DESIGN IN PACKAGING
How to design packaging that meets project goals
Milano & Gessate
A world class team of designers and engineers in seven locations working across end markets, materials and process in the packaging industry
Masters in the development of bespoke packaging, specializing in high-level manufacturing processes, supply chain management, and product development
PACKAGING ‘MISTAKES’ AND WHAT TO LEARN FROM THEM
PACKAGING DIMENSIONS
- SHELVE PRESENCE / VOLUME IMPRESSION
- COMMONALITY
- COMMUNICATION
- CONTAMINATION RISK / AND EASE OF USE
- TAMPER EVIDENT - INCONVENIENT TO OPEN
- COLOR USE/MESSAGING
- DIFFERENTIATION & CREATING SIMILARITY
- COMPATIBILITY WITH CONTENT
USECUES & CONFUSION
- PACKAGING ARCHETYPES
- USE OF IMAGERY, TYPOGRAPHY
- CLAIMS
Topic
DESIGN & BRANDING
What to Watch For
Overly complex visuals Too many fonts/colors, hard-to-read layout
Unclear messaging No clear product name, benefit/payoff, or usage
Inconsistent branding Style drift from logo, palette, or tone
Weak shelf presence Doesn’t stand out or attract attention
USABILITY & SUPPLY CHAIN
Topic What to Watch For
Hard to open/use Sharp edges, tightly sealed, unclear usage
Not resealable Especially critical for food or skincare
Inefficient logistics Doesn’t ship, stack, or store efficiently
No real-world testing Not tested for drops, moisture, temp swings
Topic
SUSTAINABILITY & MATERIAL
What to Watch For
Over-packaging Unnecessary layers, plastic trays, fillers
Non-recyclable materials Lack of compostable or recyclable options
Greenwashing Vague “eco” claims with no proof
Poor durability Packaging that crushes, leaks, or tears easily
MARKET & CONSUMER
Topic
What to Watch For
Misaligned with audience Not designed for demographic habits or values
Unclear accessibility No thought to easy-grip, tactile cues, large text
No consumer feedback loop No surveys, unboxing videos, or reviews considered
Copycat design Too similar to competitors = confusion or lawsuits
“We spend a lot time designing the bridge, but not enough time thinking about the people who are crossing it.”
Prabhjot Singh
CONVERTING PROJECT GOALS TO PACKAGING REQUIREMENTS
A product is a tool to reach a goal!
Requirements are created from that goal.
But requirements regarding packaging are often disconnected from the project goal.
Why is that?
The functionality of packaging changes throughout the value chain.
Requirements made based on individually evaluated functions can cause a misalignment from the goal
Before creating requirements, we must analyze the packaging functions throughout the value chain and determine the importance of each of them towards the project goal.
Determine the most important packaging functions that enable reaching the project goal
HOW WE CREATED OUR DEVELOP
PROCESS TO MATCH THIS
APPROACH
First thing we do is identify what functions are driving the project and need to be "improved" to reach to project goal(s)
We find out by getting answers on in-depth and specifically formulated questions!
76 OF THEM
To be exact
What is your current packaging and why?
What is your packaging process?
How will the consumer use the product?
Where do you see the packaging can add value to your product?
What are the positive and negative aspects of your current packaging?
What are the characteristics of the product to be packed?
Can you sketch your current product life cycle?
Which risks should your packaging reduce or eliminate?
What would be a reason to change?
What would your ideal packaging be?
Request the full questionnaire at studio111.nl@berlinpackaging.com
Getting those answers allows us to identify key improvement functions and formulate packaging requirements aligned to reach the project goals
USING 5 PHASES
WE MAKE SURE THE DEVELOPMENT APPROACH IS STRUCTURED
Analysis & Ideate
Evaluate & Select
Refine & Detail
Design
• What is the project motive?
• What are the project goals?
• What is the project deadline?
• What are our limitations?
• What can we develop to reach our goals?
• What are our options?
• What do we have to adjust to move past limitations?
• What option will suit best to achieve our project goals?
• What are the individual items we need to develop?
• What are the characteristics of these items?
• What is the time needed for each item?
Validate & Implement First order & Reflection Production
• Is the development meeting expectations?
• How can we secure a uniform quality?
• Will is achieve our project goals?
• Approve development for production
• Initial production run of new development
• Evaluation of the first batch
• Market introduction
• Project evaluation
THE PROJECT GOAL WILL
BE REACHED
DESIGN BRIEF:
Design of a new packaging that elevates our Puppy Milk from the “generic” milk powder market and positions it in the market as a high end, and professional product with a medical look and feel
What are key functions to align our packaging requirements?
Morphologic scheme outcome
▪ Scoop easily and “clean” accessible
▪ Scraper for scoop to correctly dose the needed amount
▪ Alu seal to protect and preserve content
▪ Label or Shrink sleeve to individualize packaging later in the chain
▪ One hand open and close
▪ Shaped packaging to move away from “cheap” pail design
DESIGN BRIEF:
Develop a AdBlue adapter that is at least 25% more cost effective than the current adapter.
What are key functions to align our packaging requirements?
Development method
▪ Study ISO22241 norm
▪ Strip current adapter down to basic functions
▪ Brainstorm solutions for individual functions
▪ Construct concept for new adapter
▪ Test adapter using prototypes
▪ Generate production drawings (2D + specifications)
▪ Product validation
Basic functions
▪ Fit Adblue filler in car
▪ Fit 28mm bottle neck
▪ Only be able to open once correctly connected
▪ Outlet large enough to empty the bottle in 30 sec
▪ Vent the bottle during filling
▪ Auto stop when tank is full
Total cost: -30%
“IMPROVING HOW THE PACKAGING FULFILLS ITS FUNCTIONS WILL RESULT IN PRODUCTS
THAT NOT ONLY REACH PROJECT GOALS BUT PERFORM THROUGHOUT THE VALUE CHAIN”
IN EVERY MATERIAL & FORMAT
Glass
PERSONAL CARE
START WITH THE END GOAL IN MIND!
WORKSHOP
Aligning the packaging functions towards your project goals
Analysis & Ideate
Evaluate & Select
Refine & Detail
Design
• What is the project motive?
• What are the project goals?
• What is the project deadline?
• What are our limitations?
• What can we develop to reach our goals?
• What are our options?
• What do we have to adjust to move past limitations?
• What option will suit best to achieve our project goals?
• What are the individual items we need to develop?
• What are the characteristics of these items?
• What is the time needed for each item?
Validate & Implement First order & Reflection Production
• Is the development meeting expectations?
• How can we secure a uniform quality?
• Will is achieve our project goals?
• Approve development for production
• Initial production run of new development
• Evaluation of the first batch
• Market introduction
• Project evaluation
What packaging are we going to analyze?
Project Goal
Creating a packaging repositioning the product in a higher/luxury segment product & is PPWR
‘compliant’ (improve sustainability)
Before creating requirements, we must analyze the packaging functions throughout the value chain and determine the importance of each of them towards the
What packaging function(s) drive the development to reach its goals
Benchmark Cleaner
Brainstorm + Generating Idea directions
Cleaner Concepts
Refill Concentrate
No transport of water → lower impact
Can be used with various products Various mixing ratios possible
Refill
Recyclable & Recycled Aluminum
Packaging minimization: Refill is low impact, high impact components are re-used
Re-usable Outer Pack
Unique shape
High quality sprayer and materials can be used with various products (refills)
Re-Usable Outer Pack
High quality sprayer, materials and shape
Big opening for addition of water / base product