Sun Branding Solutions - Balancing the quality and cost of packaging

According to Sun Branding Solutions, premium products and cost saving can go hand in hand.

Reducing costs does not mean brands have to compromise on consumer experience, say brand and packaging design experts Sun Branding Solutions. Evaluating packaging from a strategic perspective can save money and weight, and reduce environmental impact while giving packaging a more premium feel.

"There was a point at the start of the recession where everyone was cutting cost, but this had an impact on consumer confidence as many packs were no longer fit for purpose," says Gillian Garside-Wight, pack science director at Sun Branding. "As we moved out of recession, the focus shifted to premiumisation and sustainability, as brands focused on creating a lasting impression on their customers. But this doesn't have to mean increased cost.

"We recently worked with a Premiership football team to create tiering in their brand merchandise offering through design, pack format and materials. By removing unnecessary packaging and rationalising their printer base, we not only managed to create a more consistent look for their brand with better quality packaging, but we also removed waste and saved them money."

Although cost savings can be a positive result of looking at your offering holistically, Garside-Wight says brands must be clear on their strategic priorities and their customer. "The important thing is to know and understand what is important to your consumer, then build your brand and packaging strategy around that.

"There always has to be a balance between premiumisation, sustainability and cost reduction. Striking the right balance is where Sun Branding can help."