Packaging Strategies for a Cost-effective Rebranding Campaign

There are many benefits to be gained from a packaging re-brand. Aside from maintaining a fresh visual aesthetic which naturally will need to be updated over time, there is also the factor of how best to manage production costs. The price of materials used within the designs may shift over time, and also, as new technology comes to the forefront this may provide brands with cheaper and more efficient alternatives to their current solutions.

For example, confectionary companies in the past traditionally used a mix of foil and a paper sleeve to package their products, which in itself was a progression from much denser material. In the last few years, many brands increasingly have switched to a plastic wrap, which is foil coated on the inside. Not only does this promote longer shelf-life as it increases the product freshness, but it has also cut down on the materials used therefore production costs. Also, this type of packaging tends to be easier to open for consumers and can even be re-sealable, which gives greater consumer satisfaction as opposed to packaging which does not keep in the freshness.

Such ideas are simple in theory but can have a huge impact on the long run, especially as the cost of producing one material is inevitably going to be less than producing two. Also, when it comes to the production line this also allows for a more streamlined process and re-enforces that whilst there are quality control procedures, generally, the whole manufacturing process is increasingly digital rather than hand based.

Cadbury Dairy Milk is one example where this technique has been used, masterminded by the agency Pearlfisher. The idea was to re-brand the iconic chocolate bars both in terms of the design elements but also the packaging materials used. The result allowed for not only a more striking design but also one which modernized the experience for the consumer.

“Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and engaging approach that communicates the Cadbury Dairy Milk product experience in a generous, tasty and playful way. The new design is rejuvenating the chocolate aisle and shopper experience.” – Nikhil Rao, Cadbury Global Brand Equity Director at Mondelez

When considering such a re-brand even in smaller companies, it is important to consider the current market in terms of what is available. Often cheaper and more efficient products come to the forefront, so it is worth investigating to see whether these can be utilized within your design how they fit with your overall brand ethos, such as using recycled material or generally using less material overall. Not only will this reduce production costs, but can also help with resale prices, which within a competitive retail market is always one area profit margins can be exceeded, especially if you are a company looking to progress into the larger chain stores.

The key is to identify appropriateness in terms of your product and the materials available. Market research and thorough testing can also be hugely beneficial although having a clear strategy can never be underestimated. Decide what do you want to achieve with your re-brand and what materials can best help you achieve this, not to mention skill-sets from outside sources.

Outsourcing

Aside from being an easy method to cut production costs, outsourcing is a strategic tool that allows for flexibility and gives access to skilled personnel. Some of the main advantages include reduced payroll costs, maximized resources, eased labor shortages and it also allows for the changes in customer needs amongst many other benefits. What needs to be considered is whether outsourcing is right for your company and ultimately if it will add value by reducing costs in the long run. Generally speaking, it’s a strategic method to gain additional skills when needed and reduce costs in the long term, and can be hugely beneficial when dealing with specific needs.

A small to mid-sized company may well not produce items on a mass basis, and so may consider outsourcing as a way to use this facility only when needed. However when choosing individuals or companies to outsource from, it is important to consider not only the financial aspects but also the level of quality, care and attention. This is to ensure that every time such services need to be utilized there is a level of consistency maintained throughout each new batch of packaged products.

There is also the option to use outsourcing to deliver non-core functions to low-cost suppliers and manufacturers. This is especially the case when performing functions that the brand may not require on a daily basis, such as seasonal packaging edits or promotional gifts added to the product amongst many other purposes. As there are natural aspects which are only required on a short term basis, outsourcing can be a fantastic way to gain these skills when the company needs them and also allows for flexibility as new suppliers and ideas come to the forefront.

Conclusion

When striving to re-brand your packaging, there can be lots of elements that require careful consideration, starting with what you wish to change the most and what you hope to achieve from the process. Points you may wish to include the materials used – is there anything more low cost that still provides the same results which weren’t an option previously? Also, how can less of the materials be used – are there any areas in which surplus material is being used, therefore reducing profit margin due to increased production costs? Also not forgetting considering how the use of outsourcing laborers and companies within the manufacturing process can vastly reduce costs associated with your re-branding.

If you’d like to discuss your packaging needs in further detail, Artwork Abode can provide your organization with cutting-edge design services at a competitive price. We have experience and expertise in providing a range of design services. Outsource packaging services to Artwork Abode and get access to professional and competent design services. Contact us today to discuss your project requirements.

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