25.08.2009

From Powerliquid to Götterschuss – Packvision 2009 develops beverage cans of the future

DVI presents the results of the creative competition for young developers

Ratingen/Trier. Ball Packaging Europe and the University of Applied Sciences in Trier have together with the Deutschen Verpackungsinstitut dvi (German Packaging Institute) developed the next generation of beverage cans as part of Packvision 2009. Companies and design students work on new solutions and packaging concepts for actual products in the "Competition for the Future" organised by the packaging industry.  As part of two of three projects in all, design students from the University of Applied Sciences in Trier produced 29 designs for user-friendly beverage containers using various technical basic concepts provided by Ball Packaging Europe, one of the major beverage can producers in Europe. Key focus was not only on the design of the packaging but also product innovations for the content. 

Beverage cans are not just practical items but, thanks to ongoing development, trend products which embody the attitude to life of the young generation. However, what will our beverage cans and the products in them look like in 2012, 2015 or 2020? Rainer Berkefeld, development engineer at Ball Packaging Europe, specified the terms of reference in his briefing. He informed the students about the products and the market action and gave them wide scope for design in the project. He accompanied the development and design process and supported the students in interim presentations and with feedback. Under the guidance of Professor Anita Burgard, students from the communication design course at the University of Applied Sciences in Trier took a conceptual approach. After analysing all the general conditions and the usage conditions, they developed visionary packaging and product ideas which intentionally transcend mere functionality. High quality projects from both design and communication aspects evolved from the specific educational concept "Design Body Space" which links aesthetic work with planned thought processes.

      

Visionary packaging and product ideas
Anna Schönwälder has created a new concept for a beverage can which is fun particularly in the evening when it is dark. Her "can with fluorescent star end" is intended to generate the right atmosphere at parties and in discotheques. The star-shaped twist closure not only shines in the dark but also facilitates opening the can. Star shapes are also embossed in the dark blue-coloured body of the can, making the product easily recognisable. Stefan Motzigemba developed a pill-shaped can for an isotonic drink mix, calling it "Powerliquid".  The two cans, one containing the effervescent powder and the other the liquid, are joined with a plastic ring. They are easy to open thanks to the user-friendly closure device and the drinks can be mixed as required. Three cans containing the flavours and active ingredients Lime/Calcium, Grapefruit/Zink, Banana/Magnesium are joined with a connector and together with the molecule-shaped logo symbolise the health-promoting effect of the product.

              

The "Truckerschocker" designed by Jens Hedinger, a lime juice drink containing caffeine is ideal refreshment when on the go. A flexible drinking straw transfers the drink to the mouth and therefore it is not necessary to tilt the can in order to drink.  There is a check valve at the end of the drinking straw to ensure adequate drinking pressure. Simone Scholters had an idea for perfect ice-cream enjoyment. Her "Icecan" offers ice-cream from the can. This enables one to spray soft ice-cream and sorbet directly into the mouth in mouth-sized portions. Compared to the dripping ice-cream cones of today, this offers a completely new ice-cream experience for young and older ice-cream lovers alike. Alexandra Hassing designed "Chocbar" for a chocolate drink which can be mixed with various types of liquor to produce the desired flavour and sold in confectionary shops, bars and cafés. The liquor is poured to the bottom of the can and the two substances are then mixed after closing the can again with the plastic ring. This means that a drinking glass is not needed and the drinks can be enjoyed on the go. The name "Choc" plays on both the alcohol content and the chocolate.  Alexandra Hassing has turned "Götterschuss" into a popular party drink for young trend-conscious people. "Götterschuss" is made of jelly and flavoured "Absolut Vodka". "Götterschuss" with an alcohol content of between 8 and 16% can be poured directly into the mouth from the 250 ml can.  The additional can hanger with snap hook makes it a popular give-away in discotheques, hip bar and for events.

The wide diversity of ideas and visionary power of the students' designs range from innovative types of packaging and applications right up to completely new products. In one of the first project phases, the students concentrated on the new technical concepts from Ball Packaging Europe and the appropriate market environment. Consumer habits and target groups were researched and analysed.  What will be consumed from beverage cans in future and how and in what way must the present concepts be modified in order to develop a "convenience product". Specific design aspects were not defined until the current and new applications had been intensively studied from a concept standpoint.

Successful co-operation between university and packaging company
Student projects involving industrial companies establish a link to the reality of the working environment. For the students, the main emphasis is on them actually organising, planning and managing a project and implementing it within a specific timeframe. In particular, however, they have an opportunity to practice applying key competences which are essential to enter professional life. It is only possible to convey competences such as ability to work in a team, communication and presentation to a limited extent in lectures and exercises. Prof. Anita Burgard summarised the experiences and benefits of the project for the students: "Co-operation with PackVision and Ball Packaging Europe created optimal conditions for the students: Precise briefing details, excursion to production facilities, presentation and feedback. Apart from this practical experience, the project boosts the self-confidence of the students as such experience was gained in a national framework with significant co-operation partners. In particular, however, the uncomplicated, collegial and lively atmosphere created by the people involved from PackVision and Ball Packaging Europe made it even more enjoyable to work creatively."

At the end of the semester, Rainer Berkefeld together with Ulric Wörster, Marketing Manager at Ball Packaging Europe, travelled to Trier to present awards for the best suggestions. He is impressed by the diversity and the professional implementation of the designs: "A large number of new concepts have been developed based on the three specified basic concepts.  Each student submitted at least two to three designs from which we selected at least one proposal during the interim presentations. This produced a high concentration of well-thought through and enhanced concepts, some of which involved completely new and futuristic approaches. We were very impressed by the quality of the work. Ideas were developed into complete concepts including packaging, layout, naming, logos (word-picture brands), sales packaging and beverage. Particular mention should be made here of the quality of the design and of the samples. "Companies are able to develop interesting and continuative product concepts using these design and beverage concepts and to awake the interest of creative youngsters for the world of packaging.

The Deutsche Verpackungsinstitut created PackVision as a forum which enables visionary packaging concepts to developed in co-operation between companies and creative universities. Since 2006 numerous highly reputed companies and renowned creative universities have participated in the PackVision projects. The expertise of major brand producers such as Procter & Gamble (Wella), Henkel, Coca Cola, KPSS (Goldwell), Unilever and Impress, combined with the creative and technical skills of design students at the Cologne Business School of Design, the Technischen Kunstschule in Hamburg, the Kunsthochschule in Kassel, Weißensee Kunsthochschule in Berlin, Halle-Burg Giebichenstein and the Universities of applied sciences in Hanover, Potsdam and Münster, has led to innovative and trendsetting ideas.

The results of all three projects in the PackVision 2009 "Competition for the Future" will be presented at the FachPack+PrintPack+LogIntern trade fair in Nuremberg together with the German Packaging Award 2009. In this way the dvi presents the entire spectrum of developments in the packaging industry: the innovations of tomorrow in the "Competition for the Future" and the innovations of the present through the German Packaging Award.

Further information and details about PackVision can be found under www.packvision.org

(L-r):  Oliver Berndt, Deutsches Verpackungsinstitut
Prof. Anita Burgard, Fachhochschule Trier
Lucy Rudolf, Studentin der FH Trier, 1. Preis, Kölle Alaaf! Die Karnevalsedition
Rainer Berkefeld, Ball Packaging Europe
Ulric Wörster, Ball Packaging Europe

Forward-Looking Statements
This release contains "forward-looking" statements concerning future events and financial performance. Words such as “expects,” “anticipates,” “estimates” and similar expressions are intended to identify forward-looking statements. Such statements are subject to risks and uncertainties which could cause actual results to differ materially from those expressed or implied. The company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Key risks and uncertainties are summarized in filings with the Securities and Exchange Commission, including Exhibit 99.2 in our Form 10-K, which are available at our Web site and at www.sec.gov. Factors that might affect our packaging segments include fluctuation in product demand and preferences; availability and cost of raw materials; competitive packaging availability, pricing and substitution; changes in climate and weather; crop yields; competitive activity; failure to achieve anticipated productivity improvements or production cost reductions, including our beverage can end project; mandatory deposit or other restrictive packaging laws; changes in major customer or supplier contracts or loss of a major customer or supplier; and changes in foreign exchange rates, tax rates and activities of foreign subsidiaries. Factors that might affect our aerospace segment include: funding, authorization, availability and returns of government and commercial contracts; and delays, extensions and technical uncertainties affecting segment contracts. Factors that might affect the company as a whole include those listed plus: accounting changes; changes in senior management; the current global credit squeeze and its effects on liquidity, credit risk, asset values and the economy; successful or unsuccessful acquisitions, joint ventures or divestitures; integration of recently acquired businesses; regulatory action or laws including tax, environmental, health and workplace safety, including in respect of chemicals or substances used in raw materials or in the manufacturing process; governmental investigations; technological developments and innovations; goodwill impairment; antitrust, patent and other litigation; strikes; labor cost changes; rates of return projected and earned on assets of the company's defined benefit retirement plans; pension changes; reduced cash flow; interest rates affecting our debt; and changes to unaudited results due to statutory audits or other effects.

<- back to overview