AT THE CORNER OF THEN AND NOW

Looking to rebrand their Eve’s chocolate topped premium cookie line, the Wolfgang Chocolate Company reached out to the WFM team with an exciting opportunity. The challenge: a complete reinvention of their current cookie packaging and identity. Name generation, logo development, and a new pack type were also within the scope of the project. As with any rebranding project, WFM began their process with an in-depth analysis of Wolfgang’s current market and name generation.

“We looked at a number of things during the developmental stage. But first and foremost was naming the product,” said WFM partner Tom Newmaster. “Eve’s as an identity was a complete disconnect with the product and the heritage of the company. We wanted something that spoke to the European history behind Wolfgang as well as the product’s exceptional quality and taste.”

Initial rounds included names and designs that were inspired by both history and the product’s decadent flavor profiles. Opulent Truffle Cookies, Royal Haus, Latimer St. Bakery, Regal Cookie Collection, Royal Reserve, and Lecker (meaning tasty in German) were all names proposed during the initial design phase. Latimer Street, the location of the original family home where the business began, provided the perfect nostalgic destination for the design team to anchor the product’s new identity.

“Latimer St. Bakery is perfect because of the old world character it gives the product. It’s like your favorite little neighborhood café, where everything is made fresh, delicious, and inviting,” said senior designer Stephanie Bennett. “The historical significance of the name establishes a unique and intriguing back story for the cookie line.”

With a new name selected, the design team turned its focus on logo development and the overall look of the packaging. A hint of fanciful silver filigree embellishes each box, adding a touch of sophistication. The logo, boldly emblazoned on a white field, is fanciful and reminiscent of a vintage bakery sign. A simple color band allows for easy flavor identification across the line while the delicious photography promises a memorable taste experience.

“I think the new look is clean, classic and appetizing,” said design team member and senior designer Mike Amole. “What we developed here exudes timeless elegance and beautifully melds old world style with a modern aesthetic, creating a design which is not only reflective of the company, but also relevant to the product.”

ABOUT WFM
Designing Compelling Consumer Experiences

Originally established in 1972 under their founders name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking. WFM makes it easy because packaging design is what they love to do.

 

 

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WFM Design Firm Wins Two GDUSA Awards

Both Retail Brands Received Recognition for Their Outstanding Graphics and Brand Development

Award winning design firm, WFM proudly accepted two 2015 Graphic Design USA American Package Design Awards. This announcement comes as no surprise, as the agency has a history of creating high-profile, award-winning packaging worthy of industry accolades. WFM’s team of designers reimagined both winning brands in a unique way, redefining consumer expectations and repositioning each brand for optimum category leverage. At the heart of it, Wolfgang’s Latimer St. Bakery line of premium truffle cookies and Cocoa Traveler package offer consumers a unique destination driven experience that starts with the packaging and concludes with the consumption.

 

Where do we go from here?

 

  It’s a typical question that confronts anyone in the industry working with a brand that is struggling to find an audience. In this case, Wolfgang Chocolate Company, looking to reinvent their Eve’s chocolate topped premium cookie line as well as their Chocolates of the World packaging, asked it of WFM. They issued the challenge to totally overhaul both items complete with new names, logos, and pack types. As with any rebranding project, WFM began their process with an in-depth analysis of Wolfgang’s current market and a determination to find a direction for both brands.

  “We looked at a number of things during the developmental stage. But first and foremost was naming the products,” said WFM partner Tom Newmaster. “Eve’s as an identity was a complete disconnect with theproduct and the heritage of the company. We wanted something that spoke to the European history behind Wolfgang as well as the product’s exceptional quality and taste. And Chocolates of the World was just generic.It didn’t really resonate with the consumer experience inherent in the products unique flavor profiles.”

  In evaluating both existing brands, it became apparent that establishing a destination would be key in repositioning the brand and evoking a response in potential consumers. To achieve this end, each brand received a fresh new name. Latimer Street, the location of the original Wolfgang family home where the business began, provided the ideal nostalgic update for Eve’s. “Latimer St. Bakery is perfect because of the old world character it gives the product. It’s like your favorite little neighborhood café, where everything is made fresh, delicious, and inviting,” said senior designer Stephanie Bennett. “The historical significance of the name establishes a unique and intriguing back story for the cookie line.”

  Since Chocolates of the World are sourced globally from exotic locations, the search for the destination became the focus for the rebranding and Cocoa Traveler was born. “The unique thing about Cocoa Traveler is that each bite is an adventure,” said senior designer Mike Amole. “We wanted the name to celebrate that  ourney and entice consumers into taking a vacation from the ordinary.”

  With new names selected, the design team turned its focus on logo development and the overall look of the redesigns. A hint of fanciful silver filigree embellishes each Latimer St. box, adding a touch of sophistication. The logo, boldly emblazoned on a white field, is charming and reminiscent of a vintage bakery sign. A simple color band allows for easy flavor identification across the line while the delicious photography promises a memorable taste experience.

  Cocoa Traveler features a weathered baggage tag with distressed type. In the background, a worn map reinforces the world travel theme, while flavor indicators in postage stamp shapes cleverly highlight the imported ingredients. Color coded foils allow for convenient indulgence as well as easy flavor selection.

  It’s easy to see why these two designs garnered such attention from the GDUSA panel. Each design has a clear direction and aesthetic which conveys their respective brand’s messaging to consumers in an elegant and concise manner. They get noticed because they have something to say using a visual language that resonates with consumers. As always, the recognition is well deserved and appreciated by the talented WFM staff.

 

About WFM – “Designing Compelling Consumer Experiences”

Originally established in 1972 under their founder’s name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking.

WFM makes it easy because packaging design is what they love to do.

 

 

Editor’s Note: This post was shared by a member of the Package Design community. Do you have news to share with our readers or a package design project that you are especially proud of? Click here to learn how you can become a contributing member of the Package Design online community.

 

 

Top 5 Predictions for Personal Care Products in 2015

The global beauty market is set to grow in a variety of ways, including increases in consumer incomes and changes in main lifestyle catalysts.

Sales of personal care products are in a state of recovery after the recession. The predicted annual growth rate over the next five years stands at 3.4%. Main growth areas include sunscreens and deodorants, while skincare is predicted to be the biggest area of growth in the sector.

The personal care market is going to grow rapidly and retailers need to be ready with plans for innovation and responses to these five predicted trends:

 

  • Growth in green/organic products.

  • More natural products with fewer preservatives.

  • A growth in luxury products.

  • Globalisation of brands.

  • A continued drive of promotions and products.

 

1: Growth in green/organic products

71% of Americans considered the environment when they shopped in 2013, up from 61% in 2008. The North American market for organic personal care products exceeded $5 billion in sales for the first time in 2011. Consumers are becoming more concerned about the environment and where the ingredients for their products come from. They are actively seeking products that contain organic ingredients from sustainable sources. This demand for organic and environmentally friendly products will grow businesses’ opportunities to introduce new personal care products, such as wipes made from recyclable materials.

 

2: More natural products – fewer preservatives

The natural and organic personal care sector in the United States showed a higher growth rate between 2009 and 2011 than other personal care products. Consumers are becoming more aware of what ingredients are being used in their products, so  they are rejecting labels that incorporate anything remotely like a chemical.  As the demand for natural products grows, the personal care industry will have to respond or risk losing market share.
New personal care products with innovative formulations are driving market growth and businesses need to be willing to adapt these new strategies.

Video – natural personal care market analysis 2013

 

3: A growth in luxury products

There is an opportunity for luxury brands to gain market share. A growing number of consumers are willing to pay extra, with the expectation that they will receive higher quality products. The opportunity for an increase in luxury brands has occurred alongside the growth of disposable incomes.

 

4: Globalisation of brands

Becoming a part of emerging markets is the way forward to achieving business growth. By embracing this growth, you will be able to introduce new product ranges and expand your offerings in the personal care market. In order to develop alongside globalisation, you will need to ensure that you constantly review and develop your brand and products.

Video – Western consumers are now demanding skin care influences from Asia

 

5: A continued drive of promotions and products

The market is ever more competitive, especially as the recession gave lower priced products a competitive advantage. In order to position yourself more successfully in this growing market, packaging innovation and brand extensions are a useful way to claim back market share. Personalisation of marketing communications and offers are key.

Retailers in the personal care market need to increase customer engagement, build relationships, and get to know what their customers want from existing or new personal care products. Planning, execution, and monitoring of effective marketing and promotional activity is essential.

 

Key Takeaways:

  • Promotion of your current product range is important.

  • Focusing on emerging markets and luxury products are key to growth.

  • Developing your products so that they are natural and environmentally friendly will attract a new and growing market.

  • Be prepared to be part of a rapidly growing global market.

 

NB: This article first appeared on Simon’s blog. 

 

 

 

 

 

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Sealed Air Honored by Flexible Packaging Association

Sealed Air’s Food Care Division received Flexible Packaging Achievement Awards for two packaging innovations at the Flexible Packaging Association’s 59th annual Achievement Awards and Innovation Showcase last night. In the Retail category, the Cryovac Darfresh on Tray received the Highest Achievement award. In the Technical Innovation and also in the Sustainability categories, the Cryovac Freshness Plus won Gold awards.

“We are honored to be recognized as a leader in innovation and sustainability as we continue creating new solutions and products to meet our customers’ demands for freshness, quality and appeal,” says Sean Brady, director of marketing for Sealed Air Food Care. “The Cryovac technology behind both Darfresh on Tray and Freshness Plus® is an excellent example of packaging designed with the latest consumer driven food trends in mind.”

Combining a pre-made tray system with versatile vacuum skin, Darfresh on Tray extends product shelf-life, reducing food waste. This packaging solution eliminates film scrap to offer a more environmentally-friendly alternative, using 40% less material than other available tray skin offerings.

The Freshness Plus odor-eliminating materials from Sealed Air’s Cryovac brand helps extend shelf life and reduce shrink by protecting foods’ aroma profile. The unique active packaging technologies pull odors away from the food to maximize product flavor, color and quality, while eliminating and reducing the need for additives or preservatives.

Since 1956, the Flexible Packaging Association has showcased the industry’s innovation and the advances that have changed packaging. The FPA Flexible Packaging Achievement Awards competition is among the most respected in the industry, recognizing the top innovators of new technologies, processes, printing techniques, and sustainability of flexible packaging.

Awards were presented during the 2015 Welcome & FPA Flexible Packaging Achievement Awards Dinner, March 3, 2015, at the Ritz-Carlton Golf Resort in Naples, FL. The dinner was held in conjunction with the 2015 FPA Annual Meeting (March 3-5, 2015) and featured the 2015 Flexible Packaging Achievement Awards & Innovation Showcase, which included a full display of all winning packages and competition entries.

For more information on Sealed Air’s food safety, hygiene and sanitation solutions, please visit www.sealedair.com/foodcare.  

 

About Sealed Air

Sealed Air Corporation creates a world that feels, tastes and works better. In 2014, the Company generated revenue of approximately $7.8 billion by helping our customers achieve their sustainability goals in the face of today’s biggest social and environmental challenges. Our portfolio of widely recognized brands, including Cryovac® brand food packaging solutions, Bubble Wrap® brand cushioning and Diversey(R) cleaning and hygiene solutions, enables a safer and less wasteful food supply chain, protects valuable goods shipped around the world, and improves health through clean environments. Sealed Air has approximately 24,000 employees who serve customers in 175 countries. To learn more, visit www.sealedair.com.

 

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Inland rebranding reflects expanded markets

Inland, a leader in advanced packaging technology, has unveiled a strategic rebrand in connection with the company’s growth and expansion into new markets. Now a comprehensive packaging solutions provider for food, beverage and consumer products, Inland has simplified its identity by dropping the word “Label.” The company became Inland Label in recognition of its prominence in the beer label industry, propelled by a longstanding relationship with G. Heileman Brewing Company. Prior to that, the company name was Inland Printing.

The emergence of new, sophisticated packaging processes such as In-Mold Labeling (IML), which merges label and container, presented opportunities for dramatic growth and diversification. Substantial equipment investment and development of technical expertise have been ongoing for more than a decade, beginning with a major laboratory expansion and the addition of a chemist to lead the development team. Inland is now the North American IML leader.

Inland’s new tagline ”We power great packaging” alludes to its current portfolio in food, beverage and consumer product packaging and promises further innovation. According to CEO Mark Glendenning, “We aligned our brand with our growth strategy. Over time, we have developed into a robust resource for our customers, and have always been a strategic partner rather than simply a supplier. Our new identity recognizes that.”

Brands who want to refresh or enhance their packaging find advantage in Inland’s ability to create integrated end-to-end solutions. A commitment to collaborative development has led the company to forge relationships with supply chain partners including molders, film, coating and equipment manufacturers, who are currently engaged in co-development projects with Inland.

“Our ability to break new ground grows with each relationship, especially when new characteristics are specified,” explained Scott May, Inland’s vice president of sales and marketing. “Our resources are quite extensive.”

The company spearheaded the development of breakthrough ideas like the color-changing blue mountains for Coors Light, security features and oxygen barrier packaging. Inland is also known for sustainable initiatives like reducing its own packaging volume and installing a closed-loop water system to reduce heating and cooling requirements. Inland is part of the Sustainability Institute, a consortium formed by Western Technical College to share and promote green practices.

About Inland

Inland works collaboratively with brand owners and industry partners to advance innovative, best-in-class solutions for food, beverage and consumer product packaging. Inland is a third-generation, family-owned company based in La Crosse, Wisconsin, with strategic supply chain relationships worldwide. A leader in advanced packaging technology, Inland has experienced an impressive 70-year transformation from local supplier to global partner. Inland employs more than 300 people at two facilities in La Crosse, Wisconsin.

 

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