Planeación de proyecto

Innovation often involves doing something substantially

different and rethinking something that already exists.

Packaging provides many examples of innovation; of

the seemingly constant process of rethinking to make

improvements that may make a product easier to use, or

which may extend its shelf life, better protect it, facilitate

its distribution and increase its consumer appeal.

< The promise Rethinking the expected (transformation) Case study >

The need for invention

What is the need for invention? Why does packaging have to continually change? Two clear motivations behind this drive for innovation might be identifi ed: to meet and maintain the minimum requirements expected by the market; and to make a breakthrough that enables a producer to more readily differentiate their product in the marketplace. In most cases, this second factor (a well-defi ned brand identity) quickly creates the former (being a strong market competitor); for example, food packaging constantly evolves and uses new materials to ensure that the contents are ever fresher and crisper. Any successful innovation will quickly become copied by a company’s competitors, as each invention sets a new benchmark of what buyers have come to expect. Innovation as a means to problem-solve

Invention can be usefully directed to solve practical problems. As people become increasingly concerned about the environmental impacts of what they do, buy and consume, packaging options are being re-addressed with the environmental design mantra of ‘reduce, reuse and recycle’ in mind. This design ethos has come to be applied through, for instance, reducing the thickness of bottles and cans so that they consume less material, creating packaging that can have a subsequent use, and making packaging easier to recycle by reducing the number of different materials that it contains.

Designers also seek to innovate in order to fi nd new ways to solve problems and to present different solutions to those currently in use. Successful invention and innovation requires a thorough understanding of the product or problem at hand. It also demands the ability to think through all aspects of packaging, delivery and consumption, from which may arise possible alternative solutions to current practices, the use of materials and so on. Such attention to detail can help to uncover or determine any potentially fundamental fl aws that may be implicit within existing solutions, as well as to identify what it is that producers or consumers really want.

Inventiveness can also often involve injecting an element of fun into a product, such as with the novel mayonnaise caps shown on the facing page, which offer a slightly different delivery method of a familiar, everyday product. Making small changes such as this can ultimately have a big impact.

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Strømme Throndsen Design created this innovative lid (shown below) for the launch of Kavli mayonnaise in Norway. The patented adjustable lid allows the user to choose whether the mayonnaise comes out of the tube in a thick, thin or shoestring fl ow. This provides an interesting example of incremental innovation; the design team took something that already existed and changed it, so making it both look and function differently and to great effect.

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Openmirrors.com

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‘Can you imagine going through even a single day without

interacting with numerous objects that are packaged? Unlikely!

In today’s environment, virtually everything is packaged.’

The Visionary Package – Herbert Meyers and Richard Gerstman

< The promise Rethinking the expected (transformation) Case study >

1 Litre Water™

Water is a product that is essentially a commodity, so it can prove diffi cult to differentiate it from its market competitors. Producers might choose to add carbon dioxide gas or artifi cial or natural fl avours to it, but at the end of the day the product is still water. How can something distinctive and eye-catching be created to ensure that consumers will purchase it?

The main way in which bottled water is branded and differentiated is through its packaging. The water bottle shown here was created for the 1 Litre Water™ company and features an integrated drinking cup as part of its award-winning design. The resulting package is highly functional, sophisticated, elegant and visually appealing. A spokesperson for 1 Litre Water™ says: ‘Our proprietary design has been acknowledged as the most functional, sophisticated and visually appealing bottle on the market.’ Its clean lines exude exclusivity and refi nement, and the integrated cup distinguishes the product as one likely to be chosen by the more discerning customer who does not want to be seen swigging directly from a water bottle.

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Arkitekturmuseet

These unique matchboxes cleverly present a rethink of the expected and were created by Happy Forsman & Bodenfors for Arkitekturmuseet, the Swedish Museum of Architecture, and feature illustrations by Klas Fahlén. Instead of a matchbox, we are rather confronted by different blocks that form part of a matchbox city comprising different architectural styles, including the Renaissance, Gothic and International, that are intended to inspire people to learn more about architecture.

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After Australian vineyard Longview was sold, the new owners commissioned a label redesign with the aim of portraying a message of quality and uniqueness, and increasing sales among the 25–45 year olds target

group within the A$20–45 price range. Pictured on this and the following spread are designs created by Voice for Longview.

Case study

Longview vineyard