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Brand Packaging: Sustainability

The Book of British Luxury Packaging

The 2020 Walpole Yearbook shows the future of sustainable luxury packaging is evolving.

March 17, 2021

The 2020 Walpole Yearbook forecasts the future of British luxury, with essays from Esquire’s Alex Bilmes, The Economist’s Daniel Franklin, Lydia Slater of Harper’s Bazaar and other leading luxury commentators, as well as stories from 60 Walpole member brands.

Editor’s Note

The Total Package

Kristen Kazarian

October 14, 2020

The other day I received in the mail something called “LastSwab.” I didn’t have a clue what it was, so I opened the package, and lo and behold: a carrying case for one lone cotton swab.

Brand Packaging: Marketing

Make Your Product Packaging Your Best Marketing Tool

It’s more than just protecting the product inside.

Kristin Joker

September 30, 2020

Product packaging’s sole purpose originally was to protect the product inside. Over the years, packaging has also doubled as a marketing tool — packaging design now plays a vital role in consumers buying decisions.

cupstock, gable-top cartons and food wraps

Materials

When Recyclability Isn’t Enough

Making sense of more sustainable paper packaging options.

James Fogg

September 21, 2020

The term “recyclable” has long been a buzzword in the food packaging industry. But now consumers and other stakeholders are demanding more than the iconic three-arrow triangle stamped on their hamburger box.

Brand Packaging: Toy Packaging

Keeping an Eye on the Toy Industry’s Blind Box Packaging Trend

Ted Mininni

August 10, 2020

Whenever I see toys packaged in blind box packaging, it reminds me of collecting trading cards as a kid and that feeling of wanting the entire set, but knowing the likelihood of that happening was directly tied to how much allowance money I was willing to invest.

Materials

Tethered Caps & Lids Find a Home

The EU recently introduced a directive on marine plastic litter, and tethered caps and closures play an important role.

Kristen Kazarian

July 13, 2020

In May 2019, the Council of the European Union adopted the Single-Use Plastics (SUP) directive proposed by the Juncker Commission as an essential element of its Circular Economy Action Plan to reduce marine plastic litter.

Brand Packaging: Rebranding

The Story Behind the Packaging: Midol

The iconic pain reliever gets a packaging overhaul, new branding message and 100% digital campaign to resonate with a new generation.

Kristin Joker

June 12, 2020

Since 1939 the packaging described the product as a cure for “periodic pain.” Although the name was familiar with young women, the brand lacked relevance with Gen Z and was losing market share due to the increase of new female-focused start-ups.

FBA Column

Corrugated Box Producers Help Sustain Supply Chain Agility

Rachel Kenyon

May 11, 2020

People around the world are learning the hard way how completely dependent we all are upon reliable supply chains to keep our economy — and our lifestyles — running. In the shadow of quarantines and social distancing guidelines, consumers have had to rely more than ever on ecommerce to deliver necessities.

PMMI Column: Advances in Packaging Sustainability

Maria Ferrante

April 12, 2020

Sustainability impacts the conversation around packaging as consumers become progressively more aware of the impact brands have on the environment. Sustainability is especially important among younger consumers.

Materials

Challenger Brands: Bridging Ecommerce and Retail

Many challenger brands are beginning to expand into brick-and-mortar retail — and retailers are welcoming them.

Leon Nicholas

February 14, 2020

Challenger brands, which set themselves apart with an intent to bring change to an industry, are driving massive change across the fast-moving consumer goods industry. At the same time, in order to grow their sales these brands are bridging the gap between selling exclusively online and building an in-store presence.