Today I am going to share four easy steps in the design of a consumer-relevant glass bottle, that is unique, iconic and technically feasible with high market impact potential. This case study was one of my projects a couple of years ago. I have not gone into depth on the creation of the DXF files as these are under confidentiality and non-disclosure clauses. Let me know if you find this interesting so that I can share more projects and their success.
DISCOVERY
The unpacking of the current scenario at the glass manufacturer included technical analysis. Including the quality of the furnaces, machine stations, production volumes, automation and mould capabilities.
Guidelines to ensure that the new designs were in line with the current constraints included:
- Wall thickness
- Multiple mould investment
- Process and forming constraints
- Geometry and stress relief
- Basic mould construction
- Complete and process cycle times
- Finishing option – such as direct print
Design considerations were varied and included:
- Mould split line
- Pressure and touchpoints
- Embossing or deboss
- Hell radii stress relief
- GOB, Parison forming options
THE TARGET MARKET CONSIDERATIONS & DEMOGRAPHIC PROFILE
The target market defines the consumer and commercial customers and the brand’s purpose. This included the AGE, Demographic, Location, needs & wants, and Attitudes of the glass water bottle users and resellers. Furthermore, the analysis included shopping behaviour, education levels, household income, gender, language and various other cluster analysis tools. To be sustainable and relevant in everyday usage and drive the benefits of glass. A business objective included partnership and collaboration.
THE BRAND
The brand purpose drives engagement and reasons to believe, these include ‘The goodness of Glass’, Sustainability, Celebratory moments, Pure & Natural, as well as aspiration. To drive customers to glass as an alternative packaging format in preserved products, beverages, dairy, refrigerated, dry goods, beer and wine. The purpose is designed to distinguish the brand from it’s competitors and to ‘Truly Delight’ the core or Strategi Value Consumer [SVC].
To position the manufacturer as an innovation and a brand enabler for its customers that service the consumer.
IDEATION
This dynamic phase included trends and the Internet of Things [IoT] by the creation of smart codes and print, e-commerce, drone delivery, electroluminescent technologies, OLED display, sleeving, silicone grips, personalization, purifiers in closures, and educational links.
Packaging experts that understand brand, strategy, trends, consumers and innovation have the biggest chance of bringing success to products, growers and producers.
Contact me for a discovery session on your brand.
