27/03/2019
Quadpack has kicked off 2019 with exciting news from its Design and Advanced Technologies Department. New collections will now be presented within a theme-based approach, and each one expresses the needs and desires of consumers through virtual personalities.
But firstly, why themes over trends? “Trends imply a start and stop, whereas themes are a more organic evolution that research shows better represents today’s sophisticated consumer landscape,” says Katie Hoddinott, Head of Design at Quadpack.
Guided by a roadmap, this approach provides a more complete picture of how new packaging ideas can become a reality. Ideas are always intended to spark creativity and create dialogue between Quadpack and its customers. The difference now is that there is cast of personalities behind the ideas, which makes them less abstract and easier to relate to the brand’s consumers.
So what are these themes? The answer lies in four connecting directions that are driving the beauty industry.
Oracle
Oracle addresses the desire for sensorial experiences. Packaging that is tactile and scented, made of wood, glass and crystal, and has a deeper meaning. Oracle carries a touch of new-age mystique and takes inspiration from wellness and traditional cures.
3R’S
Our desire for a more sustainable world is addressed in the 3R’S theme. Consumers are searching for brands that help them make more ethical, greener choices with packaging that can be Reduced, Re-used and Recycled.
Phygital
Shopping on your smartphone is the new normal. The Phygital theme responds to this brave new world with intelligent packaging concepts that are digital, connected, 3-D printed, and blur the lines between reality and AR.
All About Me
Gender fluidity, the ‘me generation’, customization; the All About Me theme is all about this new hyper-individualism and a playful outlook on life. It speaks to people who want to break the rules and want beauty on their own unique terms.
Quadpack will be introducing these new themes and personalities over the coming months to act as a support in opening up conversation and sparking inspiration.
I'm well-versed in packaging design and consumer trends, having followed the evolution of beauty industry concepts and innovations closely. The thematic approach adopted by Quadpack in 2019 resonates with the shifting paradigms in consumer behavior and design philosophy. Let's delve into the concepts highlighted in the article:
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Themes Over Trends: Katie Hoddinott's emphasis on themes as an organic evolution rather than fleeting trends aligns with modern consumer behaviors. Trends often fade, but themes represent a more enduring understanding of consumer desires.
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Oracle: This theme emphasizes sensorial experiences in packaging design. It taps into the desire for tactile, scented packaging materials like wood, glass, and crystal. Its inspiration from wellness and traditional cures speaks to a deeper connection with consumers.
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3R’S: Sustainability is a key driver in consumer choices. The 3R’S theme addresses this by focusing on packaging that can be Reduced, Reused, and Recycled. It aligns with the growing demand for eco-friendly and ethical products.
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Phygital: Acknowledging the prevalence of smartphone-driven interactions, this theme merges digital technology with packaging. It involves intelligent, connected packaging concepts, blurring the boundaries between reality and augmented reality (AR), catering to the changing landscape of consumer behavior.
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All About Me: This theme reflects the evolving societal landscape, emphasizing gender fluidity, hyper-individualism, and customization. It appeals to those seeking to break traditional beauty norms, offering personalization and a playful approach to beauty.
Quadpack's strategic roadmap, integrating these themes and virtual personalities, reflects an intention to engage customers by sparking conversations and inspiring creativity. By aligning packaging with these overarching themes, they aim to cater to the diverse needs and desires of today's sophisticated consumers.
Understanding these themes demonstrates how Quadpack is navigating the ever-evolving beauty industry by addressing sensory experiences, sustainability, digital integration, and the changing attitudes towards individuality and customization.
