Page 17 - Packaging News Magazine May-June 2020

May-June 2020 | www.packagingnews.com.au PIDA AWARDS | COVER STORY
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Premium can craft
In the 2020 Australasian Packaging Innovation & Design (PIDA) Awards, gold in the Labelling & Decoration category was won by NCI Packaging for the DuluxGroup Porter’s Paints can.
THE PIDA Labelling & Decoration category recognises the addi- tion of content to a pack that creates a unique or innovative appearance, function or com- munication. This may include labels, sleeves, tags, coding or
marking, etching, directly applied inks, or other packaging decoration processes.
This year the top award went to NCI Packaging and DuluxGroup for the Porter’s Paints paint can range.
The awards citation read that NCI Packaging collaborated with the Porter’s Paints team “to produce a superior crafted paint can that show- cased the brand’s premium quality”.
In the competitive DIY retail space,
consumers can be overcome by brands fighting for attention that often leads to overwhelmingly bright and glossy packaging. The Porter’s Paints point of sale concept was designed to create a store-within-a- store platform at Bunnings, with the entire Porter’s Paints range positioned in one location, simplifying the shop- ping experience. This is in contrast to counterpart brands that are typi- cally grouped by category.
A team of creative designers at Porter’s Paints and NCI were tasked with creating a standout package to enhance that shopping experience. The team decided to use a matte fin- ish along with colours, fonts and dyes that create a smoother, more
NCI Packaging and Porter’s Paints: Gold standard pack decoration to differentiate the brand on shelf.
We were always good at the basics, but the new NCI is about meeting and exceeding the difficult challenges, especially in the innovation space.” — Frauke Tyrrell, NCI
luxurious print, hence differentiating the brand in the crowded and glossy retail environment.
As the leaders in metal decoration in this market, NCI took on the chal- lenge to develop the matte concept and made it commercially achievable for the first time in the Australian market with an outstanding result.
Frauke Tyrrell, executive chair of NCI, said “We were always good at the basics, but the new NCI is about meeting and exceeding the difficult challenges, especially in the innova- tion space.”
MC and commentator for the PIDA awards, PKN publisher Lindy Hughson added: “Packaging is a powerful persuader, not only in the supermarket aisle but also in the vir- tual retail space. It is the billboard for the brand and, in this digital era, the platform for an enhanced con- sumer experience and engagement with the brand. And thus, it is the way the packaging is decorated, either by direct print or its label or sleeve, that is the pivotal touchpoint for the consumer making the pur- chasing decision.
“This year’s winner has clearly leveraged this understanding of the value of high quality pack decoration to differentiate a brand on shelf and provide clear communication cues to the consumer,” she said. ■