If your product goes in a package, the stakes are really high. In many cases, the package itself serves as both the most critical marketing mechanism and also the greatest financial cost to the project. We get excited about walking this tight rope with you because while the package often represents the highest risk to a new venture, it also offers the possibility of the highest reward.
We’ve developed a six point philosophy that well articulates our approach to ensuring that your package will hit the shelf in a way that makes all the impact you had hoped…and more.
Our ideation process begins…at the beginning, with the product itself. As a product is conceived, the package that it goes into is as important as any other aspect of the launch; this is why we like to enter the process early on. If we are able to participate in the ideation process, there is a much better chance that a package will emerge that truly hits the mark on both fronts…Style and Manufacturing Efficiency. Our creative engine is filtered through the screen of production realities, bearing in mind the constraints and capabilities of the actual machines that will ultimately be involved. It’s easy to come up with something that is culturally relevant and visually appealing, but it’s another thing to accomplish that using a package design that is automated in it’s own production and also facilitates efficiency on the insertion line.
The critical step that is often left behind when designing a package is process understanding. The design must be executed in light of a full understanding of the entire process. Every decision needs to be made in light of what needs to happen up and down the production line. Things like substrate thickness, finished size, closure style, score depth, and countless other seemingly minor details can be either hurdles, or opportunities, depending on how thoughtfully they are considered during the design process. Before we begin the task of actually engineering a solution, we will conduct an in-depth process audit so we know exactly what the solution is trying to accomplish from a production standpoint.
Once ideation is complete and a concept is put into motion, we employ over 100 years of collective experience in helping to finalize a package design that is truly mindful of the details. Our staff will work to fully understand the process being utilized to get the product into the package. We will make recommendations in light of what is trying to be accomplished and then get to the critical work of producing final drawings that reflect the production realities at our facility, and yours. The hope of this exercise is to design a package that reaches all the goals set forth by marketing, while also reaching new heights in terms of insertion speed and spoilage reduction on the lines.
Standards and Procedures
We employ countless standards and procedures related to the efficient and high quality production of the things we make, but the most important standards and procedures in our process…are yours. Our manufacturing work flow not only invites, but fully embraces the standards and procedures set forth by our clients. Every product has unique attributes that in turn, demand unique standards and procedures. Frozen food packaging has completely different critical elements than cosmetic. Wine & Spirits bring certain implications to the table, that aren’t even relevant concerning consumer electronics. We will review your existing standards and then adopt them ourselves and merge them into the custom-manufacturing plan for your products. We are completely transparent with these plans and will be eager to present yours to you prior to production.
A major part of bringing truly creative concepts all the way through to an automated and efficient end point is communication between stakeholders. We embrace the role of “chief communicator” in this process. We have the great luxury of not being employed by the company we are creating a solution for and as such, we are able to bring a certain perspective to the table that promotes cooperation and honest dialog. We are able to engage with feedback from both sides of the table (creative and production) and work as a liaison between the two in a way that moves the ball down the field in the right direction.
Environmental and Sustainability
We’ve been serious about environmentally responsible packaging for many years but we’ve recently moved into a new, and healthy season. With major retailors like Walmart and Target demanding that the carbon footprint of their entire product lines be reduced by 25%, we as packaging producers have been called to either put up or shut up. No longer do we have the luxury of doing things the way we’ve always done them simply because that’s how we’ve always done them. Today, every decision we make in production is done in light of the environmental impact of the decision. Our raw material purchases, ink strategy, power utilization, waste generation and many other things are considered in a way that leaves the smallest possible footprint considering the situation. We are able to certify that the paperboard we use on your project was taken from a forest that is guaranteed to be “well managed”, meaning there is no clear-cutting of vast territories and that more trees are planted than taken from these forests each year. This is a tremendous move forward for our industry and one that we have been active in since the beginning.