Packaging manufacturers are often very limited in their ability to innovate due to a fragile balance between cost price, functionality, brand experience and sustainability. The turnaround times of projects are often short and there is a lot of competition, as a result of which manufacturers often approach innovation pragmatically and solution-oriented.
In my role as industrial designer at Dekker & Spiekerman, Van Berlo and Rake Lijnen, I am often involved in packaging projects, where the original approach was often aesthetic. By delving into the question behind the question, and investigating which alternatives exist in addition to the usual ones, surprising product innovations have often been successful. Think of material savings, sustainability and increasing shelf life and ease of use.
Award: German Design Award 2019 for Pulsar Soul.