Southern Cross Packaging Awards 2012 - Nappy on the Go Rationale

Napp NappY Y

on the GO

‘ No more forgetting that essential item when it comes to change time’

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Contents Packaging Introduction ..................................... 4 The Market Need ............................................ 6 Current Availability ........................................... 8 Consumer Concerns ......................................... 10 Design Development ......................................... 14 Nappy on the GO ............................................. 16 GO Pack ........................................................... 18 Graphics ............................................................ 20 Icons ................................................................. 21 Instructional Graphics ....................................... 22 Technical Considerations ...................................... 24 Nappy Mock-up ................................................ 26 GO Pack Mock-up ............................................ 28 Costing .............................................................. 30 Distribution ....................................................... 32

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Packaging Introduction

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Packaging Introduction Nappy on the GO, a packaging design for disposable nappies and its main accessories: the disposable nappy bag and wet wipes. This eliminates the packaging of these items by combining them into the nappy. Furthermore it allows for distribution of the nappy with wet wipes and nappy bag.

Introduction of the items is achieved through insertion of a pocket on the outer-rear of the nappy for easy access and prevents little hands from accessing.

Dispensing nappies is then accomplished with the GO packaging for travel quantities incorporating a carry handle and re-sealable opening.

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The Market Need

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The Market Need Today’s societal demands ensure that as a consumer we are always on the go. This is particularly true for time poor young families. Nappy on the GO hastens the organisation process needed when going out by:

Reducing opportunities to forget something.

Ensuring you do not run out essential items when changing the baby.

Reducing the space required within the Baby bag.

Ensuring nappies stay clean, tidy and easy to locate.

Furthermore growing socioeconomic concerns will signify the materials used for this product will need to be environmentally friendly, and reduce the chance of contributing to the trash vortex.

Fig 1

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Current Availability Nappies A large variety of nappies are available on the Australian market, for the eco-warrior among us however there are three main brands.

Eenee Developed in Tasmania with three (3) sizes available and require an ‘eenee gripper belt to use’.

Bambo Available through online ordering in nine (9) sizes through Ethman Enterprises Pty Ltd. Moltex Made in Germany they are the original eco-nappy available in Australia with EcoDirect distributing them.

Baby Wipes There are two (2) eco-friendly baby wipe options on the market: Wot Not 100% Biodegradable and compostable they are Australian Owned.

Nature Baby Care Made by Swiss based Naty they are Forestry Stewardship Council approved.

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Current Availability Plastic Packaging Corn starch plastics have been developed widely in Australia with a range of companies that manufacture them for a variety of purpose’s several of these are: Plantic Based in Australia they are a leading bio-plastics manufacturer, whom currently grow unique corn for their products.

Biodegradeable Bags & Packaging Based in Victoria they meet Australian and European standards for compostability, Earth Basics Producing Bio film they now manufacture in Australia.

Nappy Bags Eco-friendly nappy bags has one option, Wot Not nappy bags which use cornstarch plastic and are Australian Owned.

Although their are eco-friendly products available for all components of Nappy on the GO not one company in Australia offers all of these products.

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Consumer Concerns Consumer concerns that must be considered during the design are:

Comfort : an ill-fitted bulky nappy would be an irritant to any baby Strength : ensuring the nappy does not fall apart will be important.

Breathability : a breathable fabric reduces the chance of nappy rash occurring.

Hygiene : a leaking nappy makes it harder to clean the baby.

Survey Results Twenty (20) people were surveyed to order the consumer concerns of nappy design with the following results: Comfort: 45% rating it at 2nd in importance.

Strength: 55% rating it at 4th in importance.

Breathability: 45% rating it at 3rd in importance.

Hygiene: 60% rating it as the most important.

Other information gained from the survey included:

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Wet wipe quantity: Three (3) would be optimum amount.

Nappy bag should be scented to prevent smells escaping.

Consumer Concerns 20

5% 15% 25%

10%

15% 15

55%

25%

Highest Importance 2nd Highest Importance

45% 10

2nd Lowest Importance

45%

60%

30% 5

Lowest Importance

15% 25% 15%

15%

Strength

Breathability

1 Comfort

Hygiene

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Consumer Concerns GO pack key points of consideration include:

Flexibility: fitting comfortably into the baby bag will be required.

Security: a resealable pack ensuring its contents stay safely inside.

Strength: to resist tampering efforts and the wear of travel.

Quantity: concerned for how many would be provided.

Survey Results Twenty (20) people were surveyed to rank the consumer concerns of nappy packaging with the following results achieved: Quantity: 60% rating it as most importance.

Flexibility: 60% rating it at 2nd in importance.

Strength: 40% rating it at 3rd in importance.

Security: 50% rating it at 4th in importance.

Other information gained from the survey included:

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Quantity determination: Five (5) should be sufficient, as individual babies differ in nappy use (average change time is around two (2) - four (4) hours)

Consumer Concerns 20 20%

15

10%

15%

15%

50%

25%

10%

40%

Highest Importance 2nd Highest Importance 2nd Lowest Importance

10

25% 60%

60%

25%

Lowest Importance

5%

5

20%

20%

Strength

Security

1 Quantity

Flexibility

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Design Development

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Design Development Beginning with the Nappy on the GO there were three (3) initial concepts.

A

B

C

While the GO pack had two (2) initial concepts:

A

B

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Nappy on the GO Concept A: Rip-open cover to allow for connected bag to pull out and reverse over nappy to tie up.

Issues: Pull out bag could come into contact with the waste absorbing area.

No access or insertion of the wet wipes.

Waistband allowance

Rip open bag

Concept B: Concealed non-absorbent rip-open pouch with nappy bag and wet wipes contained.

Issues: Bulkiness if materials not managed correctly

Waistband allowance Rip-open pouch 16

Nappy on the GO Concept C: Folded and compressed bag in small sealed square packet with pull-tabs connected to handles. Attached to the nappy via an adhesive backing and the cover would rip open and the bag could be reversed around the nappy.

Issues: No allowance for wet wipes.

Waistband allowance

Sticky pouch

Concept Selection

Due to non inclusion of all feature in Concept A and Concept C, Concept B is the packaging that has been pursued.

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GO Pack Concept A: Cardboard box with push-down handle and re-sealable flap.

Issues: Non-Flexible cardboard could have difficulty getting into the baby bag.

When full you could have issues pushing the handle in for carrying.

Push Down Handle

Resealable Flap Adhesive Panel 18

GO Pack Concept B Re-sealable flexible package with a large plastic handle. Flexibility allows for compression of packaging as nappies are removed.

Issues: Strength: the packaging will need to be thick enough to resist tearing.

Flexible Handle

Resealable Flap Adhesive Panel

Concept Selection

With flexibility a major concern,and Concept A being a rigid structure, Concept B will be the packaging used.

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Graphics When designing the graphical output Nappy on the GO will need to consider Australian market-place trends within the young family target market area such as:

An increasing birth-rate with the highest levels in 2009 since 19771.

Growing socioeconomic demand for natural and organic products1.

Premium products declining in market penetration1.

Particular concerns for the packaging graphics addressing items other than the market trends must also be considered with items such as:

Instructional imagery for use.

Legal Requirements

With these considerations in mind a bright and cheerful colour palette for the primary graphics has been used.

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C 0 M 0 Y 0 K 100

C 100 M 0 Y 0 K 0

C 0 M 100 Y 0 K 0

C 0 M 15 Y 100 K 0

C 75 M 0 Y 100 K 0

C 0 M 0 Y 0 K 80

C 50 M 0 Y 0 K 0

C 0 M 50 Y 0 K 0

C 0 M 7.5 Y 50 K 0

C 37.5 M 0 Y 50 K 0

Icons The following four (4) major icons were developed to present a unified brand presentation across all mediums with a natural and outdoor theme.

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Instructional Graphics The nature of the Nappy on the GO requires instructional graphics, with the below colour palette introduced for them.

C 0 M 75 Y 100 K 85

C 0 M 29 Y 46 K 20

C 0 M 9 Y 15 K 3

C 0 M 0 Y 0 K 100

Step One:

With your baby having dirtied their nappy, place them in a seated or laying down position with the indicated pouch facing you.

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C M Y K

0 0 0 0

Instructional Graphics Step Two Gently tear open the pouch at the perforated top and remove the nappy bag and wet wipes.

Step Three Change your babies nappy as normal, placing the dirty nappy and wet wipes within the bag.

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Technical Considerations

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Technical Considerations Due to materials in the Nappy on the GO packaging much of the mock-up components needed to be sourced from speciality suppliers to comply with consumer requirements.

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Nappy Mock-up Considerations The nappy used for the mock-up has features that include:

Australian Good Environmental Choice Award by GECA (Good Environmental Choice Australia)2,3.

Environmentally friendly meeting Forestry Stewardship Council (FSC) guidelines6.

To include the perforated pouch, on the mock-up, an additional outer skin was required, with below being the most appropriate:

Paper Towel; environmentally friendly options available but could tear easily.

For the pouch contents, and pouch itself I sourced biodegradeable and compostable bags. Differing from standard degradable plastics which only break down into smaller pieces they completely break down in landfill, compost, and water4,5. Eco-friendly FSC baby wipes, available in main supermarkets have also been used.

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Nappy Mock-up Construction

Paper Towel Pouch Base Nappy

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GO Pack Mock-up Considerations For the construction of the GO pack corn starch plastic will be used, features include:

Being made from vegetable starch in Australia4.

Meets Australian and European compostability standards4.

Performs as normal with standard shelf life4.

The re-sealable portion of the packaging material will be a low-tack adhesive however due to unavailability for the mock-up small squares of double-sided tape have been used.

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GO Pack Mock-up Construction 170mm

80mm

50mm 50mm

80mm

Flexible handle

125mm

Adhesive area’s

70mm

80mm

25mm 110mm

Resealable flap maximum opening Glued down panel, visible from outside 29

Costing Although common knowledge that organic products cost more, developments into corn starch plastic will encourage price falls through:

recent

Increased demand worldwide, especially Europe7.

Developments in technology Reduced margins by four or five fold7.

Furthermore more investigations into non-environmentally friendly nappies reveals that prices (cents) per nappy are within 20% of discount store prices.

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Costing Prices compared on 28 May 2012

68 66 64 62 60 58 56 54 52 50 48

67c

46 44

58c

42 40 38

46c

36 34 32

36c

30 Huggies

Eenee

Bambo

Moltex 31

Distribution Nappy on the Go would suit both web direct distribution and an in-store presence.

The GO pack will fit easily into a standard Australian pallet (1165mm x 16165mm) offering space for 5 within a outer packaging, that will allow six (6) by three (3).

Pallet

Further more within shelving it will allow for increasing the impact.

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Single Outer Packaging

single and double height stacking

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References 1: Passport GMID 2011, Baby care in Australia analysis, viewed 21 May 2012, via

Passport GMID Database.

2: Low Impact Living 2012, MOLTEX eco mini nappies, viewed 21 May 2012, via <http://lowimpactliving.com.au/p/958108/moltex-eco-mini-nappies---3-pack for-7995-rrp-8395.html>.

3: GECA n.d, GECA - About Us, viewed 21 May 2012, via <http://www.geca.org.au/ about-us.html> 4: Biodegradable Products n.d, Biodegradable bags and packaging brochure, viewed

22 May 2012, via < http://www.biodegradablebags.net.au/downloads/Biodegradable Bags-&-Packaging-Brochure.pdf>.

5: No Plastic Bags n.d, Biodegradable and degradable plastic bags, viewed 22 May 2012,

via < http://www.noplasticbags.org.au/alternatives/bio.aspx>.

6: Forestry Stewardship Council n.d, About fsc, viewed 22 May 2012, via < http://www. fscaustralia.org/about-fsc>.

7: Food production daily 2002, Corn starch packaging, viewed 28 May 2012, via

< http://www.foodproductiondaily.com/Packaging/Corn-starch-packaging>.

Images Fig 1: Trash Vortex Image, viewed 28 May 2012, via <http://www.biodegradablebags .net.au/>.

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Napp NappY Y

on the GO