R&D/Leverage sells brand owners on Whole Package

Published: November 30, 2012 6:00 am ET

Related to this story

Topics Sustainability, Packaging, Blow Molding, Design, Molds/Tooling

CHICAGO (Nov. 30, 1:55 p.m. ET) — R&D/Leverage is hoping to sell brand owners on classic pairings and new ideas.

The company launched two new offerings at Pack Expo 2012: multiproduct packaging that can contain both a liquid and a solid item and its customizable laser processing capability.

But on a larger scale, R&D/Leverage used the event to show potential clients the benefits of working with a company that combines mold-making expertise with an in-house design and research firm.

Traditionally, creative types and engineers work separately: “Engineers think about what can be done, what’s doable, what’s manufacturable, while artists think outside the box — [they] want to make this thing as crazy as possible,” global market director Robert Schiavone said in an interview at the show, held Oct. 28-31 in Chicago.

Brand owners need to keep both of those points of view in mind when developing a new packaging.

Companies spend millions of dollars working with design agencies to come up with something that can’t be manufactured, Schiavone said. “You can come up with a great packaging, but will it fit in existing packaging lines? Will an existing closure fit it? [Can you make it] without blowing your costs totally out of proportion?”

R&D/Leverage offers a solution to the idea vs. an implementation dilemma, he said. The company’s Structural Brand Development unit — Leverage — offers product design, research and testing; but, because R&D is also a mold maker, it designs packages with manufacturability in mind.

“There’s culture change about this. There’s industry change about this. It’s bringing two environments together and it’s really unique. It’s exciting,” Schiavone said.

The company’s latest example is the Whole Package: a multiproduct package consisting of an outer ring filled with a liquid — like juice or milk — that surrounds a bowl filled with a solid— like cereal or snack crackers.

The packaging, which is still in early stages, drew a crowd at Pack Expo, with brand owners and converters waiting in line to talk, according to Schiavone.

“Brand owners see that package and they just think, ‘Wow, it would work for this and that,’ ” he said. “And as a mold maker, that’s what we’re trying to do that’s different than anyone else.”

He refused to release names, but said R&D/Leverage has heard from several brand owners, in markets ranging from food and beverage to automotive care, that are interested in the the package for their next product launch. The next step is bringing those brands to R&D/Leverage’s headquarters and innovation campus in Lee’s Summit, Mo., and getting to work, he said.

The Whole Package is patent-pending and still in prototype stage, but Schiavone said it would be an extrusion blow molded product and probably made of polypropylene.

At Pack Expo, R&D/Leverage also advertised its new laser processing capability. Instead of a limited variety of stock textures, the firm now can add customizable textures to packages — a rain drop with a logo inside, for example.

R&D/Leverage said its micromachining laser can machine metal to eight times smaller than a human hair and do so faster and more efficiently. The laser can create both organic textures like wood grain, pebbles and finger-prints; and inorganic ones like plaid, herringbone and geometric shapes.


Comments

R&D/Leverage sells brand owners on Whole Package

Published: November 30, 2012 6:00 am ET

Post Your Comments


Back to story


More stories

Image

Coffee roaster looks to improve footprint of single cup systems

April 22, 2014 1:30 pm ET

One of the largest coffee and tea manufacturers in North America has introduced a single-serve beverage capsule intended to curb the waste created by ...    More

Image

HRS adding more North American production for hot runners

April 22, 2014 12:57 pm ET

An Italian tooling component supplier is set to open a new production plant in Grand Rapids, Mich. The HRS Flow Division of San Polo di Piace-...    More

Two Eastman buildings among 10 biggest energy savers in national contest

April 22, 2014 11:35 am ET

Two offices at the headquarters of Eastman Chemical Co. in Kingsport, Tenn., ranked in the Top 10 for energy efficiency in the latest Energy Star...    More

Europe's bag use still expected to climb despite possible bag restrictions

April 22, 2014 9:29 am ET

Ceresana, a Germany-based research company, has released a report forecasting that by 2020 the sales volume of bags and sacks in Europe will reach 9....    More

DuPont: Asia's food packaging market at a major transition point

April 21, 2014 1:26 pm ET

DuPont Co. touted its packaging innovations and applications, and updated the firm's commercial status at a media event two days before the Chinaplas ...    More

Market Reports

Thermoformed Packaging 2014 Market Review & Outlook North America

This in-depth report provides analysis and discussions of economic and political conditions, market trends, legislative/regulatory activity impacting supply and demand, business opportunities and threats, materials pricing, manufacturing technology, as well as strategies being implemented by thermoformed packaging companies. In addition, there are reviews of 25 leading thermoformers in the packaging segment, assessing their growth initiatives and performance metrics over 10 years.

Learn more

Automotive Market Review and Outlook 2014 The Americas

This 75-page report features in-depth analysis of the automotive industry for the Americas. It includes discussions of market trends, legislative/regulatory activity impacting production and threats as well as design strategies being implemented by the major automakers. Detailed charts and data tables outline North American automotive production over the last five years.

Learn more

Plastics Building & Construction Market Review and Outlook 2014 with MS Excel chart data

This report provides in-depth analysis of the plastic building and construction market for North America, including discussions of trends, opportunities, threats and the latest developments in construction trends that impact plastics processors.

Learn more

Upcoming Plastics News Events

May 6, 2014 - May 8, 2014Plastics in Medical Devices 2014

May 12, 2014 - May 12, 2014Plastics News Brazil Pharma Summit

September 10, 2014 - September 12, 2014Plastics Caps & Closures 2014

February 3, 2015 - February 7, 2015Plastics News Executive Forum 2015

More Events