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Need a package for your new product? Involve the printer early in the process!
If you are in the market for packaging for a new product, you might think that finding a designer and designing the package is the obvious first step. And while it is, it is also very important that you ensure that the designer you select is well versed in designing packaging AND understands the related printing and packaging processes.
A packaging designer is very different from a graphic artist who works on printed marketing collateral or a digital ad. A good packaging designer knows the ins and outs of designing for the printing process, they understand how to maintain your brand across many different substrate types, and they understand the various kinds of packaging processes. They have to take in consideration things like “Will this graphic element be hidden when the package goes from 1D to 3D? Will the seal fold to the left or right? Can the printer reproduce my design on the selected substrate?”
For example, you want a bright neon color on a brown kraft paper substrate for your wrapper for your new energy bar. Remember, what may look great on the screen or in a PDF does not always translate to a final printed product. If you and your designer have discussed this ahead of time with the printer you will probably learn that the neon color will wash out on a kraft substrate and you will not get the effect you were looking for. Involving the printer early in the design process allows you and your designer to decide on something that can be reproduced on press.
Designing a package is not a linear process, with lots of questions and considerations that must be taken into account by everyone involved. If you do not want to be disappointed in your package, take the time to develop relationships within the complete manufacturing process before you fall in love with a design. In the end this kind of collaboration will deliver a spectacular result.
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I Need A Label For …
A label is a label is a label. Unfortunately, not. Every application requires a set of
questions to be answered to determine the best label for your product.
When specifying a label, it’s best to start with “what do I want the label to do?” for
example: I want it to be automatically applied to a plastic tub and then frozen. After use, I want the label to be cleanly removed for easy recycling of the container. Or, I need a label to be stuck to a cardboard box so that it can be shipped to China.
Once you know all that you want the label to do, you can start answering the questions that will determine the face stock, adhesive, liner and finishing method.
• What does the label stick to? Wood, paper, corrugated box, glass, plastic?
• What is the shape of the container? Flat, round, tapered?
• Is the surface smooth, rough, how rough?
• What temperature is the container at the time of application? Ambient,
refrigerated, frozen?
• Are there any additional conditions? Wet, frosty, dusty?
• Will the labels be applied by hand, label gun, or machine?
• Will the unwind direction matter? Which side needs to lead off of the edge of the
liner?
• If it is machine applied, will it be high speed and need a special liner?
• How does the label need to perform? Last forever, be removable, survive harsh
conditions?
• Are there any special features needed? Barcode Peel outs, non-adhesive areas,
perforations?
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Design Guide for Recyclability
Don’t be fooled; for all its “greenness”, recycling is a business. Recyclers have to have an end market for their products or they will not be willing to continue recycling. As we get better at curbside and commercial recycling—building up reliable wastestreams—there still needs to be a requirement for the end products. So how does that happen? I believe that brands are going to lead the way by creating markets for these recycled materials! An example below is from Target’s presentation at SustPack 2017 in which one of their Sustainable Packaging Goals is to “Create more demand for recycled packaging by creating new end markets…”
Did you know that plastic recyclers cannot recycle a yellow plastic bottle? The market for anything other than clear, translucent green and translucent blue is very small and anything other than these can be hard to sort out and contaminate streams that have value. It’s important to understand what aspects of a package design can negatively impact its’ recyclability. The Association of Plastic Recyclers has a useful design guide which can guide your design and development plans towards an easily (and not yellow) recyclable package.
And here’s a link to a helpful design book called: Packaging Sustainability: Systems and Strategies for Innovation Package Design at Brand Packaging
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Bars Wraps are Booming
You’re busy and you’re hungry. If you’re like millions of Americans, you don’t always have the time or the energy to prepare and pack a homemade snack to fuel your hectic lifestyle. Instead, you might rely on quick, ready-to-eat items like snack bars to provide the energy and protein you need between meals. (Let’s face it; three-hour work meetings are stressful enough when you’re not hangry.) You might have one in your bag right now! The snack bar industry is booming, and, in addition to increased quality, convenience and nutrition seem to be the primary reasons. More than ever, consumers are looking for healthy, portable food items they can grab on the go and, while they want their options to be affordable, people are willing to pay a lot over time. Business Wire reports that in 2017, the snack bar industry in the United States reached a value of approximately $6.8 billion. That number is expected to skyrocket over the next four years, with an estimated value of $8.8 billion by 2023 — and that’s not even accounting for the overall global market, which market intelligence and advisory firm Mordor Intelligence (MI) expects to grow by 6.7% over the next five years. (MI also notes the U.S. dominates the global market with more than 40% of total sales.) To understand the snack bar market, we’ve got to look at a few key things, including consumer preferences, the different kinds of snack bars available, the major companies at play, and the importance of packaging and branding.Consumer Preference
We’ve already mentioned that convenience plays a critical role when consumers are shopping for snack items. But not all ready-to-eat snacks are created equally. Shoppers are spending more time researching nutrition labels and want food items that are high in protein and fiber and low in carbs and sugar, according to MI. Consumers are willing to try new things, too, and like when they have a variety of bar options, including ones that are meat-based, gluten-free, Paleo, organic, or vegan. These trends give companies plenty of room to experiment with natural sweeteners, whole grains, nuts, and plant-based proteins, such as pea and hemp. Brands can also experiment with portion sizes, offering both bite-sized and larger bars, so consumers feel they have multiple options to suit any situation.Snack Bar Sectors & Brands
The snack bar market is often divided into different categories, including granola bars, performance bars, nutrition bars, and energy and diet bars. While all of these sectors continue to experience growth, granola bars are by far the most profitable and account for three-three-fifths of the entire market, MI reports. Nutrition bars are also increasing in popularity as people are looking for quick ways to boost their protein intake; the sector currently has a value of about $2.2 billion. Major corporations, such as General Mills, Kellogg, WhiteWave, and PepsiCo are capitalizing on the public’s interest in snack bars and are making millions of dollars in the process. For example, Statista reports that Nature Valley’s original and Sweet + Salty Nut bars raked in $367.8 and $244.6 million in 2017, respectively. Energy and diet snack bars also fared well. More than 10 million people ate Clif bars in 2018, while more than 22 million people ate offerings from Pure Protein, Atkins, PowerBar, and Luna. Consumers can expect more snack bar varieties to pop up in specialty and conventional grocery stores as corporations expand their reach into the natural foods market.Packaging & Branding
Opportunities
With so many snack bar brands and varieties hitting shelves, it’s never been more critical for companies to invest in the packaging and branding of their bar wraps. The first way to achieve this is by focusing on attention-grabbing design. “Attention-grabbing” may seem to indicate that you need neon colors and wacky fonts, but this isn’t always the case. Consumers respond well to packaging that comes across as authentic. If minimalism is your brand’s style, embrace it. Similarly, don’t feel you can’t include illustrations or vibrant colors, especially if they represent your company, your product, and your mission. Bar wrap packaging is one of the greatest marketing tools at your disposal; have fun with it! Additionally, utilize the bar wrap package’s exterior as a way to communicate key information about your product and your brand. Include nutritional facts and make sure to highlight words like “organic” and “gluten-free” if applicable. Don’t be afraid to flaunt what you’re made of – people want to know what they’re putting into their bodies. Of course, don’t let your attention begin and end with a package’s design. The materials you use also matter. No one wants to lug around a bulky snack bar that takes almost as much time to unpack as it does to eat. Bar wraps, a form of flexible packaging are popular for many reasons: they’re light, easy to transport, and easy to dispose of when no longer needed. These bar wraps are also more sustainable than many other packaging options on the market, which is a huge plus for consumers striving to reduce their carbon footprints and improve upon their recycling habits. Interested in exploring the growing snack bar market? We’d love to help. Fortis Solutions group offers a variety of flexible packaging options for your bar wraps which can be customized based on your needs. Contact us by phone or email to learn more about how your brand can stand out on the shelf.5 Reasons to Consider a Bar Wrap Redesign
Changing your package design is a decision not to be taken lightly. Here are some areas you might want to consider before moving forward with a redesign.- Ingredient change. You will have changes to your packaging with a formula change or updated nutrition panel so why not plan a package redesign? You might want to illustrate your clean ingredients by adding a QR code so the consumer can get further ingredient information.
- Design Direction. What appeals to consumers changes over time. Maybe it’s time for your packaging to undergo a change to gain attention on the shelf. Don’t feel like you to have to abandon everything you love about your current package — try for an evolution rather than revolution!
- Brand Disconnect. Does your packaging reflect your brand personality? Is your brand fun, hip and sustainable but your packaging looks old-fashioned? Or vice-versa? A design refresh can utilize packaging to tell your brand story to those who connect with it.
- Muddled Message. Your brand message may be getting lost on your package. What is it that makes your bar different? Define that and make it the center of your redesign.
- New Package Materials. A brand redesign is the perfect time to rethink your packaging materials. The wide range of materials and finishing options available should spark your creativity. Matte, gloss, kraft paper, window, no window. Set your design free!
Along with a complete re-brand, Kate’s Real Food changed to a matte bar wrap material to showcase the brand message of only using natural, familiar, simple ingredients.Fortis Solutions Group Launches New Location in Napa, CA
VIRGINIA BEACH, VA, September 26, 2019—Fortis Solutions Group LLC, a portfolio company of Main Post Partners, and a leading provider of labels, flexible packaging, shrink sleeves, cartons, and applicators, is pleased to announce the expansion of its national network of manufacturing facilities with a new location in Napa, CA to provide pressure sensitive labels to the wine, craft beer and spirits industries.
Fortis CEO John Wynne believes the expansion is perfectly aligned with the company’s mission to drive dramatic growth through customer-focused values. “Our customers in the wine and spirits industries have repeatedly told us there is a need for a local, agile, high-quality, customer-focused printer. Rather than acquire an existing business, we were able to bring together a very strong team with extensive experience and build a facility from the ground up around our customer-centric values,” stated Wynne. “In keeping with our national yet local approach, we found a great location in Napa from which to serve our local customers while also being able to offer an additional market segment to our national customers.”
Led by industry veterans Brendan Kinzie, President, Wine & Spirits, and James Stone, Director, Wine & Spirits; the Napa team has a long history in both printing and wine manufacturing. The Napa location offers a source of high-quality, quick-turn label production to designers and brand owners.
“Both the winemaking and printing processes involve a unique blend of art and science,” said Mr. Kinzie. “We are excited to bring an alternative label choice for the wine and spirits communities by operating as a boutique label provider on the front-end, but backed by the depth of the Fortis culture and expertise, diverse production capabilities and strong supplier partnerships.”
The Napa facility features in-house plate making, digital offset and flexographic printing processes, and specialty secondary finishing options providing maximum flexibility to brands and designers. “Our goal is to provide all of the means available for label designers to let their imagination fly,” continued Mr. Kinzie, “then our job is to turn their creative vision into reality.”
The new facility is located at 535 Airpark Rd. in Napa, an excellent location centrally located in the Gateway Business Park.
Fortis is planning a customer event in January for interested parties to tour the plant and experience the printing processes first-hand.