Discover Benelux, Issue 49, January 2018

Page 42

Discover Benelux  |  Dutch Industry and Innovation  |  Made in the Netherlands

PA C K A G I N G D E S I G N :

It is what is on the outside that counts TEXT: MYRIAM GWYNNED DIJCK  |  PHOTOS: MMB PACKAGING

With shopping aisles containing hundreds of items, it is a challenge to make your brand stand out. Welldesigned packaging is the key to doing that. It can boost brand recognition, create a quality feel and improve ease of use. MMB Verpakkingen knows the secret to creating sophisticated and attractive packaging to help brands succeed. “Packaging determines the final decision, as the end-user often has a fraction of a second in a supermarket, drugstore, online or wherever you can buy items,” says Sally Christiaens, sales manager at MMB. “Certain colours, shapes, functionalities, applying user-associations and brand identity can ensure that the customer chooses your product and not that of the competitor.” Located in Etten-Leur in the Netherlands, MMB has an in-house team of product designers that create optimal cardboard and plastic packaging. Their packaging solutions are focused on combining a look that stands out with ultimate us42  |  Issue 49  |  January 2018

er-friendliness, while enticing new and existing consumers to buy the product. “These qualities transform into an opportunity for growth, stability and a strong positioning of the product and brand in the target market,” she says. “We provide a packaging solution that delivers in the short as well as the long term.” MMB, founded in 2005, offers numerous types of plastic and cardboard packaging that are produced in one of their several certified factories. The options include cardboard sleeves, display boxes, folding cartons, bottom and lids, inlays, plastic tubes, custom shaped boxes and more. MMB can also add detailing such as corner windows, hot stamps, UV spots and embossing. As each of their customers face their own challenges, MMB combines knowledge and expertise from various industries for their designs. Rigorously tested, MMB makes sure the packaging is as effective as it is attractive. “We often perform tests to see if the packaging doesn’t

just look good and achieves the objective, but also whether the product stays in the packaging, as a kind of transportation test.” From the initial drawing to the physical samples and the final design, the entire process is completed in close collaboration with MMB’s customers. Maintaining frequent communication, MMB can respond quickly to market changes and alterations of the brand image or product. “We don’t just talk about material specifications,” Christiaens concludes. “Together we develop the packaging that fits the company, brand, product and end-user.”