FOCUS: INKE PACKAGING

Fulfilling packaging requirements

packaging aims to become a full-circle service, improving its product offering and expanding the services that its customers can utilise

Melbourne-based start-up company inke packaging is disrupting the printing and packaging industry with inke’s modern-tech solution. Founded and run by 26-year-old Jordan Shreeve, inke packaging has surpassed $10 million in revenue, a far cry from the $20,000 personal investment Shreeve put into the business when he first started it from his bedroom at his family home at the age of 22. ProPack.pro spoke to Shreeve about the company’s growth and its plans moving forward.

Q: What does inke packaging do as a company and what are some of its aims?

Jordan Shreeve (JS): inke packaging is the modern-tech solution to the printing and packaging industry in Australia. inke’s web interface enables brands of all sizes to access custom-printed packaging in a simple and streamlined way, eliminating the need for minimum orders and set up fees which can be rather costly to businesses. Our aim is to be the most approachable and efficient option in the market, catering to businesses of all sizes, as well as helping them scale to match supply and demand, allowing for the most cost-effective and simple solution to them in comparison to competitors. Currently, we’re working on our latest update to the brand and its latest interface to be launched in early 2023.

inke packaging founder Jordan Shreeve

We aim to become a full-circle service, improving our product offering and expanding the services customers can utilise. We will introduce a loyalty program to help customers scale and offset the costs of packaging and educate brands on the benefits of custom packaging in terms of customer retention and overall brand experience.

Q: What types of businesses reach out to inke?

JS: We’ve serviced more than 8,500 businesses across a wide range of small to large scale enterprises spanning different industries. Naturally, we’ve found our most popular industry to service has been the e-Commerce industry, as brands look to enhance their customer experience through bespoke and thoughtful packaging to engage their consumers.

We noticed this activity on an upwards trajectory in a post-COVID era, as we’ve found that this helps brands retain that personalised customer experience that was lost with fewer bricks and mortar retail during lockdowns.

Custom packaging is increasingly becoming an integral part of the e-Commerce experience

Custom packaging is increasingly becoming an integral part of the e-Commerce experience. As more brands choose to opt for this, it also creates a natural competitive edge throughout each respective industry, meaning more brands will look to source this. Our aim is to be the most accessible point to service this in the easiest and most enjoyable way possible.

Q: Can you tell me more about the network of Australian manufacturers that inke is affiliated with?

JS: We work closely with a vetted network of suppliers across the country which gives us the flexibility and efficiencies required to service a large portion of the market, regardless of what the end-customer requirements are.

This business model has a positive impact on the circular economy, supporting Australian manufacturing as opposed to offshore suppliers. Our platform allows our customers to ‘order what they need’ through us as their direct source of contact, and we manage the logistics of production and delivery for our customers through our network of Australian manufacturers.

Q: Can you tell us a bit more of your professional background?

JS: After graduating from high school in 2014, I decided to dive into full time work as opposed to the university route that many of my peers followed. I worked for a local printing company where I eventually took on the role as salesman, selling corrugated cardboard products to customers and large enterprise brands.

I faced many opportunities and challenges in this role – I managed to talk my way into the boardrooms of well-known clients, but I was never taken seriously due to my young age.

inke has serviced clients including Target

The constant rejection as a salesman was a blessing in hindsight as it really motivated me to push the boundaries and do my own thing. It was through my journey as a salesman that I noticed the lack of innovation and tech in the industry. Frustration, coupled with research into the synergy and opportunity of merging two industries – technology and manufacturing – was the incubator moment that led me to launch inke packaging from my home when I was just 22.

Q: What is fuelling the company’s upward momentum?

JS: Becoming the most approachable and efficient solution in the Australian packaging market is what’s pushing us forward. Our vision for the brand is what sets us apart from our competitors, coupled with our ambition to grow.

Our eagerness to adapt and innovate is the reason we’ve had success to date, through building a simplified technological solution for our customers rather than a ‘stagnant’ traditional sales offering.

I certainly believe we wouldn’t be where we are today without it; it’s at the forefront of our focus to continue to build and improve our offering to give customers the most streamlined online solution in the market.

Q: What is the most memorable and unique project that the company has worked on?

JS: It includes servicing brands across a variety of project sizes and sectors, from bespoke PR packaging to full-scale eCommerce requirements in the tens of thousands, across some of the largest brands in Australia and the world –including the likes of: Google, Microsoft and Uber as well as Mecca, Lululemon, Target and Cotton On Group.

inke has worked on a variety of project sizes and sectors, including this project for Mecca Cosmetica

These customer acquisitions stemmed organically through repeat business, referrals and agility. I consider this growth and the status of being retained as the trusted and preferred ‘contracted’ supplier to fulfil e-Commerce needs, as a ‘pinch-me’ moment and huge milestones I will cherish both personally and professionally.

Q: What is your short- to medium-term vision for the company’s future?

JS: We want to and are on track to, double the company’s revenue in the next 12 months. We’re heavily investing back into the business to be able to meet this goal, and to do so we are expanding our headcount, introducing a new look and feel for the brand, and re-launching the website to add increased functionality and infrastructure for customers to optimise the overall user experience. These efforts see inke enter its next phase as we look to graduate from our start-up status.

Q: What is your assessment of business requirements in packaging in 2023?

JS: We know from recent market behaviour that there’s an inherent need for businesses to better engage with consumers and strengthen their brand affinity and recall. As a result, we’ve seen greater demand for custom packaging in contrast to the traditional muted cardboard box.

Brands look to enhance their customer experience through bespoke and thoughtful packaging

e-Commerce is rapidly growing, and so too are the expectations of customers for a fulfilling brand experience, which signalled a groundswell effect for SMEs and well-established brands to engage in a heightened brand experience wherever possible.

Q: From these requirements, what will be the priorities for your company?

JS: My priority is to accelerate the business to a position where we are recognised in-market as the preferred category option. This will be the result of all the things we have been working on with our

new site and improved user experience, in addition to opportunity and activity from investments coupled with a continued commitment to innovation.

Reflecting on the last four years, we know what is critical to becoming a full-circle offering to our customers, so continued growth and diversifying the product offering will strengthen relationships with existing customers, and help attract new ones which we see as an opportunity to retain a larger market share.