The popularity of on-demand food delivery sites, like Seamless and Blue Apron, signal a shift in the way consumers approach meals. But these sites can deliver convenience at the expense of nutrition. Anthem Worldwide worked with Chicago start-up Eat Pak’d, to design a modular packaging format that would get kids excited to eat a variety of fresh and nutritious foods. Join Tim James, Senior Director of Structural Packaging and Innovation at Anthem, for a glimpse into how real world insights inspired his approach to functionality and optimized design.

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STRUCTURAL PACKAGING 101:
INSIGHT DRIVEN INNOVATION
TIM JAMES
DIRECTOR OF STRUCTURAL DESIGN & INNOVATION

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Packaging
Pain-points
INSIGHT FOCUS
Emotional
connections
Industry
behaviors

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RESEARCH TYPES
Ethnographic Interviews
Shop Alongs
Expert Roundtables
Trend Safaris
Consumer Workshops
Cross Functional Team Workshops
In-Home Product/Prototype Trial
Focus Groups
EXPLORATION DEVELOPMENT VALIDATION & REFINEMENTS

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PAK’D STRUCTURAL PACKAGING // Introduction
Photography of the final package
BACKTOSCHOOLLAUNCH2016

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PAK’D STRUCTURAL PACKAGING // Introduction
OURAPPROACH
Category Landscape Trends and Inspiration Category Innovations

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STACK’D PILLOWPAK’D PURSEPACK
BUNDLE POP-UPCASE FOLD-PACK SMART-TRAY
CONCEPTDEVELOPMENTSUMMARY
PAK’D STRUCTURAL PACKAGING // Conceptual Development

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Concept: Smart Tray
Concept: Purse pack
Concept: Fold pack
Concept: ‘Stack’d’
4 concepts were developed as prototypes in preparation for consumer testing.
PROTOTYPES
PAK’D STRUCTURAL PACKAGING // Conceptual Development

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PAK’D STRUCTURAL PACKAGING // Research
CONSUMERWORKSHOP
ANALOGOUS PRODUCT SORT
STRUCTURAL CONCEPT EVALUATION
FOOD PREFERENCE
1
2
3

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PAK’D STRUCTURAL PACKAGING // Research
RESEARCHFINDINGS

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PAK’D STRUCTURAL PACKAGING // Structural Design Development
• Immediately after research our structural team developed the winning concept
• Fine tuning both the function and manufacturability of the different trays
• A close relationship with the machine supplier and tool maker was imperative.
STRUCTURALREFINEMENTS&ENGINEERING

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PAK’D STRUCTURAL PACKAGING // Introduction
Photography of the final package
BACKTOSCHOOLLAUNCH2016

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A FLEXIBLE FUTURE
Dow Chemical’s challenged our structural
innovation team to completely rethink
personal care packaging and neighboring
categories.

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DOW
STRUCTURALEXPLORATION

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DOW
STRUCTURALEXPLORATION

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DOW
PROTOTYPEDEVELOPMENT

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TRY IT OUT!
NEW CONCEPTS
BRAND FIT
In order to understand how to best elevate the consumer/user experience, Dow Chemical and Anthem conducted a 1-day
consumer workshop with three activities focused on uncovering insights of both the existing personal care refill category
and the new opportunity areas within refill pouches for specific Unilever brands.
24 Female, primary shoppers aged 30-60 yrs old
DOW
CONSUMERWORKSHOP

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DOW INNOVATION
DOVEHEADSTAND

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DOVEHEADSTAND
DOW INNOVATION

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FINALAXECONCEPT
DOW INNOVATION

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DOW INNOVATION
FINALAXECONCEPT

30. Designed for bartenders
Their goal was to design more for the well
and not for the back of bar. A bottle that’s
design for bartenders, with a functional yet
timeless feel.

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TOP 5 KEY TAKEAWAYS!

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What is innovation really? Everyone has a different view of
what is innovative. It’s important to agree on how ambitious
we want to be and what is realistically feasible within the
realms of the manufacturing constraints.
5. DEFINE ‘INNOVATION’ INTERNALLY

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Start early and allow a fluid and iterative approach.
4. ‘PING-PONG’ PROTOTYPING

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There’s no such thing as a bad idea!… Well ok, most of the time.
3. START BROAD NO NO…EVEN BROADER

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A) The earlier you can interact with consumers the better, it doesn’t
always have to be through conventional methods of consumer
research, rogue ethnographic encounters can bear fruit too!
B) Technical feasibility and check-in with suppliers.
C) Cross functional team collaboration
2. EARLY COLLABORATION

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Every brand is different and deserves a unique and tailored
perspective. We are always pushing to make sure the way we
garner our insights are suited and specific to the product and
consumer type.
1. BE AGILE

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THANKS!