At pi global, packaging isn’t simply a bag or box or pack that sits on a store shelf—It’s an integral part of a brand. Executing a brand’s vision through packaging, whether it is years in the making or just beginning, is a process of understanding the consumer and helping a brand to do the same. “It has to be for the long term,” says pi global Director Chris Griffin of iterative designs.
Emma Woolbright, a graduate student in Graphic Communications at Clemson University, sat down with Griffin while she was in London studying packaging design and branding, to talk about this process from concept to design to print execution, as well as the evolution of packaging design, market trends, regional differences and more.
FLEXO Magazine: In one sentence, what does pi global do?
Chris Griffin: pi global is a global brand consultancy focused on packaging design.
FLEXO: How was pi global started?
Griffin: So, we originally started back in 1984 where we were the design division of a fairly large packaging group called Metal Box. We brought up the design division, which was set up that same year. And that’s it—We haven’t looked back. So, we are now 34 years old.
FLEXO: What’s the size of the company?
Griffin: I suppose in the market, it’s medium. We are globally about 55 people. We have offices in London, New York and Mumbai.
FLEXO: How many people do you have working at each?
Griffin: New York would have the least at about 10; the others would be about 15 or 20.
FLEXO: What are some of the most common packaging trends you see today?
Griffin: Well, I suppose it’s two things. On the branding side, more effectiveness from the packaging in a crowded marketplace. You have to argue very hard to be there. We tend to work with fairly big brands in many respects. They have a definite place on the shelves. Shelves are primarily where they are operating from, as opposed to online or other channels, so they have to really work on the shelf.
On the structural side, you have to have one eye over your shoulder looking out for legislation. In the food or confectionary business, this has to do with ingredients or packaging. You are also looking out for criticism coming your way if the product is deemed inappropriate.
So, for instance, I wouldn’t want to be in the baby wipes, the non-disposable wipes market. I also wouldn’t want to be in the plastic straws market, as both would be under challenge either by product or packaging.
FLEXO: In terms of the evolution of packaging, becoming more sustainable would be incredibly important.
Griffin: Yes, I don’t know if it relates to the U.S., but we are seeing a greater and greater scrutiny with our client’s packaging.
If consumers loved a new design and had been waiting for that brand to do that for years, then that brand has misread its consumers.
FLEXO: Are there any prominent design trends you see? A color, shape, etc.?
Griffin: Not really. Generally, there is an understanding that there is a category rule for products, and that if your brand is a strong variant, you can break those rules. But generally, we work with the global brand and there, you are looking for long-term consistency. We tend to be looking at where the consumer’s mind is rather than try and see if it is in some odd color or new color.
FLEXO: In terms of social media in branding or packaging, is the power of those platforms something you think about?
Griffin: No, because when working with big brands, it’s got to be more enduring than the snapshot. I think the snapshot wins awards, though.
FLEXO: Is it different when you’re doing special runs for brands, like for personalization?
Griffin: Yeah, it can be because then it’s not the core brand—it’s a spur off of it or another component as opposed to the core brand. If you suddenly said that for the next launch or season you’re going to do Pringles with sparkly purple and orange, you start losing consumers. It might be trendy or retro seventies, but you could be damaging the brand in the process. It has to be for the long term—We are not about winning awards for awards sake.