Bottle design holds the key to great packaging

Since its origins, packaging has been seen as a means to retain the freshness of a product. Today, however, it has evolved to represent much more than a mere external protective layer. Today, the way a product is packaged reflects a certain brand and product ethos; a way to emphasise method of usability. Today’s packaging solutions often represents interest-stimulating designs and a number of other aspects.

Packaging solutions have now become one of the key tools in facilitating sales and more importantly, an avenue to create a strong brand identity that consumers connect and identify with.

“This evolved perspective has led to companies and brands seeing great value in investing in quality packaging for their products,” says Shalini Rawat, Manager Project & Packaging Development, Bacardi AMEA (Asia, Middle East and Africa).

She says that one key element of modern-day packaging is design. It has now become increasingly imperative for companies to create designs which leave a lasting impression on customers, which in turn has facilitated the advancement of packaging technologies. These technical strides have enabled far more complex, colourful and unique designs than those which were available a decade or so ago.

According to her, shelf packaging must attract immediate attention, encouraging consumers to take a second glance. Ensuring the absolute ‘security’ of the product with packaging that adheres to all sanitary and protective protocols is also important, she adds.

At Bacardi, packaging decisions are taken based on consumer tastes. She points out that “all our processes and products, including our packaging, are envisioned with the sole purpose of making it convenient and enjoyable for consumers.” “Once this objective has been set, all other packaging attributes like technical feasibility, pack functionality, product information, cost-efficiency,etc. fall in to place seamlessly,” she elaborated.

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