Recognized for her prolific work across film and TV, award-winning costume designer Colleen Atwood is quoted for saying, “Costumes are the first impression that you have of the character before they open their mouth, it really does establish who they are.”
In the beverage industry, although visual appeal is important in packaging, the materials used in secondary packaging have evolved to include factors such as sustainability, functionality, and durability. Companies like IPL Packaging in Santa Barbara, CA, are leading this transformation by incorporating more sustainable materials and innovative designs.
LB Odendaal, head of design and innovation for IPL Packaging, notes that there’s been a shift toward more sustainable materials like corrugated cardboard and molded pulp, replacing traditional plastic wraps in secondary packaging. These materials not only enhance shelf appeal and consumer convenience but also improve product protection during transportation. Additionally, the progress in digital printing technology has enabled more vibrant and customizable packaging designs.
Luxury packaging for premium beverage brands has also seen a rise, reflecting a focus on high-quality, aesthetically pleasing designs that elevate the consumer experience. Environmental regulations have influenced these trends as companies adapt to meet legal requirements for sustainability. Creative, sustainable designs that capture consumer interest while fulfilling functional needs are becoming the norm, demonstrating that sustainable packaging can be both exciting and effective.
Consumer preferences for convenience, customization, and transparency have driven the demand for recyclable, reusable packaging solutions. Personalization and smart packaging, which includes QR codes and NFC technology, are becoming popular ways to engage consumers and provide product information. There is an increasing expectation for brands to demonstrate their commitment to sustainability through their packaging choices.
Durability has become a critical factor impacting secondary packaging, especially with the rise of eCommerce. With the increased need for direct-to-consumer shipping, packaging must prioritize durability and protection to withstand the rigors of shipping. This has led to the use of sturdier materials and more secure packaging designs. Brands are also exploring packaging that enhances the unboxing experience, which plays a crucial role in consumer satisfaction and brand perception in the eCommerce space.
Although the industry remains focused on innovative solutions that deliver on durability, functionality, and aesthetics, sustainability continues to be a major driver in secondary packaging trends internationally. At IPL Packaging, there is an increasing emphasis on the use of eco-friendly materials and reducing carbon and environmental footprints. Companies are moving toward recyclable, biodegradable, and compostable materials and adopting designs that minimize material usage.
Innovations include lightweight packaging, using renewable resources, designing for secondary use, and incorporating post-consumer recycled content. The goal is to balance functionality, aesthetics, and environmental responsibility. Stringent environmental regulations are pushing companies to adopt sustainable practices and materials, creating multiple dimensions of opportunity and innovation for sustainable packaging.
Those involved in the packing design process should look beyond the features and functionality of a product to consider its raw materials, manufacturing process, and transportation efficiencies to identify sustainable opportunities in all of these areas. Beverage-makers should prioritize sustainability, considering materials that are recyclable or biodegradable. Evaluating the entire lifecycle of the packaging, from production to disposal, is crucial. They should focus on the functionality of the packaging, ensuring it protects the product and enhances the consumer experience.
Collaborating with packaging experts, like IPL Packaging, to create innovative, cost-effective solutions that align with brand values and consumer expectations is advisable. Considering logistics and storage requirements will help in choosing the most suitable packaging type. Beverage-makers should remain informed about environmental regulations to ensure compliance and avoid legal repercussions while appealing to eco-conscious consumers.
Adopting creative and sustainable packaging solutions can make the product stand out on the shelf while meeting sustainability goals. Creative, sustainable designs that capture consumer interest while fulfilling functional needs are becoming the norm, demonstrating that sustainable packaging can be both exciting and effective.
