A new range of fragrances by Penhaligon’s feature solid brass caps in a range of animal head designs. By creating something that is unique, instantly recognisable, but also in the animal head cap infinitely variable, the brand has started a range with the flexibility to go wherever the brands wants to go.

Here, Benjamin Punchard, Global Packaging Insights Director at Mintel, looks at how brands are using unique packaging design to create ‘editions’ that can run and run.

Benjamin Punchard is Global Packaging Insights Director at Mintel. Benjamin holds significant experience in conceiving, conducting and delivering quantitative and qualitative research and has worked with the leading multinational packaging companies to provide strategic market recommendations. Benjamin is regularly invited to present at global conferences and trade shows such as HBA Global Expo and The European Packaging Summit. Benjamin’s packaging analysis regularly appears in both national and trade media worldwide.

Download our 2017 Global Packaging Trends to discover the “next generation” brand challenges, consumer needs and packaging innovations set to transform the global packaging industry in 2017.

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