Echo co-founders David Bicknell and Nick Dormon were creative director and managing director respectively of Blue Marlin when it designed the patented Eazypack plastic tubs with integral spoons for the Cow & Gate baby brand, which was bought by Danone in 2007.
Danone appointed Echo, and were appointed in January 2008 to create the evolved Eazypack for the Asian market.
After conducting user studies, Echo found that the existing Eazypack tubs needed tweaking to cope with local conditions in Asia – tiny ants were able to find their way into opened packs, and high humidity was causing pack contents to solidify.
The new Eazypack has a reworked tamper-proof band (pictured above right) and opening. An elliptical lid and seal are intended to keep humidity out.
’The common format for baby milk is tins, but although they have a long shelf life, once open they don’t have any consumer benefits,’ says Echo creative director Bicknell. ’This third generation Eazypack packaging should help to further premiumise the brand’.
The new packaging is starting to roll out now.