Delivering package and label design projects is a collaborative process that involves many different roles and departments within an organization. These roles include designers, artwork and copy editors working with Brand Managers, legal representatives, product supply and others to transform creative ideas and brand equity into increased revenue, market share and higher margins. The process integrates creative and marketing activities with financial, legal and regulatory requirements. Brands and regions compete for limited budgets, and the staff competes for opportunities to progress in their career. This environment conjures up memories of “The Wild West” with pioneers operating in a chaotic environment.
In a recent whitepaper titled Unwrapping the Packaging Industry - Seven Factors for Success1, the authors discussed a number of new developments in delivering packaging solutions that separate successful Consumer Packaged Goods (CPG) companies from underperformers. Included in these factors is the ability to deliver new types of packaging for convenience and single serving sizes, providing more promotional packs and brand extensions, using more eye-catching and colorful designs that enhance brand awareness on the shelf, and though not explicitly stated, investing in the capability to deliver solutions quickly and consistently in a rapidly changing marketing environment. For large or global CPG or Food and Beverage companies, standardizing and scaling these capabilities provides additional opportunities for both risk and cost reduction, and ensures the design intent is achieved on the shelf.