Premium Packaging: How To Ensure Premium Is Also Sustainable

Published on Sunday, Jan 26 2014

In our previous blog, we discussed essential elements to building a premium brand, for example a brand’s need to communicate authenticity, quality and sustainability.
 
There is a plethora of materials which are used in the packaging industry, but one of the big questions for this year is whether it is possible to produce high quality packaging with minimal waste and cost and maximum satisfaction and appeal to the consumer.  

In short – can premium also be sustainable?

Premium brands have established themselves upon luxury, so much so that according to Simon Creasey;
 “The packaging of a luxury item is almost as important as the product it’s protecting or showcasing.”
Premium brands are also expected to grow more than ever, with Smithers Pira forecasting that the luxury packaging market will grow by 4.4% by 2019 – a worth of $17.6bn.
 
However in the current day, consumers are more aware of their environmental footprint which puts pressure on premium brands to reduce the environmental impact of their packaging and provide more visibility on where the packaging materials are obtained.
 
So how are luxury brands responding to this pressure? They can’t afford to scrimp and cut corners by using lower grade materials or by reducing embellishments because “the packaging represents the premium value of the product as a whole” (Sharon Crayton, Ardagh Group). 

Simple, effective, sustainable

Ron Cregen, Head of Business at Sedley Place admits that this is certainly challenging creatively, but is possible by making luxury packaging; “simple, effective and sustainable.”
 
Although this has sparked some concerns as simplicity isn’t naturally associated with luxury, huge glowpapplebal brands have become early adopters of these methods and proved that they do still work.
 
(Image Source)
 
For example, Apple has re-written the rulebook on luxury, with minimalistic design protecting an image of ‘opulence and wealth’ (Christina Mitchell, Sheridan&Co).
 
Jo Malone’s fragrance range is also a good example, where the products are closely packed without excessive materials whilst retaining a luxurious look and feel.
wpjomalone
(Image Source)
 
Smithers Pria continues to say that brands who are currently neglecting making the sustainability of their packaging a priority will soon find even more pressure upon them. Particularly due to the 2012 regulation which requires European Union companies with a turnover of £2m+ and a packaging output of over 50 tonnes to comply with the EU Producer Responsibility Obligations. Ensuring a proportion of their packaging is recyclable, compostable or reusable, making sustainable luxury packaging a requirement rather than merely an option. 

What does this mean for packaging manufacturers?

Manufacturers are opting for materials that are more environmentally friendly such as paperboard and glass rather than plastics, and are refining their techniques to reduce environmental impact. 

One step back, two steps forward

While cutting back materials and packaging may feel like cutting back on the essential essence of a premium brand, Susan Wilson from James Cropper explains that;
 
 “Some brands are using sustainable packs to create a point of difference in the marketplace. Brands are increasingly recognising sustainability not only as a responsibility, but potentially a great CSR opportunity to share with their customers.”
 
This brand storytelling process only serves to strengthen the relationship between a brand and a consumer – especially in the current day and age where consumers are increasingly aware of a product’s lifecycles.
 
The packaging a product is cased in is all part of the product’s lifecycle and has a significant impact on the product’s sustainability and green credentials. A luxury brand can only strengthen its relationship with consumers by improving its green credentials and making a commitment to sourcing locally.
 
Here at Wessex Packaging we are continually striving to innovate and create products that produce minimal waste without sacrificing quality.
 
We’re extremely proud to share our latest innovation – a brand new packaging technique which ensures minimal waste; therefore savings are passed on to customers. Read more about this packaging innovation here.

Share this page

Testimonials

Having worked closely with Wessex Packaging for many years to find solutions to ship our products worldwide, I have at all times received a very competent bespoke prototype packing solution, followed by subsequent on time deliveries of orders, and 1st class service from all members of the Wessex team. Read more

Wessex packaging have been a very reliable and close supplier to ASL.
Their expertise in custom packaging has helped us deliver very expensive and critical systems without any issues in transit. They currently produce several kinds of packaging which we can call off in batches allowing us to stock less. The packaging is a very important part of our product line and it is good to have a company like Wessex packaging supporting us. Great company to work with. Read more

As a leading packaging distribution company we have been dealing with Wessex Packaging for many years and have always found their response to be swift and their finished product to be well made and consistently to specification. Read more

I have used Wessex Packaging for a number of years. They have always provided a fast, friendly, reliable and knowledgeable service. I without hesitation would recommend them as a supplier Read more

Nationwide Delivery

We deliver nationwide either using our own two signwritten vehicles or by courier service

Fast Turnaround Times

We can normally manufacture and deliver your bespoke packaging within 7 to 10 days

Quality Products

All goods pass through our rigorous ISO led quality assurance inspections