Bespoke Packaging - Resilience through Eco-Friendliness

Feb 05,2020

Custom printed with attractive design, engaging information, and delightful colors, eco-friendly bespoke packaging is gaining increasing consumer traction. Consumers are willing to pay more for eco-friendly packaged products. From Coke Cola to Frito-Lay we have seen many brands leverage the power of bespoke packaging over the years. The global bespoke packaging market is expected to witnessing rapid expansion in coming years. Manufacturers are investing in innovative methods and materials to secure future growth. The rising concern over ubiquity of plastic makes it crucial for market players to adopt eco-friendly alternatives. Reduce, recycle, and reuse is the mantra of many businesses. Recycled packaging is a resultant philosophy that business and packaging manufacturers worldwide are actively pursuing. For instance, Amazon has made it compulsory for its vendors to meet waste-efficient packaging standards or pay an additional fee of US$ 1.99 per package. Stringent government norms and active customer participation in global warming community has made it necessary for companies to adopt recyclable material wherever possible.

Information Seeking - A Key Bespoke Element

Packaging helps an organization communicate with customers individually. Technologies today bring that to reality quite literally. For instance, Frito-Lay’s Pack of Tortilla-chip came with alcohol sensors, LED lights, and NFC chips during the 2017 Super-bowl. The packaging would light upon detecting increased alcohol levels and prompt customers to call an Uber. A rather common example would be QR codes on products. QR codes can be customized as per the bespoke design of a company and linked to online information portals specially designed to disseminate product information such as contents, ingredients, and nutrition levels. Internet savvy consumers today are keen to gain information about products. Bespoke packaging manufacturers must leverage this ‘propensity to seek information’ and establish transparency and trust with customers.

Trends That Pave Way for Efficient Manufacturing

Smart Packaging is a clever way to minimize cost and increase production capacities. Manufacturers are employing technologies such as digital printing, sensors, and Internet of Things to ensure that all packaging activities offer the same level of customization. Amazon is an ideal example to infer here. The company has automated packaging plants that package products based on predefined customization such as purchase information and QR code labels. The entire packaging process is run without human interaction. Let’s that a look at the most important trends in global bespoke packaging industry:

Digital Printing

An alternative to traditional typesetting method, digital printing utilizes computer systems and network infrastructures to design, customize, and produce packaging solutions that sport creative elements, images, and graphics to enhance the presentation value of products. Bespoke Packagers are enjoying an increased latitude in personalization and can produce far more customizing options using digital printing. The technology also reduces costs and increases efficiency. This has made it possible for small and medium businesses to approach bespoke packaging as an actual option for budget restrained marketing.  

·Smart Labels

Customers demand information, they are keen to investigate and learn things on their own. Smart Labels entice customers to interact with product packaging and gain additional information about the product. Such transparency increases customer footfalls and creates much needed recall value for brands facing stiff competition. RFID, NFC, or QR codes are most commonly employed means of smart labelling. Smartphones today are equipped with features that enable consumers to interact with smart labels and understand the product of their choice.

Flexible Packaging

With advancement in material technology bespoke packaging manufacturers now have alternatives to traditional polyvinyl chloride. Materials such as polyethylene, polyethylene terephthalate, and polypropylene are durable when in-use and easily deteriorate once discarded. The resultant flexible packaging such as wraps, bags, pouches, and envelopes offer many advantages over rigid packaging materials. These are highly convenient to open and seal, they have an attractive shelf appeal, and offer extended shelf life. Flexible packaging is cost efficient, weighs less, and exhibits better shipping characteristics. Bespoke packaging industry is adopting flexible materials to increase practicality and at the same time enhance the personality of products.

Increased Personalization

Personalization is the main ingredient of successful bespoke packaging. The line between luxury goods and mass-produced goods today is blurry. This can be attributed to surging demand for personalized packaging offered by ecommerce platforms. Personalization is at the center of all modern packaging. Manufacturers and brands are working together to integrate interactive personalization in packaged products. The chances of customers interacting with product shelves increase drastically when personalized tactfully.

Creative Elements

Colors, design, and gradient are three important aspects of bespoke packaging. The Pantone Color Institute states that 80% of our awareness comes from sight. Strong colors and attractive designs stand out and attract customers. Among them, color gradient is gaining increased traction from brands as customers seem to prefer out of the box bespoke ideas that engage and promote consumer action. The rise of unboxing and product review videos over social media has made it compulsory for companies to adopt bespoke packaging principles and make a great first impression.

Customization is Key to Successful Bespoke Packaging

Customized boxes, cartons, bags, poly mailers, textile, and packaging tapes are trending topics on the internet. Small and Medium businesses are looking for bespoke packaging solutions that reflect their brand and generate local customer loyalty. In the United States 1 out of every 5 products sold is from a private/individual label. This growing ecosystem of small and medium businesses entering national markets is expected to fuel growth for bespoke packaging manufacturers. With the help of digital printing solutions, packaging manufacturers can now accommodate personalization and produce packaging for multiple products efficiently.

The Future of Bespoke Packaging

There is a global shift in manufacturing methods and material preferences. Bespoke packagers are innovating and developing sustainable packaging solutions that do not deplete environment or can be recycled easily. The advent of environment friendly alternatives such as polyethylene terephthalate and paperboards is an example of integrating 3Rs of sustainability in bespoke packaging, reduce-recycle-reuse. Consumers are adopting urban lifestyles and spending on luxury products. This will increase the demand for bespoke packaging industry. Bespoke boxes & cartons account for more than 1/3 market share. This can be attributed to the increasing demand for luxury footwear and kids products which are strategically packaged to impress. Another area that is expected to grow bespoke packaging is bottles segment. Alcoholic and Non-alcoholic beverages are increasingly adopting bespoke bottles in marketing strategies. Coke-Cola’s share a coke campaign involved packaging labels using common names to engage customers with the campaign. Similarly, Budweiser Lights, a premium beer from the lager manufacturer sported football teams on beer cans during FIFA world cup. The marketing campaign produced bottles packaged with different team players and colors to garner increased consumer traction from loyal fans. All in all, bespoke packaging is more than just a luxury trend, technological and material innovation is increasing bespoke adoption in various industries.

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