IML makes difference for B2B brand

Based on the island of Sicily, Elenka sells its range of ingredients throughout Europe, the Middle East, America and Australia. Ice cream parlours and bakeries mix the fluid or the powder from Elenka with sugar and cream to serve original Italian pastry and ice cream to their customers.

Elenka uses SuperLift containers, designed with a round conical shape, in two sizes – 3.1l and 11.3l – with plastic handles. The pack is very functional and confirms correct re-closure with an audible click. The handle on the collar leaves lots of space for sleek and exclusive art work.

The containers are injection moulded in polypropylene in matching colors – white, black and brown – and decorated with high quality IML images.

Elenka said, while bulk pack sizes and efficient logistics are cornerstones in the B2B trade, artwork design also has a positive impact on purchase managers.

Elenka’s artwork for the SuperLift containers was developed by its in-house marketing and design manager, Rocco Niro, who underlines that in any sales process, you have to grab the attention of customers, whether the segment is B2B or B2C.  

‘We know that the common assumption is that professional purchasers pay less attention to artwork and design of the packaging than the average consumer, Niro said. ‘However, we consider our B2B customers more or less like consumers.

‘Even though they act and make decisions in their professional capacity as purchasers, they clearly respond to appealing design in a positive way. This is why first class artwork and visual design are vital parts of our branding strategy.’

Niro added: ‘The SuperLift container is one of the most beautiful containers in its category. It is highly functional and decoration friendly, offering a big space for the visual communication. Actually, it has much resemblance with the type of packaging you would find in a supermarket.’