shoe boxes once upon a time, but never took it any further. When it comes to cardboard, it is cheap and easily recycled, but unfortunately like many other products, data would probably show you the consumer is more inclined to toss it in the trash which means laaaaaandfill. That's not good. Like cereal boxes. Statistics show that the average family throws away 8 lbs of cereal packaging every year. If it was plastic what would happen....Just giving some fodder to think about.