The three shapes were of a BBQ (BBQ Steak Jerky), a Bourbon bottle (Bourbon Beef Jerky) and a truck shape (Premium Biltong). The use of brightly coloured artworks with windows, allowed for customers to see the product they are purchasing and is eye catching with its glossy finish.
The Local Legends brand brought out a range of novelty shaped pouches for a Father’s Day special in Aldi Australia Stores Nationally Last August.
As an Australian brand using all local meat, the Local Legends name comes from using only the finest cuts of premium Australian beef and pork, to encourage healthy and ‘Legendary’ snacking. The three shapes were of a BBQ (BBQ Steak Jerky), a Bourbon bottle (Bourbon Beef Jerky) and a truck shape (Premium Biltong).
These all follow the branding structure of Local Legends, by simply being ‘recognisable’ Australian themed items associated with Dad’s Barbequing everywhere in Australia. The use of brightly coloured artworks with windows, allowed for customers to see the product they are purchasing and is eye catching with its glossy finish.
These pouches were made with a Polyvinyl Chloride Coating on the outer layer of polyester to increase the shelf life of the Biltong and Jerky products. Biltong and Jerky are products that are easily affected by oxygen entering the pouch, so to mitigate this we went with a higher barrier option for the outer layer of laminate. By utilising a higher barrier film, there was little to no product spoilage.
The Local Legends brands are typically in a standard 3 side seal or flat pouch. The impact of moving into a shaped pouch was minimal during the packing process. Initially some handmade mock up samples were made to present the idea to Aldi in O F Pack’s Mock Up Studio, where size testing and sampling was completed to ensure the size and design were approved before proceeding with a production run. The packs were able to be used on the pouch packing machine just like their standard packaging ranges, for a design that looked so different to the other packs It was a seamless transition on the processing line.
The standard range of local legends packaging used a matt lamination of BOPP on the outside layer of their packaging, making it a 3 layer lamination. For the shaped pouches, Local Legends opted for a gloss finish, which removed the need for the matt film lamination and utilised just two layers of film- reducing the overall thickness by 10 microns.
The idea for these pouches were as a result of a collaboration between O F Pack and New World Foods. The idea came about during an innovation session between O F Pack and New World Foods, where multiple ideas were displayed and then the concept brought to life through the use of Digitally printed mock ups which were than hand made into a prototype using the O F Packs Mock up Studio.
There was a reduction in the CO2 emissions via two methods. The first one is via light weighting the pouch itself by reducing the thickness of the film. This reduces the weight of the pouch and therefore reduced the overall shipping weights in comparison to the standard pouch. The second reduction in CO2 emissions occurs because of the use of a high barrier film. By reducing the amount of Oxygen that enters the pouch, there is a reduction in wastage as opposed to a standard film, allowing for less product wastage.
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