Sustainability, omnichannel, experience and technology are the main future challenges that brands face in the management and development of packaging, as they have assured in the Packaging Day de summa branding industry experts and recognized brands. Packaging Day is an annual meeting organized by Summa, a leading branding and packaging consultancy in Spain, which wants to be a reference forum in the debate on trends, challenges and opportunities facing companies and consultancies in this field.
The first edition of this Packaging Day had the participation of Katherine Rice, Head of OTC Marketing at Laboratorios Cinfa; Jan Vidal, Business Manager at Biográ-Sorribas (Idilia Foods); Aleix Fortuny, Senior Packaging Engineer at the Barcelona Institute of Packaging - LEITAT Technological Center, Víctor Mirabet, Vice President of Summa Branding, Carmen Navarro, Director of Summa Branding Madrid and Rafa Soto, Partner and Creative Director of Herraiz Soto (digital agency integrated for some months in Summa Branding).
According to Carmen Navarro, "innovation in packaging involves offering a relevant product and brand experience that allows an emotional connection with people". A characteristic already visible in Cinfa's Optiben, whose packaging, according to Katherine Rice, is the product of several qualitative studies that analyzed whether it was adapted to the expectations of consumers, their way of life and the way of understanding the sector to offer a more attractive product and according to your day to day.
Companies are already responding to consumer demands, including the growing demand for environmental responsibility. "Ecodesign implies incorporating the environmental variable in the packaging development process at all levels," explains Aleix Fortuny, Senior Packaging Engineer at the Barcelona Institute of Packaging. Some brands are developing, for example, packagings with materials of plant origin and 100% reusable. The economy of materials and handling processes was another aspect pointed out at Packaging Day, since it allows not only to reduce costs but also to be more neutral in environmental impact.
And eco awareness must also affect the portfolio, as explained by Jan Vidal, Business Manager at Biográ-Sorribas (Idilia Foods). “The categories related to health are on an increasing trend. After learning from the consumer, we relaunched a pioneering brand in healthy eating in this country. We are based on flavor, health and sustainability and we created a new brand to approach a new consumer where eco awareness was not only present in the purpose, but also in the packaging ”.
On the other hand, Rafa Soto, partner and creative director of Herraiz Soto, now part of Summa Branding, stated that “in the digital paradigm, in addition to containing the product and informing and seducing, packaging is an interface that allows the user to interact with the product and the brand. This bidirectionality offers the company interesting opportunities, both at the level of engagement and virality, as well as data analytics ”.
Innovation linked to the use of new technologies is essential to provide new solutions to consumer needs. "In a short time, 'super containers' will allow building and offering more personalized and intense experiences," concluded Víctor Mirabet of Summa Branding.
