As well as disrupting life on earth, the pandemic impacted professions that, at first glance, appear unconnected.
One of those is packaging design, and SupermarketNews spoke to Sam Allan and Matt Grantham of New Zealand’s Onfire Design to get their take on what’s changed.
In 2019, before the full effects of Covid became evident, Onfire placed eighth in the Top 50 most creative agencies judged by the World Brand Design Society, and won awards in the USA, Germany, the UK and, closer to home, in Australia and NZ.
Custom-made Bottles
“No-one saw this coming, but bespoke glass bottles have taken off. This is a result of pressures on global supply chains. These days, stock of catalogue items has decreased markedly so the cost of producing a bespoke glass bottle became comparable to an off-the-shelf solution. Instead of waiting for supply to get back to normal, some clients decided to go bespoke instead. And, in the long run, this can give their brand a unique look - and an edge over their competition," said Allan.
Eminente Reserva by Moët Hennessy and Stranger & Stranger, 2021 Diamond – Best of Show Pentawards winner
Sustainable Materials
There’s no argument about the need for more environmentally friendly packaging but the pandemic appeared to put even more emphasis on it.
“The lockdowns seemed to focus clients’ attention on the areas of their business where they could still make improvements and one of those was packaging. The desire to eliminate reliance on single-use plastics can be seen in more and more designs from overseas, and this is having a positive influence on what we do in NZ," said Grantham.
“For example, activLayr Skincare engaged with Onfire in the creation of its no plastic packaging. Working hand in glove with the boxing manufacturer, Onfire developed a sleeve-and-tray system that utilises compostable card stock. This removed the use of plastic and eliminated the need for a separate instruction book - at the same time as enhancing product presentation.”
“We also designed the packaging for RTD maker Finery” adds Sam. “The brand had a strong sustainable message from the outset and insisted on packaging that was easily recyclable. Sometimes the best solutions are simple - aluminium cans provided an ideal combination of striking imagery and recyclability.”
actiVLayer sets a benchmark in sustainable packaging
Finery Vodka Sodas, 2021 Silver Award World Brand Design Society
The 'Wow' Factor
The pandemic increased online shopping massively. This is having a long hangover for physical stores which now must compete with e-tail – and that’s having an influence on packaging.
“Packaging has to work harder than ever. It has to deliver something more of the brand experience. If it has some ‘wow’ factor and tells more of the brand story at the moment of reveal, then there’s more reason for the consumer to re-engage at a retail level," said Allan.
“Take a look at Ben Geng – it really pushes the boundaries for what is an everyday staple in China... rice! Inspired by the Chinese Year of the Ox, the cloth bag packaging is also recyclable.”
“A project we worked on certainly delivers on ‘wow’ factor, says Matt. “For the Luxerose Cocktail Blend Collection we created a unique set of 3 glass vials which, when chilled, could easily be dispensed at home or in bars. These were contained within a presentation case decorated with a modern, colourful abstract botanical illustration showing various flora and fauna from New Zealand.”
Ben Geng by Heilongjiang Guangwei Creative Design, 2021 Silver Pentawards winner
Luxerose RTD cocktails 1st Place, Dark Spirits Category at Dieline Awards 201; Bronze, Pentawards 2019
Social Conscience
One last area that appears to have had an impact on packaging is taking a position on social issues affecting the world, said Grantham.
“I’m not sure if the pandemic itself has encouraged some brands to be more inclusive but difficult times have definitely seen some of them make moves. For example, olive oil Love is Love focuses on diversity by recognising all types of couples through a series of playful illustrations that use bold colours and a stylised design to stand out.”
“Another striking example is packaging that's more accessible for disabled people. Ready-to-drink coffee brand ‘Only For Your Eyes’ developed packaging in Braille.”
Love is Love olive oil, 2021 Gold Pentawards winner
Only For Your Eyes, 2021 Gold Pentawards winner
If you’re keen to partner with an agency at the forefront of contemporary packaging, call Sam Allan or Matt Grantham at Onfire Design on +64 9 480 2036.
