Hot Topics and News
The independent packaging design agency brandpack at Luxe Pack Monaco: "Designing viable innovations"
brandpack debuts as an independent packaging design agency / Focus on creative packaging solutions engineered for efficient production
Hanover, 17.10. 2014 – In line with the "Innovation Meets Reality" exhibition booth theme, the packaging design experts from brandpack at this year's Luxe Pack in Monaco will show how eye-catching packaging can be developed in the creative phase with a focus on efficient future production. Appearing for the first time as an independent organization, the design agency will be at the trade fair for luxury goods packaging from October 27 to 29 in the Esplanade Hall, booth E 2. brandpack is an offshoot of the rlc | packaging group, a company backed by more than 150 years of experience in packaging design and development.
As a brand ambassador, packaging communicates with discerning customers – especially in luxury goods markets. The shape, materials, graphic elements and finish convey specific values and influence the perception of the product in the eyes of consumers, who typically view the packaging and product as a unified whole. Innovative design ideas – and there are many – often fail to focus on the technical feasibility, or simply underestimate the production factor.
This is where brandpack goes to work. The packaging experts combine their design know-how and creativity with an in-depth understanding of brands and expertise in production efficiency. "Our goal is to design creative innovations and make them viable for efficient production. This concept is communicated by our trade show theme: Innovation Meets Reality," explains Andreas Schabert, General Manager at brandpack and former head of global packaging development/design management at Beiersdorf AG.
Building brand success
"Thanks to our roots in the rlc | packaging group, we understand the needs of prestige product manufacturers – and their markets," says Schabert. “From jars, bottles and bags, to high-quality folding boxes, we develop unique designs that perfectly match our customers' product and brand requirements. At Luxe Pack we are presenting the elements that leverage success – with a consistent focus on reaching consumers at the POS as effectively as possible."
The packaging prototypes presented at Luxe Pack close the gap between innovation and feasibility. Examples include the "Carving Corsage" packaging, the real design of the "Zippo" packaging and the "AUF-fallend" packaging developed for Bacardi. The “Carving Corsage” packaging convinced the jury of the Swiss Packaging Award (formerly Swiss Star) already in 2013: It was awarded in the special “design” category for its unique shape, realistic lacing and options for customization at the POS.