Imagine walking into the liquor store on a Friday night. You look past the brews you’ve already tried for something new. You spot a silver and gold capsule of a can, with a strange goggled figure on the label. The copy tells you this beer was formulated to fuel your journey through the multiverse, and it contains a sci-fi album as the soundtrack. To get the album, there’s a special hashtag. By tweeting it, you’ll receive a message telling you what you’re doing right now in a parallel reality, and a link to the music. Curiosity piqued, you bring it home, crack it open, take out your phone, and experience audio, visual, touch and taste in a single moment in time.
The T.R.I.P. album release beer is the first time a new studio album has ever been released on a beer can. The challenge that prompted the unique project was to figure out how to get people buying new music again, while helping a small indie band reach new fans. The solution: Pair the band with a brewery and turn the beer aisle into the next record store. The Lights Out wrote an album about traveling through parallel realities, and Aeronaut Brewing Co. developed a beer to pair with the songs. “A lot of the same people who once walked the music store aisles every weekend are now going to the beer store at least that often, with the aim of discovering something new. Most beer decisions happen in front of the cold case. The opportunity for someone to discover a band there caught our curiosity,” says Adam Ritchie, owner of Adam Ritchie Brand Direction and guitarist for The Lights Out.
T.R.I.P. used design in a creative way to solve a decades-old music industry problem, give consumers a complete sensory experience with visual, touch and taste, and restore music fans’ physical relationship with new music. The campaign resulted in a new way for music to be discovered, generated international attention and caused the product to quickly sell out. “Adam’s team created a tremendous launch experience which completely transcended the ordinary and set a new standard for how these things should be done,” says Aeronaut Brewing Co. co-founder Ben Holmes. “It’s a game-changer that succeeded beyond our wildest expectations.”
Taking inspiration from nature, Lecta presents EraCup Natural, a totally recyclable, biodegradable and polyethylene-free paper-based solution for single-use cups. EraCup Natural is the first product in Lecta’s new range of functional papers for nature-friendly packaging aligned with responsible consumption habits in which each decision matters. Manufactured under the most rigorous environmental and food safety certifications, Lecta’s new paper-based EraCup Natural solution is based on a proprietary process that is both polyethylene and bioplastic free. Its unique composition allows the paper to be recycled in standard paper recycling circuits after having been converted and used.
Selecting the right protective packaging can significantly impact business operations. With considerations such as minimizing damage rates, improving throughput and aligning with environmental initiatives, it's essential to evaluate your options carefully. The most effective solution is not one-size-fits-all. A customized approach is essential whether you are in the consumer-centric world of e-commerce or the vast landscape of third-party logistics (3PL). Click Read More below to explore ways tailored protective packaging solutions can meet the nuanced needs of each industry.
Metsä Group is conducting a pre-study related to the construction of a first commercial mill for producing Muoto™ packaging products on its Rauma mill site, Finland. The goal is to determine the mill’s technical feasibility and economic profitability. It is envisioned that the mill will produce Muoto fibre-based packaging tailored to various uses in people’s daily lives. Muoto is a wood-based alternative to plastics and aluminium in food packaging, for example. In addition to being easy to mould in different shapes, Muoto is lightweight, strong and recyclable. Muoto products have been developed at the joint demo plant of Metsä Group’s innovation company Metsä Spring and Valmet in Äänekoski, Finland, since May 2022. The demo plant has conducted parallel development of the fibre-based packaging and an entirely new production method that converts wood fibre into safe packaging while saving raw material, energy and water.