The requirement was for a pack that looked different and stood out on-shelf, as well as being suitable for the application. Its appearance also had to clearly position the contents as an obvious outdoor paint.
Following talks with retail outlets it became clear there was an opportunity to reinforce on-shelf impact with a radical new pack design which would also enable retailers to maximise space.
The new stackable container, which went on shelf, therefore allows more products in less space due to its imaginative design.
The new brief was that it should be stackable, but keep the same neck position and dimensions to accept the existing stretch sleeve decoration. This would ensure minimal changes to production and filling facilities.
Jim Dale of RPC Design explains: “Stacking containers normally require a deep indent so the cap fits into the base of the one above, and to have flat faces on the top and base. This needs a complex mould design which is not normally available on the type of blow moulding machine used to make retail packs of this size in HDPE.
“A new handle was also necessary due to the restricted shape of the top of the container.” Initial designs needed the mould ends to move to release the cap indent but after extensive research and trials it was clear the cap recess could be dispensed with and the location provided in a different manner.
A new base allowed the mould to open normally and create a lateral location for the neck. This, together with simple top upstands and base indents provided the location for the stacked packs.
The injection moulded polypropylene handle, manufactured by RPC Market Rasen, was designed to fit into the limited space between the cap and inner face of the top upstand, and this area was shaped so that when on pallets, the handle laid horizontally and allowed containers to fit together on the pallet.
Stuart Beecher, Technical Packaging Manager for brand owner ICI Paints AkzoNobel, says: “This is a genuinely innovative design and means product can be placed throughout stores, increasing shoppers’ touch points with the brand.”