Twist & Snap: New John West SmartStrip
If you don’t know already, we’ve been partnering with John West on their new product developments since 2017. And the latest innovation to launch is the SmartStrip, a patented metal strip that holds together a four pack ‘tower of tuna’ without any outer packaging.
In today’s world, brands with strong sustainability credentials are winning the hearts and minds of customers, but unfortunately many in the ambient fish category could be doing a lot more to reduce excessive and non-recyclable packaging.
John West are set to change that with their new SmartStrip technology that allows customers to simply twist and snap a can from a multipack without any unnecessary plastic or mess.
Having recently become a B Corp ourselves, the idea of using innovation as a force for good is something we really align with. So we were thrilled when this brief landed in our laps as the perfect opportunity to create a solution for the brand that would be as sustainable as it is ownable.
We led the design of this new format, creating a system that optimised John West’s existing assets in a clean premium way, while making the benefits of the SmartStrip clear for consumers. Once we had a distinct personality for range, we built a strong narrative off pack, with brand world touchpoints that reinforce the product’s environmental credentials.
Watch this space for more John West!
“It’s been amazing to see John West stay true to their category leading mentality by pioneering a more sustainable packaging solution. As a B Corp business, we’re always looking for ways we can help reduce our planetary impact and this partnership has been a great opportunity to work on a project that’ll make a real difference.”
Emma Collingswood, Account Director
