The demands of today’s consumers are always evolving. According to brand strategist Luc Speisser, a package has to be seen, understood and wanted in 16 seconds. As a result, packaging design has progressed from a necessary expense to a unique opportunity to enhance the brand experience, capture consumer attention, cut through shelf clutter and – ultimately – drive sales.
Sustainability is also becoming a major factor in consumer choice and an opportunity for brands to reduce waste. But being “green” isn’t enough. Today’s product packaging must strike a balance between being sustainable and aesthetically captivating.
When U.K.-based nutritional beverage producer, The Good Whey Company, wanted to package “Upbeat,” their on-the-go protein drink, two factors were very important: quality and sustainability. The Good Whey Company ultimately used Eastman’s Embrace™ (eastman.com) HY copolyester, a sustainable packaging option that offers 30% lower density than other copolyesters (all while using less material for the same demand).
Creating a competitive, sustainable edge for Upbeat
Upbeat utilized the Embrace HY copolyester to create a soft-to-the-touch, 360-degree billboard effect. In addition to being distinctive, the packaging is designed with sustainability in mind, which reflects a shared commitment to quality and the environment.
“The Upbeat packaging requires a premium finish to reflect the high quality of the product inside the bottle, and using Eastman Embrace HY copolyester has allowed us to do just this,” says Susie Hignett, brand manager, The Good Whey Company.
In addition to its sustainable attributes, the Eastman Embrace family of resins also has the exceptional ability to shrink around highly contoured and complex containers. This capability allows brand designers to create dynamic shapes and containers that improve brand awareness, without having to follow the normal guidelines set forth by traditional shrink labels.
Due to the makeup of Eastman Embrace, the product has more than 75% ultimate shrinkage and reaches maximum shrinkage potential more quickly than competitive products. This creates a sharper image and eliminates shrink film “smiley faces,” or sagging, often seen on square or oblong containers.
Enabling more sustainable packaging
Along with the multitude of marketing and branding opportunities afforded by the family of Eastman Embrace resins, the packaging also became more sustainable. The Embrace family of resins have 40 to 50% lower shrink force compared with other polyester shrink films, making it possible to use with lightweight bottles.
Marrying functionality, aesthetics and sustainable design makes Eastman Embrace™ family of resins are an innovative pick for brand designers and their products.