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Packdesign ID calls itself a holistic package design company. Its focus, the founders state, is to plan the best possible packaging for each product that considers the manufacturer’s business and marketing objectives and material, form, outward appearance and functionality.

“Mere graphic design does not sufficiently differentiate a brand or a product from their competitors any more,” said Maija Olkkonen-Seppo, managing director of Packdesign ID.

“Quite often, the actual products are generic by nature and brand messages are similar to each other (reliable, safe, domestic, delicious, etc.). Today, competitive advantages are sought in package design, and the package is seen in an increasingly holistic way as part of brand building and as a marketing tool, taking all its aspects into consideration. Also more often than before, the consumer values and demands good usability.”

And so, when asked to redesign Atria’s cold cut packaging, Packdesign ID, focused on making it easier to open and reclose.

The new design includes large grip tabs on the top and bottom parts of the package placed next to, rather than on top of each other.  The package also closes securely and keeps the cold cuts fresh.

Food & Drink Business

Bega Cheese has put its stamp on Kraft peanut butter following its purchase earlier this year of the factory where the category-leading product is made.

Japanese giant Suntory Beverage & Food has announced plans to sell the Cerebos Food & Instant Coffee business in Australia & New Zealand to the Kraft Heinz Company.

Intense competition among supermarkets continues, but lower prices have helped Woolworths reverse its losing streak, according to IBISWorld.