How to become the greenest beer in the World?: Finding the balance between a premium and sustainable perception to create a unique & green packaging concept for Heineken Global

On 12 December 2015 in Paris, 195 countries reached the World’s first climate agreement within the United Nations Framework Convention on Climate Change (UNFCCC) to reduce greenhouse gases emissions. At present, consumers are expecting companies to operate responsibly to address social and environmental issues (59% of global consumers have...

Influencing consumption behaviour through food packaging design: A research on the design aspects of packaging

Everybody has experienced it: you start eating from a pack of biscuits or other snacks and suddenly the pack is empty. Even though you did not intent to eat all of it in once. It is known that the package and the food it contains can make a consumer eat more, but little is known of the opposite. This graduation report (hereafter: study) is a...

Premium Packaging: Developing a tool to support the creation of premium branding and packaging design at Cartils

Introduction An often-recurring subject in branding assignments in the Fast Moving Consumer Goods (FMCG) packaging industry is ‘what is “premium.”’ Marketing and Brand Managers of FMCG brands brief packaging designers (such as Cartils, see paragraph 1.2) that their new packaging must have a premium character. Although one might have an idea of...