That Age-Old Trade-Off

Current bottle design and branding is changing so rapidly that it is having a considerable impact on bottling lines. In this article, the author looks at issues that go to the very heart of the trade-off between branding and production. While brands are trying to become more distinctive and iconic, bottling lines and filling plants are measured in very different ways. In a fiercely competitive environment, their objectives are drive first and foremost by a need to improve efficiency and reduct costs. "This means production facilities are, in effect, looking for more rationalisation and standardisation of container design," says Rockware Glass marketing manger Sharon Crayton. This article takes an in-depth look at the current situation.