According to Experian UK (2016), value-added is the economic enhancement a company adds to its services before offering them to clients.
Expert interviews proposed CAS should be customer-centric and adopt a value-added strategy for clients that is in line with global markets that value customer experiences. With that in mind, CAS conducted in-depth client research and a survey to better understand my clientele. I also conducted expert interviews to ascertain the direction for CAS's value-added strategy.
The strategic aim is to build on existing client relationships, attract new clients, and increase referrals. Furthermore, there is the need to create positive differentiation from competitors (Hayes, 2019) and grow CAS value, reputation and authority as a Thought Leader in packaging design. This will be achieved by establishing CAS as the only possible solution to a client’s needs.
The CAS value-added strategy will address the following:
- Providing proactive, valued information and advice.
- Providing project information, industry, packaging terminology and example templates.
- Sharing networks and referrals.
PROACTIVE, VALUED INFORMATION AND ADVICE
Packaging Design is a niche, profitable service with less competition than broad-based graphic design. The reason for this is due to the technical and legislative requirements of the designation. There are a plethora of information, technical, and legislative requirements that can be intimidating, overwhelming and costly for clients should mistakes occur.
CAS seeks to establish itself as an authority in packaging design by educating and helping clients navigate all aspects of the process effortlessly, through the CAS website and blog.
PRODUCT AND PACKAGING LABELLING REGULATIONS AND LEGISLATION
The role of global product packaging and labelling has become significant. Packaging and labelling is used as an efficient marketing tool to attract consumers and serves as a functional shipping container for goods according to the website Packaging Law (SME, 2016. para1). Apart from the aesthetics, the packaging and labelling must meet certain legal requirements, to facilitate value comparisons and prevent deception. This is achieved by regulating how businesses market their products and services.
The legislation and regulations differ depending on the country and need to be considered by both the client and designer. Although CAS's expertise resides in SA legislation and regulations, CAS has experience in American and European markets. To mitigate the risk, CAS recommends a legal representative for the client checks all foreign legislation to ensure compliance.
To provide CAS clients with all necessary information and position CAS as the implementation solution, CAS will address the following on their website.
- What are Product and Packaging Labelling Regulations and Legislation, and why is it important?
- Link to S.A. Product and Packaging Labelling Regulations
- How can CAS affiliates assist the client with their responsibilities toward checks and compliance?
- How can CAS assist the clients with the designers’ responsibilities towards checks and compliance?
- The consequences of non-compliance.
CAS will limit the detail on regulations because they are subject to frequent changes. Keeping up to date with these changes is not an efficient use of CAS time. Furthermore, should compliance mistakes occur, this could open CAS up to litigation.
What are Product and Packaging Labelling Regulations and Legislation?
Packaging and labelling must meet certain legal requirements, designed to facilitate value comparisons and to prevent unfair or deceptive packaging and labelling of consumer commodities. This is achieved by regulating how businesses market their products and services.
The following legislation, regulations, and standards for various types of products apply to S.A. Packaging and must be considered by the client and designer.
- Consumer Protection Act (CPA) 68 of 2008.
- The Foodstuffs Cosmetics and Disinfectants Act and its Regulations, the Food Labelling Regulations (R146), and the Regulations Relating to Foodstuffs for Infants and Young Children R991, set out specific labelling requirements for various types of foodstuffs.
- The Agricultural Products and Standards Act and its regulations govern the labelling of agricultural products.
- The Liquor Act and Liquor Products Act set out requirements for the labelling of alcoholic beverages.
- The South African Bureau of Standards, who have formulated several labelling standards which are industry-specific, setting out the quality or standards specification marking for different products.
Product Labels must contain the following information.
- Name, trade name or description
- Name and complete address of manufacturer/packer, importer, country of origin of the imported food
- Net weight, number or volume of contents in metric units
- Distinctive batch, lot or code number
- Month and year of manufacture and packaging
- Month and year by which the product is best consumed
- Information about pharmaceutical and industrial products must be in English
- If food products have been genetically modified (GM) this must be indicated on the label.
- Include all warnings, allergens, additives or colourants.
- All descriptive words must be cautiously chosen to ensure that no implied claims are inadvertently made and that descriptions are allowable in law as certain words and phrases are banned from product labels, such as “rich in”, “excellent source of”, and “enriched with”.
Link to S.A. Product and Packaging Labelling Regulations
https://ctfa.co.za/wp-content/uploads/2020/05/SANS289_2016_Ed1Am6-link-6.pdf
How can CAS affiliates assist the client with their responsibilities toward checks and compliance?
Start-ups and established clients are often unaware of the regulatory requirements their product labelling or packaging requires, how they would go about complying with legislation and who could assist them in their efforts.
With CAS providing not only the required information but also a list of affiliates able to assist the clients, they would set themselves apart from their competition as an authority in packaging design with convenient client value-additions.
Food Regulations
Facts SA – Food and Allergy Consulting and Testing
- Facts provide the analytical testing, nutritional, ingredients, allergens, warnings and regulations for food labelling.
- https://www.factssa.com
Pharmaceutical Regulations
BioDelta
- BioDelta provides the technical expertise, medical product development, analytical testing and regulations for pharmaceutical labelling.
- https://biodelta.net/products
Alcohol Regulations
- SA Regulations for wine and spirits are found on the SAWIS site for appraisal and study by both the client and designer. Front and back labels need to be submitted to the institution for approval before print.
https://www.sawis.co.za/winelaw/southafrica.php
Cosmetic Regulations
- S.A. Standard Product and Packaging Labelling Regulations apply to cosmetics unless they fall into pharmaceutical categories in which case Pharmaceutical Regulations apply and must be treated as such.
If the client is responsible for providing the written content for labelling and packaging, then CAS is responsible for how the legislative information is represented on the pack. CAS will advise clients on the mandatory information required by legislation, and execute its correct placement, positioning, size and weight.
The consequence of non-compliance.
Consumers and competitors are more often than not the first to call out brands for non-compliance which can result in:
- Fines by retailers
- Removal of the product from retail shelves
- Extremely costly implications for redoing packaging design and printing
- Reputational damage
PACKAGING TERMINOLOGY AND EXPLANATIONS
Design, packaging and print terminology can be both confusing and frustrating for clients. The CAS website will contain a glossary of terminology as a value addition to help clients navigate the design, packaging, and printing process.
BRIEF TEMPLATES AND EXAMPLES
Start-ups and even established clients are often unaware of how the packaging design process works, and what is required of them. CAS would like to provide detailed information on the packaging design process from client brief and inception through to print. This will happen together with downloadable brief templates on the website that outline all the mandatory and regulative information required.
Fig. 1. Wiggett, 2022a. Design Process Infographic from Inception to Completion.
Complete and comprehensive client briefs will streamline CAS’s scheduling by limiting reverts due to incorrect information and delays due to missing information. The individualised categories will include:
- Food and Beverage Packaging
- Wine and Spirit Packaging
- Pharmaceutical Packaging
- Cosmetic Packaging
- Corporate Stationery Packaging
SHARING NETWORKS AND REFERRALS
CAS will endeavour to conveniently connect clients with the best possible individuals and teams to execute their vision via affiliate links on the website or direct referrals.
All recommendations are from direct CAS collaborators and experts with no less than ten years of experience.
Affiliate links benefit CAS through referral commissions of 5%, mutual referrals, or assistance with CAS self-initiated projects and portfolios.
Comprehensive list of CAS affiliates.
Fig. 2. Wiggett, 2022b. CAS Affiliate Logos.
Copy Writing, Proofing, Online Content Creation
Candice De Beer
Candice is a digital content strategist and copywriter with an honours degree in journalism and over ten years of experience crafting compelling websites, emails, articles and SEO that motivate high-value leads for clients (DeBeer, 2020).
L: linkedin.com/in/Candice-sian-de-beer
E: Candice.wiggett@@gmail.com
T: +27 (0)84 518 2160
Dr Jaqui Hiltermann
Dr Jaqui Hiltermann has a PhD in Film and Media Studies from the University of Cape Town and numerous years of writing and editing experience, including having written featured articles and media opinion pieces. Jaquis’ excellent understanding of writing style, structure, and tone translates to writing well-research and weighty documents, lengthy reports, punchy and witty social media posts, marketing emails, well-rounded mission statements and even one-liners that will help clients get their message across exactly the right audience, and leave a mark (Jaqui Hiltermann, n.d.).
W: jaquihiltermann.com
E: jaquihiltermann@gmail.com
T: +27 (0)76 157 8070
Brand Strategy and Brand Name Development
Haldon Burns
L: linkedin.com/in/haldonburns
E: haldon.burns@gmail.com
T: +27 (0)76 921 7776
Illustrators
Doug Powell
Doug Powell is the renowned UK and South African illustrator known for producing the illustrations, icons, emblems and logos for global brands including Jungle Oats, LuckyStar, Distell, Three Ships Whisky, V&A Waterfront, Woolworths, Amarula, Bakers Biscuits, and various South African Wines (www.dougpowell.co.za, n.d.).
W: www.dougpowell.co.za
E: info@dougpowell.co.za
T: +27 (0)82 6800 0634
Maggie Murray - Carvel Art
Maggie is an illustrator and tattoo artist in Cape Town with a unique style that has serviced individuals, agencies and larger corporates in retail, editorial, food, beverage and pharmaceutical categories (Mysite, n.d.).
W: www.carvel.co.za
E: hello@carvel.co.za
T: +27 (0)82 044 2038
3D Rendering
Morgan Fairman – MF3D
Morgan is a 3D visualising specialist in photoreal product and conceptual visualisation, with twenty years of experience, servicing many blue-chip accounts and multi-national companies including, J&B whiskey, Bells Whiskey, Royco Soup, Amstel and Castle Lager (www.mf3d.co.za, n.d.).
W: www.mf3D.co.za
E: morgan@mf3d.co.za
T: +27 (0)82 044 7724
Gerhard Theron – 3D Matters Visualisation
Gerhard is a photoreal product and architectural 3D visualising, with fifteen years of experience, servicing South African clients (Theron, n.d.).
W: www.3dmatter.co.za
E: admin@3dmatter.co.za
T: +27 (0)79 497 7287
Website Design
Milk
MILK is a Stellenbosch-based, small, dynamic and creative team with a passion for digital strategy, design, website development, social media, app development, ORM and online management for both South African and international clients (Milkisgood.co.za, 2014).
W: www.milkisgood.co.za
E: made@milkisgood.co.za
T: +27 (0)82 847 7950
Photography
Russell Smith – Russell Smith Photography
Russell Smith is an award-winning Cape Town-based lifestyle, art, portrait, travel and still life photographer. Russell has an eclectic mix of clients, including the V&A Waterfront, Le Creuset, Nederburg, Vida e Café, Jack Black, Visi, National Geographic and Getaway Magazines (Russell Smith Photography, n.d.).
W: www.russellsmith.co.za
E: russ@russellsmith.co.za
T: +27 (0)82 664 5090
Matthys van Lill - Matt Photo
Matt is a Cape Town-based photographer specialising in still life captures, including food, drink and interiors. Matt has photographed leading South African and global brands including Sea Harvest, Robertson Herbs and Spices, Dunkin Donuts, Johnnie Walker and Savanna (Matt Photo, n.d.).
W: www.mattphoto.co.za
E: matt@mattphoto.co.za
T: +27 (0)82 450 5004
Stylist
Emma Thompson – Eat with Emma
Emma is an international food stylist specialising in recipe and product development, videography and project conceptualisation, with a diploma in Food & Beverage Management and a degree in Consumer Sciences and nutrition. Emma is a Cape Town-based stylist with global clients including, Checker, KFC, Toni Glass and Taste Holdings (Eat with Emma, n.d.).
W: www.weatwithemma.com
E: hello@eatwithemma.com
T: +27 (0)82 353 0602
Videographer
Fullhd
Fullhd is a boutique video production studio in Cape Town specialising in animation and motion graphics for powerhouse agencies and brands to small start-ups and non-profits including Ogilvy, Aramex, Elizabeth Arden, Yoco and the City of Cape Town (fullhd, 2020).
W: www.fullhd.co.za
E: hello@fullhd.co.za
T: +27 (0)71 880 2811
Printers
Packaging World – Flexible Packaging Printing
Packaging World is a specialist flexible packaging business that offers high-quality printed flexible packaging solutions for the food, beverage, confectionery, industrial and general merchandise markets (Packaging World, n.d.).
W: packagingworld.co.za
E: packaging@packagingworld.co.za
T: +27 (0)31 701 2248
MasterPack Cape Town – Small to Medium Cardboard Packaging Printing
Masterpack is a South African company and printing specialist in folding cartons, package inserts, trays, paper bags, cut and stack labels, header and blister cards (Masterpack Cape, n.d.).
W: www.masterpackcape.co.za
E: info@masterpackcape.co.za
T: +27 (0)21 140 5100
Golden Era – Large Scale Flexible and Cardboard Packaging Printing
Golden Era is a specialist printer and manufacturer of boards, cartons, laminate cartons, paper bags, corrugated cases, self-adhesive labels and metal cans(Golden Era Packaging, n.d.).
W: www.golden-era.co.za
E: karenj@krf.golden-era.co.za
T: +27 (0)82 452 0583
Taylor Brothers – Corporate stationery and Print Media Printing
Taylor Brothers are the oldest printing company in Bristol, established in 1830 with a global reputation for pioneering innovation and experimentation in print media executions including corporate stationery, books, magazines and annual reports (Taylor Brothers Bristol, n.d.).
W: taylorbros.uk.com
E: info@taylorbros.uk.com
T: +44 (0)117 924 5452
Pivot Press – Corporate stationery and Print Media Printing
Pivot Press are litho, digital and packaging printers that are more commonly known for their specialised and letterpress printing of bespoke corporate stationery (Pivot Press, n.d.).
W: pivotpress.co.za
E: info@pivotpress.co.za
T: +27 (0)21 762 0834
Sign and Seal Labels - Wine Labels
Sign and Seal Labels are an established Cape Town-based printing company with over thirty years of industry experience in quality self-adhesive and non-adhesive labels, decals, tags, digital printing for samples or small runs and specialist high-quality finishes for bespoke wine and beverage label printing (www.signseal.co.za, n.d.).
W: www.signseal.co.za
E: info@signseal.co.za
T: +27 (0)21 905 8640
Didget – Digital Flexible Packaging
Didget is a South African-based company with a solid reputation as superior high-end flexible packaging digital printers that specialise in pre-production samples, mock-ups, POS trails and promotional short runs. Their client list includes Woolworths, Coca-Cola, Castle Lager, Simba, Spar, Nestle and Pick n Pay to name a few (Didget.co.za, n.d.).
W: www.didget.co.za
E: info@didget.co.za
T: +27 (0)11 452 3268
Product Mock-ups
PolyFlex
PolyFlex is a Durban-based company that provide 3D prototype and mock-ups (Polyflex – Graphic Packaging Specialists, n.d.).
W: www.polyflex.co.za
E: info@polyflex.co.za
T: +27 (0)31 701 0211
Didget
Didget is a South African-based company with a solid reputation as superior high-end flexible packaging digital printers that specialise in pre-production samples, mock-ups, POS trails and promotional short runs. Their client list includes Woolworths, Coca-Cola, Castle Lager, Simba, Spar, Nestle and Pick n Pay to name a few (Didget.co.za, n.d.).
W: www.didget.co.za
E: info@didget.co.za
T: +27 (0)11 452 3268
References
Biodelta (2022). Biodelta Products. [Online] Biodelta. Available at: https://biodelta.net/products [Accessed 21 May 2022].
Carvel Art (2022). Carvel Art, Introduction. [Online] Carvel Art. Available at: https://www.carvel.co.za [Accessed 22 May 2022].
Colpak (2022). Welcome to Colpak. [Online] Colpak. Available at: https://colpak.biz [Accessed 24 Jul. 2022].
Didget (2022). Didget - Vision. [Online] Didget. Available at: https://didget.co.za/vision [Accessed 22 May 2022].
Eat With Emma (2022). Home Page. [Online] Eat With Emma. Available at: https://eatwithemma.com [Accessed 22 May 2022].
Forty8Creates (2019). Packaging Glossary of Jargon: Design and Printing Terms. [Online] Forty8Creates. Available at: https://forty8creates.com/packaging-glossary-of-jargon-design-and-printing-terms/.
Fullhd (2020). Fullhd - Cape Town Based Video Production Studio. [Online] Fullhd. Available at: https://fullhd.co.za/ [Accessed 22 May 2022].
Golden Era (2022). Home Page. [Online] Golden Era. Available at: https://www.golden-era.co.za [Accessed 22 May 2022].
Masterpack Cape (2022). Masterpack Cape – Get the Whole Package. [Online] Masterpack. Available at: https://www.masterpackcape.co.za/ [Accessed 22 May 2022].
Mattys de Lill (2022). Home Page. [Online] Matt Photo. Available at: https://mattphoto.co.za [Accessed 22 May 2022].
MF3D (2022). About Us. [Online] MF3D. Available at: http://www.mf3d.co.za/index.html [Accessed 22 May 2022].
Milk Is Good (2014). Home Page. [Online] Milk Is Good. Available at: https://milkisgood.co.za/#home [Accessed 22 May 2022].
Pivot Press (2022). Pivot Press - Cape Town Commercial Printers. [Online] Pivot Press. Available at: http://www.pivotpress.co.za [Accessed 22 May 2022].
Polyflex (2022). Graphic Packaging Innovators and Specialists - Polyflex. [Online] Polyflex. Available at: https://www.polyflex.co.za/innovation/ [Accessed 22 May 2022].
Powell, D. (2022). Home Page. [Online] Doug Powell. Available at: https://dougpowell.co.za [Accessed 22 May 2022]. Raised Image (2022). Raised Image – Reprohouse (Pty) Ltd. [Online] Raised Image. Available at: https://www.raisedimage.co.za [Accessed 24 Jul. 2022].
Sign and Seal Labels (2022). Home - Custom Label Printing and Manufacturing, Cape Town. [Online] Sign and Seal. Available at: https://www.signseal.co.za/home [Accessed 22 May 2022].
SME (2016). Product Packaging and Labelling Regulations. [Online] SME South Africa. Available at: https://smesouthafrica.co.za/requirements-for-product-packaging-and-labeling/.
Smith, R. (2022). Russell Smith Photography - Contact. [Online] Russell Smith Photography. Available at: https://www.russellsmith.co.za/CONTACT/1 [Accessed 22 May 2022].
Taylor Brothers Bristol (2022). Home Page. [Online] Taylor Brothers Bristol. Available at: https://taylorbros.uk.com [Accessed 22 May 2022].
List of Figures
Figure 1. Wiggett, S. (2022a). Design Process Infographic from Inception to Completion. [Digital Presentation] Brand and Business Report.
Figure 2. Wiggett, S. (2022b). CAS Affiliate Logos. [Image Archive] Storm Wiggett Image Archive.