This book by JGA Corp. is a virtual catalog of ideas for inspired retail design. It features work that is international in scope in innovative in content. These 1,000 touchpoints of brand identity include ...
By Linda Casey
When Cains Foods (Ayer, MA) redesigned the packaging for its Naturally Delicious salad dressings, it did more than just update its labeling. The brand owner created a better user experience. Specifically, says Cains’ vice president of sales and marketing Chris Katopis, the CPG didn’t want a consumer to open the bottle and have half the contents go on his salad. “Consumers really hate that,” he remarks.
So Cains moved to LiquiFlapper, a one-piece closure system. Weatherchem engineered the closure so it flips open and closed with an audible snap. A butterfly hinge keeps the lid open while pouring (so the lid doesn’t create a mess by getting in the way of the liquid’s flow), and the teardrop orifice eliminates glugging by allowing air to pass over the outbound stream of liquid.
The closure also enabled Cains to redesign the bottles for better shelf impact. By increasing the width of the bottle to 4.25 inches, the company gained 12 inches of facing space that helps create a greater visual impact across eight products. Even though the packages now take up more facing space, retailers are telling Cains that they prefer the new packaging because it more efficiently uses shelf depth.
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