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.
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).
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 global brands have become early adopters of these methods and proved that they do still work.
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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.
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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.
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.
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.
We deliver nationwide either using our own two signwritten vehicles or by courier service
We can normally manufacture and deliver your bespoke packaging within 7 to 10 days
All goods pass through our rigorous ISO led quality assurance inspections