Interview with Andrew Smith, Chairman and Managing Director of B Smith Packaging, UK

The functional design of the boxes is my forte and I am used to technical specifications, weighing devices, micrometers, CAD, how the product fits in the retail environement rather than the aesthetic and we work closely with our clients brand specifications and VI to direct us. We have our in-house team who liaise and advise with the client as to what is possible and what works to give it that stand out in presence.

We are a UK bespoke, sustainable packaging company, I am third generation and have been with many of our clients for nearly 50 years. As the figurehead of the Company, I am involved with all our key accounts and we work in strategic partnership with them to advise them of what is the best packaging solution for their product or service. We work across a plethora of substrates, sizes and products and have an extensive network os manufacturers and suppliers to help solve any packaging design problems a client may have. We are very focused on the brand experiential factor and how the recipient feels and our packaging reflects that WOW factor that the person opening the goods wants to have.

Design is innovation, creativity, delivering an experience that brings design to life and enables others to go ‘Have you seen this?’

Simple and sophisticated. Clean lines and structure.

Something that has stand out from the rest, is functional and has an aesthetic quality that is retainable to memory.

Our packaging design style is understated simple elegance to keep the clients brand front of mind without being too obvious or in your face.

We try whenever possible to get involved at the concept stage so we can add value on how the packaging can look and feel across the different channels. Our starting point is getting under the skin of the clients aims and objectives and then providing a range of solutions to fit the purpose and their budget. We then go to market test stage with prototypes and samples and focus groups before finalising and committing to production.

I think you have to flex to your audience. We supply packaging internationally and we are very cogniscent of cultural impacts. We try to keep it simple but stand out so it doesn’t become wallpaper. The packaging route to market has challenges in the E-commerce sector that is the same wherever you are. Some countries like gold foil embossed and don’t care about plastic and laminates. We are driven by our values and seek to be sustainable wherever possible.

This has been our first foray into awards like this and we were delighted to come away with an award. We hope this will seek to further reinforce our credibility and footprint in the very competitive arena of luxury packaging in the fashion and creative design sector. We hope that our recycled, reusable, recyclable ethos and the drive towards sustainable packaging will give us a platform as a leader in this arena.

We chose to enter our Trench/JacK1T proposition because it is an emergent ‘New’ brand and we have been involved from the start. It’s a very congested place out there and this brand is only available in the E-Commerce space so there were new challenges that needs to be considered. The packaging is an integral part to the recipient experience and therefore we felt that the story of their packaging was one worth telling.

Ensuring that the box had the WOW factor, making sure that the outer case was strong enough to protect the product within.

It’s too early to say yet but we hope this will raise our profile and accreditation in this sector. It serves as a case study to prove that we can offer a truly bespoke and sustainable packaging option for the luxury sector.

Diversity, innovation, creativity that is constantly challenging and changing.

The belief that anything is possible.

The UK has been at the forefront of fashion design from the Red or Dead days and functional brands such as Burberry, Barbour, Holland Cooper to the celebrity endorsed design a la Alexander McQueen, Victoria Beckham, Stella McCartney, Temperley, Vivienne Westwood, Paul Smith, Lulu Guiness the list is endless. The UK can be quirky and eccentric in these circles and that gives it the stand out factor.

Environmental packaging and sustainability will play a huge part. Things will become more digitally enabled so the era I was trained in with hand drawn sketches is fast being replaced by the CAD systems. Lower unique production runs and smaller batch production will become sought after to avoid large stock holding. More one-off bespoke designs that are in smaller volumes, to specific market demographics and targets will increase in popularity as ‘individuality’ becomes more prevalent than mainstream.

Think outside of the box. Don’t be afraid to push the boundaries. Have a unique proposition and style that isn’t easily replicated. Keep an eye open on all channels to see what’s new and interesting.

Intrigue and questioning what’s gone before. Openness and willing to learn. Experience as many creative process as possible to gain insight and knowledge.

I can’t click my fingers on my right hand.

Genesis and yes, music was a big influence in my formative years. Prog rock and even things like Roger Deans artistry for albums are imprinted in my subconscious mind. I was a fan of escapism and music aided this. I still love this genre now. Also Sasha Baren Cohen for his sense of humour and willingness to push creative boundaries.

Pure hardwork, diligence and tenacity.

Don’t give up - keep going.