Posted by Lisa McTigue Pierce, Executive Editor -- Packaging Digest, 4/19/2013 11:33:24 AM
Three types of groundbreaking paint from one of France's biggest producers, the family company V33, are packed in a small, rectangular containers that really stand out on shelves. The paints feature a special technology called naturLAB and are sold exclusively in DIY stores Leroy Merlin.
Yann Garnier, industrial manager of V33, underlines that when it comes to DIY tasks, women prefer to paint rather than to carry out heavy duties. So he is confident that many handy women appreciate the small size of the SuperCube container and the option to hold it in just one hand. However, he believes that men may like it much as well.
To match the special and outstanding qualities of the paint, much attention has been given to selecting the right packaging.
"Creating a new design which reflected the new technology and the special qualities of the paint was of particular importance to us, not least the rectangular shape and the size," says Garnier. "This particular range comes in two commercial sizes: 2L and 0.75L. We really like the fact that they have an identical look on the part facing the customers as it enhances impact on shelf. It is a stronger platform when the two sizes stand side by side and communicate the same message uniformly."
The three types in the range each have their own animal symbolising the effect of the paint: the green frog for GRIPACTIV signals paint that sticks to any surface; the fish in the blue water indicates water resistant paint HYDROACTIV while the turtle with its brown shield is used for PROTECTACTIV suitable for areas that are exposed to intensive use and requiring an extremely high resistance. The beautiful decoration has been possible with in-mold labeling.
The small, rectangular plastic container is the SuperCube from RPC Superfos.The black lid comes with an integrated, handy grip for easy carrying. In terms of transport and warehouse optimization, the rectangular SuperCube also offers advantages as it is easy to stack, full or empty.
Garnier concludes, "We are happy with key figures for sales and it has been a pleasure to work with RPC Superfos. All along the packaging and design process, we have been met with an active, creative and innovative approach."
