Contemporary retail demands much more than just attractive primary packaging. Secondary packaging is increasingly becoming full color, retail ready packaging, designed to live in harmony with the primary package and fit perfectly to the store shelf.
Often this is complimented by an in-store display unit, which must also work with the primary & secondary packages. In club stores and increasingly in mainstream grocery retailers this concept is stretched even further with retail ready pallet displays where the entire pallet is positioned in-store. In this case the retail concept of the product has to be considered when designing everything from the primary package to the paper skirt to hide the wooden pallet.
With an increasing number of product variations & packaging forms, it is only natural that the number of packaging components being created has also grown. This leads to an explosion of the number of packaging assets that need to be handled by packaging process stakeholders:
- CAD drawings
- brand imaging