SOLUTIONS DELIVERED INNOVATIVE OPTIONS FOR TODAY’S PACKAGING PROFESSIONALS
ISSUE 1 | VOLUME 1 | FIRST EDITION
A PASSION FOR PACKAGING THE FORMAL PROCESS BEVERAGE CONCENTRATE EVOLUTION TB DESIGN AWARDS
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TABLE OF CONTENTS
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tion & aliza n erci ptimizatio m O m Co kage Pac
Con Mark sumer et In & sig ht
sign & e De pment ativ evelo Cre age D ck Pa
Manag e Sourc ment & ing, Inve Logis nto tics ry
ENGINEERING FEATURE: MOCKTAILS
TricorBraun Solutions
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ct r oje lex P nt Comp ageme Man
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FEATURES CEO Introduction
Ma Pa teria cka ls E ge xp er E n g tis e & in e e rin g
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DEPARTMENTS Qu a & L lit y A ab ssur Sup ance port
01 Conversion
& ing ort uild Supp B al Mold nicInnovation Tech
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A Passion for Packaging
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Case Study: Trivita
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The Formal Process
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Engineering Feature: Mocktails
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Beverage Concentrate Evolution
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TB Design Awards Featurette
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TRICORBRAUN; A COMPANY BUILT ON INNOVATION AND DESIGN From our early days in turn-of-the century St. Louis, TricorBraun has grown to be the
people, their talents and their strong commitment
undisputed leader in rigid packaging and related
TricorBraun’s design team is comprised of some of
procurement services. Through hard work, perseverance and smart strategic growth initiatives, we have experienced phenomenal success including the ongoing development of designs, molds and a broad selection of creative and engineering services. With over 40 locations worldwide, we know that an important key to our success is our
to customer service. the most knowledgeable people in the packaging industry. With passion, insight, experience, vision, commitment and complete integrity, we have built a company that is dedicated to success; your success. We work hard to maintain a standard of excellence that is applied to everything we do for our customers and recognized throughout the industry.
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A PASSION FOR PACKAGING A TEAM COMMITTED TO YOUR SUCCESS Packaging is no longer just the container that transports the product. Marketers have finally embraced it for the highly impactful and effective tool it is. However, in order for packaging to become part of the end-user’s consideration set it must first attract the consumer’s attention on shelf. It must draw them in through color, shape and materials. Ultimately, the visual appeal must be so strong that the buyer wants to pick it up – and when he/she does, the package must engage with him in such a way that his emotional connection yields a new loyal user. At TricorBraun we understand the importance of packaging and how it influences your business’ growth. Our award-winning Design & Innovation Studio is committed to creating extraordinary solutions that clearly speak to your consumer and represent your brand.
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PACKAGE DESIGN: THE BEGINNING OF YOUR SUCCESS It all starts with the physical package. Do the package
GRAPHIC DESIGN: REPRESENTING YOUR BRAND IS OUR PRIORITY
and performance satisfy the functional needs of
Your brand is one of your most important and
your consumer? Does it effectively communicate the brand’s personality? Do the materials used effectively protect the product inside without issue? These are just some of the complex considerations one faces when dealing with package design. Consider our Package Designers your creative resource for all three-dimensional aspects of your packaging project. Our team of skilled designers collaborates closely with clients to establish their design objectives. Our efforts facilitate the delivery of brand-centric package solutions that are aesthetically pleasing and structurally sound, not to mention optimized for production. Our designers are committed to developing manufacturable solutions and they remain engaged in your project throughout the development process.
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valuable assets. That’s why we’re committed to delivering graphic designs that make an impactful first impression. If you’re looking to modernize or revitalize your existing graphics without compromising your brand identity, we can help. Regardless of whether it is a new product launch or existing package revitalization, our mission is the same. We work to develop unique, eye-catching brand visuals that balance the creative and technical elements of your packaging in the most cost effective manner possible.
PACKAGE ENGINEERING: TECHNOLOGICAL CREATIVITY Our Package Engineers collaborate closely with our Package Designers to bring their expertise to the
WHY
TRICORBRAUN DESIGN & INNOVATION?
CONVENIENCE. We are here to make the complex simple again, by giving you a single-point of contact for all of your design needs.
ZERO COST. Our design and development services are provided free of charge for our clients.
CREATIVE SOLUTIONS. development process. Their technological insights and thorough understanding of processes and materials ensure that the final package can be manufactured and fully optimized to succeed on the shelf. We don’t wait until you have a fantastic design to determine whether or not your product can be produced. We engage with our vendor partners early on to analyze the renderings and identify opportunities to optimize performance. In the end, this saves you time and money.
TRICORBRAUN DESIGN AND INNOVATION: YOUR CREATIVE SOLUTION To put it simply, we’re here to help you succeed. Our consumer insights, extensive creative capabilities and project management skills help to simplify what can otherwise be a very complex process. We’re able to quickly deliver practical yet innovative design solutions.
Understanding the design, engineering, manufacturing and operational requirements of packaging makes all the difference. We bring that knowledge to the challenge of successfully commercializing your design and are committed to delivering your packaging solution on time, on budget and on spec.
EXPERIENCE. Our award winning design and development team has helped deliver differentiating and innovative packaging solutions in almost every CPG category, and everything in between.
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A PROVEN, FORMAL PROCESS THAT GUARANTEES SUCCESS OUR PATH TO EXTRAORDINARY PACKAGING With more than a century of experience and an
design practical yet innovative packages that result
impressive portfolio of packaging success stories,
in award winning solutions. But awards aren’t
TricorBraun’s Design & Innovation Studio has
everything. Consumer satisfaction and brand
developed a clear, proven process that brings
loyalty drive our customer’s success so developing
extraordinary packaging to the retail shelves. Our
meaningful solutions that exceed the consumer’s
process assures you of our ability to consistently
expectations is our #1 priority.
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DESIGN. In this important first
BUILD. Package engineering and
phase, we ask all the right questions
design validation are the next steps in the
to understand the project objectives, define the
process. Now is the time to refine the selected design
deliverables and establish the success criteria. We
direction to be a cost-effective, manufacturable
assemble a team of marketers and designers who
package while maintaining complete design
work together to examine consumer and market
integrity. We continue to employ 3D modeling and
insights and learn more about your brand and
prototyping in order to refine existing designs. Once
its competitive landscape. Then, we determine
a design has been selected, we identify tool builders
whether additional research is needed. If more
and manufacturers who have the experience and
research is required, we work closely with you
expertise required to ensure that we deliver your
to define that research and agree on next steps.
product right the first time. We engage closely with
Once we believe our learning is complete, we move
these partners and provide them with the part
forward by establishing a project brief, timeline
drawings and surface files they need to be sure your
and preliminary budget. At this stage our engineers
package will be manufactured to your specifications
are also reviewing your quality requirements
and your expectations. At this stage we also test and
and beginning to assess who has the requisite
validate decoration requirements, initiate package
manufacturing capabilities.
performance testing and support filling line trials and research efforts.
DEVELOP. The emotional appeal of a package and its ability to communicate the
PRODUCE. Selecting the right
brand is a big part of any brand’s success. In the
manufacturer is a big key to your success.
development phase, our team leverages the insight
With our global, diverse manufacturing portfolio, we
gained from phase one to prepare a variety of design
make sure you are partnered with the right facility to
concepts that reflect the brand identity while keeping
bring your validated packaging solution to launch. All
marketing, manufacturing and operational needs
pertinent requirements are considered when making
in mind. Perfection is a process; and we continue to
this selection; cavitation needs, turn around time,
collaborate with you to refine the selected designs
location considerations, etc. In addition, the mold
until you are completely satisfied. Rapid prototypes
development process is seamless and timely and
can be provided in this phase to more effectively
supported by our management. Once production
evaluate the design options. Once you have
molds are complete and placed with a manufacturer,
identified the final design(s) you wish to pursue, we
we supervise initial runs of tooling and conduct
will move into the next process phase, Build.
package performance testing on-site.
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MANAGE. Our integrated Supply Chain team will manage every aspect of your logistics to satisfy your product launch demands. With over 40 locations worldwide, TricorBraun delivers an integrated, real time
access to up-to-the-minute information about your order. From online purchase order management to improved shipment planning, execution and management of all aspects of your product delivery, this strategic tool puts you in charge.
workflow process between our domestic design and engineering facilities and the rest of our global teams. This allows us to work directly with local manufacturers and suppliers to ensure impeccable quality control and logistics management – no
DELIVER. In this final phase of the process, we provide full technical and commercial launch support, as well as post-
matter where they are in the world.
launch part analysis. Our engineering team
Our Strategic Inventory Management System keeps
your launch to address any challenges you may
close track of packaging inventory levels which enables us to provide components on a just-intime basis, allowing you to purchase wisely. Plus, to make sure you have real-time visibility on the status of your products, we offer a state-of-the-art, cloud-based management system that provides you
Its our people that make the difference at TricorBraun.
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remains actively engaged during the execution of encounter. At TricorBraun we recognize there are always opportunities to improve packaging and our goal is not just to get it right the first time, but to continue to optimize the part as much as possible. Ultimately, we don’t stop improving the package until you are 100% satisfied.
BEVERAGE CONCENTRATE CASE STUDY SQUEEZING CONSUMER INSIGHTS INTO OUR BEVERAGE ADDITIVE DESIGN One of the most powerful tools used by our design
about product perception and overall preference and
team is consumer research. By looking inside the
conducted discussions about the shape, functionality,
mind of the consumer and gleaning a picture of how
closure and valve appreciation of the commercially
and why they use products, we are able to elevate
available packages. Utilizing our extensive 3-D
every aspect of packaging design. The focus isn’t
modeling capabilities, we created prototypes of five
just on the best vessel or dispensing solution—we
new bottle designs and asked the consumers to
remain committed to developing the most attractive,
evaluate them. We asked them to react to the package
functionally superior package that not only meets,
design characteristics and rate them from most to
but also outperforms the consumer’s expectation.
least preferred designs.
Unlike some research initiatives that aim to benchmark one product or package against another, our research is more pro-active in nature. We aim to better understand consumer lifestyles, behaviors and emerging trends in a way that helps us to better anticipate consumer wants and needs so that we can better help our customers win on shelf. Recently, we began to investigate consumer behavior around the use of beverage concentrates. We wanted to learn more about where, why and how consumers use current offerings and what they like and dislike about the current packages they use. The qualitative focus groups were conducted with women aged 25 – 60 years old, each of who had children and had used beverage concentrates within the past six months. We used targeted questions
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Much was learned. The respondents indicated that they want beverage concentrate packaging to fit comfortably in the palm of their hand, be easily squeezed with one hand to evacuate all of the product and to have a trustworthy seal that does not leak. In addition, an audible confirmation that the closure is in fact sealed was really important. Armed with these insights, our Industrial Designer, Samantha Juna (see sidebar), refined her concepts in ways that maintained their pleasing aesthetics while incorporating the functional needs expressed by the consumers. This included incorporating a consumer preferred closure that offers clean, customized dispensing. Our research efforts paid off. The new concepts were so enthusiastically received that we partnered with a manufacturer to introduce two new bottle designs. The availability of these consumer preferred stock solutions provided an unprecedented jump in speed to market for our CPG customer base, making for some very happy brand owners. Research initiatives such as this one continue to strengthen our belief and commitment to proactively initiate consumer insight studies. We recognize the value that the insights provide to our creative staff and our customers and we continue to build our research library with studies and packaging solutions that help to ensure our customers will win on shelf.
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SAMANTHA JUNA Samantha Juna has been designing custom packaging solutions for a wide range of domestic and international clients at TricorBraun since 2011. Praised by clients and co-workers as a “talented young designer with a refreshing look at design,� Samantha maintains a primary focus on blow molded plastic and glass bottle designs. She manages design projects within our 7-step process and works directly with design engineers and manufacturers on the creative development of each package. Samantha realizes and refines her packaging concepts through detailed SolidWorks modeling, renderings, FDM and Objet prototyping and, of course, through the valuable insights garnered from our consumer focus groups. Sam consistently takes great pride in the active collaboration with her customers and from seeing her packages in the retail environment.
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GRAPHICS CASE STUDY: TRIVITA PRIMING A PACKAGE FOR TELEVISION When a product is sold exclusively through
was made to sell the product exclusively
infomercials, its “shelf impact” relies heavily on its
through informercials. This presented two
graphics. Because it can’t be touched or handled
significant challenges.
and isn’t actually seen by the consumer on a
First, because the product couldn’t be touched as
shelf, the visual appeal of the package must be so powerful that it excites the consumer to take action.
it could be if it were on a store shelf, it had to to pop on TV. Its visual appeal had to be so powerful
Nutritional manufacturer TriVita , came to the
that it would draw consumers in even though there
team when it was time to package their new dietary
was no opportunity for close inspection. Secondly,
supplement, Adaptuit. The decision
the supplement was positioned as a daily stress
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reliever and therefore the visual needed to be
time and the product was launched within the
gender neutral.
original timeline.
With a tight timeline to develop the bottle and
The Adaptuit bottle has been featured on TriVita’s
graphic designs, the TricorBraun Design team
televised infomercials, in its print ads and catalog
brought its innovative packaging development
and on the TriVita website, all with equal success.
process to the task. The team collaborated with
Even better, in 2013, Graphic Design USA added
the client, completed their research and drafted a design brief. It was decided that a 32 oz. custom bottle in a unique and memorable shape would
“WE ARE THRILLED WITH THE FINISHED
be the base. The bottle was then decorated with a
PRODUCT, WE HAVE RECEIVED NOTHING
distinct shrink sleeve label to project the premium
BUT COMPLIMENTS ABOUT THE
nature of the supplement and provide a substantial
UNIQUENESS OF THE BOTTLE SHAPE
branding billboard when shown on TV.
AND THE BEAUTIFUL GRAPHIC DESIGN.
Collaborative Development and the Perfect Package Using the design brief, the Creative Design team began developing a variety of renderings that met the client’s key objectives. Then, after working with
WE ACHIEVED OUR GOAL OF CREATING A UNIQUE DESIGN THAT CAPTURES THE EMOTIONS WE WANTED TO EVOKE.” - SARGON DANIEL TRIVITA PRODUCT MARKETING DIRECTOR
the client to identify the final bottle concept, the Graphic Design team responsible for the pivotal shrink sleeve graphics got to work – even though the final bottle had not yet been engineered.
to this success by presenting TricorBraun with its American Graphic Design Award for the Adaptuit
One of TricorBraun Design & Innovation Studio’s
shrink sleeve graphics. In 2014, this package
unique capabilities is their expertise at swift,
was awarded a Silver Award in the Drug and
collaborative package design and graphic
Pharmaceutical category by the NACD.
development. In an effort to accelerate the development process and meet the client’s tight timeline, the Graphic Designer laid out the graphics on a placeholder shrink sleeve Molly Fuehrmeyer Graphic Design Manager
template, allowing the client to better visualize the final graphic imagery while the bottle was still in the process of being engineered. In this collaborative development process, the graphics process supports the creative design process,
For the past eight years, Molly Fuehrmeyer has been a key
resulting in time savings and, ultimately, client
player on the design team at TricorBraun. As the team’s
satisfaction and sales.
Graphic Design Manager, she guides the process of our clients,
Visible Results
research, design, graphics, engineering, production and more –
With TricorBraun Design & Innovation Studio’s
being “a consummate professional with meticulous attention
managing the project from concept to delivery, navigating often under tight deadlines. Noted by co-workers and clients for
Structural Designers, Graphic Designers
to detail” Molly’s collaborative spirit has had a huge impact on
and Package Engineers all collaborating
bringing TricorBraun designed & integrated packaging solutions
simultaneously with the client, the bottle and
to the retail shelves.
shrink sleeve graphics came together in record
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ENGINEERING CASE STUDY
MOCKTAILS
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SHAKING UP THE MARKET When a client comes to TricorBraun Design & Innovation Studio with a product for a brand new market, it brings out the creative juices in the whole team. Mocktails, a line of colorful, non-alcoholic drinks designed to be a “drink alternative with style,” needed an innovative, eye-catching package to draw customers to a new category. It was the kind of challenge our packaging engineers really enjoy.
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Although Mocktails was new to packaging, they had
Designers laid out a full body shrink label that
a clear idea of what they wanted. Something unique,
is printed in silver where it covers the shaker
something fun, something that made the non-
top and completed the package with a bright
drinking consumer feel that they could be a part of
color on the body. The bright bottle colors were
festive special occasions…even without alcohol.
carefully selected based on the product variety – Cosmopolitan, Margarita, Sangria or Whiskey Sour. The label is perforated just below the closure so
“WE ARE NEW TO THE PACKAGING INDUSTRY, AND WE NEEDED A LOT OF ASSISTANCE, TRICORBRAUN’S SPECIALISTS WERE WITH US FROM THE VERY BEGINNING, GUIDING US THROUGH THE CHALLENGES AND ADVISING US AS WE MADE PACKAGING DECISIONS.” - BILL GAMELLI PRESIDENT MOCKTAIL BEVERAGES
that after opening, the colorful label remains on the bottle. Packaged in this unique, practical and beautiful bottle, the consumer has only to add ice, give it a brisk shake to cool the beverage and then pour it into a cocktail glass. If desired, they can even add alcohol pre-shake!
The Results Are In Since its release, Mocktails has been a huge success in its launch market of Massachusetts. Sales have exceeded expectations. Our client and their customers aren’t the only ones in love with this package. Mocktails recently received a Bronze
From the start, Bill Gamelli, President of Mocktail
Medal at the 2015 World Beverage Competition and
Beverages, worked closely with TricorBraun to
an American Package Design Award from the 2015
develop the product packaging.
Design USA Awards judges.
Collaboration and Creativity: The Perfect Mix Working together, they came up with a custom, reusable 21oz cocktail shaker crafted from glass, a material that gives the consumer an upscale image, reflects positively on the product and allows the beverage to be seen through the package. To enhance the special occasion feeling, the bottle is designed to be sealed with a gold metal threaded closure following the hot fill process; the silver
FUNCTIONALLY FUN This innovative solution is shaking up the category.
polypropylene shaker top is designed with a pattern of holes at the top for pouring, giving the package that “mixed-yourself” look and feel. A separate, twist on cap embossed with the Mocktails logo snaps securely over the metal closure. TricorBraun Design & Innovation Studio’s Graphics
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TRICORBRAUN DESIGN AWARDS REAPING THE REWARDS Throughout the years, TricorBraun Design & Innovation Studio has received many gratifying accolades from the packaging industry saluting our passion for premium, innovative designs and our commitment to creativity, functionality, economy and sustainability. Organizations like the NACD, IOPP Ameristar, WorldStar and Graphic Design USA have evaluated our packages on the basis of innovation, graphics, decoration, shape, closure, texture, ease-of-use, consumer appeal, technical merit and environmental soundness and determined, year after year, that we were deserving of some of their highest awards. Just a few months into 2015, we’ve already received some rewarding honors from our industry.
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The World Beverage Competition salutes quality and innovation in beverage packaging. 2014 – 2015 World Beverage Competition Packaging Spirits Bronze Mocktails Non-Alcoholic Beverage Packaging Spirits Gold Lady Alchemist Owen + Alchemy Juice Graphic Design USA hosts competitions each year in package design and graphic design, recognizing the best work done in those arenas. 2015 Graphic Design USA Awards American Package Design Award - Instant Knockout
merican Package Design A Award - Oregon Ducks Growler
In 2014, we took home many awards for our work. Here’s a glance at a selection of those outstanding packages.
The NACD Packaging Awards are a renowned industry competition hosted by the National Association of Container Distributors that recognizes the best packages in North America and Canada. TricorBraun has won the NACD Best of Show award in four of the past six years! 2014 NACD Packaging Awards Best In Show - Hello Mouthwash/Toothpaste Novelty: Gold - Hello Breath Spray Pet & Vet: Gold - Sentry Cleanup Line Drug & Pharmaceutical: Silver - Adaptuit, TriVita Cosmetics & Personal Care : Bronze - Sweet Escape, Australian Gold
The World Packaging Organization’s WorldStar Packaging Awards are given to outstanding packages that have already won recognition in a national competition. 2014 WorldStar Packaging Awards Personal Care - Hello Mouthwash and Toothpaste The IOPP Ameristar Packaging Awards recognizes packages that demonstrate the best in these five categories: Innovation, Product Protection, Economics, Package Performance, Marketing and Environmental Impact. 2012 Ameristar Award Beverage - Roxor Gin Pet & Vet - Likety Stik 2010 Ameristar Award Personal Care - Smart & Silky Hand Sanitizer
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