Relaunch in Plastic Enhances Plant Food Branding and Convenience

The RPC Design Office has developed an injection-moulded container and two-part lid in an eye-catching yellow polypropylene, in 1 and 3 kg sizes.

24/08/07 The specialist expertise of different RPC Containers sites in design, lid manufacture and in-mould labelling has been instrumental in the relaunch of the J. Arthur Bower’s range of plant food in a durable plastic container developed to maximise convenience and branding.

Manufactured by William Sinclair, the J. Arthur Bower’s range has traditionally retailed in cardboard packaging, but the company wished to offer better product protection and convenience to consumers. A recloseable plastic container was considered to be the ideal option, as it provides the necessary barrier to keep out moisture and extend the life of the product.

At the same time, William Sinclair decided to rebrand the range with innovative double-sided labels designed to appeal to a broader cross-section of consumers, as the company’s Fiona Carrington explains. “Gardening experts and enthusiasts understand a specialist vocabulary that may confuse casual gardeners, so each product in the range is identified by two names, one on each side of the pack.”

RPC was asked to devise a solution following successful collaboration on a previous William Sinclair launch. The RPC Design Office has developed an injection-moulded container and two-part lid in an eye-catching yellow polypropylene, in 1 and 3 kg sizes. U-shaped in-mould labels (IML) are used to deliver the dual branding, with product information contained on the base of the pack.

The lid, manufactured by RPC Containers Market Rasen, incorporates an opening to facilitate ease of pouring, as Sales Manager Ashley Salter explains. “This is closed with a secondary lid, which is protected with a tamper evident band. Once opened, the closure can be locked back into an indentation in the lid surface so that it does not interfere with the pouring process, and reclosed once pouring is complete.”

For the container itself, RPC advised the use of RPC Containers Hereford, a specialist in IML labelling. Excellent photographic reproduction is enhanced by a sparked finish. Finger grooves are added to one side of the pack to enhance ease of handling.

“The new plastic containers for the J. Arthur Bower’s plant food range provide a strong format for our relaunch,” confirms Fiona Carrington. “The pack is user-friendly for consumers, whilst its distinctive branding enhances its appeal to gardeners of every kind.”