While many brands are striving to create lighter, more environmentally friendly and innovative packaging solutions, there are still too many products on the market today that are heavily over-packaged or over-engineered. 

If brand owners are serious about finding packaging solutions that support their brand’s image, they first need to understand the life cycle of the packaging as well as the key functions the package must fulfill during that life cycle. Packages must perform well in all aspects of manufacturing, filling, transportation, shelf existence and user experience while successfully promoting the consumer connection with the brand to create differentiation.