Page 35 - Packaging News Magazine Sep-Oct 2021

| BRAND & PACK DESIGN
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by children’s author and illustrator Cheryl Orsinsi, a unique closure devel- oped by Columbia, and a QR code from Trust Codes.
Orsinsi has helped present a story for Nutura that shows the develop- ment of a child transitioning through the stages of its life, depicted in three unique designs for
the organic Austra-
lian range.
“We wanted to develop illustrations and artwork that symbolises the entire family unit in the village concept. As the saying goes, it takes a village to raise a child,” Jeremy Okraglik, co-founder and general manager of Nutura, tells PKN.
Beyond the graphic
art, the lid of the
packaging has also
been altered to
include a scoop that
twists off and clips
back in; and a QR
code on the base of
the tin, providing
educational information about Nutura’s products.
“The benefit of the lid is that it is inserted under the scoop, unlike regu- lar infant formulas, which include a scoop within the can that can only be located by hand,” explains Okraglik.
“We wanted to address this issue from both a hygienic perspective as well as the impact it could have on the quality of the product.”
The QR technology at the base of the Nutura tins uses Blue Dot technology, which supports the laser marking on the company’s traceability codes
The Blue Dot technology QR codes have been printed with a unique identifying number, which can be traced in the event that there is a need for quality investigation or potential product callbacks.
“If there is an issue, then parents will need to know immediately. The ability to instantly communicate that the product in a pantry or household is of a compromised state is very important to us,” says Okraglik. ■
BELOW: The MadFish label showcases artist Kyle Hughes-Odgers’ signature style.
BELOW LEFT: On-pack illustrations show the life stages of children.
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