Tag: cpg

Sustainability in Package Design

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Conversations around sustainability, environmental impact, and eco-friendliness have become more central to brands and their products. Not only is it ethical for companies to consider their environmental impact, but it is also necessary in order to be trusted by their consumers.  

We partner with brands to execute their sustainable efforts on and off pack, from presenting eco-friendly design solutions to communicating efforts through various media. 

Through our client partnerships, we’ve seen the tactical ways brands bring their sustainability efforts to life through their products and packaging. Because it’s Better aims to provide a healthier, more sustainable protein alternative for dog food through their innovative plant-based products. All Free and  Clear pure provides a powerful clean through a 99% bio-based detergent, which is gentle on skin and better for the environment. ZeroWater’s EcoFilter helps consumers use fewer plastic bottles by providing unmatched filtration technology straight from the tap. Plus, unlike competitors, its long-lasting filter utilizes no plastic filter shells, also cutting down on waste.  

Education is also a central component in sustainability. We’re partnered with clients to create concise and intelligible communications both on and off pack (via QR codes and digital content) that guide consumers on how to properly recycle packaging.  

With increased environmental focus and research bringing more solutions to the forefront of design, we’re excited to continue to help brands innovate for a healthier future. Recyclable packaging, waste-reducing solutions, safer chemicals in cleaning products – every step towards sustainability is progress. 

Interested in learning more about our experience working with brands on their sustainable packaging solutions? Contact us below and click here to read about our membership in the Sustainable Packaging Coalition.  

Back to School, Reimagined

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Back-to-school shopping is one of the biggest retail holidays of the year. In 2019, consumers spent more than $26 billion in their shopping to stock up for the school year. Like so many traditions impacted in 2020, the usual back-to-school scramble felt different this year. Supply lists shifted to include Chromebooks, teaching easels, and kid-sized desks, as parents are doing their best to make their home an efficient learning space. 

Technology needs of the online classroom drove sales up, for an estimated total of $33.9 billion. Online retail sales are seeing an unsurprising increase across all industries, and school supplies have been no exception. 70% of parents and students have shifted to buying supplies online due to COVID-19.  

Retail brands that typically see a surge in demand during the back-to-school season had to pivot their tried-and-true strategies to meet the suddenly changing needs of their consumers. These brands now have to support their consumers in a different way. Going forward, they have to determine and communicate how their products can fit into our new virtual, homebound routines. 

Positioned as “communication essentials”, Bic is a brand that has become fundamental to back-to-school supplies. In a time of changing communication structures, they have an opportunity to build trust in their consumer base by striving to remain the go-to supplies for learning, despite the shift to virtual classrooms. For example, their Evolution® pencils are sturdy and long-lasting, and could be positioned to parents as perfect for stocking up shelves with supplies that won’t need constant replacing.  

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Tasked with finding hands-on activities that encourage creativity and provide a break from the screen, parents are purchasing supplies like Softee Dough. Softee Dough recently launched a new look for their modelling clay kits. The new design stands out both on shelf and digitally, a necessity in this era of increased online shopping.  

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In addition to school supplies, parents have been looking for quick and easy snack options for their kids at home. Snacks that kids can access independently during their virtual lessons are in high demand. Skippy’s mess-free peanut butter in their new squeeze pouch is convenient for snacking between online assignments.

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This back to school season brought attention to the need for nimble and flexible brand strategies. With the holiday season quickly approaching, brands will need to apply learnings from this fall to their holiday retail strategies.  

For help navigating the ever-changing world of consumer trends, subscribe to our newsletter or reach out to our team below.   

Sources

https://sproutsocial.com/insights/data/back-to-school-retail-trends-report/?registered=true

https://nrf.com/insights/holiday-and-seasonal-trends/back-school

https://insights.digitalmediasolutions.com/news/back-to-school-marketing-covid19

https://fortune.com/2020/08/03/back-to-school-shopping-deals-paypal/

https://www.usatoday.com/story/life/2020/07/29/coronavirus-online-school-how-help-kids-do-well-virtual-classes/5517104002/

The Growing Impact of Plant-Based Proteins

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Making their way into 53% of US pantries, refrigerators, and freezers, plant-based, protein rich foods are no longer reserved for vegetarians. 

In 2018, growth of the plant-based market had reached $4.6 billion. It is predicted to grow to $85 billion over the next 10 years. This rise can be attributed to growing concerns for health, sustainability, and animal welfare, especially among Gen-Z and Millennial consumers. 

The increase in popularity is also due to improvements of the products themselves. With developments in technology and manufacturing, plant-based meat alternatives are getting better and better at mimicking the texture and taste of real meat, becoming more appealing to general consumers, not just health-conscious shoppers. 

With these meat-free options becoming mainstream, many large brands have developed their own plant-based innovations. Burger King embraced the trend with their Impossible Whopper. This new take on the classic Whopper was one of their most successful product launches, attributing to one of their best quarters in recent years. 

SKIPPY®, Farm Rich, and Green Giant also expanded into the plant protein space, partnering with Smith Design to develop effective brand identities and packaging designs.

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Green Giant’s Harvest Protein Bowls are frozen meals that pack 12g-14g of plant-based protein punch. The packaging communicates the plant-based point of difference, appealing to the growing number of consumers interested in easy incorporation of natural, healthy foods into their diets. 

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One of SKIPPY®’s newest products features their well-loved peanut butter with the added benefit of plant protein, in a unique, squat jar that helps consumers avoid “peanut butter knuckles”. We ensured that the label demonstrates a visual connection to iconic SKIPPY® equities, while clearly communicating the enhanced protein offering. The innovation is already generating buzz in the category. 

When Farm Rich extended their wholesome portfolio with a line of plant-based snacks and appetizers, we were careful to develop a brand identity that differentiates these from the core line of products while staying true to established equities. The details in the handwritten font subtly emphasize the plant-based offering and work with the whitewashed wood background to indicate naturalness. We targeted health-conscious consumers through the photography, pairing healthy sides with the meat-free products.

The demand for plant-based protein sources has already had a powerful impact on product innovation, and its growth won’t be slowing down anytime soon. 

For help navigating the ever-changing world of consumer trends, subscribe to our newsletter or reach out to our team below.  

The “Heart” of Giving

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Cupid still strikes for retailers and brands, even with fewer people celebrating Valentine’s Day. Dramatic changes in spending and the emergence of an ‘anti-Valentine’s Day’ sentiment have motivated retailers to find innovative ways to keep Valentine’s Day meaningful and relevant. While there are fewer adults celebrating the holiday, those that are celebrating are spending more money than ever before. Brands are thriving by rolling out strategies that appeal to everyone, regardless of whether they love or hate February 14th. Check out our guide for a crash course on what to expect this year – and what to watch for in the years ahead!
Source: NRF®, NRF’s Annual 2019 Valentine’s Day Spending Survey, conducted by Prosper Insights & Analytics: https://nrf.com/valentines-day-data-center