Traditionally, competition has focused on brand identity, quality and pricing as the main tools for creating distance between competitors. This playing field is now changing, with sustainable packaging being added to the mix. Only when we gain harmony between these 4 factors, are we then on the road to gaining consumer loyalty for driving repeat purchase.

A BRAND IS A PROMISE – A GOOD BRAND IS A PROMISE KEPT

A strong brand identity is crucial, giving your company and products personality, energy and visual impact. As a species, humans are very loyal and this also rings true with our purchasing decisions. Strong brands hold centre stage in our minds, especially when faced with multiple products on shelf. So instead of designing packaging purely for the product, we should use the packaging to highlight and enforce the brand. Whether a product is the new kid on the block or has held pride of place on shelf for many years, brand building here must create trial and reinforce existing consumer relationships by advancing a product’s positioning. A good brand is like a strong hand shake – a sign of strength and assuredness. Prime example of strong branding is the iconic Marmite.

Marmite – Iconic Branding

EDUCATE, ENTERTAIN AND ENGAGE YOUR AUDIENCE

The impact of packaging can make the difference between success or failure of a product. Not only the look and feel of the package, but also the information on the label itself is essential for great shelf appeal. Food labels are the driving force for educating, entertaining and engaging your audience. Something should happen between the consumer and the packaging because a visual cue is the first point of contact with the consumer. It affords the opportunity to evaluate product quality – an essential qualifier for choosing one brand over another. Why pay, even at a cheap price point for a product that does not look and sound appealing?

Packaging that conveys a sense of humor helps to ‘speak’ to the consumer in a friendly and persuasive manner. By tapping into the psyche of a potential customer means that emotional connections are made and break through the clutter that surrounds. The ‘Big Knit’ campaign launched by Innocent did wonders for the brand.

Innocent – The ‘Big Knit’

OLD SCHOOL RULES

Reflecting back to the good old days of yesteryear conjures up ‘feel good’ memories and nostalgia. And the same holds true for brands and their packaging. We’ve seen a number of cereal and snack companies bring back classic designs and flavors, which ultimately remind consumers of why they first fell in love with a brand or product. It’s about recreating an emotional connection and building a bridge to the evolution of the brand. Bisto also pulled this one off nicely with their 2015 annual collectors tin by putting a contemporary spin on a retro offering.

Ahh Bisto! – 2015 Celebration Tin

PLAYGROUND PRICING

Pricing also strongly influences our decision making. The consensus where pricing is concerned is that we sell products to make money. The more products we sell, the more money we make. Sell them at a higher price and fewer people will buy them but we make more profit per unit. Sell them for too little and we will probably sell more but people will assume that they are poor quality. It’s swings and roundabouts but you need to get the balance right to avoid the squabbles. Post Brexit and as of last month, competition between supermarkets means that it’s now cheaper to do your food shopping than it was a year ago – and the price war hasn’t finished yet.

Supermarket Price Wars – Are prices set to come down further?

THE ‘BOGOF’ EFFECT

The human mind is attracted to anything perceived as a good deal. ‘Buy one get one free’ (BOGOF) is the most popular marketing strategy to persuade people to buy things. People love a bargain and an element of surprise. Limited edition packaging is the another way to build on that affinity, without messing with the brand or the product’s core attributes. Special purchases provide a license to put aside typical behavior constraints so disrupting the norm and encouraging impulsive buying. It’s also an incredible opportunity to drive sales forward and offers a great shortcut to jump into the premium category, encouraging consumers to choose your brand over their preferred choice or the competition.

Labels that feature specific promotional mechanisms are a powerful driver in terms of consumer engagement for encouraging repeat purchase. Linerless labels produced by Ravenwood Packaging provide brand owners with more space to speak to their customers – double the space in fact. Due to the peelable adhesive quality of the glue lines allows for the back of the label to feature additional information such as tips on health, recipes, promotions, information on food safety and much more. Why not read our blog> 10 Reasons to Choose Linerless Labels

Ravenwoods’ Slideable Linerless Ready Meal Sleeve

SUSTAINABLE PACKAGING – REDUCE, REUSE, RECYCLE

Sustainable food packaging is a craze that is set to gain momentum in the years ahead as more and more companies are going all out to be ‘seen as green’. And with consumers adopting greener and more ethical lifestyles, food packaging is therefore becoming just as important as the product itself.

PANTONE colour of the Year selection for 2017– is non other than ‘Greenery’. Green is a colour of balance and harmony of the mind, the body and the emotions. In colour psychology, it relates to security, wealth and growth. And it’s no wonder, in packaging, the colour green has historically proved popular for organic and environmentally friendly products including wholefoods and plant based. Read our full article here> Food & Packaging Trends – Prepare to See Green in 2017

Mushroom packaging by Evocative Design – safe, healthy and certified sustainable

TIME WAITS FOR NO ONE

Time. Our lives are defined by the ability to make decisions which are divided into a series of moments. Time is something that we seem to have increasingly less of – as time goes by. Our lives are getting busier and our decision making faster. So the trick is to entice your customer into a moment of engagement – setting the scene for their undivided attention. Your product is counting on it. Is your packaging and labelling selling your products?  If sales are down and products aren’t flying off the shelf then something isn’t working. Sometimes you win, sometimes you learn and sometimes we have to look to our more successful competitors. What are they doing that you should be doing better?

Ravenwood linerless label samples and brochures available upon request. Contact us here or call us on +44(0)1284 749144 to find out more.

The post Stand Out On Shelf – Be So Good They Can’t Ignore You appeared first on Ravenwood Packaging.

The decision is made through trend analysis and thoughtful consideration across many aspects of our society, from the entertainment industry, fashion, art, design, travel, lifestyle, technology, as well as shifts within the food and beverage sector.

PANTONE colour of the Year selection for 2017: ‘Greenery’. A life-affirming shade – ‘Greenery’ embodies wholsesomeness and vitality.

Green: Food & Beverage Packaging

As 2017 gets well and truly underway, we can expect to ‘see green’ (or much more of) in 2017. The colour is to set to feature heavily on food packaging designs this year. Green expresses all-natural ingredients, organic foods and environmentally friendly produce – growing trends set to dominate in 2017. Additionally, green is considered gender-neutral, so choosing green for your branding and packaging will help alleviate gender-stereotypical decision making.

Green is a colour of balance and harmony of the mind, the body and the emotions. In colour psychology, it relates to security, wealth and growth. And it’s no wonder, in packaging, the colour green has historically proved popular for organic and environmentally friendly products including wholefoods and plant based.

Green: Food Trends for 2017

Innova Market Insights has revealed its top trends likely to impact the food industry in 2017 and by the looks of things, it boils down to consumers adopting healthier and greener lifestyle choices. Here’s some interesting insights.

‘Clean Supreme’ is becoming the new global standard for clean and clear labelling. The demand for total transparency now incorporates the entire supply chain, as clean and green labels become more holistic.

And then we have what Innova refer to as ‘Disruptive Green’ as meat alternatives, plant based milks and vegan products are now moving into the mainstream. Consumers are looking for innovative options for embracing the benefits of plants into their daily lives.

They also speak about a ‘Sweeter Balance’ as sugar is coming under increased pressure, although it remains the key ingredient delivering the sweetness and great taste that consumers demand. The good news is though, many food producers are cutting the amount and offering ‘reduced sugar’ options as an alternative. Many sugars are hidden – that’s why it pays to read the label.

And our passion for world foods has led consumers of all ages to become more knowledgeable in a diverse range of culinary cultures, referred to as ‘Kitchen Symphony’. Healthy Thai, Indian and Mexican recipes, and restaurants are proving to be the most popular.

And paving the way for ‘Seeds of Change’ are healthy seeds such as Chia and Quinoa, attracting interest from more than just health-food enthusiasts.

Green: Ravenwood Linerless Labels

Packaging is the mechanism to communicate sustainability to consumers and as a result to ultimately change their behaviour. As the mantra goes, ‘Reduce, Reuse, Recyle’ and by marketing products in an eco-friendly and creative way is helping consumers jump aboard the sustainability train.  Green labels are obviously the first steps in communication and Ravenwood’s linerless labels tick all boxes where sustainability is concerned. And it’s not only about sustainability – informing and engaging your target audience is crucial. Our labels provide brand owners with more space to speak to their customers – double the space in fact! Due to the peelable adhesive quality of the glue lines means that brand owners have the back of the label to feature tips on health, recipes, promotions, information on food safety and much more. Information displayed on your labels plays a big part in driving sales and so encouraging repeat purchase. Why not read our recent blog on ’10 Reasons to Choose Linerless Labels’. 

Contact us here or call us on +44(0)1284 749144 to find out more. Samples and brochures available upon request.

The post Food & Packaging Trends – Prepare to ‘see green’ in 2017 appeared first on Ravenwood Packaging.

According to Innova Market Insights, plant based foods and clear holistic labels are also set to rule, driven by our growing concerns for the environment and personal well-being.

Educate, Entertain and Engage your Audience

An emerging theme is the consensus that packaging is the mechanism to communicate sustainability to consumers and as a result to ultimately change their behaviour. As the mantra goes, ‘Reduce, Reuse, Recyle’ and by marketing products in an eco-friendly and creative way is helping consumers jump aboard the sustainability train.  Green labels are obviously the first steps in communication and Ravenwood’s linerless labels tick all boxes where sustainability is concerned. And it’s not only about sustainability – informing and engaging your target audience is crucial. Our labels provide brand owners with more space to speak to their customers – double the space in fact! Due to the peelable adhesive quality of the glue lines means that brand owners have the back of the label to feature tips on health, recipes, promotions, information on food safety and much more. Information displayed on your labels plays a big part in driving sales and so encouraging repeat purchase. Why not read our recent blog on ’10 Reasons to Choose Linerless Labels’.

‘Green Supreme’ 

So with your labels in check, sustainable food packaging should then follow suit. Pioneering drinks brand, Coca Cola tackled product waste through developing a PET bottle which is completely made of plants.  Sustainable food packaging is evolving and edible food packaging could also become the norm. Ever since Willy Wonka bit into his teacup in the ‘Everything Edible Room’, what was seen as far fetched could now actually become reality.  Many brands are now embracing these trends as the quest for ‘Green Supreme’ builds. In practice, this awareness means factoring sustainability into all packaging projects, in the same way that cost, usability, aesthetics and manufacturability are built in. It’s encouraging though that UK waste went down last year by 2.7% and the rate of recycling increased by 39%. However, the UK still churns out 23 million tonnes of waste each year – which equates to an immense one tonne per household. And packaging makes up a reported 30% of that figure. If we are to hit the Government’s ‘Zero Waste’ target much is still to be done and the obvious communication tools are both the packaging and messages relayed by green labels.

Creative Sustainable Food Packaging

So with each year that passes, more companies are tinkering with different types of materials to create the very coolest sustainable food packaging designs.  So to round things up we’ve found some, using principles that embrace creativity, innovation and sustainability.

Happy Eggs compressed hay egg cartons

Dr Oetkers’s edible cake cases

 Lavazza edible cookie coffee cup

Sea food packaging using banana leaves

Sugarcane food containers and tableware

Contact us here or call us on 01284 749144 to find out more.

The post The Sustainable Food Packaging Revolution appeared first on Ravenwood Packaging.