Packaging research - beyond testing

Packaging plays a key role in brand engagement but can be neglected relative to its potential. It's often seen as a cost rather than an all-pervading, ever-present opportunity to reinforce brand equities and drive deeper connection with consumers.

It goes without saying that packaging should be optimally functional in every respect, including its visual impact and on-shelf stand out. However, packaging can be used to actively support and build the brand promise, and its usability leveraged to drive differentiation and improve the consumption experience.

The sensory profile of packaging is determined by its structure, substrate and graphic, and together these combine to bolster the conceptual profile of the brand. Brands such as Heinz Ketchup, Kettle Chips, Grolsch, Orangina - and of course Coca Cola, do this brilliantly, using a combination of structural format, visual impact (and consistency), texture and functionality to communicate intended brand values, but also enhance the usage experience – making packaging a key part of the brand building effort and a source of real sustainable advantage.

Our clients benefit from our flexible range of approaches that can be applied to any packaging, bringing holistic consumer input to guide development or give confidence to decisions. We go beyond simple pack testing. Two main cornerstones sit at the heart of our toolkit – EROS for packaging development and Impackt for screening and validation of packaging designs.

• EROS (Early Rules of Success) - packaging co-creation super groups
• Impackt - packaging validation toolkit
• Brandphonics - our sensory branding toolkit