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News SCGP Unveils Secrets to Packaging Design: “Building Brands to Thrive with Standout Packaging” Loading Data… The seminar titled “Building Brands to Thrive with Standout Packaging,” organized by SCG Packaging Public Company Limited, or SCGP, in collaboration with the Thailand Management Association (TMA), the Marketing Department of the Faculty of Commerce and Accountancy, Chulalongkorn University, and the Yuthasar Foundation, highlighted the significance of creative ideas in packaging design as a driving force behind successful brand building. The seminar titled “Building Brands to Thrive with Standout Packaging,” organized by SCG Packaging Public Company Limited, or SCGP, in collaboration with the Thailand Management Association (TMA), the Marketing Department of the Faculty of Commerce and Accountancy, Chulalongkorn University, and the Yuthasar Foundation, highlighted the significance of creative ideas in packaging design as a driving force behind successful brand building. The seminar’s speakers shared insights into current trends and offered tips for brand building through design, emphasizing that packaging must serve as a brand representative to establish strong recognition among consumers. Achieving this requires a deep understanding of customer insights, while the packaging must be commercially viable. A leading trend in packaging design today is sustainable packaging, which focuses on environmental friendliness. Packaging must be “Love at First Sight” and “Unforgettable”Piyanut Panpiemras, Co-Founder & Head of Strategies at Head100 Co., Ltd., and Subcommittee Member for Marketing Management at the Thailand Management Association (TMA), said that a brand is represented by every touchpoint that consumers encounter, forming a puzzle that creates the overall brand image. Among these, “packaging” is a crucial touchpoint. Well-designed packaging can reduce brand-building costs and advertising expenses. As a key to building a brand that stands out, packaging must be “love at first sight,” creating a positive experience for customers. This includes ease of use, material efficiency, and incorporating features such as a barcode on the packaging to tell the brand’s story. “It is like meeting someone for the first time. The first things we notice are their clothes, face, and hair. We must be impressed by the outside before getting to know the person within. Packaging serves this same role.” Another key tip is being “unforgettable.” Packaging should not only be aesthetically pleasing but it must also tell a story that resonates with customers. This can be achieved by creating a distinctive identity and unique selling points, providing benefits, and addressing customer pain points. Ultimately, the packaging should generate revenue for the brand. “For some brands, you do not even need to see the logo. Just by looking at the packaging, you immediately recognize the brand due to its unique shape and standout color scheme. Packaging serves as a theater—a platform for brand storytelling—to complete the marketing process.” Good Packaging: Appealing to Customers and Aligned with MegatrendsWanna Swuddigul, CEO of SilverActif Co., Ltd. and Subcommittee Member of MMG-TMA, shared a compelling view on global trends that are poised to impact the business landscape. In today’s fast-evolving business world, consumer demands are becoming increasingly diverse and complex, driven by factors such as the rapid advancement of technology, growing awareness of sustainability, and an aging society. These are all “megatrends” that marketers and business leaders must closely watch. “The importance of adapting and offering products that not only meet consumer needs but also align with major global trends is paramount, especially when creating personalized experiences for consumers through distinctive and unique packaging design.”In the present day, packaging is not just a wrapper for products, but a tool that can build strong relationships with consumers. Designing packaging with attention to detail and effectively telling the brand’s story is a key factor in enabling businesses to thrive in today’s highly competitive market. Sustainable Packaging: A Strong Trend Responding to Global NeedsSumeth Boonyathanapan, Manager of Inspired Studio and Packaging Solutions at SCGP, discussed four major trends in packaging production: 1. Sustainable packaging, 2. Tailored design to build brand identity, 3. Material and packaging innovation, and 4. Smart packaging. “The trend of sustainable packaging has been talked about for a long time, but what has changed is the intensity. Sustainability now means reducing resource usage, minimizing material consumption, and increasing the proportion of recycled materials. Due to the growing pressure from environmental issues, countries are becoming more aware and have introduced laws and regulations governing both the production and sale of products to minimize environmental impact. This includes the packaging used for goods, compelling brands to quickly adapt to evolving trade rules.” Sumeth also addressed the challenges of designing sustainable packaging, saying that sustainable packaging must not only be practical and aesthetically pleasing but also economically viable. Production and marketing must meet the needs of both brand owners and consumers. Packaging: A Sustainable Asset for BrandsKrittavit Laohadtanaphorn, Executive Director of M. Water Co., Ltd., the producer of Sprinkle drinking water, shared that effective packaging design must convey the story and identity of the brand to connect with consumers. Packaging is an asset that contributes to the brand’s long-term sustainability. One key aspect to focus on is that “it must be truly practical,” meaning that Sprinkle bottles must genuinely reduce waste and be 100% recyclable. This approach is not merely for marketing or public relations purposes. Additionally, there should be “no compromise with limitations,” meaning efforts must be made to overcome obstacles during packaging development to achieve the set goals. “In the case of Sprinkle, we wanted to design a labelless water bottle to reduce plastic waste and ensure it is 100% recyclable. However, the real challenge was not about creating an aesthetically pleasing design, but about displaying the required information on the packaging in compliance with the regulations of the Food and Drug Administration (FDA). We developed a technique to use inkjet printing directly on the bottle’s surface, ensuring that the information is clearly legible. The inkjet ink we use can be easily washed off during the recycling process and is environmentally safe, reflecting our commitment to not compromise with limitations as a manufacturer while contributing to reducing environmental impact,” Krittavit explained. All of this …

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News SCGP Encourages Businesses in Packaging Value Chain to Transform for Greenhouse Gas Reduction Loading Data… The reduction of greenhouse gas emissions to mitigate global warming and address climate change, as well as to create a sustainable future for our planet, has become a crucial issue that businesses worldwide are increasingly focused on. Recently, SCG Packaging Public Company Limited, or SCGP, organized a seminar titled “Sustainable Synergy for Decarbonization” to serve as a platform for collaboration among producers, entrepreneurs, SMEs, and financial institutions within the packaging industry’s value chain. The aim was to exchange perspectives on challenges and best practices to collectively reduce greenhouse gas emissions and foster a sustainable environment. Carbon Footprint: A Key Factor for Sustainability “Wichan Jitpukdee,” Chief Executive Officer of SCG Packaging Public Company Limited or SCGP, highlighted that the world is changing rapidly, and businesses that do not adapt will not be able to compete. SCGP has continuously adapted, with sustainability being ingrained in SCG’s DNA. SCGP aims to reduce greenhouse gas emissions by 25% by 2030 and achieve Net Zero by 2050. This will be accomplished through two main strategies: the assessment of the Carbon Footprint for Organization (CFO) and transition to low carbon dioxide-emitting fuels. These include installing solar roofs, using biomass energy instead of coal, and incorporating artificial intelligence to enhance efficiency and reduce energy consumption, cutting down greenhouse gas emissions by one million tons. SCGP aims to plant 2.3 million trees, recycle plastic waste into new plastic pellets, and repurpose 24,000 tons of paper pulp waste annually to produce soil conditioners, which are then used to grow eucalyptus trees for paper production.Another aspect is the certification of 128 products with the Carbon Footprint of Products (CFP) by the Thailand Greenhouse Gas Management Organization (TGO). This certification helps identify the amount of greenhouse gas emissions for each piece of packaging and product. Additionally, 16 paper packaging printing and forming processes have received Carbon Footprint certification, covering all categories of paper packaging products. Customers can use the CFP to further calculate the total greenhouse gas emissions. Furthermore, SCGP has developed a “Private Declaration Label” for the carbon footprint of its products to display the greenhouse gas emissions of packaging. The company has also created “Carbon Footprint Software” for products, providing customers with documentation certifying the greenhouse gas emissions of their products. SCGP aims to achieve CFP certification for 100% of its products manufactured in Thailand by 2027.   “CFP will help customers operate their businesses in compliance with environmental regulations, which are increasingly being enforced in many countries. It will enhance sales opportunities, facilitate entry into new markets for export customer segments, and allow for the development and selection of packaging that reduces greenhouse gas emissions. This initiative will help elevate the environmental standards of the Thai packaging industry,” said Wichan. Business Collaboration to Drive SustainabilityAn example of an organization that is actively engaged in environmental initiatives is Kao Industrial (Thailand) Company Limited. “Suttipong Limsila,” Head of Corporate Strategy, revealed that Kao has established 19 sustainability strategies under its Kirei Lifestyle Plan, which includes initiatives such as improving quality of life and designing products for everyone, among others. Kao is committed to developing and innovating environmentally friendly products that are convenient to use, leveraging innovation to make consumers’ lives easier. Environmental concerns are critical in the modern era. Kao has developed eco-friendly packaging to reduce carbon emissions by using Bio PET and mono-materials, as well as flexible packaging (such as pouches or films), instead of rigid packaging (such as bottles), to reduce plastic usage by 50-70%. Additionally, Kao aims to increase the proportion of Green Carton by SCGP to 100% within this year, on top of carefully selecting raw materials from sources that can be traced back to ensure no violation of human rights or deforestation occurs. Kao has set a target to increase its use of renewable energy to 100% by 2025 and reduce carbon emissions by 55% in Scope 1 (direct emissions) and Scope 2 (indirect emissions) while decreasing the Carbon Footprint of Kao products by 22% by 2030. Additionally, the company aims to achieve net zero emissions by 2040 and become carbon negative by 2050.   Empowering SMEs Towards Greenhouse Gas ReductionA representative of The Thai Chamber of Commerce, “Yuttana Jiamtragan,” Chairman of the Circular Economy and Environment Steering Committee, said that the Chamber has over 140,000 members nationwide. A survey conducted four years ago revealed that only 30% of its members were aware of ESG principles, which is relatively low. This can be attributed to several factors. To enhance competitiveness, SMEs should begin by familiarizing themselves with the Climate Change Act, which consists of 14 chapters and 177 sections. This Act will serve as a crucial tool and mechanism to guide businesses towards achieving net zero emissions. Additionally, SMEs should understand standards for conducting economic activities that consider climate change, such as the taxonomy and emission trading system.   Businesses in the Value Chain Adapt to Reduce Carbon Emissions“Chaveng Sethaporn,” Head of Credit Product Development at Bank of Ayudhya Public Company Limited, stated that the bank can play a role beyond being just a credit provider by offering collaborative support to SME customers. The bank has launched the “Krungsri SME Transition Loan” to support entrepreneurs, providing loans up to 100% of the project value, with a maximum repayment period of 10 years. The interest rate is set at 3.50% per year for the first two years and a fixed rate as low as 4.75% for years three to five. Plus, customers are eligible to join the Krungsri ESG Academy program, where they can gain in-depth knowledge and practical support to transition their businesses effectively. The bank also has various support mechanisms, such as the Krungsri ESG Awards, which recognize entrepreneurs with outstanding sustainability projects, further fostering engagement. This initiative is part of Krungsri’s broader ESG ecosystem partnership network.   “Saichon Anukool,” Plant and Biogas Manager of Chok Yuen Yong Industry Company Limited, one of the entrepreneurs, provided an …

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Mr. Pongpanu Svetarundra, Chairman of the Board of Directors of the Thailand Greenhouse Gas Management Organization presented the 2024 Carbon Footprint of Products certificate to SCGP, represented by Mr. Ekaraj Niroj, Chief Operating Officer of Consumer and Performance Packaging Business. The certified products include pulp, printing and writing paper, packaging paper, plastic packaging, fiber packaging, foodservice packaging, printing and paper packaging producing processes, copy paper and foodservice packaging (Fest) that can indicate the amount of greenhouse gas emissions to promote the use of packaging that reduces greenhouse gas emissions. SCGP has committed to the goal of reducing greenhouse gas emissions by 25% by 2030 (compared to the base year of 2020) and achieving Net Zero emissions goal by 2050 by prioritizing clean energy sourcing to substitute fossil fuels, develop energy efficiency technology, and supporting business partners and customers in reducing greenhouse gas emissions throughout the value chain to help reduce the impact of climate change.