A Cook, His Guest, the Sommelier and a Waiter

These four prints form part of the Vandemoortele Group’s new concept to use pack decoration to brand the Vamix brand and the company, as well as, to boost reuse of the containers.

31/10/06 Decorative pack solutions open new branding opportunities that boost reusability and create long lasting brands. Superfos show the way

Packaging manufacturer Superfos’ classic SuperFlex solution for Vamix sauces is everything but standard. On the surface, everything seems to uphold the norm for branding decoration. However, underneath the pack label is a sharp off-set decoration printed directly on the container presenting one of four different designs named Cook, Guest, Sommelier and Waiter.

These four prints form part of the Vandemoortele Group’s new concept to use pack decoration to brand the Vamix brand and the company, as well as, to boost reuse of the containers.
 
The decoration design has been developed in close cooperation between Vandemoortele Group and Superfos. Area Sales Manager Peter van der Linden from Superfos says: “Working closely with our customers to find a unique solution is always at the core of our solutions. Vandemoortele already had a clear concept as they approached us. They wanted the pack solution to add value to their brand in a unique manner.”
 
“Putting our expertise at Superfos to work we developed a decorative solution that both appeals to the consumers and is viable in production and customer logistics.”

Branding in layers

The combination of a printed label and on-pack decoration is a classroom example of how creative combinations of pack features create unique solutions that appeal directly to the consumer and create preferences for a brand.

The sharp design in print on label promotes the brand and contents delicately and entices the consumer to buy and re-buy.

As the container is cleaned and the label removed after use of the contents, the new design is revealed as the container is reused in the household. This way, the containers will stay in circulation with an appealing design and the “Vandemoortele Group” logo on it.
 
The four different designs will be launched at staggered intervals over the course of one year, with a new design launch each quarter. First design to be introduced is a Cook. The idea is that the series become an item for collection.