Shortening the development process to improve the packaging journey
Berlin Packaging - Hybrid Packaging Supplier®, - has opened the doors of its headquarters in Gessate (MI) to offer an immersive experience to customise beauty packaging.
From Vision to Reality
"Inside the Beauty Packaging Journey", the company presented its Customer Journey, an integrated method to help significantly shorten development times, optimising processes and promoting a faster time to market, an increasingly strategic element in a constantly evolving sector such as beauty.
This journey offers a comprehensive development path, divided into five steps, that accompanies the brands of the beauty world – from perfumery to makeup – from the initial inspiration to a complete marketing sample, transforming each idea into tangible and personalised packaging in real-time, within a single workday.
The journey begins in the Innovation Showroom, a space of over 150 square metres divided into thematic areas, designed to immerse visitors in the company's capabilities. Customers can touch bottles, jars and accessories, appreciating the quality of the materials used and the production and decoration technologies offered by Berlin Packaging, in order to select size, shape, colour ideas and decorations.
The inspiration continues in the Colour Room, where, together with the designers of Studio One Eleven, the Berlin Packaging team moves on to the definition of all the stylistic details of the project: from shades to materials for decoration, up to the choice of papers for secondary packaging. This is where the experience comes to life, with the advanced customisation phase within the two development centres, where the packaging takes shape, embodying the brand's aesthetics.
SEE OUR VIDEO OF THE TOUR HERE
In the Primary Pack Lab, the final finishes of the primary packaging are simulated through the formulation and application of customised paints, while simultaneously testing the graphic rendering through screen printing and/or hot stamping. This process enables significant reductions in development times, allowing for the definition of every detail in real-time and minimising trials during the production phase. The project then takes shape with the development of the marketing sample of the primary packaging, which accurately reflects the style and characteristics defined along the Customer Journey.
In parallel, within the Secondary Pack Lab, a complete prototype of the secondary packaging is created, which is fully customisable in real time thanks to a wide selection of papers in stock, and the possibility of defining textures and finishes that can be reproduced using the advanced prototyping technologies in the laboratory. This process allows you to quickly test every aesthetic and functional choice, making the development path even more efficient and integrated.
To complete the journey, customers have access to an in-house photo studio, where photographers and videographers create authentic still-life shoots. Here, the communicative power of the packaging is highlighted, testing its visual impact and aesthetic consistency with the brand identity. Allowing for a finished rendering for customer feedback or event investment-ready shots.
"The Customer Journey is a key experience in the process of creating beauty packaging, where our customers' wishes and needs come to life in a fully customised project. We always say: you come in with an idea and you leave with a project that has already been prototyped," says Vivien Charrey, Managing Director at Berlin Packaging Beauty.
During this experience, customers can select a manufacturing location, material qualities, and quantities, depending on their budget, as well as technical, aesthetic, and sustainable attributes. We found that Berlin Packaging offers a versatile and comprehensive catalogue of stock packaging that is readily customisable, allowing customers during this specific development journey to enhance key attributes of their brand.
