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* The following is an article published in Estonia’s largest newspaper, Postimees. View the original here (in Estonian).
The role of packaging in engaging consumers is crucial; a well-designed and attractive package can significantly increase a company’s sales. And this was precisely the case with Terminal, who recently revamped their food packaging.
Terminal is a well-known fuel station chain, recognised by many travellers for its tasty meals. Recently, the company surprised its customers with new, eye-catching and environmentally friendly packaging. The packaging overhaul was the result of a successful collaboration with Estonian packaging manufacturer Kroonpak, which is capable to produce various packaging types from paper cups and boxes to paper bags.
Gerli Pärnpuu, Terminal’s Marketing and Communications Manager, explained that the packaging update was primarily driven by the desire to reduce the amount of plastic used in the food packaging in Terminal’s stores and cafés, and that the company had sought a domestic packaging producer with similar sustainability principles. One of the reasons for choosing a local partner was that communication with foreign partners can sometimes be challenging, and long supply chains can make the process excessively time consuming. “It’s important for us that our partner can quickly prototype packaging and that the communication is smooth,” noted Pärnpuu.
It’s important for us that our partner can quickly prototype packaging and that the communication is smooth.
Gerli Pärnpuu / Terminal’s Marketing and Communications Manager
Shared values
Terminal and Kroonpak’s shared values led the two companies to discuss how they could renew Terminal’s entire family of food packaging. The goal was to create new designs and produce a range of packages for different meals. At Terminal, ESG (environmental, social and governance – a framework that measures a company’s sustainability, social impact and governance practices) is used daily. Therefore, the central focus of the update was to make the packaging more environmentally friendly – for instance, eliminating polystyrene containers.
Kroonpak is a new name on the Estonian packaging market, having operated for only a few years. However, in the printing field the company has extensive experience both locally and abroad, as Kroonpak is the packaging production unit of the well-known printing house Kroonpress. The company produces a wide range of custom and standard products and is the only one in Estonia capable of producing four types of packaging: cardboard boxes and sleeves, paper cups and bowls, paper bags and wrapping paper and stickers and other small prints.
How is cool packaging created?
Today, many of Terminal’s convenience store, fast food and drink menu items have new looks and shapes. For example, the new coffee cups – one of the fuel station chain’s most used packaging types – convey a sense of quality: great coffee in a beautiful, handy cup. The cups are made from strong materials, have double walls that are suitable for hot beverages and are coated with soft-touch varnish, creating a pleasant feel in the hand.
Gerli Pärnpuu praises Kroonpak’s strong brand perception and openness to offering complete solutions. “This is the foundation of effective collaboration. We have been able to create packaging that is sustainable, practical and visually striking,” she says. “Moreover, it’s important for us that working with the packaging, for example stacking, folding where necessary and so on, is an easy and smooth process, and that handling it does not burden our service staff.”
The collaboration between the two companies was effective and fruitful, as Terminal provided a clear vision of what they wanted and Kroonpak’s eager packaging designer, Meeri Krass, was ready to support all of their ideas and find creative solutions. She experimented with various concepts and options for the packages for a while, and in collaboration with Terminal’s trade manager Evelyn Märtin, created packaging designs with added value.
A truly proud example of this is Terminal’s kids’ meal box, with interactive mini-games on the colourful and convenient package – allowing young travellers to enjoy their meal while having fun playing. The creation of this package is a great example of how an open mindset and the courage to try new ideas can lead to exceptional solutions.
A clever approach was also taken with the lunch box, which can be adapted based on the meal being served. Here, Terminal’s head chef came to the rescue, diving into the kitchen to test out various meal packages. This led to the creation of a mix-and-match packaging set for lunch meals.
Increased sales
Terminal’s lunch meals are a favourite among consumers. The new lunch boxes are a good example of how food can be offered without being packed in an inconvenient and not-so-eco-friendly polystyrene container. Terminal’s new brown kraft cardboard packages with a water-based dispersion barrier are recyclable or compostable, unlike their polystyrene predecessors.
And the result? Sales of lunch meals increased significantly after the new packaging was launched, with customers leaving the station with stacks of boxes in their hands. “The new packaging gave a big boost to the schnitzel dish that underwent product development. There are customers who take pictures of the product, which is probably also motivated by the beautiful packaging,” says Pärnpuu.
The successful packaging update was also helped by good timing – at the time, VAT had been increased, but Terminal kept the price rise at a more modest level, with the new eye-catching packaging further encouraging people to buy the products. The warm brown tones and recognisable brand elements are so beautiful and elegant that Terminal uses images of the packaging in their promotional photos and larger advertisements. The packaging update was an essential part of the development process for the entire product category, and ultimately, Terminal’s food sales made a significant leap.
The collaboration between Kroonpak and Terminal is a great example of how innovative and well-functioning packaging solutions are born.
Photos: Kroonpak / Terminal, Rannel Pensa
Ready to boost your sales too? Reach out!
If you’re looking for a way to boost your sales through smarter, more sustainable packaging, now’s the perfect time to take action. Get in touch with Kroonpak’s expert team and discover how innovative packaging can make all the difference for your brand. We’ll be happy help – your next big idea could be just around the corner!
