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A case study in creative design
combined with total supply chain management.
The brief was to create a distinctive shaped pack which
would appeal to the consumer both in terms of visual appeal
and curiosity and could be opened by splitting the pack
down the middle to expose the golden Easter egg, almost
akin to an egg hatching.
Furthermore the pack needed to be square at the outset
to maximise shelf space but open into a new shape which
would appeal to the consumer – and all within the
constraints of a specific budget and timescale.
Clearly there was no obvious historical pack which had
either the same functionality or shape so the brief required
some serious brainstorming and Concept invention.
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We would also need to collaborate closely with our network of
partners to ensure we presented a fully working solution including
all packing, production and distribution requirements to ensure
the project was a total success from concept to shelf.
We started with a blank piece of paper and created a couple
of options, one of which was a square litho printed pack which
opened centrally and divided into two equal triangles, complete
with a thermoforming to hold the egg and a high quality label
to seal and complete the finish.
At each stage we worked closely with our partners Packaging
Answers and explored the various commercial aspects of the project
in detail from print and manufacture through the supply chain
to shelf to ensure the whole pack could be produced, packed
and distributed inside budget.
After subtly re-engineering certain aspects of the design we
not only created a pack which beat budget but actually added
additional value and creativity by ensuring the two triangular
ends of the pack when opened stayed perfectly straight and didn’t
bow.
Then we had to ensure the thermoforming not only held the egg
but also doubled as part of the box closure mechanism as well
as accommodate gluing at the assembly stage.
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To complete the packing aspect we worked
with our partners The Packaging Hub in Waterford to devise
a local bespoke finishing system that allowed for the
pack to be erected ahead of fulfilment. By working with
a partner in close proximity to the client we ensured
distribution and shipping costs were minimised. Finally
by working in close cooperation with Packaging Answers
we organised and managed the complete solution from the
shipping of flat packed printed packaging and nested thermoforming’s
from England to Lir Chocolates in Southern Ireland where
the packs were completed and finished with a high quality
label produced and sourced by our network in the UK.
Not only did we deliver a unique and eye catching pack
on time and within budget but by our ability to work closely
with our highly professional network of partners at every
stage ensured we were able to manage every aspect of the
supply chain from design to shelf. |
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