Product innovation is essential to businesses because it can help you diversify your brand and reach new customers. By doing so, you can effectively transform industries altogether and satisfy new needs.
One way you can achieve product innovation is through your packaging. For example, by opting to use a lighter, eco-friendly material you can save on costs and position your brand to be more green as well!
Although the past year has been particularly tough for all of us, there are several examples of packaging innovation that shined through. Let’s take a look at 5 of them!
Johnnie Walker Black
In July 2020, Diageo created the world’s first 100% plastic-free, paper-based spirits bottle for its Scotch whiskey brand, Johnnie Walker. Diego partnered up with Pilot Lite to launch a new sustainable packaging technology company called Pulpex.
By doing so, they’ve been able to develop a scalable paper-based bottle designed to be 100% recyclable. In order to meet food safety standards, the main material in use is from renewable feedstocks and responsibly managed forests.
Consequently, the patented technology is on its way to becoming cheaper than most glass bottles. In addition, soon it will be capable of holding both carbonated and hot-fill products.
Likewise, Pulpex is still able to offer customizable shapes, sustainable coloured pigments, embossing and labelling on products.
This packaging innovation is very important to acknowledge because eco-consumerism continues to rise and influence many purchasing decisions.
In turn, when a luxurious brand such as Johnny Walker started using paper-based bottles, the impact was very ground-breaking!
In fact, since the initial launch of this product, Pulpex has been able to partner up with several other companies as well! This includes major brands such as Unilever and PepsiCo who plan on designing their own branded paper bottles.
Overall, with this type of technology, we can expect a significant reduction in the reliance of single use plastics!
Victorialand Beauty is an American, all-natural skincare company which recently debuted packaging for the visually impaired.
It uses The CyR.U.S.™ System of Raised Universal Symbols. This is a tactile recognition system comprised of a set of raised trademarked symbols which make packaging more accessible with a simple touch.
The company has created 11 symbols which users can use, but currently only four of them have been released.
The symbols represent a moon for night cream, droplet for face oil, triangle for eye/lip cream, and a waved line for facial moisturizer. These can be located on the bottle or jar caps of each product.
Furthermore, all Victorialand Beauty packaging also contains an embossed QR code that users can scan using a screen reader app on their smartphones. This enables users to have access to auditory product descriptions and instructions.
This initative set forward by Victorialand Beauty’s CEO is an incredible example that packaging innovation doesn’t require a big idea. Smaller ideas such as the addition of user-friendly symbols can have a great impact as well!
With the introduction of this system, the company has repackaged all of its skincare products to be more inclusive!
Maybelline’s FitMe Matte foundation has become a record-breaking packaging innovation!
It completely transformed its traditional glass bottle into an on-the-go flexible 1.3 oz. pouch with a custom spout suited for e-commerce retailers.
The design itself features one of the first applications of digital print for a clear, high-barrier pouch.
In turn, the packaging doesn’t require pre-shipping wrap, is completely travel-proof and ideal for professional use!
Moreover, the pouch is 41% lighter than the glass bottle which helps to reduce the packaging materials in use. Consequently, the product is able to add about 1.3 ounces of additional product.
As a matter of fact, did you know that this product was chosen by the Institute of Packaging Professionals for a 2020 AmeriStar award in the Cosmetics Category!?
“If asked to draw ketchup, what would you draw?” In an anonymous social experiment , people around the world were asked this question and they didn’t disappoint!
People literally drew ketchup, but not just any brand, it was Heinz Ketchup!
Now the company is inviting Canadians to do the same, and ‘draw ketchup’ for a chance to see their artwork come to life on the iconic Heinz Ketchup bottle.
So, how is this an example of innovative packaging? While the bottle itself may not be innovative, this experiment is.
Although the experiment was anonymous, it quickly revealed that when people think ketchup, they think and visualize Heinz – everything from the deep red colour and distinctive name to the keystone label and, of course, iconic glass bottle.
This goes beyond the average social experiment and indicates how important packaging can have on one’s brand. In turn, this is a perfect and innovative example as to how packaging can be a marketing tool!
Through this experiment, 250 individual designs will be chosen and featured on limited-edition bottles!
In turn, Heinz is able to achieve two things: custom packaging and customer engagement!
2020 Concept Winner: DeXel
Last but not least, here’s a conceptual design created by Packadore Collective which screams innovation!
Once someone opens a product, ‘best before’ dates and ‘use by’ dates usually have little meaning. Enter the DeXel conceptual design, which uses connected technology to transform jars and bottles into intelligent packaging!
DeXel is a food-saving timer device which magnetically attaches itself to the packaging lids. By using motion sense technology and an LED light system, it can help consumers reduce food waste.
Prior to opening the jar or bottle, the user scans the QR code on the pack with a smartphone, enters the colour of the device and the date into the app.
At that moment, the DeXel timer will ‘connect,’ track and advise on the use of the product. For instance, if the cross appears fully green, the food is safe to use.
However, if only one green bar appears, then you have to consume the food that very day!
In the case where the bars appear red, it indicates that you can longer safely consume the food. It’s best if you throw it out.
This packaging innovation is very useful because it can aid with food waste management and assist with accessibility!
Over time, best before dates tend to fade which can make it difficult for a lot of users to read. This is especially true for seniors!
Nonetheless, this simple and easy to use concept can help with this issue and make packaging more functional!
Now that you know some of the best packaging innovations, all that’s left is for you to think about how you can incorporate similar styles, techniques and strategies into your own packaging!
Whether you want your packaging to be more sustainable, accessible or functional, our experienced packaging specialists can help to bring your ideas to life! Contact us today for a free consultation!
In the meantime, be sure to comment below your favourite packaging designs, we’d love to hear from you!