Famifarm Oy and Stora Enso’s collaboration has lasted as long as the Järvikylä brand’s potted vegetable production – close to 30 years. The previous corrugated board package had been in use since the turn of the millennium, and feedback from the shops was that the plastic pull strip was difficult to use. An easy-to-use package is crucial, as shops spend more than 70% of their working time placing products on shelves. Famifarm thus gave Stora Enso a clear assignment: get rid of the pull strip.
In addition to the product itself, new packaging must also take into account the structure, appearance and material of the package, as well as packaging automation. Stora Enso’s DesignStudio concept takes all of these factors into consideration.
“Thanks to DesignStudio’s systematic approach, our major package renewal went smoothly and consistently,” says Jukka Pehkonen, Famifarm Oy’s Managing Director.
About a dozen people were part of the Järvikylä project, so a fusion of knowledge and ideas was guaranteed to take place in the team meetings.
“When everyone involved is an expert in their own field, decisive and progressive decisions emerge at a brisk pace,” says Stora Enso Sales Manager Vesa Penttinen, who has headed many development projects in the DesignStudio.
The key feature of the new package is its EasySellDesign structure, which replaces the pull strip. In the new package, the upper part of the box is removed with just a few hand movements thanks to perforation holes. The design of the bottom part of the box reflects the look of Järvikylä’s new packaging.
The renewal also has a clear environmental dimension – removing the plastic pull strip saves tonnes of plastic annually.
In addition to the basic packages, the campaign boxes were also redesigned. Various alternatives were considered in the 3D Store setting, which allowed the customer see the products as part of a greater whole, instead of just one package. “Bulk and three-dimensionality change the essence of the product so much that 3D was a must in testing out the different looks. Every industrial operator should use a 3D shop environment when designing packages. It saves an incredible amount of time and nerves and offers an amazing opportunity to test the packages before making final decisions,” says Pehkonen.