Packaging design model from a supply chain approach

Purpose This paper aims to present an integrated management model for packaging design. Design/methodology/approach This model is the result of research of the concepts of packaging, logistics and “packaging logistics”. With this approach in mind, the design and development of packaging are structured on four basic corner‐stones, i.e. the definition and understanding of design requirements (logistics, marketing and environmental aspects), the definition of an appropriate organizational structure, the application of “best practices”, and, finally, establishing a control system. Findings It was found that the management model developed provides companies with a useful quantitative tool to find the “trade‐off” between the logistics costs reduction and the differentiation capacity linked to packaging. Originality/value The model proposed is designed to fill a gap in the measurement systems for making an evaluation of the detailed impact on the overall operation of the supply chain in certain packaging design decisions.