FORUM 2023 Session Spotlight
Sunday, April 16, 2023
2:00 p.m. – 3:30 p.m.
Off the Shelf and into Your Cart
Session Chairs: Kristen Olberding, Olberding Brand Family and Jennye Scott, Berry Global
The Slate of Presenters:
- Megan Burns and Jon Arnold, Berry Global
- Jeff Brockman, Olberding Brand Family
- Beth Baker and Paige Massa, Kao Brands
Listening to consumers and understanding their needs is the most important aspect of everyone’s jobs—Yet it is often overlooked.
Imagine spending two years researching consumer buying habits and behaviors to create a product that fills a whitespace—a product that no CPG had explored yet! Kao Brands did just that as it prepared to expand its market at a large merchandise retailer.
With years of research and consumer trials, Kao Brands’ creative and marketing team was excited to kick off production for the exclusive launch. Necessary partnerships were established with Olberding Brand Family and Berry Global to link every element in the packaging development chain.
Once the initial design concept was set, comps were generated to hone-in on design direction. The exploratory resulted in a final comp, ultimately set as the visual target for production. As the teams united, it was quickly uncovered that a print trial was necessary to better understand how it would perform in a flexographic print environment, due to the complexity of the design.
Print trial one occurred… followed by print trial two… followed by production. Spoiler! The first production run did not go as smoothly as the team had hoped:
- Design changes, specialty finishes and substrates, combined with condensed timelines made delivering on this high-stake design a challenge
- Proactive planning guaranteed adherence to established processes, but several unexpected challenges were encountered
- Our packaging development team had no choice but to remain flexible and become practical problem solvers
This set the stage for all three teams to collaborate on creative solutions to satisfy design intent, all while considering print limitations and deadlines. At the end of the day, open discussion, collaboration and teamwork resulted in a beautiful, printed piece that satisfied all elements of the design intent.
Tune into FORUM 2023’s “Off the Shelf and into Your Cart
” where a panel will discuss how to:
- Learn how keeping the consumer the core focus throughout the print production process is a mindset shift that calibrates the team to one goal
- Listen to remarks about the significance of market research and how it drives design concept and intent
- Gain knowledge on how to lay the groundwork for success
- Recognize that by following best practices outlined within the FIRST 7.0 packaging workflow process, while still remaining flexible and adaptable to design changes and/or technical challenges, will help you to hit the mark
Learn more about all FORUM 2023’s sessions and register to attend the conference at forum.flexography.org.
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