Expressing brand values with shelf appeal

  • Roberts Metal Packaging

Brands demand packs that express their brand values, reduce environmental impact and create an engaging consumer experience. Metal is the ideal packaging material to solve this three-part conundrum.

Both aluminium and tinplate packs are made from a permanently available material, which means that it can be infinitely recycled again and again with no loss of quality. Metal is the perfect example of a material for closed loop economy.

Further still, many packs, especially in the healthcare, beauty and fragrance markets, never make it as far as the recycling bin because their product lifetime is extended through their capacity for reuse. As beautiful packs they remain in the home used for other purposes by customers. In addition to the product's lifetime being increased, so too is the brand's exposure time.

An engaging consumer experience

Aluminium and tinplate are also ideally placed for expressing brand values and creating an engaging consumer experience as metal packaging offers a broad creative canvas for brand owners, designers and packaging specialists. Roberts Metal Packaging has over 130 years of experience and is a world leader in embossing and debossing containers.

The company's containers have an almost limitless number of customisation options including colour coating —both internally and externally—, decorated lids; anodised with knurl or smooth rims; embossed or debossed; and with an added EPE liner, a flowed-in seal or a pressure sensitive liner.

All of these combinations allow designers to create packaging with outstanding shelf appeal.

Last year, our pack for Natura Bisse Diamond Cocoon Bath and Shower Balm was nominated for Metal Pack of the Year at the UK Packaging Awards 2019. It is also a great example of a pack that balances brand values, green credentials and consumer experience.

A 50ml jar from Roberts’ Softline Extreme range was selected for its leak-proof quality, easy to open and close ability and the suitability of aluminium for warm damp environments found in the bathroom or shower. The aluminium container was customised with an internal clear lacquer and printed with a translucent red to give a true metallic effect. Satin varnish was used to make the product tactile and the lid was embossed with the company’s iconic logo.

Metal is proven to fulfil packaging needs. It's a natural product that is infinitely recyclable with significant shelf appeal.

See also

Roberts Metal Packaging and Shea Yeah aluminium metal jars received the Highly Commended Award in the Metal Pack of the Year

Roberts Metal Packaging's 75ml and 50ml jars made from 0.25mm recyclable aluminium were selected from the Roberts Softline Aluminium Jar range, which structurally have soft radii and a smooth texture. The aluminium metal jars received the highly commended award in the Metal Pack of the Year – Promotional, Decorative & General Line category at the UK Packaging Awards 2022 .

Roberts Metal Packaging works with client Proctor & Gamble to develop and manufacture the metal jar for King C Gillette’s Soft Beard Balm

Roberts Metal Packaging worked with client Proctor & Gamble to develop and manufacture the metal jar for King C Gillette’s Soft Beard Balm and has since received the highly commended award in the Metal Pack of the Year category at the UK Packaging Awards 2020. Released during lockdown in May 2020, the King C Gillette range already accounts for 20 per cent of sales from Gillette’s online store.

A 'Softline' approach from Roberts Metal Packaging offers the flexibility that brands require

Roberts Metal Packaging has well over a century of history, but in recent years it has been the development of the Softline and Softline Extreme lines, in conjunction with investment in state-of-the-art automation which has firmly placed the British company on the packaging map for packaging buyers. As the sustainability movement sweeps across the globe, metal packaging is riding a new wave of success as beauty brands are once again looking to natural packaging solutions that enhance the brand's CSR ideologies, protect the product and look good.

  • Jo Webb
  • Product Info
  • English
  • Created 17 Feb 2020
  • Modified 17 Feb 2020
  • Hits 1421