Brand Imaging Solutions

New Product Launches: The Importance of a Pre-artwork Meeting

Pippa Walsh — Tue, 20 Jun 2023 10:20:18 +0000

According to the Harvard Business Review⁽¹⁾, the biggest single reason behind failed new product launches is a lack of preparation. Forbes, meanwhile, stress the importance of visualizing every detail.⁽²⁾ It’s critical to take guesswork out of any product launch, and getting the controllables right so your team can focus on dealing with the inevitable unexpected challenges they’ll face in the sometimes complex journey between concept development and hitting the shelves.

That’s why Pre-artwork Meetings are such a vital element of any product launch.

When and why it should happen If it seems too early in the process to hold end-to-end project discussions while a product is still in creative development, don’t be fooled—it isn’t. An experienced print/production expert, for example, will not only be able to offer an early steer on relative costs and technical feasibility, they will even be able to nip some potential pitfalls in the bud and offer alternatives that will keep you out of a financial hole. So all the key players should be involved — the creative agency, artwork/repro house, production head, artworker and printer. Expectations can be set, and important early decisions can be made on both creative and production questions if the right knowledge and experience is represented in the meeting. This is the time to get your production ducks in a row; client expectations, likely timescales, quantities, and specifics like sustainability or Food Information Regulation compliance should be shared as early as possible. There can be a lot to think about: 10 Factors to nail-down early on

Colors and Varnishes. Confirm if special colors are being used, or any spot varnishes. This impacts not just the cost and timing of the job, but the press which can actually be used to produce the design. A varnish can have a dramatic effect on the look of a job, so it’s important these are agreed as early as possible.
Cutter Profiles. Some projects have critical considerations for cutter profiles. In packaging, for example, you have to ensure your design doesn’t impinge on areas that must be left blank for gluing, expiration/best before date application etc.
Substrate. Original creative ideas may call for substrates that are impractical when it actually comes to printing the product. Recycled or recyclable material may be preferred, or even mandatory in some cases. What color is the substrate and what affect will this have on the final piece? If it’s a clear substrate, will a printed white be required, and to what opacity? Is it going to be laminated, and is the substrate right for that process? Making sure everybody understands the fundamental effect the substrate will have on the finished job is crucial.
Product Variety. Is this a single product or a varied range with different sizes and shapes across multiple print processes? How will this impact the design and how can consistency be maintained across the range? Is there a hero product that sets the standard for all the others?
Consistency. Key factors like branding elements or photographic styles, and whether there is any expectation of compromise in this area across the product range, must be determined at this point.
Repro. Has the finished artworker or repro supplier been supplied with the printer’s specifications to ensure the print-ready files will be built correctly? It’s easy to underestimate the difference an incorrect color profile might make until it’s proofed, so this will avoid any amends at repro stage and ensure color targets are maintained.
Chromatics. The color profile is only one part of the story. Decide who’s responsible for signing off artwork and color targets, and establish if there are multiple targets to be hit. Can a color target be provided to the printer before they start work? Consider the right proofing for the project too; should an ink drawdown be done to show the color outcomes on the actual substrate, or should wet proofs be produced? Will a GMG proof accurately reflect the substrate and/or any varnishes that may affect the final color? Will the job require an in-person press pass? Remember that all of these decisions have a consequential impact on costs and timings.
Secondary Materials. It can be easy to focus on the main product in a range early on, only to discover late in the process that specific messaging, or new information like SRPs, is required on some specific materials such as promotional packaging. Avoid that by establishing these details in the pre-artwork meeting.
Timings. What’s the final delivery date? How long will each stakeholder need at each stage, and how long will it take to secure sign-off from all the signatories involved? There will not be a better time to set and manage expectations of lead times, so this is the moment to lay them out.
Costs. Everything above has an impact on the final costs, with not having to pay to put errors right being one of the most obvious. But even assuming everything goes well, have all costs in the process been accounted for? If not, all costs can be accounted for this early on, then at least an indication or ball-park figure could be allowed for, to avoid any nasty surprises.

Leave the Meeting on the same page At the end of a successful pre-artwork meeting, everybody involved in the process from design adaptation to delivery should have clarity on who’s doing what, and by when. If you’re thinking about the entire process from the start, you have a much better chance of it running according to plan.

Sources: 1: https://hbr.org/2011/04/why-most-product-launches-fail 2: forbes.com/sites/yec/2022/06/21/launching-a-new-product-seven-ways-to-ensure-it-goes-off-without-a-hitch/

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Extended Producer Responsibility; here’s the short(er) version

Pippa Walsh — Fri, 04 Nov 2022 14:52:07 +0000

You probably already know this, but if your organisation is responsible for packaging, your recycling responsibilities are changing on 1st January 2023. If you’re producing over 25 tonnes of packaging per calendar year, supplying or handling it and turning over £1m+ annually, or actually packaging products, you need to know the new rules.

Some of the Extended Producer Responsibility rules are complicated, especially where there’s a chain of custody involved or you’re producing packaged products under your own brand. Even the government’s own guidance page says ‘you may need to take action’ in many of the examples they give, and the rules and timescales also change depending on the size of your organisation.

What do the new rules mean practically?

For all those who are affected, the coming new responsibilities break down as:

The collection and submission of data on the packaging you handle and/or supply.
Payment of a waste management fee.
The purchase of waste recycling notes (PRNs) or packaging waste export recycling notes (PERNs).
The submission of information on where your packaging has been sold, hired, loaned, gifted or discarded.

Exactly what you need to do depends on whether you’re classified as a ‘small’ or ‘large’ organisation. You can see the full list of responsibilities, and how you’re categorised, on the government site. The earliest possible date by which you’ll need to be providing the data, regardless of how you’ve been categorised, is July 2023, so you’ve got some time to get your house in order. Be warned, though; late or non-submission of data will cost you, with penalty charges in force for non-compliance.

Get ahead of the game; be ready

The best way to avoid those penalties is to be prepared ahead of time. So start gathering data now on the weight of:

Individual materials in the packaging you handle and/or supply.
The materials used in your ‘primary’, ‘secondary’, ‘shipment’ and ‘transit’ packaging.
Packaging that’s likely to become household or non-household waste.
Packaging likely to end up in street bins.

The government site defines exactly what these material definitions mean. Your data from 2023 will be used to calculate your obligations for 2024 and 2025, and bear in mind that if your organisation is a parent company, each subsidiary must submit separate data.

What are you recording?

To the nearest tonne (1,000 kg), you must report handling of aluminium, fibre-based composite, glass, paper and cardboard, plastic, steel, wood and other materials. The ‘other’ category covers pretty much anything else not listed, including but not limited to biodegradable plastics, cork, cotton, flax-based products, nitrites, rubber and silicone.

This must all be reported both by weight and how much of each is used in the primary, secondary, shipment or transit categories:

Primary; the containers in which the goods to be sold are stored – tins, cardboard packaging, blister packs etc.
Secondary: the materials used to group and/or display the primary packaging – cardboard trays, temporary shelving for POS display etc.
Shipment: the outer packaging of whatever is being shipped, such as the addressed, waterproof plastic bag around a product’s cardboard box.
Transit: the materials used to support or protect the secondary packaging units, such as wooden pallets and parcel tape.

Help will be available

If this sounds complicated, the fact that registered compliance schemes are being set up to help companies comply with EPR regulations probably tells its own story. These schemes will be able to pay your registration fees, buy PRNs and PERNs on your behalf, and submit your data. But they will not be able to pay your waste management fees for you.

The fees, which have not yet been published, will be lower the easier your chosen materials are to recycle. The government has promised this information ‘as soon as they can’. In the meantime, get the full story from their guidance page, or email pEPR@defra.gov.uk if you have any specific questions.

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Brand Imaging Solutions and Waldo Merger

Pippa Walsh — Wed, 12 Oct 2022 11:10:51 +0000

Brand Imaging Solutions and Waldo Limited are pleased to announce that the merger of the Companies has been completed.

This merger unites the flexographic and platemaking expertise of Waldo with the front-end delivery agency capabilities of Brand Imaging, and will deliver technical and production excellence and efficiencies across all areas. The new business will retain offices in Manchester and Louth and will share best-practice to deliver new and improved services to our loyal clients.

The cultures of the businesses are complimentary, and the owners share values and a vision for the future which makes for a perfect fit for both parties. The consolidated business will give a platform of stability and one that is focussed on future growth, investment and ground-breaking services within the industry.

Justin Jenkins, Managing Director of Brand Imaging said ‘I am delighted that we have agreement with Phil and the team to move forward with what is an important strategic merger of our businesses, and one that will deliver a unique set of skills and services for our clients. Together we are stronger, and I am genuinely excited to build upon the excellent reputations and expertise of both companies’.

Phil Walmsley of Waldo said ‘For me it has been all about finding the right partner to continue to take the business forward, and creating something new and exciting with a team that is able to utilise the heritage, reputation and excellence that we have built here in Louth since 1984’.

It is the intention of the business to continue to trade under the existing names of Brand Imaging and Waldo for the foreseeable future and the management teams will now embark on an integration period of sharing knowledge and best practice.

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Brand Imaging are hiring!

Pippa Walsh — Thu, 03 Mar 2022 11:45:16 +0000

We are looking for a Packaging Executive to join our team in an on-site position. You will be the main day-to-day contact for a key client. This is a fantastic opportunity to work with one of the UK's leading brands. Please download the job specification for more information Packaging Executive v3

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Food Packaging Guidelines

Pippa Walsh — Mon, 13 Sep 2021 11:51:59 +0000

A consumer makes up their opinion of a product within the first seconds of meeting a new brand. And, most of this opinion is formed just by looking at the packaging. While a product should not be judged by its cover, a lot can be understood by the tones used in the branding, the materials chosen, and the information displayed. But, aside from catching the eye of potential buyers, packaging - and what’s printed on them - are essential for other reasons. The 2019 Health Survey for England reports that 28% of adults are obese, and a further 36% are overweight. While these conditions are not only related to diet, they are severe health issues. Additionally, in the UK, over 2 million people suffer from food allergies, and this number is much greater when accounting for people with intolerances. Through clear and transparent labelling information, consumers can make choices that allow them to stay healthy and safe - as well as selecting locally sourced products, counterfeit and preventing waste. Here is all you need to know about displaying the right information on your food, beverages, and pet food labels.

Food Packaging and Labelling Requirements To Meet

The laws and regulations that surround food packaging are country-specific. In fact, it is easy to pinpoint the differences between US and UK labels. Additionally, in the UK, packaging and labels are still integrated into EU food labelling rules. However, nationally, most food labelling regulations were defined by The Food Information Regulations Act of 2014. According to these regulations, you will need to:

Understand industry-specific and food-specific guidelines
Provide essential information such as the name of the product, expiry date, warnings, quantity, ingredients used, country of origin, manufacturer, and cooking instructions.
Ensure that the paackging design is clear, accessible, and not misleading
Ensure that you are using suitable packaging materials

Of course, these regulations vary depending on the type of product you are labelling. However, here is an overview of the most important food packaging guidelines to follow.

General Guidelines

When it comes down to product labelling, there is no particular information that you must show - although the information that is included in the label must be truthful and accurate. However, when labelling food, drinks, and pet food products, you will need to follow the industry-specific and product-specific guidelines. In any case, all prepacked fast-moving consumer foods have to display mandatory information, and this needs to be

Clear and accessible
Easy to read and easily visible
Permanent
Easy to understand
Not misleading

Certain products, such as wine, spirits, bread and flour, milk products, meat products, sugars, irradiated foods, and foods containing genetic modification (GM), need to be labelled according to more specific guidelines.

Information To Be Included

Here is the main information your consumers need to have access to:

Food and product name - the name of the food must be clearly displayed and not misleading. If there is a legal name, that must be used. Alternatively, you should use a customary name or a sufficiently descriptive name.
Ingredients - if your product contains more than two ingredients, you need to include a list of ingredients that is easily identifiable by an “Ingredients” heading. The ingredients in the product need to be listed in descending order of weight.
Allergens - if your product contains any of the 14 most common allergens, you need to declare them by law. Ensure these particular ingredients are emphasized and easily readable - you can do so by using a different colour, a different font, or a bolded text.
QUID (Quantitative Declaration Of Ingredients) - this information shows the percentage of some ingredients contained in the food and needs to be shown immediately next to the ingredient name. While you don’t need to provide the quantity of all ingredients used, you need to do so if:
- That ingredient appears in the product name
- That ingredient is emphasised or bolded
- It characterises the food

Other information that must be displayed according to UK law include:

Net Quantity
Storage conditions and date
The manufacturer’s name and address (changing after EU Exit)
Provenance or country of origin
Preparation or cooking instructions
Nutritional declaration

You should also ensure that your consumer knows that the product contains ingredients such as sweeteners, sugars, colourings, aspartame, caffeine, polyols, and liquorice.

Design Requirements

As you can see, there is a lot of information that needs to be displayed on your products to be compliant with UK laws. Additionally, legal requirements specify how this information needs to be displayed. Some design label requirements include:

Minimum font size for mandatory information - mandatory information needs to be printed with a minimum x-height font of 1.2mm. However, if you are using a small label and the largest surface area is less than 80cm square, you can also use a font with a minimum x-height of 0.9mm.
Highlight mandatory details - mandatory details to be included in the labels include allergens, ingredients, and warnings. These need to be highlighted by words and numbers. You need to ensure that these details are easy to see and clearly legible.
The information must be difficult or impossible to remove - it is important your food packaging labels are difficult to remove or modify. This can prevent counterfeits and products that have been tampered with.

If you also export your product, there are other design elements you need to include. For example, you need to use the “e” mark for weights.

How Do Food Packaging Guidelines Impact on Design

As we have seen above, when labelling a product, you will need to meet all guidelines defined by your country. These can significantly affect your product packaging’s design and materials used - and it can be hard to find compatibility. For example, you might want to include only a small or plain label, but this will prevent you from offering your consumers vital information. Or, you might choose a certain type of packaging that is appealing but not suitable for the product you are selling. As well as this you also need to consider how you can keep to guidelines whilst also implementing a unified packaging strategy. Unfortunately, displaying the right, accurate information is essential, and you should not overlook this task. Nonetheless, with the help of the right creatives, you can incorporate your brand values, feelings, and themes within a clear and informational label. If you are unsure whether you are meeting all requirements, or wish to enhance the aesthetics of your packaging and labels without affecting their accuracy, we are here to help.

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A Guide to Sustainable Packaging In Pet Food

Pippa Walsh — Mon, 13 Sep 2021 11:30:39 +0000

When looking at the future of pet food packaging, there are some trends that offer hints on what’s about to happen. Firstly, the number of pet acquisitions among Millennials, which was already on the rise in previous years, has reported a sharp increase during the Covid-19 pandemic. Also, the consumers’ generational shift means that eco-conscious Millennials and GenZ’s are leading the way to change. The pet food industry is torn between these two trends. On one hand, the pet food sector is the fastest growing one in the pet care industry, with a reported CAGR of 9.08% over the past four years. On the other is the need to reduce the huge impact owning a pet has on climate change and carbon footprint. The biggest contributor is what you put in your pet’s bowl. So, there is undoubtedly a bright future ahead for your pet food packaging company - but not without a drastic shift towards sustainability. And remember that consumers will make up a brand’s impression within seconds, and your packaging is the first thing they will see - there is no second chance to get it right!

The Need For Sustainability

The pet food packaging industry is not the only one affected by the soaring sustainability trend. In fact, 90% of consumers report checking out a company to ensure that the business’s goals and mission align with their own values, and most buyers have learned how to distinguish between genuine efforts and greenwashing. So, how has this sustainability trend shifted today’s consumer's buying behaviour when choosing food for their pets? Here are a few factors to keep in mind:

Buyers are looking for local, organic, clean, minimally processed foods
Packaging labels and certifications, including “recyclable”, “organic”, “Cruelty-Free” and “BPA-Free” play an important role in the buying process.
Pet owners are more aware of the principles of preventive medicine, and they look for healthier, beneficial foods and ingredients
Larger package sizes that are resealable and durable
Bulk buying to reduce packaging.

The need for sustainability, combined with the perceived humanisation of pets, has encouraged owners to shop for higher-quality products that are also better for the environment - and most of them are ready to pay 20% more for these products!

The Issue With Food-Grade Packaging

Of course, the problem of plastic pollution and waste concerns all industries, and manufacturers across all sectors have learned how to appeal to consumers by cutting down on packaging or simply swapping to eco-friendly alternatives. However, the fast-moving consumer goods market - or the consumer packaged goods (CPG) sector - has an added challenge to overcome. In fact, since they are quickly consumed and bought again, these products account for much of a household’s waste. Additionally, the packaging used for these goods needs to be food-grade, which means that it needs to reflect specific health and safety guidelines. Because of all this, the pet food industry is struggling to swap to more sustainable packaging and labelling. However, thanks to developing technologies, positive news tells us that the industry is changing. For example, leading members of the soft-drink industry have generated the first food-grade, fully recycled plastic bottle, and giants of the beverage sector such as Absolute are selling their drinks in Pulpex, a new, eco-friendly packaging technology.

Sustainability Throughout the Packaging’s Lifecycle

Pet owners and pet food buyers might be looking for recyclable products, but this is no longer the only indicator that a certain packaging type is eco-friendly. In fact, in the UK, around 68% of packaging waste and 46% of household waste is recycled - the rest of it does end up in landfills. So, the solution to the waste problem is not to create products that may or may not be recycled. Instead, it is important to weave sustainability in every step of the pet food packaging manufacturing process. From the start, each piece of pet food packaging needs to be manufactured from materials that are ethical and sustainably sourced. Additionally, it is important to separate the different materials, so that they can be easily disposed of in the right way. And of course, each material used should be recycled, recovered, or biodegradable where possible.

Less is More: When Luxury Becomes Minimalist

As we have seen, sustainability is the main trend reshaping the pet food packaging industry. However, the increasing pet humanisation is also impacting the pet food packaging sector. In fact, consumers are not only looking for products that are wrapped in recyclable materials. They are also looking for premium quality, minimally processed, and responsibly sourced ingredients that can help them take the best care of their pets. And, such a premium product needs to be wrapped in a luxurious label. This is where luxury meets minimalism: today’s designers need to increase a product’s perceived value for money while also sticking to the principles of sustainability.

New Brands Are Born Sustainable

Pet food packaging companies that have recently joined the booming market are based on sustainability - which is also integrated into their mission statement and consumer offer. A great example is Scrumbles. For these new brands, sustainable packaging is often the only possible option, especially if they are involved with environmental causes, such as protecting the oceans, turtle conservation, or animal equality. After all, choosing another alternative to sustainable packaging, for them, would mean actively going against their values, which is something that can inhibit customer loyalty and affect the brand reputation.

What Do You Want To Communicate Through Your Pet Food Packaging?

For many pet food packaging companies, the sustainability trend and the consumer’s request to switch to sustainable packaging represents a significant challenge. At the same time, the labels and packaging you use offer your brand unparalleled opportunities to tell your consumers all about your story - at a glance. Minimalist packaging, earthy colours, recycled and upcycled materials, minimally-dyed labels, and premium ingredients can be enough for eco-conscious consumers to learn more about your brand and decide to switch to your products. While you might be looking for a long-term solution for your products, it is important to understand that technology keeps developing, thus allowing for new possibilities to reduce your brand’s footprint and gain your consumers’ loyalty in an always more competitive landscape. Make sure to collaborate with an expert pet food packaging design that can tell you about the latest advancements in sustainable materials and allow you to create labels that convey the right message. If you would like to work with experts in packaging production on your pet food brand then get in touch today and email pippa.walsh@brandims.com.

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Brand Appoints Sales & Marketing Director

Mark Bent — Tue, 25 May 2021 10:32:03 +0000

Brand Packaging and Pre-media Agency, Brand Imaging Solutions, appoints Pippa Walsh to Sales and Marketing Director. The Manchester-based team makes the appointment to serve Brand’s growing client list and is the beginning of an exciting new chapter for the business.

Brand Imaging Solutions (Brand IMS) have appointed Pippa Walsh as Sales and Marketing Director. Pippa has been part of the Brand team for 13 years, having previously served in Account Director and Project Manager roles. Brand IMS was founded in 2005 to provide brand owners with a straightforward and knowledgeable production and design partner that would efficiently deliver packaging campaigns consistently around the world. Brand supports clients such as Diageo and Avon Cosmetics in delivering their global campaigns. With the appointment of Pippa to this role, Brand is furthering its commitment to growth, and the appointment is accompanied by a move to new premises in Manchester that is scheduled for completion by the end of 2021. “We are delighted to appoint Pippa to a sales and marketing focused role”, said Mark Bent, Co-Founder and Director, Brand IMS. “We are committed to solving our customer’s packaging problems, and with Pippa’s focus in this new role, we will be able to reach even more customers.” Brand IMS offers global execution, scale and operational efficiency. Global Brands require global teams to deliver across multiple territories and formats. Brand has developed a global infrastructure that provides expertise, depth and scale for their client’s pre-media and production needs. Brand IMS has capacity across four continents with hubs in the UK, Dubai, Australia, India, and North America, from packaging design, adaptation, and artwork to colour separation and plate making. END About Brand Brand was founded in 2005 by Justin Jenkins and Mark Bent to provide International Brands with straightforward and high-quality packaging delivery solutions. Brand has since grown to a team of 60 and has clients across four continents. You can learn more about Brand Imaging Solutions and the services they offer at their website, www.brandims.com.

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3 Trends in Pet Food Packaging

Pippa Walsh — Tue, 27 Apr 2021 14:12:51 +0000

The pet care industry has been growing for a few years, but the sharp rise in pet adoption during the Covid-19 pandemic has made this a market to watch closely. Aside from this impressive growth, new trends have allowed businesses in this industry to diversify and win over the minds and hearts of pet owners.

At a glance, the pet food industry has been the fastest-growing segment in the pet care sector, with a whopping CAGR of 9.08% between 2017 and 2021 - and it is expected to grow by 8 billion by 2023. At the same time, a sharp shift towards sustainability, organic products, and high-quality pet food has given brands plenty of opportunities to reconsider their offer and packaging to appeal to today’s pet parents. Here are the three emerging trends in the pet food packaging market to watch.

The Rise of eCommerce, Larger Sizes, and Resealable Packaging

No industry is completely immune to the rise of eCommerce - including the pet food packaging sector! The advent of online stores and shops stocking pet supplies has been disrupting the market - a trend that the consequences of the pandemic have heightened.

And, while retailers scramble to adjust to new business models in the pet food market, the search for more suitable packaging solutions continues. Indeed, there has been an increased need for high-quality bags and pouches that are not only able to maintain the freshness and flavor of luxury kibbles but also withstand shipping and delivery.

The advent of eCommerce has opened up several opportunities, including:

Packaging personalization - humans always feel closer to their pets, and they are more likely to invest in higher-quality, more expensive products. For example, online retailers offer owners the chance to put their pet’s name on the package.
More flexible and durable packaging - packaging now has to be more durable than ever as it has to be shipped to the customer’s door.
Larger sizes - Customers can choose larger, and therefore more affordable, packages without having to worry about carrying them home.
Resealable packages - these allow owners to buy larger pet food bags without having to worry about possible wastage.

Ultimately, pet owners have started to shop online for larger bags of pet food. When doing so, they want the pet food purchased to land on their doorstep intact and in a resealable bag, so they can make it last for longer.

Buying pet food online is a trend that is only likely to increase, especially as this comes with the added convenience and affordability for pet owners. Indeed, consumers no longer need to carry heavy bags or buy smaller packages because of their fear of wasting premium kibbles.

As the economy will start to open up again over the next few months, it is important for brands to understand the local economy better. However, in the meanwhile, business owners working in the pet food industry should be operating online, offering higher-quality food in larger, resealable bags.

A Shift Towards Higher-Quality Pet Food

It is impossible to understand the pet food packaging market without looking into the pet food market itself. And, when doing so, you will notice the rising humanization of pets by their owners. More than companion animals, pets are today seen as family members who celebrate birthdays, have their own social media handles, and deserve the highest-quality products on the market.

To heighten this trend is the shift in the pet-owner relationship that happened during the pandemic when pets have helped many people overcome stress, anxiety, and depression.

As pets take on an always more important role in family life, owners have realized how important nutrition is to keep their furry friends healthy and happy. In turn, families are prone to invest more money to ensure that their pet receives the best nutritional support.

Some of the trends that are disrupting the pet food market include:

Preventive medicine through certain foods
Healthier foods
Higher-quality ingredients
Less processed foods

And, as these trends evolve, the pet food packaging industry can reap its own opportunities. Indeed, there is a substantial need for high-quality packaging that can envelop and preserve premium kibbles and wet food. All this while also being able to deliver a feeling of exclusivity and luxury.

The humanization of pets is in continuous development, and it is stemming into new trends. In terms of nutrition, it is easy to see how this leads to natural, organic, gluten-free, or even plant-based diets. While the ethical and sustainability expectations of pet owners are always increasing, it is also worth considering that they are more prone to pay higher prices for the right product.

Sustainable Packaging is the Packaging of The Future

While plastic might not be totally out of our lives, it might be out of the pet food packaging market. To understand this growing green trend, it is important to look at the changing buying process of today’s pet owners.

Almost 90% of consumers will check out a company before committing to a purchase and, since all the information is accessible online, they can gain an idea of the company’s values within seconds. At the same time, the marketing campaigns carried out by several companies have encouraged the greenwashing phenomenon.

Undoubtedly, pet owners, just like other consumers, are looking for sustainable, ethically sourced, recyclable, and plastic-free products and packaging. At the same time, they have learned how to distinguish between brands that use sustainability as a marketing tool and those that uphold it as a core value.

Aside from the materials used in pet food packaging, it is important to display ingredients, processes, and sustainability standards clearly.

As pet food brands are increasingly concerned with offering organic, clean, and ethical ingredients, packaging manufacturers should find solutions that are entirely recyclable, BPA-free, and clean labels.

When exploring this trend, it becomes evident that there will be an increased need for designs that associate luxury with a natural, organic, and minimalist feel.

Bottom Line

The pet food packaging market is always in evolution, following the trends set by the pet food and pet care markets. However, some consumer trends have been disrupting the market - from a sharp increase in online purchases to a higher need for sustainable, recyclable packaging. While brands in the pet food packaging market have to keep looking out for sharp changes of direction, these trends have opened up impressive opportunities in an always-growing market.

We are experts in Pet Food packaging and have worked with leading brands. Get in touch today to find out more.

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Why brands should implement a unified packaging strategy

Pippa Walsh — Wed, 03 Mar 2021 21:46:02 +0000

In the expanding world of multi-channel marketing, a consistent brand message is more important than ever. Current and potential customers alike should be confident in the tone, message and values of your brand. Whilst many brands focus on the outward appearance of their marketing one of the most important tools that you have at your disposal is the packaging of the product itself. Fortunately, packaging unification strategies can help you leverage this opportunity to help keep consistency and high-standards in your brand’s messaging. Keep reading to discover more.

Why brands need a unified packaging strategy.

Brands need a unified strategy because packaging is the touchpoint where your customers interact most with your business, both when choosing a product from a store, or an online shelf. That's not all either, as packaging also matters and can continue to have an impact when customers store, use, and display your product in their home. Packaging is one of the key factors in the relationship between your brand and the customer. What this means is, stylistically, your packaging needs to slot into the same universe as all the other branding that you are using. Therefore creating a consistent and coherent look across all of your products. One that customers will be able to recognize over and over again.

Consistency is critical

Consistency, the watchword here. The reason being that it allows you to appeal to and connect with your customers across different products, locations, and even points in time. Your core message needs to run through all these elements to reinforce your brand and its values By demonstrating consistent branding in your packaging, your company can leverage a valuable symbol to your customers of what they can expect inside the pack. Something that can help confirm to the person buying the product that they can rely on and trust the product inside. A great example of this in play is Coca-Cola’s red unified packaging strategy across their brand. Indeed, their latest redesign to red across all lines including sugar-free, means that any of their products are recognisable as part of the same Coca-Cola family. Essentially, with this branding Coca -Cola is saying that no matter which variant the customer chooses, they can expect the same great taste and quality. A message that is comforting to the customer, while helping the brand to sell more units across its lows and no sugar variants. (The variants that because of the recent sugar tax, are the most profitable. )

How does packaging unification help in brand development and brand cohesion?

Packaging unification helps with brand consistency because it means customers will always be able to identify your product, and what they can anticipate from it. A smart example of this is the high-end, cut-price beauty subscription service Beauty Pie. They use an on-trend baby pink, pastel, and white colour scheme in their packing that is both minimal and classic. In particular, their product containers are white with a clear simple font. This minimalism and use of white echo their ethos, and one of their most important USPs. That is, they charge such a low price for luxe ‘white label’ beauty products because they keep the packaging to a minimum. In essence Beauty Pies’ packaging not only recognisably represents their brand, but also encapsulates their business model too. You really can't get any more ‘on brand’ than that, and while some customers may not be consciously aware of the parallels, the undeniable truth that product packing from the brand remains consistent and impressive is hard to deny. Of course, this consistently only serves to build customer loyalty, because it sends the message that they can expect consistent, high quality from what is inside the packaging, as well as the packaging itself.

Things to consider when switching to packaging unification strategy

The first issue that you will need to consider is how to ensure that your branding is represented and replicated on every piece of packaging. One way you can do this is to draw up brand guidelines on issues such as colour pallets to be used, fonts, font size, style, and alignments. Indeed, by doing this you can ensure your brand always remains consistent, while also ensuring your message is never diluted, even when you need to outsource various aspects of your packaging design and production. Another point to consider is that it is important to note that the process of unification can take a significant amount of time to complete across all your ranges. Indeed, some companies can find it can take years from start to finish. Although they often find it pays dividends over the long term. An excellent example of this is the make-up brand Avon that rolled out a unified rebrand of their flagship Avon Color brand in 2005. The long term results they saw were a more upmarket position for their brand, but it did take them some serious research and development, especially concerning creating the right shade of ‘jaguar blue’ to get to this point. It is also worth noting that Avon chose this particular shade of blue because it represented their line, and the needs and wants of their target demographic. This goes against a popular trend in the beauty industry where colours tend to be used to differentiate between different products in the same line. This highlights another consideration that brands looking to unify their packaging must address - establishing an effective balance between variant differentiation and unification. Something that will be different for each company and the goals they are trying to achieve.

Final thoughts

There is much value to be gained by brands in unifying their packaging. In particular, it helps to forge a crystal clear and coherent message across all products that customers find trustworthy and reliable. If you need help implementing a unified packaging strategy then we can help.

The post Why brands should implement a unified packaging strategy appeared first on Brand Imaging Solutions.

What is Flexographic Printing – A Guide

Pippa Walsh — Tue, 02 Feb 2021 11:23:55 +0000

Flexographic printing, usually referred to as "Flexo printing" is a printing technique that provides optimal efficiency, flexibility, and consistency. Because it is so versatile, flexo printing can be used to print designs and labels on various substrates, including plastic, paper, and cellophane. Below, is all you need about employing this technology to bring your Food & Beverage company's packaging to the next level.

What Is Flexographic Printing?

Flexographic printing uses flexible photopolymer printing plates to print high-resolution images on a variety of substrates. These plates, which are made of rubber, are imprinted with a raised image and then wrapped around cylinders mounted on a web press. As they rotate at high speeds, the inked plates transfer the ink from the roll to the substrate, creating high line count images. Each colour still requires a different plate. Aside from this technique's high efficiency, Flexo printing is also appreciated because it delivers high-resolution images on a wide variety of materials. Additionally, flexo printing can use a range of inks such as water-based and UV inks, making this technique suitable for particular industries such as Food & Beverage, where some inks cannot be used. Flexographic printing is not a new technology as the basic process behind this modern technique dates back to the end of the 19th century when it was known as letterpress or rubber stamp. At the time, this printing process was extremely rudimentary, not precise, and presented faults, especially due to the basic materials and designs. However, since then, the technology behind flexography has been steadily developing, today offering the chance to print complex, precise, and versatile designs. The integration of innovations such as Direct Laser Engraving and the development of materials have made flexographic printing extremely popular in various industries, including the Food & Beverage, Pharmaceuticals, and Publishing industries.

How Does Flexographic Printing Work?

Flexo printing employs an efficient technology that involves creating an image in relief on polymer image carriers such as plates and sleeves. These are wrapped around the cylinders, and the ink is transferred from a pan to the plate through an anilox roll. Here's how it works.

Creating The Design

The client will propose an artwork to be printed. Once the artwork is designed, it needs to be optimized for the flexographic printing press. Since the image carriers or plates can not be changed once produced, the original artwork must be perfectly designed. One of the crucial aspects to consider is that an image designed on a flat surface won't look the same when placed on a round cylinder. In this case, you might opt for in-the-round image carriers that are distortion-free.

Pick the Substrate and Feed It To The Press

Once you are happy with your design, you will need to pick appropriate ink and substrate. Your labelling and packaging company will be able to help you identify the right one for your needs. Nonetheless, it is worth keeping in mind the regulations for your specific industry. For example, in the Food & Beverage industry, you will need non-porous materials and non-toxic ink. Once you have picked these components, they will be fed into the flexo printing press. The machine's setup will enable a continuous printing process that allows you to obtain fast and accurate results. Because the flexo printing press works at high speeds and guarantees accurate results, it is suitable for large orders or printing requirements.

Drying and Finishing

Once the relief image on the plate has been transferred onto the substrate, this will continue to move through sections of the machine that are plate-less. Doing so will dry the ink, which will fix the image and prevent faults. Lastly, the substrate is extracted from the machine and rolled up again to be transferred into the cutting section, the part of the process that will separate the individual prints from each other.

What Are Flexo Print Plates?

Flexo print plates are photopolymer plates that are flexible and used to transfer ink from an anilox into a flexible substrate. The plates are designed in relief and, when mounted on the cylinders, the image engraved on them will be imprinted on the substrate, whether this is plastic, film, or paper. The flexo print plates are a crucial aspect of the flexo printing process. Indeed, the quality of the resulting image is a direct consequence of the quality of the flexo plates used. Since the plates will carry the image to be printed, they need to be designed accurately. Indeed, once the image is designed, these plates can be reused many times. At the same time, having to modify the design once this has been imprinted can be quicker and more cost-effective than litho or gravure print processes as the plates can be quicker and cheaper to produce.

What Is Flexographic Printing Used For?

Flexographic printing is among the most popular technologies used by industries such as Pharmaceutical and Food and Beverage, in which certain standards must be met. This technique is usually preferred to print high volumes of packaging and labels because it guarantees precision, speed, and accuracy. Indeed, flexographic printing presses can cover over 500ft to 2000ft per minute, printing on various materials including foils, cellophane, paperboards, and plastic. The food and beverage industry largely uses flexographic printing for labels and packaging and represents one of the main receivers of this technology. Indeed, this sector operates under strict regulations regarding what ink or substrate to use for their packaging. For example, the variety of materials on which flexo printing can operate represents a viable solution for some food packaging that cannot contain porous substrates.

"The flexographic printing machine market is expected to register a CAGR of 11.3% during the forecast period (2021 - 2026) Modor Intelligence

Advantages of Flexographic Printing

There are a variety of printing techniques on the market, but flexo printing is still the most popular within the Food and Beverage industry because:

The press runs at high speeds, creating high volumes of labels and packages within short timeframes
It can print on various materials and substrates, which offer you a viable alternative to comply with national and international regulations.
It produces minimal waste in terms of materials, time, and resources
It allows you to obtain consistent and high-quality results
It requires minimal costs and can deliver high returns on investment

For more information on Flexographic printing check out our specialist Brand Flex website

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