With packaging as one of their main disciplines, VBAT is part of BNO NEXTpack. BNO NEXTpack is the packaging design source of the Netherlands and unites the leading Dutch packaging design agencies.
During Dutch Design Week 2015, BNO NEXTpack hosted SUPERFAST together with PDMA (Produkt Innovation Management Association) and VNV (Vereniging Nederlandse Verpakkingsdeskundigen). SUPERFAST is an annual event in the field of design, innovation and packaging. In short, stimulating presentations from speakers with “authority” in these domains SUPERFAST aims to inspire the public.
Wendy van Esveld brings y0u a smashing wrap up of the event:
Although it all went very fast during SUPERFAST, it can go even more rapid. Join the event on the basis of quotes, tweets and (moving) images. For anyone who wants to relive the “TedX of packaging” (quote from SUPERFAST chairwoman Marieke van der Werf) or was not able to be there.
Design creates added value
Mark van Iterson, Heineken: “Our bottle is the icon, packaging design is central to the Heineken brand” and “Beer is beer, (packaging-) design creates the added value.”
Augmented Reality on the bottle
Van Itserson shows how the Heineken bottle makes an extra connection with Augmented Reality. An app brings farmers to life by scanning the Heineken label on the backside of the bottle:
Intelligent packaging
Dick King and John Glaser of Active and Intelligent Packaging Association (AIPA) explore the drivers of intelligent packaging in high speed. These are successively consumer engagement, personalized consumer experience, validation and trade promotion.
In real life
Bluetooth beacons, for example, the movie unlocker; Grolsch:
Vessyl, Automatically Track Everything You Drink (personalized consumer experience is the driver:
AdhereTech smart wireless pill bottle (personalized consumer experience is the driver).
NFC chip Remy Martin (validation is the driver):
Helmann’s recipe card (trade promotion is the driver):
Cacao Barry: an universal language for chocolate flavour
Packaging connects. With technology, but also with emotion. Frank Nas of Design Bridge talks about originality, storytelling and craft. For chocolate supplier Cacao Barry his company invented a universal language for chocolate flavours. Design Bridge then developed a visual language entirely inspired by the packaging design. Chefs, the audience, worldwide embrace it.
Palm Leather and Tulip Pigments
Designer Tjeerd Veenhoven used palm leather and tulip pigments. Packaging application? Does anyone have an idea?
Five ways to better connect with your target audience
Karlijn Souren, Food concept and, until recently, packaging designer, pleads for real contact with your audience. She gives five ways and accompanying examples: listen, look, feel, taste and smell. She used the method of the book that she wrote with Renske de Greef: Watertanden.
The Internet or packaging
Marcel Verkaik of FLEX / theINNOVATIONLAB was talking about the internet of things … uh … packaging. He says it’s not a coincidence that Bruce Sterling’s Shaping Things (2005), uses a packaging design(wine bottle) as a cover image and example. The book mentions how designers can change society, and predicts a time of Spimes, ‘intelligent’ objects that know where they are and collect large amounts of data. The bar code on the wine bottle is the red thread in the book. Packaging is thus the object of objects to build a relationship with. A lot of expectations where put into the barcode but emotional connections can’t be made with it. The QR code was the next big hope, but nobody wants to talk about that anymore. Toys are doing well, thinks Verkaik. Toys seduce to interact. Try me!
The wrench of Gamma is a goof example, too too. You can hold it and use it in its packaging. It was the inspiration for the interactive packaging for Hue (by FLEX/theINNOVATIONLAB)
SUPERFAST, it’s a wrap
How do you connect with your packing? That was the red thread during SUPERFAST 2015. Input came from the technical and the creative side and that proved to be a brilliant move. It became clear that the two blood groups together (have to) strengthen each other. A packaging connects only at very the moment that it enters into an emotional and functional relationship. To make that happen, graphic (2D) and structural (3D) design are required. Together, right from the start.
Don’t miss out to check these links
Karen van de Stadt of Kennissintituut Duurzaam Verpakken praised the packaging design of Peeze Coffee by SOGOOD.
The Ecover Ocean Plastic Project.
Ik vis mee.
Ocean Plastic bottle of Ecover wins German Design Award
Credits: SUPERFAST is organized by BNO NEXTPack, notably Ronald Lewerissa (FLEX / theINNOVATIONLAB), PDMA (Product Innovation Management Association) and CNS (Association of Dutch Packaging Experts).
For more information get in touch: info@nextpack.nl.
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