Manufacturing and design partnerships for customer value

Although initial discussions have taken place and there is still a long way to go, there is significant opportunity and synergy to be unlocked. This includes partnering brand agencies through sharing resources, ideas and processes as well as educating packaging designers about what is feasible and preferable in terms of manufacturing, logistics, cost-control and the environment.

Nampak has developed a holistic innovations process to unlock the power of packaging as a brand builder. The process is an important differentiator in the industry as the average consumer decides in 2,6 seconds whether to pick up a product from the shelf or move on and is why the packaging must grab their attention fast while speaking to their needs and wants.

While many agencies focus on packaging design, this is only one aspect of the role of packaging in branding. In order for a brand to grow, the integrity of the product must be beyond reproach. A good pack gets the product to the consumer in perfect condition by protecting it from spoilage, guaranteeing freshness and hygiene and providing tamper evidence. At the same time the product must look good and offer convenience. Packaging fulfils a very specific marketing and sales role, while certain formats, like single-serve packs provide on the go convenience. This builds consumer loyalty and makes packaging part of the brand.

It is also important that the product is affordable to consumers in the target market, and must comply with all legal, environmental and logistical specifications. Packaging is a major player in these areas, particularly since brands are coming under increasing pressure to keep costs down and satisfy consumer demands for eco-friendly choices.