The renovation of innovation

17 April 2009



Utilising existing, ‘back-to-basics’ styles in new applications is one way brands can change their packaging, says Gillian Wight


Another day, another headline-grabbing statement about the current condition of our economy. You would think by now we would all have more or less come to terms with the fact that we are living through a recession. And the more savvy of us will most certainly have realised that this means we should be cutting back.

While this will prove to be something of a challenge for a large proportion of us who have, let’s say, become accustomed to life’s little luxuries, spare a thought for the brains behind the retail industry who, in these tough times, also have tighter budgets to work to but still need to keep us happy!

But how on earth do they set about doing this? After the economic boom of the last decade paved the way for phenomenal creativity – with no expense spared – it is certainly something of a challenge to sustain innovation and appeal with substantially less budget. However, this isn’t the first recession in history and won’t be the last, so it’s definitely worth looking back with a degree of nostalgia to see what can be done with our past innovations. After all, if it was successful back then, there’s no reason why a concept can’t be modernised to bring it back to life in the here and now.

Take packaging for example. During the early nineties, a product was all about its packaging. The fancier, crazier and quirkier it was, the better – and the retail industry certainly got a little carried away with this. The importance of new formats, materials and finishes overtook the fundamental role of packaging: to protect, preserve and promote the product. Although it has taken some time to realise this, gradually the emphasis is now reverting back to focussing on what’s on the inside. Thankfully, it doesn’t take a genius to work out how to set about achieving this.

The ‘renovation of innovation’ is a phrase I have just coined for this piece but for me, it captures the current trend in the packaging market. With the credit crunch in mind, there is not a great deal of available cash to splash, so utilising existing, ‘back-to-basics’ style solutions in new applications is one way brands can change their packaging without having to create a whole new concept. Not only can this reduce the financial outlay involved but in many cases it can lessen the environmental impact too.

Asda is just one retailer that has readily applied the ‘renovation of innovation’ concept to its packaging, with positive results. Traditionally, its ready meals were packaged in a tray and sleeve format. But taking on board the need for product visibility and environmental concerns, the company has changed the packaging to a simple, ‘never seen in application before’, clear plastic pouch that would be more at home on the chilled soup shelves. In doing so, the retailer has also saved the environment a whole load of plastic and cardboard. Herb and spice company Fiddes Payne has also made the idea its own with its vanilla pods vacuum packed in cigar cases while Morrisons’ garden peas come sold in timeless glass jars. Both are examples of age-old packaging that has been renovated for a new application.

And quite rightly so. In the current difficult times, what is the point in shelling out bucket-loads of cash on ‘blue sky thinking’ when the chances are it has been done in the past in one format or another, particularly if all the idea needs is a lick of modernisation. That said, however, I certainly wouldn’t want to be seen as someone simply advocating the reinvention of the wheel. It’s just, in times like these, creativity is all about being resourceful with what you have rather than delving in to what you haven’t.

Of course, as a nation we have always prided ourselves on innovation, and why wouldn’t we? With all the creative expertise we have at our disposal it would be remiss to think that we would be anything other than ‘outside of the box’. But with brands minimising expenditure here, there and everywhere, there is a need to sustain this without the extra cost – which is why renovating successful innovation is the key to achieving that competitive edge in today’s marketplace.

Gillian Wight is the Packaging Development Director at Your Packaging Partner


Gillian Wight Asda has developed a packaging solution for its ready meals that not only increases visibility but is also better for the environment

Gillian Wight Gillian Wight
Asda has developed a packaging solution for its ready meals that not only increases visibility but is also better for the environment Asda has developed a packaging solution for its ready meals that not only increases visibility but is also better for the environment


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