Distinctive by design

Whether it’s a certain soft drink or a chocolate-hazelnut spread – some beverages and food items come in glass packaging so iconic that the shape alone is enough to evoke the product within and its taste. What they have in common is a form that differs from the more common round glass jars and bottles, proving the benefits these so called non-round containers bring to brand owners: a distinct, unconventional shape creates shelf-appeal, becomes a carrier of brand identity, and enhances recognisability. It also works particularly well as a call-back to a product’s tradition, or to create a premium, high-quality appearance. For spirit brand Nemiroff, a bold bottle redesign carried out by Vetropack Gostomel paid off: With its contour grooves, side-facing embossing, and neither totally square nor fully round base, the new design was a strong departure from the previous version. The bottle quickly gained popularity with consumers, who found it easier to handle and more attractive – making the unique shape part of Nemiroff’s brand identity. Apart from spirits, non-round glass packaging is most commonly used in the food sector – for jams and marmalades such as STAUD'S Vienna, honey, and creams and spreads.

Precise processes for the perfect container

From a production standpoint, however, non-round bottles and jars can pose challenges as our experts in Vetropack Moravia Glass well know: Libor Maša, Technical Customer Service Manager at Vetropack Kyjov, explains: „Non-round containers typically don’t have a circular, rotationally symmetrical base. This means they cannot move freely along conveyors and require controlled orientation.“ The glass forming process itself also calls for extra care and precision. The distance from the centre to the walls of the non-round moulds is not equal at every point. But when the parison is blown into its final shape, the glass must reach even the corners or any complex protrusions at a precisely defined moment and in the required thickness. To achieve this, seemingly small details like the design of the funnel guiding the gob into the blank mould, need to be taken into account, as they affect glass distribution. Optimising the shape of the parison is another way to ensure the container achieves its intended final shape. Incorrect parameter settings, on the other hand, can lead to uneven wall thickness and an increased risk of defects.  

Balancing distinctive design with efficiency and sustainability

The high demand that non-round production places on the uniformity of glass distribution, as well as on the precision of the blowing process, combined with higher reject rates during inspection, explain the drawbacks of these unique containers: higher costs and greater CO2 emissions during production compared with traditional round containers. The latter is particularly true if the bottle or jar is particularly heavy or features pronounced embossing to convey premium quality – more weight means more raw material, and more emissions during transport. 

This is why working with an experienced partner is crucial for brand owners. While rightweighting – reducing the weight of glass containers through changes in design – is technically far more complex in non-round containers, the design team in Kyjov has successfully optimised containers from jam jars to spirit bottles without compromising recognisability. “From choosing the right design for the container itself, the mould, and equipment such as funnels to getting settings and parameters exactly right – our expertise and experience guide the technically very complex production process to a successful end product,” Libor Maša says.  

Expert guidance for the right packaging choice

In the end, the choice for or against non-round glass packaging depends on the product in question and what brand owners aim to achieve: “Bottles and jars in unique and customised shapes show the greatest advantage for premium products or strategically important key product lines,” Libor Maša sums up. „We expect to see an increase of this trend in precisely these areas, but also in catering and hospitality where aesthetics and differentiation celebrate special occasions.“ Of course, food and beverage producers working with Vetropack do not need to make the choice for the right packaging shape alone. We are ready to support brand owners in defining, optimising, and producing the perfect distinctive container for any product with our expertise and newly adapted line at Kyjov.

Discover more about how we are supporting customers with our Distincta line of non-round jars and bottles on our website!