Issue 13

Waitrose LOVE life has designed a colourful packaging brand that helps consumers’ lead healthier lives. In the latest issue of Inside Packaging we speak to Waitrose and design agency Pearlfisher to establish how the LOVE life brand, and its packaging, came to life.

Moreover, we investigate the challenge in finding the right balance in repackaging heritage brand and find out why an online presence is a vital element of packaging campaigns.

We also discuss the future of personalised packaging, look at how the story behind a premium tequila brand influenced the packaging and investigate how to maintain brand consistency in a competitive retail environment.

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In this issue

Health appeal
Eating healthily is becoming increasingly important for consumers. Inside Packaging speaks to Waitrose and design agency Pearlfisher about the LOVE life brand and how its packaging came to life.
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New tricks
Long-standing brands use familiar packaging to reinforce their heritage, but how can this be maintained when a revamp is required? We speak to John Clark of design agency Coley Porter Bell.
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The social dimension
Using an online presence alongside a packaging campaign can encourage customer interaction and boost brand loyalty. We ask Zoë Wilkins, international B2B communications director at Barrett Dixon Bell, about effective social media marketing.
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Up close and personal
Personalised packaging is an appealing option for consumers, but is it likely to grow as a trend? Inside Packaging discusses its future with Benjamin Punchard, senior global packaging analyst at Mintel.
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Message in a bottle
Tequila is traditionally associated with sombreros and slammers, so how can a premium brand distinguish itself? We learn how Osborn Pike successfully branded Casa Sauza XA for the luxury market.
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Sweet success
As British chocolatier Hotel Chocolat goes from strength to strength in the luxury chocolate market, chief designer Andy Simpson explains how the brand is maintaining a strong presence in retail.
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Next Issue: January 2014

New materials and design trends are constantly reshaping the industry. As part of our new series we profile the first of four major trends for 2015 as identified by packaging experts. We also explore the best new materials and packaging techniques that are adding a premium feel to luxury products.

Moreover, we take a look at nanographic printing and its future applications for packaging, find out how packaging can be tailored to the growing market represented by the 65+ age group, and ask how innovative packaging can play a role in attracting consumers to products in an online shopping environment.

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