Page 40 - Food&Drink July 2019

FOOD PACKAGING
Glass collaboration
delivers Millie
O-I Glass has collaborated with industry professionals and students to deliver a new glass solution – Millie. Kim Berry reports.
A collaboration between glass container manufacturer O-I Glass, the Australian Beverages Council, brand agency Voice, and Monash University has created Millie, a 250 millilitre glass bottle.
Millie is designed to contain two servings of fruit as a no sugar added fruit juice. It ties into the 5+2-a-day Australian Dietary Guidelines for vegetable and fruit intake.
Monash University
Faculty of Art, Design and Architecture students were
set the challenge to create packaging that would help consumers understand how the product would meet their daily nutritional requirements.
REAL WORLD EXPERIENCE
O-I’s Australia New Zealand business development manager Bayard Sinnema
says it was challenging for students because they also had to work within O-I’s operational parametres and Voice’s design stipulations and health requirements.
Monash University Department of Design interim head Dr Gene Bawden says the practical experience for the students through such industry engagement is essential. “In practical terms, they were learning about a material that they can only access with a real company that manufactures it,” Bawden says.
“There were also other important lessons such as the constraints of closure systems, the language that’s used
on labelling and legal requirements. It’s not just about the product that the consumer picks up, it’s about how the project works in
an entire system from manufacturer to the store.”
EMMA & TOM’S CONSUMER LAUNCH PARTNER
Beverage and snacks company Emma & Tom’s has come onboard as Millie’s consumer launch partner.
Emma & Tom’s co-owner Emma Welsh says it will be
physical connection made between consumer and brand. Consumer behaviour theory says consumers make subconscious purchasing decisions based on first impressions of packaging. That impression determines if they pick up the product or leave it on the shelf.
Designers are challenged to create branding concepts enticing enough to compete against others on the shelf, as well as conveying brand value.
This is where reflection, shine and metallic design elements come into their own to capture consumers’ limited attention. Shiny enhancement products like hot stamping foil have become increasingly popular in food, beverage and cosmetic packaging design.
Consumers increasingly
launching a range of
premium chilled fruit juices and smoothies in the Millie bottle, once O-I has completed its trials.
“We are seeing a definite shift with consumers leading the change in the market away from plastics. Glass provides a strong fit with the health and sustainability values that are central to our business and is the best and most sustainable choice for packaging our juice,” Welsh says. The products will be sold into China initially, particularly leading hotels, as a result of the strong move away from juice in plastic to juice in glass, and will also be launched in Australia. ✷
expect high-end finishes and designs that denote luxury and quality. Metallic finishes are becoming the norm for successful product launches, and for melevating a brand’s reputation. New colours and effects
are developed every season alongside classics such as gold and silver and custom designs.
Ongoing research and development also means improvements in more sustainable packaging solutions while not losing the luxury appearance.
Hot stamping is a more sustainable solution than other metallic effects.
For those looking to spark the natural curiosity of consumers, incorporating prestige elements into packaging design is a proven approach. ✷
Shining bright
Kurz Australia managing director Stephen Pratt talks about how shiny design is now more sustainable.
Just like some bird species, humans are drawn to shiny things.
THE story of Rossini’s 1815 opera The Thieving Magpie was based on the legend that magpies would snatch sparkly items from people to decorate their nests.
Like most legends, this one soon faded, but if there is one thing that rings true from the tale, it is that shiny things spark our curiosity.
Shiny product packaging has a similar role, alluring customers to the product inside.
We know packaging is the first
40 | Food&Drink business | July 2019 | www.foodanddrinkbusiness.com.au