Steve Gibbons analyses the role of structural packaging in building a branded presence
As Geoff Mawtus, Design Manager R&D Packaging at Unilever, succinctly puts it: “If you think back just a decade ago, all deodorant packaging was in the same format, a format much like a can of fly spray with a button actuator and standard overcap. That has now changed beyond all recognition.”
And what applies to deodorant packaging is playing out across the entire health and beauty category. But how do brand owners think about structure and the role it plays in building brands? How is structural development integrated into an already complex multifunctional process? And what’s its role to meet sustainable business growth commitments?
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