Product packaging is a focal point of innovation for many consumer categories. Sustainability goals are key, but brands are also keen to maintain the vital role packaging plays in consumer engagement, education, and retention, which is evolving thanks to the application of digital technologies. Furthermore, the functional properties of packaging can also be enhanced with new technical developments enabling pack designers to delight consumers with new experiences. With so many potential avenues to explore, it’s important to take a methodical and comprehensive approach when implementing packaging innovation in your business.

In this whitepaper, we look at how organisations can take a strategic approach to the evolution of product packaging. We’ll describe three critical checkpoints, which together form a checklist that brings shape and structure to your innovation journey. We aim to help you to:

1. Define the purpose
2. Consider your material and design choices
3. Reimagine the end of life