Future of Packaging - Trends & Methods

HUMAN CENTRIC BUSINESS DESIGN

FUTURE OF PACKAGING

Packaging is the only branded asset consumers willingly take home with them

Evolving Consumer Needs And Preferences Consumers are increasingly driven by their lifestyle choices and their interactions and experienceswith different brands, products and serviices across various categories.

Increasing Strategic Role Of Packaging Means it is no longer just about communication And protection, but packaging as a whole new Set is the primary touchpoint for brands to Engage with the consumers packaging

1 • Emerging Opportunities

Index

• Conspicous to Concious • Functional to Experiential • Uni-Channel to Omni-Channel

2 • DY Approach • Strategic Focus • Design DNA

FUTURE OF PACKAGING

1 • Emerging Opportunities

Index

• Conspicous to Concious • Functional to Experiential • Uni-Channel to Omni-Channel

2 • DY Approach • Strategic Focus • Design DNA

FUTURE OF PACKAGING

Emerging Opportunities in Packaging

Conspicuous Buying to Conscious Buying

Emerging Opportunities

Functional to Experiential

Uni-Channel To Omni-Channel

Conspicuous Buying to Conscious Buying

Emerging Opportunities

Functional to Experiential

Uni-Channel To Omni-Channel

Conspicuous Buying To Conscious Buying Consumer behaviour is accelerating toward frugality and mindful purchases, where importance is placed on values and people instead of preferences and status.

1 • Origin Story 2 • Transparency 3 • Localisation 4 • Safety 5 • Environmental Friendly

> Emerging opportunities > 1 • Conspicuous to Conscious 2 • Functional to Experiential 3 • Uni to Omni-Channel

Origin Story One of the main mediums for brands to build engaging narratives to connect with consumers. Consumers are looking for brand that resonate with them.

> 1 • Conspicuous to Conscious > 1 • Origin Story 2 • Transparency 2 • Functional to Experiential 3 • Localisation 3 • Uni to Omni-channel 4 • Safety 5 • Environmental Friendly

Amazon Storyboxes is a packaging initiative aimed at capturing and showcasing inspiring stories of its sellers to the millions of people purchasing the products from the platform.

Scanwood provides a visual narrative through its packaging that describes the natural ingredients and positive impact of the product on the environment.

Packaging that displays authentic stories through infographics.

> 1 • Conspicuous to Conscious > 1 • Origin Story

McDonald’s comes out with unique new packaging that shares the product story and uses technology (QR Code) to provide more information to the users.

The concept of clean labeling where the packaging displays an authentic story of either the consumers, and share their experience of the brand and their contribution as well. > 1 • Conspicuous to Conscious > 1 • Origin Story

Transperancy in What it Is About In the world of information, transparency in packaging design literally or figuratively functions as a window into the brand and its offering and consumers are interested in both

> 1 • Conspicuous to Conscious > 1 • Origin Story 2 • Transparency 2 • Functional to Experiential 3 • Localisation 3 • Uni to Omni-channel 4 • Safety 5 • Environmental Friendly

Most of Lush products are sold naked. As a brand they aim to get rid of packaging while being sustainable, also highlights the product and its stories

Honest marketing Constituents of the product clearly showcased on FOP

Balvenie through their new packaging design, take consumers to the behind-the-scene actions of distilleries and the process of making whiskies. > 1 • Conspicuous to Conscious > 2 • Transperancy

Transparency taking to the next level by creating an impact so as to understand the importance of food for the underprivileged.

Inforgraphics is used to make the ingredients of the product very transparent and impactful. > 1 • Conspicuous to Conscious > 2 • Transperancy

Localisation Packaging through its visuals and structural design considerations need to reflect the culture of the consumers. Consumers resonate with designs that reflect their local culture.

> 1 • Conspicuous to Conscious > 1 • Origin Story 2 • Transparency 2 • Functional to Experiential 3 • Localisation 3 • Uni to Omni-channel 4 • Safety 5 • Environmental Friendly

Truck art inspires Tata Motor’s Dipper condoms’ packaging in India

Locally sourced bio-based materials.

Top: rice straw based packaging, bottom: arecanut bark

> 1 • Conspicuous to Conscious > 3 • Localisation

TATA Water Plus builds on the goodness of copper – which Indians have acknowledged for ages.

> 1 • Conspicuous to Conscious > 3 • Localisation

Packaging concepts that reflect the culture of pickle making in India

Indigo has designed its inflight snacks packaging around the Indian mindset of reusing snack boxes at home.

> 1 • Conspicuous to Conscious > 3 • Localisation

Chai pe charcha redefines how chai (tea) is consumed.

It locally sources their packaging materials, that are playful and sustainable.

> 1 • Conspicuous to Conscious > 3 • Localisation

India Inspired art utilised across different product categories food, alcohol and condoms

> 1 • Conspicuous to Conscious > 3 • Localisation

Safety Packaging to preserve the freshness of the product and brand credibility while retaining the physical integrity and visual appeal of the product

> 1 • Conspicuous to Conscious > 1 • Origin Story 2 • Transparency 2 • Functional to Experiential 3 • Localisation 3 • Uni to Omni-channel 4 • Safety 5 • Environmental Friendly

Zomato has introduced 100% tamper-proof packaging in an effort to add an extra layer of safety to food and provide customers with an assurance of food delivered straight from kitchen

A smart packaging that uses NFC to track the use of medicines

QR codedsystem to gain more information about the product and how to consume it

> 1 • Conspicuous to Conscious > 4 • Safety

Embedded solutions to track the product across its journey to the hands of the consumers

A digital tamper proofing to ensure that the quality of the product has not been interfered with

> 1 • Conspicuous to Conscious > 4 • Safety

Multi-murpose tamper proofing solutions for flexiblepackaging

Tamper Evident packaging seals

Deliver Safe introduces tamper-proof packaging for food safety

> 1 • Conspicuous to Conscious > 4 • Safety

Mechanisms to fight against counterfeiting and tampering.

> 1 • Conspicuous to Conscious > 4 • Safety

Environmental Friendly Banking on the consumer trend of sustainable solutions to reduce the ecological footprint of the packaging and the parent brand

> 1 • Conspicuous to Conscious > 1 • Origin Story 2 • Transparency 2 • Functional to Experiential 3 • Localisation 3 • Uni to Omni-channelF 4 • Safety 5 • Environmental Friendly

This concept of colgate toothpaste rethinks how packaging can be redesigned> to have least footprints on the environment 1 • Conspicuous to Conscious >

Modular designs are more sustainable, and help transform the brand from selling products into a service system of multitude offerings that build brand goodwill and retain the customers

From plastic bottles to refill satchets, brands leverage consumer preferences and mindsets to reduce their plastic footprint.

Plant-based packaging based on mushrooms, rice stalks, sugarcane fibres, etc are becoming more popular alternatives for flexible and rigid packaging.

Brands can extend the role of packaging by rethinking how they can integrated themselves into the product consumption.

Repurposing pizza packaging as a form of engagement and fun experience while consumers eat their pizzas.

Popular brands are representing and showcasing how they can contribute to the fight for sustainability

Plastic waste from sea is recycled to product products and packaging.

Lee has designed a packaging that finds after life in different ways.

Nestle has has new refill stattions to help shoppers ditch single use packagiing. Customers need to bring their own container (BYOC) to refill their desired products All payments are done through the phone.

Conspicuous Buying to Conscious Buying

Emerging Opportunities

Functional to Experiential

Uni-Channel To Omni-Channel

Functional To Experiential Brands are looking to define customer journeys that are most conducive to business success - therefore they are building products that go beyond functionality to include value added benefits like usability and a positive experiences, to ensure user loyalty to their brand.

1 • Functional Packaging 2 • Smart/Active packaging 3 • Aesthetic/Imagery

Emerging Opportunities > 1) Conspicuous to Conscious 2) Functional to Experiential 3) Retail

Functional Packaging Consumers seek Functional packaging that provides value-added benefits, such as greater convenience, ease of use or experience

> 1 • Conspicuous to Conscious > 1 • Functional Packaging 2 • Smart/Active packaging 2 • Functional to Experiential 3 • Aesthetic/Imagery 3 • Retail

A shoebox that eliminates a box, replacing it with a reusable bag

This medicine packaging appeals to the actual consumer behaviour and addressed the difficulty of taking pills on time.

Through this design, the brand eases the application of hair oil while reducing the consumer pains of oil spills and messy hands.

> 2 • Functional to Experiential > 1 • Functional Packaging

Edible packaging is functional, as It retains the freshness of the product, while also being sustainable.

Coffee is consumed with snakes and integrating coffee serving enhances consumer experience while eliminating packaging > 2 • Functional to Experiential > 1 • Functional Packaging

Voltaren increases their product usability by adding a gel application device into their packaging.

Water-dissolvable packaging makes this a very-functional and sustainable packaging.

> 2 • Functional to Experiential > 1 • Functional Packaging

Smart and Active Packaging Making it easy for consumers to access the product information and additional brand content

> 1 • Conspicuous to Conscious > 1 • Functional Packaging 2 • Smart/Active packaging 2 • Functional to Experiential 3 • Aesthetic/Imagery 3 • Retail

Active packaging that provides information about the freshness of the product

QR codes help provide more information to the user on demand

Thermochromic inks have varying states depending on the ambient temperature, and can be used for conveying different messages

> 2 • Functional to Experiential > 2 • Smart and Active Packaging

NFC-enabled packaging to verify the orders and create new kinds of interactions

Chance to cross-sell other complimentary products along with the primary product.

Personalised sleeves

People getting personalised offers, discounts and suggestions > 2 • Functional to Experiential > 2 • Smart and Active Packaging

Aesthetics Packaging is transcending the traditional aspects of aesthetics that include form and graphics to become more sensorial and experiential to stay longer in the minds of the consumers.

> 1 • Conspicuous to Conscious > 1 • Functional Packaging 2 • Smart/Active packaging 2 • Functional to Experiential 3 • Aesthetic/Imagery 3 • Retail

The play of different materials and finishes provide a visual and haptical delight to the consumers,

Samova’s Flowering Tea Bags show in a wonderful and unusual way how the flavour of tea unfolds. Tea tastes best when you stick to the suggested infusion time.

> 2 • Functional to Experiential > 3 • Aesthetics

Hibiki whiskey has a packaging that is aesthetically appealing to all senses

Manuka Honey places its product in the womb of a flower shaped packaging with a golden spoon to consume it > 2 • Functional to Experiential > 3 • Aesthetics

Glossier understands the importance of the unboxing experience and created a multiple layers to connect with the users .

> 2 • Functional to Experiential > 3 • Aesthetics

The clean aesthetically appealing design, hides information in layers, while letting the consumer building the excitement before they can savour the chocolate

Samsung has created a unique outer packaging that is dynamic as it lifts the phone box up.

> 2 • Functional to Experiential > 3 • Aesthetics

Conspicuous Buying to Conscious Buying

Emerging Opportunities

Functional to Experiential

Uni-Channel To Omni-Channel

Uni Channel to Omni-Channel Services Advent of technology is significantly transforming and bringing the brick-and-mortar and digital shopping closer towards creating a personalised consumer shopping experiences.

1 • Low Touch offline 2 • Omni-channel 3 • E-commerce & Delivery

Emerging Opportunities > 1) Conspicuous to Conscious 2) Functional to Experiential

3) Uni to Omni-channel

Low-touch offline Integrating solutions for the human experience in a low-touch economy during the COVID and post-COVID scenario

> 1 • Conspicuous to Conscious > 1 • Low Touch Offline 2 • Omni-Channel 2 • Functional to Experiential 3 • E-Commerce and Delivery 3 • Uni to Omni-channel

AR interventions reduces the need for actual interactions with the products

Sephora’s digital makeover app provides best 3D live experience

Converse sampler app, allows the users to try shoes without wearing them

3 • Uni to Omni-channel > 1 • Low Touch Offline

The Custom Suit Visualizer, in Nordstrom’s New York men’s store, lets shoppers see how different suit cuts and fabrics look on a digital version of themselves.

More brands are investing in and new players are venturing into the last mile delivery. There is a huge opportunity due to consumer concerns over safety, hygiene and contact during this turbulent time.

3 • Uni to Omni-channel > 1 • Low Touch Offline

Omnichannel Experience Strategies that bridges the gap between the offline and online world to take retail and online shopping to all new levels

> 1 • Conspicuous to Conscious > 1 • Low Touch Offline 2 • Omni-Channel 2 • Functional to Experiential 3 • E-Commerce and Delivery 3 • Uni to Omni-channel

Amazon go revolutionised retail shopping with its digitally integrated stores Consumers place orders on digital shelves, and collect their purchases at checkout

Consumers place orders on digital shelves, and collect their purchases at checkout Cashless purchase that is monitored via Amazon online credentials 3 • Uni to Omni-channel > 2 • Omni-channel Experience

This dressing solution allows customers to not just explore size and fit but also to assess different outfits in real time.

Order a Personal Optician at the Comfort of your Home

3 • Uni to Omni-channel > 2 • Omni-channel Experience

Studio Pepperfry was conceived as an extension of the online Pepperfry furniture store, to function as an experience zone for customers, who are looking to enhance their living spaces

Online fashion platform Myntra has expanded its offline presence with the opening of its private label brand Roadster in Bengaluru. It offers Speed shopping through the 30-second checkout

3 • Uni to Omni-channel > 2 • Omni-channel Experience

E-Commerce & Delivery Shopping that increasingly accessible from anywhere, and is personalised from shopping to delivery

> 1 • Conspicuous to Conscious > 1 • Low Touch Offline 2 • Omni-Channel 2 • Functional to Experiential 3 • E-Commerce and Delivery 3 • Uni to Omni-channel

A new initiative allows Flipkart to connect international brands to manufacturers and sellers in India, reducing the amount of fake products in the market

Users can virtually dress their personal avatar in a fully interactive 3D Virtual Dressing Room.

3 • Uni to Omni-channel > 3 • E-commerce & Delivery

Amazon delivery robot is designed to autonomously ferry parcels from urban distribution points to Amazon Prime customers, removing the need for vans and cars in last-mile delivery.

Small service robots are being tested as a safer alternative for immediate and scheduled deliveries in large cities

3 • Uni to Omni-channel > 3 • E-commerce & Delivery

Repack is made of sturdy packaging material and pursues Packaging Delivery-as-aService model. Businesses subscribe to use RePack bags for a fee, which covers return charges for the consumer.

3 • Uni to Omni-channel > 3 • E-commerce & Delivery

Charcoal Biryani is offering a gourmet experience for its take away and home delivery.

Reserve pick-up service allows customer to collect their product from the Nike store

3 • Uni to Omni-channel > 3 • E-commerce & Delivery

Flipkart to collect plastic packaging from doorstep, and move towards 100% recycled packaging for its operations

3 • Uni to Omni-channel > 3 • E-commerce & Delivery

This Concludes The Section On Emerging Opportunities

Moving On To The DY Approach

How To Create Packages That Have A Big Impact?

STRATEGIC FOCUS

DESIGN DNA

STRATEGIC FOCUS

DESIGN DNA

1) • Communicating the strategic role of packaging

Packaging Ecosystem

2) • A gamefied tool to identify desirable traits for new projects 3) • Collaborate with different stakeholders 4) • Track and analyse the packaging equirements 5) • Evaluate the impact created 6) • Test packaging and its efficacy at different points in lifecycle

1 • Strategic Focus 2 • Design DNA

> 1 • Packaging Ecosystem

The core of the packaging ecosystem is the brand, its consumer and the community built around them.

By focusing on these core entities, DY ensures that the packaging creates a strong impact

1 • Strategic Focus 2 • Design DNA

> 1 • Packaging Ecosystem

Packaging lifecycle examines all the activities involved with making, using and disposing of a packaging.

The lifecycle helps DY to partner with the brand to discover new opportunities and overcome gaps existing across the different touchpoints. Through this we ensure that the packaging we develop has the best and most impact on the business.

1 • Strategic Focus 2 • Design DNA

> 1 • Packaging Ecosystem

The outer two circles represent the parameters and the toolset used to ensure that the packaging is innovative and executed with the desirable traits.

By using multitude of design tools and methods we ensure that our designs imbibe and succeed on all parameters and KPI on desirability, feasibility and viability.

Please contact us (hello@dyworks.in) for more detail with regard to this framework.

1 • Strategic Focus 2 • Design DNA

> 1 • Packaging Ecosystem

STRATEGIC FOCUS

DESIGN DNA

Packaging DNA

> 1 • Strategic Focus 2 • Design DNA

> 1 • Packaging DNA 2 • Material Library

1) • A Design tool that aid packaging designers to manifest packaging designs from Brand Essence.

2) • It defines the areas of exploration that make up the package.

3) • This tool is used to decode existing packaging design, and for exploring new ideas

BRAND ESSENCE

FUNCTION

INTEGRITY

FEATURES

FORM

FINISH

Storage

Product

Use

Structure

Colour

Mobility

Consumer

Stories

feasibility

Finish

Convenience

Safety

Technology

Material

Graphics

Integration

Quality

Attractive

Ergonomic

Print

Protection

Hygiene

Experience

Usability

Aesthetics

Communicative

Sustainable

Systemic Design

Producibility

Information

Economical

Reuse

Hedonics Customisation Adaptive

> 1 • Strategic Focus 2 • Design DNA

> 1 • Packaging DNA 2 • Material Library

Personalisation

Material Library

> 1 • Strategic Focus 2 • Design DNA

> 1 • Packaging DNA 2 • Material Library

• The Material Library is a data collection of all sorts of usefull references, inspiration, material science and imagery to help understand and the use of materials across the packaging ecosystem.

Psychology

Psychology

> 1 • Strategic Focus 2 • Design DNA

> 1 • Packaging DNA 2 • Material Library

This Concludes The Section On DY Approach

What kind of impact do you want to create ?

FUTURE OF PACKAGING

EMERGING OPPORTUNITIES

Conspicuous to Conscious

Functional to Experiential

Uni-Channel to Omni-Channel

DY APPROACH

Strategic Focus

Design DNA