PKN talks... Leveraging the label: Creating engaging packaging in the premium beverage market, with Chris Jackson of Ball & Doggett and Matt Bowman of Interweave Group.
In this episode, Lindy Hughson, managing editor & publisher of PKN Packaging News, Chris Jackson, self-adhesive national manager at Ball & Doggett and Matt Bowman, production manager at Interweave Group, discuss how packaging labels in the premium beverages sector are a platform for consumer engagement and telling the brand story, including its sustainable positioning.
The discussion starts with a brief background on Jackson and Bowman’s career and the partnership between the two companies, and then very quickly moves into consumer trends in the premium beverages market. This includes the impact of Covid-19 on buying behaviour, the trend towards premium products and the associated importance of a well-designed label that delivers an emotional impact for the consumer.
Jackson and Bowman review some of the new products available to enhance not only the visual impact of the pack on shelf, but also how a product feels when held, the use of new label materials that go well beyond paper, and aspects such as back lamination, opacity and translucency that can bring packaging to life on shelf. They acknowledge the explosion in variety of label artwork can create a visual overload for consumers, particularly in booming categories like craft beer, and discuss how labelling has gone beyond design elements like font and colours. This leads to a discussion about Four Pillars gin packaging, along with the creation of labels for short run, limited edition products.
The episode rounds out by covering the increased demand from brand managers and consumers for sustainable packaging, which has led to an increased use of paper and board along with environmentally-friendly inks. Bowman says sustainability is topping the design agenda for brands, and Jackson highlights some of the new, sustainable products his company is providing. We wrap up on the importance for brands of making an impact with the right choices in packaging design.
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MC: Grant McHerron
Host: Lindy Hughson
Editor: Chris Visscher
Producer: Steve Visscher
PKN Packaging News - © 2021