A strong packaging idea is one thing. Turning it into a fast and cost-effective reality is something entirely different. With co-creation, Vetico adds a new step to the packaging process: from initial concept to a manufacturable solution. “This saves months of development time and costs,” says Hans Snel, our Head of Customer Support.
Many packaging concepts are developed in isolation without considering how they will ultimately be produced. Marketing teams or agencies come up with ideas that are only later tested for feasibility and cost. “That’s usually when we get the question whether we can make it,” Hans explains. “And then it turns out to be too expensive or technically unfeasible. That’s why we’ve been saying for years that early engagement has major advantages. With co-creation, we ensure that early involvement and flip the script: we look at what is possible — preferably automated.”
Brainstorm
The foundation for co-creation is laid during a brainstorming session. Around the table are the client, design agency Now New Next, and various Vetico specialists, including engineers and packaging technologists. “We start with questions like: what does your brand stand for and what do you want to achieve?”, says Hans. “We get creative with those. Then the focus shifts: we test concepts based on feasibility, automation, and cost. By the end of the day, there’s no pile of loose ideas, but just a few clear directions.”
and a shorter time to market’’
High success rate
After the brainstorm, we further develop the concepts. Because the foundation is already solid, we can move forward concretely right away. “This keeps the process manageable,” says Hans. “Less time and budget and revising, because the key decisions have already been made. At the same time, you significantly increase the chances of success. Now New Next contributes expertise in concept and marketing, while we bring packaging technology and automation. That combination helps move ideas successfully into the next phase.”
Always with the client
Co-creation is especially valuable in markets where distinctive packaging matters, such as travel and retail. We also see opportunities in gifting, seasonals, and icons. Hans adds: “There’s a demand for eye-catching packaging that lands on shelves efficiently. The first results are positive — clients respond well to our proposals. I’m looking forward to what’s next — but the difference is really made at the beginning. That’s where we decide which ideas ultimately come to life.”
