Packaging development with 3DEXPERIENCE platform

To create solutions for secondary packaging more quickly, WestRock opted for the 3DEXPERIENCE platform from Dassault Systèmes. The result met the expectations of the world's leading provider of packaging solutions: The development time for innovative, consumer-orientated packaging was reduced by a third.

When it comes to packaging for the world's leading beverage brands, WestRock, an association of the world's leading packaging suppliers MWV and RockTenn, The company's market knowledge and innovative solutions have made it the first choice.

„There's nothing we don't do,“ says Gérard Louret, Head of Machine Development at WestRock. We carry out consumer tests, design packaging and construct and manufacture the machines for its production. This is where we differ from other competitors, because we integrate all aspects from brand management to presentation in the supermarket.“

Insight to In-Market

Under this name, WestRock provides solutions that give customers speed, flexibility and agility. „This strategy has its roots in consumer and market research. The insights gained from this help to develop attractive packaging that enhances the brand experience and brand loyalty. For our customers, packaging becomes an integral part of their market value. Customers are particularly interested in how the packaging as a whole can help to increase product sales,“ explains Bill Cecil, Vice President Machinery and Automation for WestRock's beverage business.

„Retailers invest millions in the development of their product and in the design of the bottles or cans (i.e. the primary packaging). In contrast, hardly any money is invested in secondary packaging. This is typically the cardboard outer packaging that customers see on the supermarket shelf.“

Shortening the development time

To support the strategy, WestRock consulted experts from well-known global consumer goods companies who were familiar with consumer behaviour, market research and branding. The results of this work are brand-centred packaging strategies. Of critical importance is the efficiency of the overall process. Normally, it takes 18 months to develop new packaging. „We want to reduce this period to six months,“ explains Cecil.

To achieve this, development should be strongly networked and directly linked to production.

„The 3DEXPERIENCE platform differs from other offerings in that it already All design and production tools integrated are,“ says Cecil. „This is particularly important for WestRock, as we design and manufacture packaging for customers all over the world, whether in China, Japan, Australia, Europe or North and South America. The high level of integration of Dassault Systèmes“ solutions was crucial for us."

Networked cooperation pays off

With the support of Keonys, a business partner of Dassault Systèmes, the rollout initially began with a small pilot programme in France. It later extended to design teams in Australia, Brazil, China, Germany and the USA. The 3DEXPERIENCE platform enables seamless collaboration between the various locations.

An important role here is played by „Concept Development“, a solution that is part of the Perfect Package Industry Solution Experience is.

„We used to make our sketches on paper, a whiteboard or a flipchart. That was a very creative process. However, once this process was complete, we had nothing that we could have immediately incorporated into the design,“ recalls Cecil.

Perfect Package:
Brand manufacturers, design offices, packaging manufacturers and graphic designers can use it to develop pioneering innovations by developing tested designs from concepts on a shared platform.

Perfect Shelf:
Retailers and manufacturers of branded consumer goods enhance the consumer's in-store shopping experience with immersive, realistic 3D technology designed to maximise sales, profits, quality of execution and brand equity.

Single Source for Speed:
This provides companies with a tool for the global management of their entire product development process: from the initial idea through design and production to maintenance.

Smart and Synchronised:
Companies can synchronise all technical disciplines on a single networked platform and ensure complete traceability: from requirements analysis to product validation.

The „perfect packaging“

Today, the WestRock team works with Concept Development, allowing them to evaluate a wider range of design alternatives right away. The model can be rotated during development and options can be analysed in 3D together with the customer. In this way, a design is first used as a basis from which numerous alternatives can then be developed.

„What used to take days is now done in an hour,“ says Cecil. In addition to the Perfect Package, WestRock's Perfect Shelf Industry Solution Experience enables designers to Simulate packaging design and display them on a virtual shelf, surrounded by competitors' products. „Until now, packaging has been produced in a vacuum. This is one of the weaknesses of conventional product design,“ says Cecil. „In contrast, this solution shows how our packaging performs against the rest of the market.“

New versatility in production

Working in 3D also enables a smooth and fast transfer of the packaging model to production. Once the design has been finalised, WestRock develops the appropriate machines for processing the raw materials and producing the packaging.

„As the 3DEXPERIENCE platform digitally integrates all the data generated, the final 3D design can be transferred to the automation system. Our mechanical engineers then have a digital model for their machine, developed with the ‚Single Source for Speed‘ and ‚Smart and Synchronised‘ solutions,“ explains Cecil. „We can now design a machine that produces 30 different packs. If customer requirements change, we simply design new packaging for these requirements.“

Significantly simplify production

The switch to the 3DEXPERIENCE platform offers WestRock more options in the design and production of its packaging machines. „With our latest generation of machines, our customers can react flexibly and agilely to market changes. We can modify the software of the 3DEXPERIENCE platform so that we can use an existing machine to produce new packaging. This not only saves our customers time and money, but also simplifies the production process. Conversion to a new generation of packaging“, emphasises Cecil.

Virtual machine test saves time

It is often not possible to test software changes at the customer's production site. WestRock therefore maintains a virtual copy of the packaging machine on the platform. Necessary tests are carried out on the virtual machine. The platform simulates the entire production process, including optimum punching and palletisation. „It can take up to three weeks to test a machine on site at the customer's premises. We now do this process in a virtual environment. Apart from the fact that it's much quicker, we don't even need to set foot in the customer's factory,“ explains Cecil.

The perfect scenario

For Cecil, WestRock's integrated, end-to-end packaging concept - from consumer research to product design and manufacturing - is the perfect scenario for utilising WestRock's solutions. Dassault Systèmes.

"The High degree of cross-linking of Dassault Systèmes“ solutions and the integration of each individual tool are crucial to the success of our strategy. With the 3DEXPERIENCE platform, we have found the linchpin," emphasises the expert.