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Evolution of Innovation
By: Sara Mason
Posted: November 30, 2011, from the December 2011 issue of GCI Magazine.
page 5 of 6The future of packaging means understanding your target market. In Berardini’s case, that meant being utilitarian and functional. “You can try to innovate with the fanciest packaging with all the bells and whistles, but if it’s not easy to use, men will hate it,” he says.
The brand also recently launched its Evman System Bag, fashioned from recycled tire inner tubes from a supplier that sources products destined for landfills and refashions them into other products. The material—durable, stain-proof and water-resistant—combines sleek design with function. Though it took a lot of experimenting, the two companies collaborated to find a large truck inner tube to create a seamless product that looks high-end and like leather, says Berardini.
Innovation helps businesses to grow and compete, increase productivity, and create new opportunities. “It nurtures creativity and collaboration,” explains Mandalah’s Mann. “Innovation allows businesses to adapt to cultural, economical, environmental and technological events and resulting consumer needs. In this way, businesses can challenge norms, set standards and become pioneers. [Mandalah] bridges purpose with profit.” Taking a collaborative approach to projects garners the best results and ensures ideas—which clients contribute in developing—are seen through to implementation.
From Unilever to L’Oréal, Mandalah takes clients to environments outside their comfort zones and “beyond their imaginations to tangibly experience new products, services and ways of doing things, [where] transferable concepts are discovered and ideas spark,” says Mann. “Clients experience firsthand what is possible and are guided to think beyond that.”
Innovation allows packages to be so unique that consumers see and understand the benefit of both the packaging and the product right on the shelf. “One of the trends we see are the brands wanting a shape associated with their products. They want consumers to be able to recognize the products without delay when walking down the retail aisle,” says Misdom. If the product has a very specific design, there is a belief this will translate to high recognition and greater sales. Misdom cites the Elmex toothpaste brand (owned by Swiss-based GABA group) as one example, as it is well-known on a regional scale for the “Topstar” design on the underside of the polyfoil tube’s cap upon removal.