pizza boxes

Food Packaging Case Study: WHITE RABBIT PIZZA CO.

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An ideal food packaging solution encompasses a well-built balance between branding and material use. A significant part of this process is the branded printing, which makes your food product attractive for your customers. The quality of prints also depends on the packaging material you use. High-quality packaging materials allow for fine printing, which showcases your brand positively.

In this article, we will discuss the food packaging strategy used by White Rabbit Pizza Co. They use a variety of boxes to pack pizzas of different sizes. The branded printing they use has allowed them to achieve favorable results in the industry.

Packaging for White Rabbit Pizza Co

Here is an overview of packaging solutions that White Rabbit Pizza Co. uses to pack its gourmet pizzas.

Corrugated pizza boxes and discs

The ready-to-use corrugated boxes that people at White Rabbit Pizza Co. use to pack their pizzas allow for great food protection and unparalleled branding. They also use corrugated discs of different sizes with varying fluting options to facilitate fridge or freezer use. These discs use one-colored flexogenic print.

Machine Erect Retail Boxes

With increasing sales, the company had to deal with the challenge of erecting boxes to pack pizzas. The use of machine erect retail boxes allowed the White Rabbit Pizza Co. to speed up the packaging process significantly. The company ordered a carton board material to ensure safe food delivery and storage.

All White Rabbit Pizza Co. boxes use high-quality prints that allow for a more effective branding and clear display of product information. Since they had to order several boxes for pizza packaging, litho printing turned out to be the best option for them.

Corrugated shelf-ready display

To pack their products that had to go to supermarket chains, White Rabbit Pizza Co. used corrugated shelf-ready packaging. The purpose of shelf-ready packaging is to ensure safer delivery of the product and its quicker transition to the shelf. This packaging method essentially eliminates the need to unpack and restack.

Shelf-ready packaging is customizable just as other packaging options. You can choose from several packaging designs, styles, and sizes to meet your product packaging and showcasing requirements.

Types of packaging

Here are the types of packaging materials to consider when it comes to food packaging. These types include primary, secondary, and tertiary packaging.

  • Primary or consumer packaging is the innermost packaging layer that comes in direct contact with the product. This packaging layer protects the product and displays important information. White Rabbit Pizza Co. used pizza disc and wrap as primary packaging supplies. These packaging materials protect their pizzas and other products during refrigeration.
  • Secondary packaging protects the primary packaging of a product. The purpose of this packaging layer is to provide optimum protection to the product during transit while enhancing shelf appeal. White Rabbit Pizza Co. places their wrapped pizzas in retail boxes. These boxes have branded designs and important information about the product printed on their outer surface.
  • Tertiary is the outermost packaging to ensure product protection during transit. The shelf-ready packages used by White Rabbit Pizza Co. are an example of tertiary packaging.

Questions to Ask Before Designing Packaging 

Herbert PhamLeave a comment

When you’re managing the client briefings, you want to make sure that the correct questions are asked, as this will make it easier to work with.

Brands that are trying to change packaging should have the answers to these before going onto packaging design. 

What are the Primary Product Features 

First and foremost, you want to ask about the primary details of these products. Through gathering information, you get a much bigger, broader view of the chances given, in order to design packaging that highlights the strengths needed. 

What Makes Your Product Unique? 

There are usually simple answers for this, but you want them to dig deep, and you want to find the true uniqueness of what you’re offering, or initially, the most vital feature of stuff. 

You want to understand as well what buyers will see, and the difference in your product against the competition. This answer will help with details that must be communicated within the packaging.

What’s your Product Selling Point 

Depending upon the price of the product that’s there, you can determine the budget, and what’s there. There isn’t a specific rule, but overall, the higher the product cost, the more you’ll be able to invest directly into packaging, in order to increase the perception that customers have of the value. 

For instance, if a client is selling some table salt, then you want to make sure that the budget that’s used for it is usually just a few pennies, as this offers limited materials. 

On the flip side, if the product is a high-end night cream that has anti-aging aspects of this and is priced at a higher level for customers that are a bit more demanding, higher amounts of budget can be further allocated to this. you can add some micro-cut laser decorations, hot stamping, even engraving to improve this. 

Who is your Target Audience 

This is the typical customer that you want. Understanding this will help you with putting out a more exclusive, better product, especially if the product is more aimed at price-conscious people who wish to save money.

You want to select packaging b asked upon each of the characteristics that the audience that’s targeted offer, along with different choices for marketing that are properly related to it. the communication types, sales channels, and even prices also need to be considered. Some packaging may try to adapt to the customers, working with all of these elements so that it hits the target audience. 

Who’s the competitors 

Now that you have all of that information, you want to make sure that you understand the competitors, and how they work with this, especially on the market, and the right ways to differentiate the product of a client’s, in order to make this stand out with the correct packaging. 

For instance, you may see some products with specific colors. Maybe try different, less-used options to get these new customers interested? 

Is it Primary or Secondary? 

Are you looking to create primary or secondary packaging? For primary packaging, this can be really important, especially in the realm of food.  This is because it’s directly in contact with this, and the finishes, along with the materials, must have specific types of regulations. 

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For instance, glue, ink, and cardboard must be food safe. 

You need to make sure that this is properly communicated not just on the packaging, but to customers too, as this will help them realize that you do care about the health of the consumers. 

Consider asking all of these questions before you start designing packaging for your needs.