THE DODDLE BAGS CASE STUDY

THE DODDLE BAGS CASE STUDY

The Doddle BagsMake your life a doddle

This month’s case study is about the Doddle Bags, reusable food pouches, very simple in usage and with a whole variety of applications: from travel drink pouches to paint pouches.

The Challenge

When Nadine, the founder of Doddle Bags, had her small daughter Lily, she was – as every caring parent – paying a lot of attention to her child. At the same time, she was pretty busy working for her company as well, though. So she had to juggle a lot. Nadine was very conscious about feeding her baby only with the best food and she wanted to prepare her own meals for Lily whereas those dishes should be easily used on the go.

Firstly, she thought that she could find what she was looking for in the shop next door. But quite unexpectedly she had to realize that it was impossible to find a suitable pouch with a nozzle on it that she could easily fill with food.

The Solution

So Nadine decided to call her cousin Zaid, one of the founders of Swedbrand, and she asked him to help her make some pouches. Since Nadine is an architect, she wanted her pouch not only to work well but also to look great. Her aim was to use as little plastic as possible in her design.

The Result

It took them more than a year to get to the final product. It turned out to be very difficult to find the right material for the pouch, especially with regards to the zip lock. Eventually, the Doddle Bag was born.

These multi-functional refillable pouches are provided with expert sealing technology to prevent leakages and are compact enough to fit into a small handbag. Nadine and Zaid also decided to create the accessories to go with the pouch, which can serve different purposes, such as Doddle Spoon for feeding and Doddle Brush for painting.

The product became popular immediately (especially among moms) and currently it is sold in many countries, including the UK, Taiwan, Holland and Denmark, just to name a few.

Last year’s exhibition in Germany was a real success, proving that Nadine’s idea was a great one.

Check out the pictures of the exhibition!

Here are some testimonials of people who already tried the Doddle Bags:

“They are perfect for on the go, they are leak proof, have anti-choke caps and are dishwasher and freezer safe. They are simply amazing and I have been a bit blown away by them.”

— anywaytostayathome.com

“These DoddleBags have expert sealing technology to prevent leakages and are compact enough to fit into a small handbag. Once the contents is consumed, obviously they are even smaller!”

— ParentingWithoutTears.com

“… taking the DoddleBags range into our collection was an instant decision. These multi-functional refillable pouches have a whole host of applications from using as travel drink pouches through to using as paint pouches.”

— toyella.com

Click here to watch a funny video where Nadine’s daughter shows us how to use the Doodle Bags.

Read more Swedbrand blog posts at
swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri

Liudmila Pape

Swedbrand Office in London: Teambuilding and Training

Swedbrand Office in London: Teambuilding and Training

Summer time has brought Swedbrand good news!

Our new team in London keeps on growing: in June we could welcome two new members, Chris and Miren.

Chris is our new Business Development Manager, and Miren is our new Production Coordinator. We wish them all the best and a good start within our big family!

As our team keeps on expanding, it is essential for us to maintain a proper communication among our different offices. That is why our Operations Manager Isa was visiting our London office in June and conducting training sessions for the new members of the team.

Besides communication trainings, Isabell also held training sessions on packaging materials, production processes, and samples preparation.

The training session ended with a night at the bowling. As you can see from the pictures above, our Swedbranders in London had a lot of fun!

Looking forward to hearing about new breakthrough projects at Swedbrand!

Stay tuned for further Swedbrand news and announcements.

Read more Swedbrand blog posts at

swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri and Liudmila Pape

​Prestige vs. Mass-Market Package

Prestige vs. Mass-Market Package

What makes a package “mass market” versus “specialty retail”? Actually, there is a big difference in what packaging design should communicate about the price of the product and, interestingly, about the people who buy it. Here are some tips which can help you position the products at different levels.

Mass-market package is immediately recognizable and always accessible. The design must feel familiar and inclusive; it must appeal to a broad range of people without excluding any major customer group.

The design for a supermarket-brand water looks different from the one for Evian

The mass market needs a package able to tell quick, clear and concise messages. That doesn’t mean bad or cheap-looking design, it simply means a more approachable design: friendly colors, clear fonts, readable illustrations, and understandable graphics. Conveying the product’s affordable price may require an additional message that says “new,” “special” or “natural”.

Lipton bags versus Tazo fine teas

The specialty market, on the other hand, tends to educate their consumers by engaging them in conversations and helping to find the product that best fits their needs. Brands must look exclusive and they need to have a quality that is supported by subtle details. Graphics must be impeccably placed, both with unusual or fashionable colors and clear or hand-drawn fonts.

One challenge with prestige brands is how to arrange minimal information in an interesting way. Usually only the essential elements are used: logo, texture, finish, and color.

Zest soap versus Aveda cleansing bars

Read more Swedbrand blog posts at swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Liudmila Pape

Volkswagen: Eat the Road

Volkswagen: Eat the Road

Known for defying convention – and occasionally physics as well – it’s hard to believe that the GTI has been around for 40 years. To mark the occasion, Volkswagen has cooked up something special: the Eat the Road Selection box – a gourmet selection of the world’s meanest roads, hand-picked especially for the GTI – a car designed to “eat any road”. From the sea highways of Norway to the Arizona Valley of Fire, each road is uniquely flavoured in order to bring the destinations from around the world to life.

You might ask what’s unique about it? Using the aesthetic of a gourmet confectionary box, this packaging creates an air of mystery and luxury, at the same time incorporating the seminal look of the Volkswagen GTI. When opened, it reveals a photo book of the meanest terrain from around the world.

However, what makes this book unique and extraordinary is that you can literally peel off and eat the road!

Source:
http://www.packagingoftheworld.com/2016/06/volkswagen-eat-road.html

Read more Swedbrand blog posts at

swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri

How Important are Colours for a Logo?

How Important are Colours for a Logo?

When it comes to identifying a brand, its logo is probably the first thing customers will think of. Research suggests that the logo’s design, specifically its colours, is more relevant to customers than we might think.

Neuroscientist Bevil Conway, who has focused his recent research almost entirely on the neural machinery behind colours, believes the science behind colour processing to be very powerful and completely underexploited.

The implications of a colour’s effect on people’s emotions are far reaching, and understanding customers’ connections to certain colours could increase the effectiveness of companies’ branding methods.

According to research complied by the web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds and the majority of these people base that assessment on colour alone. In fact, almost 85% of consumers cite colour as the primary reason they are buying a particular product and 80% of the people asked believe that certain colours increase brand recognition.

Take a look at this infographics to learn more about the importance of colours for companies when creating their logos.

Click on the link below to read our previous blog post about the ideal colour palette for packaging.

http://swedbrand.com/blog/the-ideal-color-palette-for-packaging/

Read more Swedbrand blog posts at

swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri

Smart Mirrors for Flawless In-Store Experience

Smart Mirrors for Flawless In-Store Experience

Oak Labs, a New York-based start-up, has found a solution that can drive sales by integrating technology into physical stores. The Oak Fitting Room features a full-length mirror with a touchable screen that interacts directly with the customer. It can recognize items brought into the dressing room through RFID tags (radio-frequency identification), and it is then able to synchronize with the store’s inventory and point-of-sale systems. The aim of this invention is simple: a better experience for the customer and more in-store data for the merchant that will result in more sales ultimately.

How does it work?

  • If the customers want a different size, they can make a request through the mirror’s touchscreen.
  • A sales associate receives the request on their Oak Labs software, called “Oak Stockroom”, which tells him/her where the right size of the item is.
  • The sales associate can just point the device camera at a barcoded price tag to get information about that particular item in the store.
  • The customers can also plug in their phone number using the interactive mirror screen. This way they can have their item list texted to them while they are in the dressing room in case they want to give their purchase more thought or prefer to buy online.
  • The mirror can even be used to change the lighting in the fitting room or translate conversations between customers and associates who speak different languages.
  • After finalizing their selections, customers can send them to a sales associate who will then bring all the chosen items to the cash register and proceed with the purchase.

Here you can watch the video that explains how this sophisticated device works. See The Oak Fitting Room in action.

This process allows stores to track items as they move to the dressing room, producing data on customer behavior. Are customers more likely to try on one specific item more than others without purchasing it? If they take the wrong size of an item into the dressing room, will they return to the store to find the right one?

Oak Lab Company’s vision is to develop experimental technology that assists retailers in their physical stores. This smart mirror will not only benefit customers who will be able to select recommended products and communicate directly with the sales associates but also retailers who are seeing more and more consumers shifting to online purchasing and are struggling to find unique experiences to make them visit their stores.

Read more Swedbrand blog posts at
swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Liudmila Pape

Food Logos Redesigned To Show Calorie Count

If you’ve ever caught yourself spoonful-deep into a jar of Nutella, knowing its calorie count might make you think twice the next time you indulge. Thanks to the project Calorie Brands, we now know that a jar of the delicious chocolate hazelnut spread has a whopping 4,520 calories—that’s more than twice the recommended daily amount of total caloric consumption. Through their Instagram account, Calorie Brands brings these high numbers to light by reimagining food labels. The adjusted labels then prominently display the honest total count. “This is [what] brands should look like,” they write, “to help you achieve your summer body goals.”

For many of these tasty treats, it should come as no surprise that they’re high in empty calories. A pint of Ben and Jerry’s ice cream is marketed as a sweet splurge, and you’re definitely paying the price for something so rich. Still, many of us eat these things with the calories in the back of our minds, whereas this project forces us to acknowledge them upfront. It should be seen as a reminder that these things are fine in moderation but consumed all at once they can be detrimental to your health.

The average limit for an adult is set to be around 1940 calories per day for women and 2550 for men. Would you still buy these products if they had such honest labels?

Source: https://www.pinterest.com/pin/281756520416699061/

Read more Swedbrand blog posts at

swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri

Will Alibaba blow away Amazon and eBay?

Will Alibaba blow away Amazon and eBay?

Founded in 1999 in the garage of Jack Ma, a former English schoolteacher, Alibaba is the largest e-commerce company of the world. Here are some facts that highlight the company’s extraordinary position and potential to grow.

The company generated an overall Gross Merchandise Volume (GMV) – total sales volumes in dollar value for merchandise sold through a marketplace for a given period of time – of $248 billion in 2013; more than the combination of both Amazon and eBay.

Across its China retail marketplaces, Alibaba’s GMV grew by 49% year-over-year, driven by strength in both Taobao and Tmall.com. Taobao is the online marketplace for Chinese consumers looking for choice, value, and convenience. It features hundreds of millions of product and service listings.

Contrary, eBay’s GMV declined in the fourth quarter of 2014 due to a decline in new buyers.

Among all listed Internet companies, the capitalization of the company was second only to Google, reaching $212 billion in January 2014. While Amazon was still struggling to break even, Alibaba enjoyed growing profits of $5.6 billion in 2014, and for the full financial year 2015 its net income reached $11.08 billion. Doing so, it resisted a broader trend of slowing economic growth in the world’s second-largest economy.

What makes the figures more interesting is that the company was not even an e-commerce first comer in China. eBay had entered China first through a joint venture with EachNet. At that time, Alibaba was only a Business-to-Business (B2B) company that helped small- and medium-sized Chinese enterprises land deals with western importers. Soon, Alibaba established Taobao and ten years later is dominating the market as a conglomerate. It has set foot in Consumer-to-Consumer (C2C), Business-to-Consumer (B2C) and Business-to-Business (B2B), group buying, online payment, logistics, online advertisement and cloud computing. In a nutshell, it covers the business of Amazon, eBay, Groupon, PayPal, Li&Fung as well as Google AdSense.

But why is Jack Ma’s company so successful? Alibaba’s success seems to lie in its ability to adapt its business model to the Chinese reality.

 

1. The customer base is gigantic. There are 1.4 billion people in China. In the United States there are 327 million. For the record, the United States is the third largest country in the world; India is second with a population of 1.2 billion. Alibaba claims to have 300 million customers and it employs over 25,000 workers to service its clientele.

2. The Chinese retail market is highly diversified and fragmented. The Chinese economy is extremely unbalanced among regions and, based on the short history of retailing, there’s no national retail chain in China.

3. Charging no service fee at all, gave Taobao the largest advantage over its major rival at that time, eBay. With Alibaba as a cost-free alternative, buyers and sellers had no good reason to accept eBay’s fee structure.

4. As the factory of the world, China has millions of small manufacturing companies. Before the dawn of e-commerce, they had no way to reach customers on the domestic market. Taobao managed to link these small businesses with numerous buyers around the country.

5. Fraud is a serious issue in online retail. Buyers are not very comfortable with handing out money before receiving the goods. That’s why Taobao’s website, in order to meet its customers’ needs, ‘holds’ the buyers’ money until the delivery is confirmed. Moreover, Alibaba has launched AliPay, an integrated payment system, which provides the buyers and sellers a unified platform to handle the money easily.

6. Browsing the home page of Taobao is more like window-shopping. Hundreds of different items and categories are displayed on just one single page. Although it may look rather busy for western consumers, it successfully lures local customers into exploring new products.

7. Alibaba is currently working on establishing financial services and banking relationships. Soon customers will be able to invest as well as buy insurances with the Alibaba credit card.

8. Recent estimates put Alibaba’s value somewhere between $150 billion and $200 billion. This implies that its Initial Public Offering (IPO – the process by which a private company can go public by sale of its stocks to general public) is around $17 billion, about $1 billion higher than the Facebook one.

Alibaba represents now the first chance for western investors to see the dragon up close, along with other companies like Tencent (which owns WeChat, China’s leading social network) and Baidu (China’s market leading search engine in a Google-free market) which are set to challenge the nature of global branding.

The current key question is who is going to win in the next market transformation: mobile commerce for China’s 1.4 billion consumers. For now, the money and the momentum are on Alibaba’s side but who knows what is going to happen next. One winner in this battle of titans will be definitely the e-commerce consumer.

Sources:

http://www.forbes.com/sites/walterloeb/2014/04/11/10-reasons-why-alibaba-is-a-worldwide-leader-in-e-commerce/#7e1b9b3e2393

http://www.nasdaq.com/article/alibaba-vs-amazon-a-clash-of-e-commerce-titans-cm481908

Read more Swedbrand blog posts at

swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri

Tetra Pak celebrated for Packaging Innovation 2016 at the DuPont Awards

Tetra Pak celebrated for Packaging Innovation 2016 at the DuPont Awards

The DuPont Packaging Awards is an international, independently judging competition that honours innovations in packaging design, materials, technology, and processes across the entire packaging value chain. Inaugurated in 1986, the DuPont Packaging Awards program is recognised globally as the leading packaging awards program.

Innovation can take many forms but one thing is consistent: game-changing innovation involves hard work, determination and dedication. And in the packaging industry it also needs a strong passion for science. That’s what the DuPont Awards for Packaging Innovation is all about – recognizing those innovations in the packaging supply chain that truly excel in ‘Technological Advancement’, ‘Responsible Packaging’ and ‘Enhanced User Experience’.

“Our awards categories reflect future global challenges and the increasingly important role of the consumer in driving packaging innovation” – said Bill Cunningham, DuPont Packaging Awards program leader.

 

Tetra Pak’s first fully renewable package

Tetra Pak, the multinational food packaging company with Swedish origin, was one of the main protagonists at the last DuPont Packaging Awards for Innovation, earning a Silver Award for Tetra Rex® Bio-based, the first carton packaging made entirely from plant-based materials.

Honored for ‘Responsible Packaging’, this fully renewable package for chilled liquid food is produced entirely from renewable, recyclable and fully traceable resources, including 100% bio-plastics derived from sugarcane and FSC™-certified paperboard. The bio-based plastics used by Tetra Pak are produced by a Brazilian chemical company, Braskem, which sources all of its feedstock from sugar cane grown on degraded pastures. The advanced sustainability profile of the package includes a reduction in CO₂ of 4kg per kilo of PE.

Tetra Pak’s new project has been developed at Tetra Pak’s new Innovation Center in Modena, Italy, the company’s main center for research and innovation, and represents a true commitment to sustainable packaging solutions that will inspire others to believe stretch targets on environmental performance are achievable.

Tetra Rex Bio-based is now available in a range of sizes, from 250ml to 2000ml, for all chilled milk specifications. More customers in Europe will soon make use of the package and the company is having discussions already about launching it in cooperation with dairy companies in other parts of the world.

Key Benefits

 

High reliability

Tetra Rex is considered to be one of the safest packaging systems on the market. A patented folding process prevents products from coming into contact with the raw edge of the paperboard and four different material combinations provide the optimum safety barriers for all kinds of chilled products.

Space saving and flexible

 

Tetra Rex Packages are made from flat-packed blanks, which are easy and economical to transport and store. Using blanks in production has the added advantage of making it easy to switch between different package volumes of the same bottom format.

 

Choose prints & board types

 

Tetra Rex offers four different material combinations to provide barriers for your products. To enhance the environmental profile of your brand, FSC certified paperboard is also an option. Moreover, you can select from three printing methods: offset, flexo process and flexographic print.

Click on the link below to see the video of the DuPont Packaging Awards Judges’ comments on Tetra Rex® Bio-Based Fully Renewable Carton:

https://www.youtube.com/watch?v=bsFru8yDqLM&feature=youtu.be&list=PLJ6sfwMlGVwX91zNC-TkaM6u1_4ZmSPNb

Sources:

http://www.dupont.com/industries/packaging-and-printing/awards-for-packaging-innovation/past-awards-for-best-packaging/2016-packaging-award-winners.html

http://www.tetrapak.com/packaging/tetra-rex

Read more Swedbrand blog posts at

swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Alessandra Ruggeri

​Packaging Redesign: Substantial Need or Failure?

​Packaging Redesign: Substantial Need or Failure?

One of the biggest challenges for established brands is to keep the balance between coherence and focus as a brand and new opportunities for change, growth and improvement. Packaging redesign can be a risky step. If you do it well, your brand will seem rejuvenated and will have new energy and emphasis, but if you get it wrong, the consequences can be extreme.

You’d better take the perceptions and the feedback of your target audience into account before making any move in this area. Radical changes can result in a disconnection between the product and its consumers. In the following part there are some examples of packaging redesign to look at in order to better understand this process.

The renowned juice brand,
Tropicana, saw its sales drop by 20% after launching its packaging redesign. The brand name text on the new packaging was hard to notice, and the font, instead of being cool and trendy, turned out to be cold and corporate. Consumers had to invest a lot more time and concentration to recognize it and were unlikely to have an immediate connection to the brand. For all these reasons, the brand was forced to bow down to its consumer demands and roll back to its old packaging design.

A similar episode happened to
Cadbury. The famous chocolate company decided to launch a new version of its chocolate bar but most consumers didn’t appreciate the change of the classic rectangular chunks into curved segments. The chocolate bar was made exactly the same way as it had always been, though the difference in its look made people think that it tasted drastically different.

The old shaped Cadbury’s Dairy Milk bar at the top and the new shape at the bottom

Innocent – the ‘super brand’ of fruit smoothies, yoghurts and vegetable pots, with an annual turnover of more than £130m, has enjoyed an incredible success after launching its new packaging. The three main concepts that have been embodied in the renovated bottles were: homemade, natural looking and a bit posh. The typography is less generic which helps to raise impact and to keep the priorities of the communication clear.

Style of all Innocent products is unmistakably recognizable

Read more Swedbrand blog posts at
swedbrand.com/blog, or visit our website at swedbrand.com.

Written by

Liudmila Pape